The customer’s voice Customer stories go by various names – case-studies, testimonials, success stories, or customer references. But whatever you like
What can behavioural science tell us about how to write B2B marketing copy?
Scientists are people too! Scientists are all logical people, right? When deciding what equipment to purchase or which service to use we read and
Complex B2B products: A more flexible approach to writing about features, advantages and benefits
What are features, advantages and benefits? Structuring a sales message using features, advantages and benefits is a tried-and-tested approach to
Breaking free from the ‘academic’ writing mindset: A guide for the scientist-turned-copywriter
The paradox of science writing As a copywriter, I get to look at quite a bit of science-focused B2B copywriting. Some of it is effective at conveying
Making words work in B2B marketing: Insights from CopyCon 2020
Is advice on copywriting relevant for technical B2B companies? If you’re a B2B marketer, you’ll be used to working in a constantly changing
What’s the most important keystroke for writing great copy?
Making your product literature easy to read If you’re a marketing manager or a copywriter in the scientific business, then you’ll be familiar with
How do scientific companies approach marketing? Insights from LAB Innovations 2019
A wide range of lab equipment LAB Innovations has been running annually since 2012, and as usual this year was held at the NEC in Birmingham,
How to write an interesting scientific event blog post
Why bother with a blog post? If you’re involved in sales or marketing of scientific products or services, it’s quite likely that at some point you’ll
Improving your scientific literature by integrating writing and design
Assembling the written content So you’ve been tasked with writing a white paper, brochure, report or some other piece of text-based company