#181: Content | B2B Copywriting 101 with Will Hoekenga, Founder of Six Words Studio

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How To Talk To Humans

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Interview With Bob Stobener On "Leadership Communication" #213 22:42

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Bob Stobener , a seasoned leader celebrated for his adept communication skills, has a unique perspective on improving communication as a means to foster understanding and collaboration. Drawing from his creative background in cartooning and strategic advertising at a successful comedy club, Stobener believes that effective communication is essential not only for resolving conflicts but also for enhancing personal and professional growth. He emphasizes the importance of listening and forming genuine connections, demonstrating how these practices can lead to positive outcomes, as seen in his ability to guide team members toward fulfilling career paths. By advocating for open and honest dialogue, Stobener illustrates how strong communication skills can support individual success and organizational excellence across various industries. (00:01:52) Communication Skills: Comedy Club to Corporate Success (00:14:21) Transparent Interactions: The Foundation of Leadership Success (00:14:21) Transformative Impact of Transparent Leadership Communication (00:19:41) Mastering Communication Skills for Multifaceted Success Hosted by Larry Wilson Produced by: Verbal Ninja Productions Producer: R. Scott Edwards Sponsored by: The Wilson Method **Check out NEW upgraded website with FREE offer !! Visit: https://theWilsonMethod.com Link: TheWilsonMethod.com…

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Dave sits down with Will Hoekenga, seasoned copywriter and messaging consultant for B2B SaaS brands and founder of Six Words Studio. Will shares his expertise on crafting copy for high-value web pages, like homepages and product pages, that drive conversions and speak directly to customer’s needs.

Dave and Will cover:

The importance of clear positioning and how it can make or break the effectiveness of your web copy.
Why collaboration between design and copywriting is critical for creating a customer-driven page structure that leads to conversions.
How to write web copy that differentiates your brand from competitors using unique, customer-centric language, moving beyond generic industry buzzwords.

Timestamps

(00:00) - - Intro to Will
(05:54) - - Why Having A Dedicated Copywriter Is Not A More Common Hire
(09:43) - - How to Write Web Copy That Makes Your Brand Stand Out Among Competitors
(14:26) - - Simplifying Product Positioning with the CUB Framework (Confusing, Unbelievable, Boring)
(19:26) - Recognizing Your Product’s Differentiation
(23:46) - - How To Enhance Positioning and Structure with Voice and Tone
(24:45) - - 37signals' Example and Inspiration
(32:31) - - How to Collaborate on Design With Your Team
(34:34) - - Why You Should Optimize Copy with Social Proof
(39:43) - - How To Ask Customers Deep Product Questions
(44:29) - - How To Highlight Non-Negotiable Features When Outlining Product Benefits
(49:59) - - Content Structuring
(51:51) - - Embracing Imperfection in Writing
(54:31) - - Tips For Getting Inspired

Send guest pitches and ideas to hi@exitfive.com
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Check out the Exit Five job board: https://jobs.exitfive.com/
Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership

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