In my review of the book,
Inside Story on B2B Copywriting by Tom McCauley
posted on Amazon.co.uk, I gave the book a rating of 4 Stars. This means I think it is good and well worth reading.
Here is my review.
A refreshing focus on marketing to business customers
Many of the great copywriting books focus on selling to consumers by generating emotional wants and ignore the more rational b2b markets where products and services have to be bought to satisfy needs.
In fact, there is very little on offer which focuses on b2b copywriting and marketing so this book fills an important gap.
The book is well written with plenty of short chapters although the progress through the book is deceptive. When I was about to start chapter 20, I noticed I was 45% through my kindle book. Or at least, that is what I thought until I reached the end at 47%.
Afterwards, there is an appendix which is as long as the book. I find this strange. It semi to be a string of random thoughts (perhaps blog posts). Personally, I’d have liked important topics to be included in the book and less important either dropped or better organised.
In the main book, the author pulls together the thoughts of other business experts and researchers, with clear references to their work. I prefer this approach to “this is what I think”.
I’m giving the book four stars. It ended sooner than I thought and I felt it could go deeper into the topics covered. It’s hard to be too critical because it helps to fill a gap in the market for copywriting books and it’s available at the moment for a very low price.
You can buy the book at Amazon.co.uk and Amazon.com
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