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Business buyers are looking for personal benefits

Written by Robert W. Bly, has got 5 Comments.

This article appears courtesy of Bob Bly's Direct Response Letter (↑) at [www.bly.com]. Robert “Bob” Bly is author of 90+ books and the man McGraw-Hill calls “America’s top copywriter.”

In a column titled “The 7 Key Differences Between Business-To-Business And Consumer Marketing,” I described the six key factors that set business-to-business marketing apart from consumer marketing. They are:
  1. The business buyer wants to buy.

  2. The business buyer is sophisticated.

  3. The business buyer is an information seeker who will read a lot of copy.

  4. Business-to-business marketing involves a multistep buying process.

  5. The buying decision is frequently made by a committee and not by an individual.

  6. Business products are generally more complex than consumer products. Recently, I have formulated a seventh principle which I would like to add to the list.

  7. The business buyer buys for his company’s benefit - and his own. There are two parts to this principle. Let’s take them one at a time.


B2B versus B2C

Business buyers are sophisticated but B2B doesn't have to be dead serious either.



The Business Buyer Buys For His Company’s Benefit


The business buyer must acquire products and services that benefit his company. This means the product or service saves the company time or money, makes money, improves productivity, increases efficiency or solves problems.

Let’s say, for example, that you sell a telecommunications network and your primary advantage over the competition is that your system reduces monthly operating expenses by 50 percent. If a prospect is spending $40,000 a month for your competitor’s network, you can replace it and provide his company with the same level of service for only $20,000 a month.

The company benefits because it saves $240,000 a year in communications costs - more than $1 million in a five-year period.

Yet, despite this tremendous benefit, you find that prospects are not buying. They seem interested, and you get a lot of inquiries. But few sales are closed.

Why? Because in addition to buying for his company’s benefit, the prospect also buys for himself.


The Business Buyer Buys For His Own Benefit


The second part of principle #7 is that, while the buyer is looking to do right by his company, he has an equal (if not greater) concern for his own well-being and selfish interests.

Although the idea of saving $240,000 a year with your telecommunications system is appealing to your prospect, his thought process is as follows:

“Right now I have an AT&T system. Your system sounds good but I don’t know you or your company. If I switch and something goes wrong, I will be blamed. I may even get fired. My boss will say, ‘You shouldn’t have gambled on an unproven product from an unknown vendor - why didn’t you stick with good ole reliable AT&T?’ He will say this even though he approved my decision. So to be safe, I will stick with my current system...even though it costs my company an extra $240,000 a year. After all, I’d rather see them spend an extra $240,000 a year than me lose my $60,000-a-year-job!”

This play-it-safe mentality is only natural, and it affects buying decisions daily in corporations throughout the country. Data processing professionals are fond of saying, “Nobody ever got fired for buying IBM.” Buying IBM ensures the prospect that no one can criticize his decision, even if brand X is the better choice from a business and technical point of view.

A corporate pension fund manager, writing in Money magazine, noted that no money manager ever got fired for losing money invested in a blue-chip stock. A different example, but the principle remains the same.


The Business Buyer Is For Himself


Concern for making the safe, acceptable decision is a primary motivation of business buyers, but it is not the only reason why business buyers choose products, services and suppliers that are not necessarily the best business solution to their company’s problem.

Avoiding stress or hardship is a big concern among prospects. For example, a consultant might offer a new system for increasing productivity, but it means more paperwork for the shipping department...and especially for the head of the shipping department. If he has anything to say about it, and thinks no one will criticize him for it, the head of shipping will, in this case, work to sway the committee against engaging the consultant or using his system...even though the current procedures are not efficient. The department head, already overworked, wants to avoid something he perceives as a hassle and a headache, despite its contribution to the greater good of the organization.

Fear of the unknown is also a powerful motivator. A middle manager, for example, might vote against acquiring desktop publishing and putting a terminal on every manager’s desk because he himself has computer phobia. Even though he recognizes the benefit such technology can bring to his department, he wants to avoid the pain of learning something he perceives to be difficult and frightening. Again, personal benefit outweighs corporate benefit in this situation.

Fear of loss is another powerful motivator. An advertising manager in a company that has handled its advertising in-house for the past decade may resist his president’s suggestion that they retain an outside advertising agency to handle the company’s rapidly expanding marketing campaign. Even if he respects the ad agency and believes they will do a good job, the ad manager may campaign against them, fearing that bringing in outside experts will diminish his own status within the company.

In these and many other instances, the business buyer is for himself first; and his company, second. To be successful, your copy must not only promise the benefits the prospect desires for his company; it should also speak to the prospect’s personal agenda, as well.


If you liked this article also get Bob's new free e-Book in which he reveals 35+ years of tested B2B marketing secrets at http://www.bly.com/b2bhandbook/ (↑)

This article appears courtesy of Bob Bly's Direct Response Letter (↑).

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Image Credit: rawpixel (↑)



Posted by Robert W. Bly in Business Strategy, Marketing, Top Posts on Friday, January 26, 2018 has got 5 Comments.
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The 7 Key Differences Between business-to-business and consumer marketing

Written by Robert W. Bly, has got 2 Comments.

This article appears courtesy of Bob Bly's Direct Response Letter (↑) at [www.bly.com]. Robert “Bob” Bly is author of 90+ books and the man McGraw-Hill calls “America’s top copywriter.”

When asked if he could write an effective direct mail package on a complex electronic control system, a well-known direct response copywriter replied, “No problem. It doesn’t matter what the product is. You are selling to people. And people are pretty much the same.”

He’s wrong.

Copywriting Conference 2015

Image credit: “Copywriting Conference 2015” (↑) by ProCopywriters (↑) is licensed under CC BY 2.0 (↑)



Yes, there are similarities. But there are also differences in selling to business and professional buyers vs. the general public. In fact, here are six key factors that set business-to-business marketing apart from consumer marketing:

1. The business buyer wants to buy. Most consumer advertising offers people products they might enjoy but don’t really need. How many subscription promotions, for example, sell publications that the reader truly could not live without? If we subscribe, we do so for pleasure - not because the information offered is essential to our day-to-day activity.

But in business-to-business marketing, the situation is different. The business buyer wants to buy. Indeed, all business enterprises must routinely buy products and services that help them stay profitable, competitive, and successful. The proof of his is the existence of the purchasing agent, whose sole function is to purchase things.

2. The business buyer is sophisticated. Business-to-business copy talks to a sophisticated audience. Your typical reader has a high interest in - and understanding of - your product (or at least of the problem it solves).

Importantly, the reader usually knows more about the product and its use than you do. It would be folly, for example, to believe that a few days spent reading about mainframe computers will educate you to the level of your target prospect - a systems analyst with six or seven years experience. (This realization makes business-to-business writers somewhat more humble than their consumer counterparts.)

The sophistication of the reader requires the business-to-business copywriter to do a tremendous amount of research and digging into the market, the product, and its application. The business audience does not respond well to slogans or oversimplification.

3. The business buyer will read a lot of copy. The business buyer is an information-seeker, constantly on the lookout for information and advice that can help the buyer do the job better, increase profits, or advance his career.

“Our prospects are turned off by colorful, advertising-type sales brochures,” says the marketing manager of a company selling complex ‘systems’ software products to large IBM data centers. “They are hungry for information and respond better to letters and bulletins that explain, in fairly technical terms, what our product is and how it solves a particular data-center problem.”

Don’t be afraid to write long copy in mailers, ads, and fulfillment brochures. Prospects will read your message - if it is interesting, important, and relevant to their needs. And don’t hesitate to use informational pieces as response hooks for ads and mailers. The offer of a free booklet, report, or technical guide can still pull well - despite the glut of reading matter clogging the prospect’s in-basket.

4. A multistep buying process. In consumer direct response, copywriters’ fees are geared toward producing the “package” - an elaborate mailing that does the bulk of the selling job for a publication, insurance policy, or other mail order product.

But in business-to-business direct marketing, the concept of package or control is virtually non-existent. Why? Because the purchase of most business products is a multistep buying process. A vice president of manufacturing doesn’t clip a coupon and order a $35,000 machine by mail. First he asks for a brochure. Then a sales meeting. Then a demonstration. Then a 30-day trial. Then a proposal or contract.

Thus, it is not a single piece of copy that wins the contract award. Rather, it takes a series of letters, brochures, presentations, ads, and mailers - combined with the efforts of salespeople - to turn a cold lead into a paying customer.

5. Multiple buying influences. You don’t usually consult with a team of experts when you want to buy a fast-food hamburger, a soda, bottle of shampoo, or a pair of shoes, do you? In most consumer selling situations, the purchase decision is made by an individual. But a business purchase is usually a team effort, with many players involved.

For this reason, a business purchase is rarely an “impulse” buy. Many people influence the decision - from the purchasing agent and company president, to technical professionals and end-users. Each of these audiences has different concerns and criteria by which they judge you. To be successful, your copy must address the needs of all parties involved with the decision. In many cases, this requires separate mailings to many different people within an organization.

6. Business products are more complex. Most business products - and their applications - are more complex than consumer products. (For example, clients I now serve include a commercial bank, a manufacturer of elevator control systems, a data processing training firm, a database marketing company, a mailing list broker, a general contractor, and a semiconductor manufacturer.)

Business-to-business copy cannot be superficial. Clarity is essential. You cannot sell by “fooling” the prospect or hiding the identity of your product. Half the battle is explaining, quickly and simply, what your product is, what it does, and why the reader should be interested in it. “In high-tech direct mail, the key is to educate the prospect,” say Mark Toner, who manages the advertising program for Amano, a manufacturer of computerized time-clock systems. “With a product like ours, most customers don’t even know of its existence.”

In short, in business-to-business marketing, the rules are different. In the months to come, we’ll explore ways to increase response and profits in this exciting and challenging marketplace.


Bob Bly wrote a follow up article as well: Business buyers are looking for personal benefits


If you liked this article also get Bob's new free e-Book in which he reveals 35+ years of tested B2B marketing secrets at http://www.bly.com/b2bhandbook/ (↑)

This article appears courtesy of Bob Bly's Direct Response Letter (↑).


Posted by Robert W. Bly in Business Strategy, Marketing, Top Posts on Monday, January 22, 2018 has got 2 Comments.
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How to Do Direct Mail for Complete Beginners

Written by Guest Author, has got 2 Comments.

At the end of this article you will know:

1) What kind of mailing you're going to do.

2) Who you're mailing to.

Direct Mail Tips

Lets get started!

The first thing you should do is figure out why you're considering a mailing in the first place. It takes time and money to mail a bunch of letters. What are you hoping to get in return?

Decide what you want to get out of direct mail.


Why are you doing this mailing? Are you looking to advertise a sale, and bring people into your store? Are you looking to sell something directly? Do you want people to call you, or set up an appointment?

(FYI, "checking in" or "introducing yourself" is not an objective. It is a waste of money.)

It's important to understand what you're hoping to accomplish, because it affects who you mail to, what offer you're going to make, and how you're going to make it.

This isn't a time consuming step, but it's an important one.

With your objective in mind, it's time to move onto step 2: Assembling your list.

Put together your list.


Your list should include only those people relevant to your objective.

Are you trying to get new customers into the store? Then do NOT mail to existing ones! Do you have a special offer for long time customers? Then mail it only to them.

Do you have a special product or service you want to offer, but not all your clients or customers can afford? Mail only to the ones who can afford it.

A small, carefully target list will out perform a catch-all. Why send letters to people who aren't interested, and couldn't afford it even if they were? That just wastes the cost of printing and mailing.

Having a targeted list allows you talk to your customers in a very personal way. You aren't talking to everyone. You're talking specifically to the people who would want what you're selling. You can make more compelling selling points.

How do you put together a list?

First, take a look at the contact info for your customers and clients. You have that right? If not, you need to start getting it!

Ask your customers for their mailing address. Sign them up for your newsletter. Have a contest with space for their contact info on the entry form.

Get creative, but get those addresses!

Or maybe you want to bring new customers in the door? In that case, rent a list.

There are a number of list broker services available. And if you'd rather have someone do the work for you, there are a number of direct mail services around that will help you assemble the right list.

So far so good. You now should know what your mailing goal is, and have a list of who you're mailing to.

Next time we'll cover what to tell them...

Want more advice on how to craft a killer sales (or fundraising) letter? Find me at http://www.Greenbaycopywriting.com (↑)

Article Source: EzineArticles.com (↑)
Written by Andy Duchow

Posted by Guest Author in Advertising, Business Strategy, Marketing, Top Posts on Thursday, January 11, 2018 has got 2 Comments.
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B2B Content Marketing - It Takes A Village

Written by Guest Author,

Analysis

This year Content Marketing Institute and MarketingProfs published their 7th B2B Content Marketing Benchmarks, Budgets and Trends - North America study. While there are many studies that are published every year, this is one that I truly analyze and review as it is full of insights and shows a very clear picture of where B2B marketers are on their path to maturity.

The study was a bit different this year with some new questions and sections, but overall, comparing this year to previous studies provides insight into how B2B marketing organizations are succeeding and in many cases, continuing to be challenged with the discipline of content marketing.

It Takes a Village-


It was surprising to me to see that 55% of organizations have small teams (some only one person) that are responsible for serving the entire organization with content. Less than 40% of those surveyed said they have a dedicated organization and/or people throughout the organization.

Good content that engages buyers and aligns to the buyers purchase process is not easy to create. It takes time to understand your buyer, their pain points and challenges and their buyers journey. According to CEB, in a typical B2B buying cycle there are on average 6.8 people involved in the buyers committee all of whom want specific content that is relevant to their role.

With this being the case, how is it expected that only a handful or only one person will be able to create compelling content? In order for content to be done properly and produce value, there must be a team dedicated to it.

Measurement Must Be a Priority-


When asked, "Is it clear what an effective or successful content marketing program looks like?" only 41% responded yes. The other with 59% responded with an unsure or a no. While this may be while only 28% are mature or sophisticated, the need for measurement has never been more apparent.

According to the study the following are true:
  • 29% of a B2B marketing budget is spent on content marketing
  • 39% of organizations will increase their content marketing spend
  • 45% will spend the same amount next year as they did this year
That is quite an investment to make without an understanding of the results. While producing relevant and engaging content is crucial, it is just as, if not more important to know the impact these investments are making on an organization.

The Metrics Do Not Align to Goals-


Respondents to the study (↑) listed lead generation as the number one goal for their marketing efforts. Yet when asked "Which metrics does your organization use to determine how well its content marketing is producing results?" only 57% stated they were measuring sales lead quality.

If the goal of content is to generate demand, simply measuring web traffic (78% do as the leading metric) will not give any indication on success or failure. If B2B marketers are going to improve on measuring value, they must measure that which aligns to their goals.
  • How would you characterize the success of your organizations current overall content marketing approach? 22% stating very or extremely successful and 53% stating moderately successful (I am not sure the goal of organizations is to be marginal)
  • How does the success of your organizations current overall content marketing approach compare with one year ago? 62% saying either somewhat more or much more successful

There is Improvement, But Still a Long Way To Go


While 72% of organizations reported more effectiveness with their content (with web visits are the leading metric this is questionable), the telling statistics that tell the true story of how organizations are faring with content marketing were the following:
  • Only 37% of B2B organizations have a documented content strategy (sorry but if you say you have one but it is documented, YOU DO NOT HAVE A STRATEGY!!)
  • Only 22% say their organizations approach to content marketing is very or extremely successful
  • Only 28% of respondents stated their organizations are either sophisticated or mature with content marketing
  • Only 34% state their organizations are extremely or very effective at meeting their content marketing goals

With all of the attention given, money invested and time spent on content, one would think we would be much further along. What is more perplexing with these low numbers is that 63% of respondents stated that their organizations were either extremely or very committed to content marketing.

I believe it is time (I have said this many times before) for marketing leaders to truly take a look at this commitment to content and rather than invest in more content production, invest in understanding buyers at a deeper level so that their content can be better informed. Simultaneously, invest in better enabling and equipping content marketers with the needed skills so they can perform their roles at the highest levels.

Content marketing is not going anywhere anytime soon and is necessary to engage, nurture and convert buyers and build customer relationships, but year over year the numbers either stay flat or decline indicating we have a problem. Hopefully 2017 (I said this about 2016) (↑) is the year marketing leaders take the time to address it.

Article Source: EzineArticles.com (↑)
Written by Carlos Hidalgo


Posted by Guest Author in Business Strategy, Marketing, Top Posts on Tuesday, January 9, 2018
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Is Direct Mail Still Effective?

Written by Guest Author,

Direct Mail Still Works Great


I'm often asked "Which is better, email marketing or direct mail marketing?" While email is a very effective medium for communicating and selling customers - from the prospective of prospecting (finding NEW customers) - I feel direct mail is much more effective, and here's 7 reasons why:

HIGHER RESPONSE. When searching for "new" customers, study after study proves regular mail will generate more new customers than email. A recent study by the DMA (Direct Marketing Association) shows direct mail being 10 to 30 times more effective than email.

HIGHER DELIVERY RATE. A good mailing list is typically 95% deliverable. On the other hand, the great majority of email lists being advertised have a delivery rate of below 50%. Also, due to the constant onslaught by spammers, the ISPs (Gmail, Yahoo, AOL, etc) are beginning to block unsolicited emails... and for this reason some are predicting the demise of email "prospecting." Fantastic offer, fantastic creative, fantastic list... all this is irrelevant if the ISPs don't deliver. With regular mail -- your offer gets delivered!

HIGHER OPEN RATE. With the great majority of email "prospecting" campaigns, 95+ percent of all emails are not even opened. The email recipient will either delete or transfer to the SPAM box... without even peeking at the email... your brand name. On the other hand, postal mail is a tangible item that typically captures a glance. The receiver may not read every word, but your company name/brand will gain much more awareness with postal mail than with email.

MORE PROSPECTS. Accurate -- quality email addresses are very difficult to acquire -- mainly because most people do not opt-in for 3rd party offers. For this reason, virtually all email lists are missing the majority of the target. Typically a good mail list offers 80% more prospects.

LONG SHELF LIFE. The shelf-life of an email offer is measured in seconds, while an offer via regular mail can linger on a coffee table for days.

LESS COMPETITION. More than ever consumers are bombarded with digital offers that they don't want. Email is now the cluttered option, while direct mail represents the uncluttered option. With postal mail your offer will not get lost in avalanche of competitive offers.

SAFETY. This one is a biggie! With the growing threat of identity theft, viruses, and SPAM, people are becoming more and more hesitant in responding to on-line offers... even legitimate interesting offers. Regular mail is safe... the user can visit any website on his/her own time schedule and without having to click potentially dangerous links.

So, for "prospecting" as well as putting offers in front of qualified buyers (BUYERS that are looking for your product or service) that will help grow your business quickly... "old fashion" mail is much more effective than email! Email "prospecting" is losing its power. Direct mail on the other hand has never really lost its power and is in fact gaining strength. This is the very reason that even some of the biggest Internet names (Google, Facebook, Microsoft to name just a few) are major direct mail users themselves. Bottom line - companies that use regular mail will gain a competitive edge on the competitors that skip mail.

If you want to grow your business quickly and cost effectively, NOW is the time to get started on your direct mail campaign!

Roy Writes Creative Studio specializes in all aspects of direct response marketing. Creating effective, and affordable direct mail campaigns for small to mid-sized businesses throughout the USA is what we do every day. To grow your business quickly and cost effectively or for more info, visit our website and contact us today. http://www.roywrites.net (↑)

Article Source: EzineArticles.com (↑)
Written by Roy Shipley

Posted by Guest Author in Advertising, Marketing, Top Posts on Thursday, January 4, 2018
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Freelancing Generalists vs Freelancing Specialists: Smackdown!

Written by Tom Bentley, has got 3 Comments.

I’ve always enjoyed the wide variety of writing/editing I do, but sometimes I fear there’s a haphazard, slapdash aspect to the servings in my copywriter’s restaurant: can you trust a place to make great Chinese if they are advertising pizza too? And though I do OK with the incoming dough, it’s not like I can buy a wheelbarrow of Google stock. Is there a fair fight between freelance generalists vs specialists?

Generalist vs Specialist

Can it be that my “one-size-writes-all” writing biz is too many things: flowers, trees, sky above, dirt below and atomic particles in between? You see, I write web copy, press releases, marketing collateral, ads, case studies, direct mail, and occasionally tech content too. Toss in fiction and essays to this goulash. And I edit all of the aforementioned, and more. In fact, a while back I finished editing a small book on how to play any chord on the banjo. Though twangy, it was quite technical.

Let’s look further at the pigeonholing that can take place when writers are sorting out how to best make a living. Copywriters that have a clearly defined niche—“I write sales letters for mid-tier businesses selling nuclear-powered rabbits”—are both constrained by their choices and freed by them. They are constrained in that they may have always dreamed of writing sales letters for nuclear-powered goat companies, but instead they are known as the rabbit guy, and thus they don’t want to dilute their focused offering, and potentially blur the boundaries of their defined space.

The Casual Garden of Generalists

However, they are freed from casting their “I-need-new-work” lines in the thistle-tangled fields of businesses small, medium and large, who might peddle soap made from recycled comic books, or tongue scrapers for denture wearers. Generalist copywriters tend to a casual work garden of mingled stalks, colors and scents, while the specialist might have a sturdy monocrop of clients and deadline dates. Generalists vs specialists: never to agree?

I’ve thought about trying to restrain my 360-degree rotating Exorcist head of writing endeavors, but it’s just not my nature. While I can admire the ferocity of focus some copywriters employ, I can’t join their ranks—I don’t think I could breathe. And, genial bigot that I am, I have to sing the praises of the generalist’s keys, because polymath writing pursuits are inherently interesting for their variety.

Building Expertise, by the Paragraph and by the Project

Now, I have varying degrees of expertise in the areas I listed above, but having written and edited nonfiction books, having written question-and-response dialog for software products, having written three novels and a book of short stories, having written and won awards for many travel pieces, having written many brochures, ads, blog posts—heck, having written lots of grocery lists, I’m confident I can deliver what each organization needs, granting the many iterations of review and rewrite that some projects necessitate. For many writers like me, once you write website copy for a company, they may call you later to write headlines for an ad.

You might not have written headlines for ads before, but the good generalist will always pipe up with a merry “Yes!” when asked about their ability to write a heady headline. Many fundamental writing skills translate across boundaries—cross-writing is often more comfortable than cross-dressing. (High-heeled pumps just don’t work well with my size 13s.) So, if you are breaking in to the copywriter’s fold, and you’re thinking that you could write sales letters not only for the nuked goats and rabbits, but perhaps for radium-isotope gerbils too—go for it. Next thing you know, you’re a reptiles-with-battery packs specialist too.

To Niche or Not

However, you’ll find a lot of declarations online from successful creatives that having a niche is key. Every time I read one—because the arguments are sound—I try to reassess my position. My trouble is that as mentioned, I truly love the variety of writing a writer can do, and dabble in so many of its forms. And, well, there are bills to pay, so I don’t make the time to really hone a focus and tune my marketing that way. On the generalists vs specialists clash, Google seems to favor the specialists.

Many people who argue for a niche list among their arguments that the greenbacks are greener for the specialist. John Soares, the owner of Productive Writers, is a niche advocate. As his post explains (↑), specialists become known as experts, do projects faster and with less research, and pocket more cash. Not bad arguments.

Forbes spent some words (↑) trying to convince me that expertise in one area means you can dig deeper than a generalist, and that your unique selling point becomes more precise, plus that your marketing can be tailored to that specialty. And this piece (↑) also has some persuasion about more nickels coming your way with a niche.

But what about love? One of the reasons my sweetheart angled to meet me, those many years ago, was because she wanted to meet someone who wrote the back-side descriptions for the photographs on pretty notecards. Guilty. But at the time I, for that successful photographer, I was writing product descriptions, letters to photographic editors and cataloguing images as well. Kept me more intrigued than postcard poetry alone.

Peeling Twain’s Onion

Yes, I do think there is some danger in the dilution of dilettantism. But my hero, Mark Twain, wrote plays (badly), essays, poems, short stories, novels, advocacy pieces, travel articles, satire, straight journalism, handbills, speeches, jokes—and if you dip your toes into a wide reading pond, you’ll be convinced that he must have sat down and decided to write an entire book of quotations.

Some fiction-only writers wrinkle their noses at the taint of the commercial writer, their thought stained by a salesperson’s strain to wiggle widgets at uninterested passersby. Some pedal-floored copywriters breezily dismiss the fevered character/plot/conflict workings of the fiction writer as the strivings of gossamer dreams, without chance for publication or pennies to follow.

Both commercial and creative writing can pull from deep sources, draw on emotional layers, and provoke rich thought. And dubbing one “creative” and one not isn’t really accurate. Both can be creative. Or not.

We all move through our days, trying to figure out what to do if we have a surgeon’s hands and a troubadour’s heart. (I have neither, but I do have those impressively large feet.)


Tom Bentley
Tom Bentley
Tom Bentley is a business writer and editor, an essayist, and a fiction writer. (He does not play banjo.) He’s had hundreds of freelance pieces published—ranging from first-person essays to travel pieces to more journalistic subjects—in newspapers, magazines, and online. His self-published book on finding and cultivating your writer’s voice, Think Like a Writer: How to Write the Stories You See was published in June of 2015. He would like you to pour him a Manhattan right at five. You can see his lurid website confessions at www.tombentley.com (↑)



Posted by Tom Bentley in Business Strategy, Marketing, Miscellaneous, Top Posts on Thursday, December 7, 2017 has got 3 Comments.
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