Hot Off the Pen

Your competition is one click away. If your marketing just lists features, your prospects may not realize why you’re the one they should choose. The good news? The right online tactics can do the heavy lifting to show potential clients that you’re credible, competent, and ready to solve their problems.

Most patients don’t wake up excited about their imaging appointment. They’re worried about the results, worried about the cost, and worried about having to lie still in a loud, knocking tube for 20 minutes. If your website, blog, or social media sounds cold or overly technical, you’re adding to that anxiety instead of easing it.

You’ve already made the smartest marketing move you could possibly make. You called Borrowed Pen. 

https://www.forbes.com/sites/rebeccasadwick/2020/06/22/how-to-price-products/

You don’t need to “dumb it down” for engineers, but if your marketing copy reads like a sales brochure, you’ll lose them.

Sales teams ask for case studies. Marketing delivers top-of-funnel blogs. Sales wants materials for the proposal stage. Marketing is writing SEO guides. Everyone’s working hard, but the message feels fractured, and deals don’t move faster.

A buyer persona is a fictional profile of your ideal client based on real data and real conversations. In marketing, it’s one of the most practical tools you can use to sharpen your content and win better leads.

You don’t need another brainstorm where someone says, “We should just start a blog.” You need a system that doesn’t leave you posting white papers to crickets and hoping your sales deck goes viral.

If you're wondering what real marketing research actually looks like (and what you should expect when you're paying for it), here's the breakdown without the buzz.

Brand messaging and copywriting are not the same thing. They work together, and sometimes they overlap, but if you skip one or confuse them, your marketing ends up sounding inconsistent, unfocused, or worst of all, forgettable.

If your marketing strategy is missing industry-specific research, it’s not really a strategy. It’s a guess. We don’t say that lightly. 

A good product demo video is like a sales rep who works 24/7 and doesn't ask for PTO. Stop hiding it in the footer.

When the numbers are clear, so is the decision. Here's how to showcase the ROI of your B2B products and services.