If there’s one thing we can count on as the year draws to a close, it’s the inevitable wave of “Trends to Watch” in 2019. In the world of foodservice, it’s not hard to find countless predictions about next year’s hottest menu trends. At the root of all this speculation is language.
Through the years I’ve come to realize that the only rule for putting pen to paper is that there are no rules. It may sound counterintuitive, but I believe this no-rules approach to copywriting is actually a best practice in and of itself.
At its core, B2B messaging should still come from a very personal, approachable place. After all, we’re only human, right?
Effective, high-impact messaging can take on many different forms: an unexpected headline, an engaging prompt that pulls you right in, or maybe even a manifesto you can’t bring yourself to put down. Long or short, it all seizes your attention — and more often than not, it all has these three Ds in common.
Messaging plays a vital role in how brands build up that equity with customers over time, but telling your story and staking your own claim about what sets you apart in the marketplace requires nuance.
When you consider all the ways your website works for everyone (and everything) else, it’s also important to consider how your website works for you. Thoughtful, high-impact copy is the key to communicating your core message — and it’s at the heart of every effective website.