As I mentioned in my previous posting on unique selling propositions, B2B content marketing generally has a low tolerance for hype. Expanding a bit further on this theme, I have a writing technique I use sometimes to flush out text that might be too sales oriented. It may seem a bit unorthodox, but I do find it works…
Write your ideal customer a letter, as if you were writing to a friend.
This doesn’t mean that your completed marketing piece has to be a letter. But writing content in the personal letter form reduces hyperbole in your text that you might find in more sales oriented marketing material.
Assign your imaginary customer a first name, and start with the standard salutation “Dear [FIRST NAME].” (Spending time first developing a buyer persona can focus your picture of your ideal customer even more strongly. Here’s an example from Hubspot.)
Try the letter technique for the early drafts of your marketing content to see if it keeps your tone genuine.