Want to Impress Your Clients? Grab A Pen.


How would you like to be the bearer of good news for your prospects and clients — and, at the same time — impress them with your knowledge of a hotly-emerging marketing trend?

Well, if you’re a B2B copywriter, let me pass along some information that your clients (and you!) will want to hear …

There’s a big trend in online marketing that has been steadily gaining steam of late. And, the B2B companies (and copywriters) who jump on it are going to prosper.

I’m talking about marketing with online video. To say it’s “hot” right now is perhaps the understatement of the year.

Now, like every new trend, we don’t have years and years of data on how it’s performing to rely on, but the folks who monitor, measure, and report on such things do have some juicy tidbits to share. And, it’s all good.

Grab a pen … you’re going to want to relay this stuff to your clients.


  • Forrester Research reports that adding video into emails increases click-through-rates by 2 to 3 TIMES
  • Emarketer predicts business spend on online video will nearly quadruple to $5.2 billion by 2014
  • Video increases the chance of a front-page Google result by 53x (Forrester, January 2010)
  • The number of marketers planning to use video in email campaigns has increased 5x since the beginning of 2009 (Implix 2010 Email Marketing Trends Survey)

So, that’s the data. But, here’s the scuttlebutt: even veteran marketing experts are now convinced that online video is THE marketing opportunity of the future for companies.

Bob Bly, author of the Complete Idiot’s Guide to Direct Marketing, and a marketing veteran of 30+ years now says, “Online video is simply the most effective way to communicate with customers and help them make the buying decision.”

Steve Slaunwhite, another B2B copywriting veteran, says: “Writing online video scripts for B2B companies is one of the fastest-growing niches in the world of B2B copywriting right now.”

Let me quickly paint you a picture that illustrates the power that online video holds for B2B companies:

Imagine a business executive, Susan Pritchard, sitting in the back of a taxi on her way to the airport. She’s tired. It’s been a long week of business travel, and she’s looking forward to getting to the airport and then back home.

But, it’s a 30-minute ride to the airport, so, rather than sit there and do nothing, she decides to pull out her BlackBerry. She’s VP of Operations at Wilco Cosmetics, and always has plenty of email to check.

In her inbox, she sees an email from Dave Green, a sales rep from BottleFast, who she has been talking to recently.

Green is following up on an earlier conversation he and Pritchard had about the purchase of some high-speed bottling machinery to upgrade the equipment at Wilco’s New Jersey plant.

The video is a 4-minute “video case study” of how another company in the industry uses the high-speed machinery. As she watches, Pritchard learns that the company featured saved 10% on their manufacturing costs and boosted plant productivity by 6% in just two months.

She is so intrigued by the video, that she immediately replies to the sales rep and requests to schedule a meeting the following week.

In this scenario, the video helped the sales rep, Dave Green, move the sales process along to the next stage.

But, without the video case study? Well, Dave Green would’ve had to instead send Susan Pritchard a case study document, perhaps a two- or three-page PDF case study, attached to the email.

But, would Susan have read it? Sitting there, exhausted after a business trip? How likely would Susan be to open up her email up and scroll through screen after tiny screen of that entire PDF document on her BlackBerry?

Not likely. But … take a few minutes to watch a quick video, right then and there? No problemo.

This is one of the biggest reasons why online video marketing is quickly emerging as one of the hottest and fastest growing trends in the B2B world.

Look at this from another perspective …

Today, YouTube is the #3 ranked website in the entire world, while news sites like CNN.com fail to rank in the top 50.

The big takeaway for B2B marketers — your clients — is this …

People’s preferences for consuming information online has changed. Today, your clients are marketing to an audience of people who increasingly prefer to watch videos online.

And, this widespread new preference for video is VERY relevant to B2B companies. Here’s why …

Smart B2B marketers know this to be true:

People do NOT suddenly change behavioral preferences just because they’re at work.

Think about it … people don’t suddenly stop enjoying videos between the hours of 9-to-5, any more than they refrain from liking the smell of coffee or the taste of chocolate between 9-to-5. Right?

In fact, in another Forrester survey, in which respondents were asked to indicate the types of videos they had viewed in the past month, “commercials or promotional video created by companies” actually tied in the rankings with “sports events” and, ahem, “adult entertainment.”

Okay, so there you have it. Lots of juicy data and proof points to chew on. What to do with it? Use it! Use this data in your conversations and pitches to your clients.

You’ll clearly demonstrate that you’ve got your finger on the pulse of the latest trends in online marketing … and only good can come of that.


Pete Savage


  • I like the way you presented the video opportunity as a trend that copywriters should communicate to their clients as a marketing weapon. I would love to see the statistics on other copywriting services presented in a similar manner. It would give members a head-start on beginning and continuing our own conversations with clients as it relates to services copywriters can provide.

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