Why Content Matters in B2B Content Marketing

As someone who’s been on both the writing and the operational sides of B2B content marketing, I’ve seen my share of successful content. I’ve also seen content at its worst. I’m not talking about typos and bad grammar (although there’s some of that, unfortunately). I’m talking about content that doesn’t do its job. 

That, of course, raises the question: In content marketing, what is the content’s job? 

There are many good reports available that offer insights into what formats for content work and when, and we’ll dive into that a little. This is great, useful information that’s readily available though sometimes ignored during campaign implementation. 

But I haven’t seen much in the way of what makes good content and why it’s important to have good content. 

Of course, anything that you put in front of a potential customer can be considered content, and it needs to look good — free of those pesky typos; crisp, interesting photos or graphics; a layout that’s easy on the eyes — whether it’s an infographic or an eBook. 

What I want to see is what makes content effective. Having slogged through some rather gruesome white papers, I’ve noticed a few common shortcomings. 

Who Are You Writing For and Why? 

We’ve all heard it: A writer has to know her audience. That means more than checking off a list of demographics. Knowing your audience takes a little imagination. 

Ann Handley, who has literally written the book (and articles and blogs) on creating content, says:

“When we speak with our customers with empathy, as their peers, we develop not just camaraderie but actual insight. They are no longer just ‘target markets,’ ‘personas,’ or ‘segments.’ They become real to us, and we understand their problems better — and that can help us to better engage with and nurture our audiences.” (MarketingProfs.com) 

Creating good content is about asking questions. To understand your audience, imagine you’re the reader and ask this simple question: What do I need to know to solve my problem? Not what should I know, or what should I know about a particular product. What do I need to know right now to make my job easier? 

The “Why” is a little more complicated. Yet how can we create something compelling if we don’t know why we’re creating it? Writing content for the sake of writing content is kind of a waste of your time. 

Do you want to build brand awareness? Generate leads? Is the content to be used in a nurturing campaign — is it the first touch, last touch or somewhere in between? Why will your audience want to read your content? Is it intended to solve a problem? Explain a strategy? Is it thought leadership or a hard sell? How will the content be offered? Through dedicated email? Telemarketing? Social media? 

Here’s a newsflash: All content is not going to appeal to all customers in all places at all times.

If you don’t know how and when your content is going to be used, you probably don’t know why you’re creating it. Which means you don’t know what format is going to work best for that particular campaign. 

According to Robert Rose of the Content Marketing Institute, blog posts and articles are the most effective type of content used in the early stages of the sales funnel. But let’s be honest, it’s hard to generate a lead with a blog post. Rose also pegs white papers for the middle stage of the sales funnel, and case studies for the late stage. It’s important to note that the opposite holds true, e.g., case studies don’t work well in the early stages. 

So why do marketers foist their content on unsuspecting potential leads at inappropriate times? Because they don’t have a content marketing plan that informs the development and release of their content. 

I Love It When a Plan Comes Together 

The most successful content marketers are far more likely than their less successful peers to have a documented content marketing strategy — 65% vs. 14% (B2B Content Marketing 2019 — Benchmarks, Budgets, and Trends.) 

Makes sense, right? As we like to say on the production side of things, it’s hard to build an airplane while you’re flying it. 

A strategy includes timelines, benchmarks and measurable goals and all that other yucky stuff, and it is absolutely essential 

Here’s another newsflash: If you’re trying to use content marketing to close a deal, you will likely be disappointed. 

That’s not content’s job. The top goals that B2B marketers can hope to achieve with content are, in order, (1) create brand awareness; (2) educate audiences; (3) build credibility/trust; and (4) generate demand/leads (B2B Content Marketing 2019 — Benchmarks, Budgets, and Trends.) Notice that “make a sale” isn’t on the list. 

But if your content isn’t going to result in a sale, what good is it? 

Quite a lot, actually. Your sales team will have more success if your prospects already have a positive image of your brand.  And nothing builds brand trust like quality, helpful content. 

According to Conductor, immediately after reading a piece of content by a particular brand, consumers were 131% more likely to buy from that brand than consumers who did not read any content. Immediately after reading a piece of education content from a brand, 66% of consumers had positive feelings about the brand. Significantly, a week later, 74% had positive feelings. Yep — those positive vibes actually increase over time. 

Content is powerful, and it should be used for good. 

Tips to Make Your Content Succeed 

Your marketing team is probably excellent at what they do. Which is marketing. They don’t develop content, right? That’s not their area of expertise. 

According to the Chief Marketer’s 2019 B2B Marketing Outlook report, content marketing was named the most valuable technique for lead nurturing. Yet some 80% of marketers are charged with creating their own materials (i.e., not an editorial team.) 

As CoreDNA puts it so bluntly and beautifully:

“You need writers, video producers, graphic designers, audio producers, content optimizers and distributors, communication experts, and analytics experts. Show me an organization that has one guy for all that and I’ll show you one that will fail in the coming years.” 

Even if you go outside your company — and perhaps you should — that doesn’t mean you can shrug off all your content responsibilities. You’ll still have to define your audience and come up with a plan for how you’ll use the content. Otherwise, your writer will not only be trying to build the airplane, he or she will be flying it totally blind. That airplane will crash, right at the doorstep of your sales department. 

As you begin to conceptualize what your content is going to be and how it’s going to be created, remember: There’s no better way to put off a potential customer than not to deliver what you promised — namely, relevant, practical content. 

There are two words to home in on here. Relevant and practical.  If you can’t describe your content with these two adjectives, it isn’t ready to be produced. 

I’ve seen a number of B2B lead generation campaigns executed (poorly) using a marketing slick or a product description. In my experience, neither of these could be defined as relevant and practical. Unless you just happen to catch that one person at the right moment when he needs something on which to blow his nose. 

The best and first tip I can suggest is to ask a question. The question can be asked in a variety of ways:

  • If I have a problem with X, how can I use Y to solve it?
  • How can Y strategy save me time and/or money?
  • What does a blueprint or framework of a Y strategy look like?
  • Why is Y a better solution than Z — in terms of saving me time and money?
  • What are the steps to achieve X?

There are several valuable words in these questions — problem, strategy, blueprint, framework, solution, steps. These are useful words whether you’re creating a white paper or a webinar. Use them not only in your titles but also as a way to organize your content. 

And if you have to talk about your product, which you usually do, tuck it neatly into the solution you offer. If your product is the only solution, then you should try to ask a broader question. Otherwise, you’ll produce a marketing slick. Which is neither practical nor relevant. 

Is content important? According to LinkedIn, 71% of B2B buyers prefer to conduct research on their own, talking with a sales rep by phone or online chat only when needed.  

So, ask yourself, if 71% of your potential customers come in contact with your brand via your content, will they research you further? Will you make the shortlist? Will it prompt a call or a web visit? Good content can cause all these things to happen if you know your audience, have a plan and ask the right question.

Need help creating and executing a B2B content strategy? 

Contact WordsFresh for a creative approach to meeting your business goals.

How to write binge-worthy marketing copy

We’ve all been there.  

Lounged out on the couch, wrapped up in blankets, snacks scattered across the coffee table. Your favorite show automatically plays one after another on the TV. Netflix has the gall to ask if you’re still watching. You glance at your phone and it tells you it’s 1 a.m.  

1 a.m.? How did that happen? You just couldn’t look away from the screen. It’s that good.  

Marketing copy can be just as compelling, especially when you borrow these three tips from the small screen:

1) Appeal to emotion 

If you’ve never had a physical reaction to a TV show, you’re not watching the right ones. (I’m looking at you, “Scandal” and “Orange is the New Black.”) The best shows stir something up in you, whether it’s a gasp or happy tears. 

Good marketing copy will connect with audiences on an emotional level. Studies have shown that advertisers have more success when they appeal to emotions rather than logic. By the numbers, 31 percent of advertisers report significant profit gains with emotional campaigns, versus 16 percent with rational campaigns. 

In general, some of the best emotions to invoke include belonging, trust, competition, fear and guilt.

2) Charge up your language 

You don’t have to go R-rated just to trigger an emotional reaction among your target audiences. With some carefully chosen words, you can build emotion into your story, and improve the effectiveness of your advertising.   

A quick and easy rule to follow is to use shorter, more basic words, rather than intellectual ones.  

For example, change additionally to there’s moreConcerned to worriedDifficult to tough or hard. These common words carry more emotional weight, and are proven to be more successful when getting consumers to act on their emotion.  

Other powerful words in marketing copy include: you, new, save, love, results and guarantee.  

3) Throw in a plot twist 

An unexpected plot twist never fails to catch people’s attention and get them talking. This was the case in “How I Met Your Mother” (still not over it), and it also holds true in marketing copy.  

One of the first lessons copywriters learn is how to take a well-known phrase and give it an element of the unexpected. It’s a clever way to get the reader to notice your message.  

For example, a straightforward line for an anti-drunk driving ad could be: 

“Be responsible. Don’t drink and drive.” 

It’s solid and concise, but there’s nothing out of the ordinary about it to catch the reader’s attention.  

Instead, see how this turn of a phrase is more effective:  

“This one’s on you. Don’t drink and drive.” 

Instead of telling readers to follow the rules, it walks an entirely different line. It inverts the jolly bar phrase “this one’s on me” and turns it into something more tragic. (Plus, it plays on the ever-motivating emotion, guilt.) 

Whether you use one or two of these techniques or go for all three, emotionally charged copy will bring you better results. All you have to do is borrow from the small screen.   

Need help elevating your copy with engaging techniques? Contact WordsFresh for a creative approach to meeting your business goals.  



How copy can power technology-based marketing campaigns

Advertising and marketing copy has always had power. The late David Ogilvy, widely known as the father of advertising, wrote ads in the 1960s and 1970s that elevated brands and products to iconic status. In his 1983 book, “On Advertising,” Ogilvy introduced the concept of “the Big Idea” and explained how it attracts the attention of consumers. 

Ogilvy arrived at the Big Idea for campaigns by putting pencil to paper. His ideas sometimes took shape as a single print ad.  

Modern marketers put fingertips to keyboards. We have the challenge of writing for audiences who are constantly on the go and cover wide internet territory on their phones. Captivating them often requires capitalizing on technology. 

Emerging forms of experiential technology

A report published in Ad Age in January 2018 describes how augmented reality (AR) is one form of experiential technology that is “having a moment.”

Copy has power in this moment when the messages are geared toward being helpful and answering specific customer needs. 

One such example is a retail kiosk that uses AR technology. A recent article by Shopify notes that Lego got behind this approach early with displays that allow consumers to see what a toy looks like once it’s assembled.

A March 2018 article in Digital Trends highlights how a Lowe’s app allows buyers to see what appliances, decorative accessories and other products might look in their homes before they make their purchase. Consumers control the product demo in the palm of their hands, and they don’t have to endure a hard sales pitch. 

Virtual reality (VR) is another way to give consumers the opportunity to try before they buy. Adweek notes in a recent article that Walmart is exploring the platform as differentiator from other retail stores, such as Amazon and Target. Consumers will be able to get more from their shopping trip than time spent navigating aisles and checkout lanes.

Walmart hasn’t revealed its plans to the public, but the article points out that the retail giant has acquired the VR shop Spatialand to support its VR initiatives. In a previous collaboration, Spatialand and Walmart created a VR experience that simulated a campsite in Yosemite National Park. Consumers were able to test products like tents and see how big they are and how much work goes into setting them up.

Beyond retail settings, VR can be a highly effective tool for engaging audiences at tradeshows. The technology can be particularly useful for drawing visitors to a booth and increasing brand awareness. 

Writers shape and define experiences

The marketing writer on your team can work with UX/UI designers and developers to script every aspect of the experience, making sure it has the right balance of entertainment and customer relevance. The script should also be consistent with all your other brand communications.  

Whether it’s AR, VR or some other form of emerging technology, the experience you create can benefit from some branding, and this highlights another area where copy has power. Lowe’s named their app “View in Your Space,” for instance.   

Once the experience is all mapped out, copy can be a driver in the strategy for promoting the experience on digital and traditional marketing channels.  

In a “digital first” marketing world with CGI-rendered bells and voice-activated whistles, copy should always come first. There’s no marketing element more powerful than good-old, strategy-based copy.  

Even when stacked next to the latest in marketing technology platforms, content is still king when it’s done well.  

As support for this point, David Ogilvy once wrote, “What really decides consumers to buy or not to buy is the content of your advertising, not its form.”

Ogilvy has also been famously quoted as saying, “Don’t bunt. Aim out of the ball park. Aim for the company of immortals.”

This is no small task, but you can have great fun as you swing away, especially if you draw power from compelling copy. 

Looking for fresh approach to your marketing? Interested in exploring emerging technology campaigns? Contact WordsFresh for a writer-led plan that gets you to your goals. Tell us about your project.  

Fewer words, fewer problems: How scaling back your word count can increase clarity and creativity

Show of hands: As a reader, who thinks long copy is good copy? Chances are not many hands are up right now. So why do so many writers tend to drone on (and on, and on) before making their point?

In many cases, they layer on more words in an attempt to make their writing clearer or more creative. Left unchecked, it almost always has the opposite effect.

Here are a few mistakes people make when trying to infuse creativity into their writing, along with more successful alternatives.

1) They lean too heavily on adjectives and adverbs.

Mark Twain had it right when he said, “As to the Adjective: when in doubt, strike it out.” More often than not, adjectives become a problem when writers pepper them throughout their pieces in an attempt to be more specific or creative. The result is an over-seasoned sentence that overwhelms the reader rather than impresses them. Writer’s Digest gives this example:

He gently expressed his love by whispering sweetly in her ear…

Do the readers get the point? Yeah, sort of. But see if this is more successful:

He whispered words of love… my dear angel… he purred his contentment, his joy.

 Why is this better? Because the static adverbs “gently” and “sweetly” are replaced with more impactful verbs and nouns like “dear,” “angel,” “purred” and “joy.” By using powerful, action-oriented words, writing becomes more direct and engaging.

2) They don’t vary sentence structure.

In an effort to sound precise, writers will sometimes write long sentences with multiple clauses, and give the readers little room to absorb the information presented to them. (Exhausting, right?)

Writers should let their words breathe. The best way to do this is by varying sentence structure. Switching up the lengths of sentences, throwing in questions where appropriate and providing other variations help keep readers’ attention.

One rule of thumb is to look back over a finished draft and ask yourself: Can I break these sentences down into shorter sentences without it sounding choppy? If so, then do it. The more dynamic the piece, the more engaging it will read.

3) They bury the lead.

Take another glance at the intro to this blog. How many sentences do you have to read before you can identify the topic of the blog? That’s the lead. And readers will jump ship if they can’t find it quickly.

Although it’s easy to get caught up in crafting the perfect hook or a tantalizing anecdote, it can easily become a mess of words that readers have to wade through. If they have to try that hard just to identify the topic, chances are they won’t read on.

Instead of junking up your intro, a more effective approach would be to write the lead first and then give yourself the challenge of only building up to it in three to five sentences. Chances are you’ll come up with something much more creative and clear.

If you’re having trouble infusing creativity or providing clarity in your writing, these three tactics are the first you want to try. You’ll see that streamlining a piece, rather than layering it, will give you the result you need.

7 Ways to Avoid Writing Missteps that Drive Editors Crazy

The writer–editor relationship can be fabulous, and it can be fragile.

In my career, I’ve worked from behind a variety of writers’ desks — from a corporate communications and marketing professional to a journalist and magazine editor. I’ve had the benefit of receiving guidance from superb editors, but I’ve also felt the strain as an editor of providing feedback to writers whose work was sloppy and tenuous. The sad part is I don’t think all who turned in sloppy work were bad writers. They just didn’t take the time to focus on the details.

Editing other people’s work is a great way to get a fresh perspective on your own. Is my introduction lackluster? Was I too lazy to fact check? Did I actually use spell check? Does the end of my article drop off like a cliff because I was racing to meet a deadline?

As an editor, those things drove me crazy. Each writer has his or her own style, strengths and level of creativity. But, when we neglect those basic things, your editor may just be pulling her hair out or screaming at his computer screen.

Some of these may seem basic. That’s the point. Start with the basics and let your talent shine through. Your editor will love you for it.

7 Tips for Living Peacefully with Even the Most Demanding Editor

  1. Fact check. Fact check. Fact check. I have no idea how writers and editors accomplished anything on a deadline before the internet, but Google search is my best friend. When I was writing for a health care magazine and my source mentioned a mentor at Johns Hopkins University, guess how I checked the spelling of that mentor’s name (and of Johns Hopkins)? This also goes for trademarks, registered marks and any other proprietary designations that may apply to the products or services you’re writing about.
  2. Research is for more than academic papers. Cite your sources. If you say 50 percent of Americans have blah, blah, blah… Prove it. It makes your argument stronger. Microsoft Word makes it easy to use their built-in tools to cite sources based on the style guide you choose to follow. [Check out our blog on Style Guides and why you need one.] Don’t be lazy and make your editor track down this information.
  3. Spell check or bust. This is such a no-brainer and so basic, yet I can’t tell you how many times I received articles with misspelled words. Also pay attention to homophones — like there, their, they’re — that spell check won’t catch. It shows you have an eye for detail, which editors appreciate.
  4. Give your lede some love. It doesn’t matter if you’re writing an article, blog or social media post, a strong leading idea is crucial. It’s what makes readers read on, click through and want to learn more. It’s also critical that the lede pays off in the copy. Be sure to connect the dots.
  5. Consistency is critical. Double check your tone, writing style, headlines, subheads, anything where your overall message should be the same. Being consistent in your copy is critical to communicating a clear message.
  6. Be a ruthless self-editor. I’m guilty of writing long and growing attached to a well-crafted turn of phrase. Yeah, they sound nice, but do they serve a purpose? Ask yourself, what is the main idea/purpose of this piece? Cut any copy that doesn’t support that main idea. Also look for superfluous words or phrases that are self-serving. At WordsFresh, we call it “cutting the flab.”
  7. Come to a conclusion. Unlike movies, good business writing doesn’t end with a cliff-hanger. Sum up your copy, tie back to the intro and leave your readers being glad they read until the end.

Thinking, and writing, like an editor can make your copy more precise and impactful. Isn’t that what we all want? And, it’ll improve your relationship with your editor in the process.

Need a good editor? Contact us.

What’s Your Style (Guide)?

Quick, take this one-question quiz:

How many commas are necessary in the following sentence?

“The colors of the American flag are red white and blue.”

a) One. Add a comma after the word “red.”

b) Two. Add a comma after the word “red” and after the word “white.”

c) Either one or two. The rules for commas are flexible, so just choose one way and be consistent.

If you answered either “a” or “b,” you may be right. But, if you answered “c,” you’re dead wrong. Rules for grammar are not considered flexible, and it is generally not up to you to decide which one you “like.”

The more accurate answer to our one-question quiz is, “It depends on who you’re writing for.” That’s because most large organizations have established some rules to follow when developing corporate communications. And it’s critical to follow their preferences, not your own.

Enter the style guide.

A style guide includes things like the preferred fonts, colors and logos of your company, but it should also include guidelines for writing anything your company puts out into the world, such as a website, brochures, social media, ads, etc.

Sometimes called a “brand bible,” a style guide should help an organization strengthen its brand. When everyone at a company follows the same writing rules, it’s more likely your content will be more consistent and therefore more credible.

What if my company doesn’t have a writing style guide?

Most medium- and large-sized companies have standards in place for design guidelines, with rules about how to use the brand’s color palette, where to place the logo and how much white space should be on a page. But even those companies don’t always consider how important consistency of words is.

The good news is that there are several long-standing writing style guides already out there, so your company can simply pick one and use that as its guiding document. You might remember using MLA in high school, or maybe APA if you had to write a paper in a college science class. But most corporations and organizations choose between either the Associated Press Stylebook or the Chicago Manual of Style.

What’s the difference?

The Chicago Manual of Style

There are distinct differences between these two style guides. The Chicago Manual of Style has been around for more than 125 years, getting its start on a college campus. The book has grown to more than 1,100 pages and is considered the most comprehensive guide for long-form publishing or anyone who works with words. Apple, Microsoft, Salesforce, most book publishers and most long-form magazines, such as The New Yorker, use Chicago.

Some highlights of Chicago style include:

  • Use of the Oxford comma (that second comma in our one-question quiz: red, white, and blue)
  • Spelling out numbers between 0 and 99: four, eighteen, ninety-eight
  • Writing as one word, lowercase, no hyphen: internet, website, email

The Associated Press Stylebook

Associated Press style was first published in 1953 as a guide for newspapers. It was created with multiple columns of text in mind, and its focus was on brevity in order to fit as much information as possible onto the pages of a newspaper. The strength of the AP stylebook is that it is updated every year with the proper spelling, capitalization and abbreviation of popular terms. (The term “zoot suit” was recently deleted to make room for “Tommy Hilfiger” in the fashion section.) Companies such as Cleveland Clinic, GE Appliances, ADP and most American newspapers, such as the New York Times, use AP.

Some quick hits of AP style include:

  • Advising against using the Oxford comma in a simple series (red, white and blue)
  • Spelling out numbers one through nine. Using figures for 10 or above.
  • Write as one word, lowercase, no hyphen: internet, website, email (Yes, both style guides have finally caught up with one another.)

Is a style guide really that important?

The simple answer is yes if you want to maintain a strong, consistent brand. If you wouldn’t allow an employee to change the color of your logo or choose his favorite font for your annual report, then why leave the details of writing up to the whims of your employees?

In the end, you would do fine to select either of these guides as a baseline. Select the one that fits most of your needs, and then augment with a personalized style sheet to address any specific needs of communications at your company. You might address whether to use the Oxford comma, when and how often to use the registration mark with brand names, or your company’s preferred spellings for industry-specific words (such health care vs. healthcare or advisor vs. adviser). Create a formalized document so all employees are on the same page when they represent your company through words.

If you need help creating a company style guide, or if you’d just like to have a spirited discussion over the merits of AP style over Chicago, give WordsFresh a call. We have word nerds on both sides of the fence!

7 tips for writing headlines that maximize your 15 seconds

As writers, we often value the “meat” of our copy or the creativity we used to get there. Sometimes, we treat the headline as an afterthought, the pre-stick bow we slap on an otherwise beautifully wrapped package.

The truth is, no matter how much we strategize, brainstorm, research, edit, re-edit and, simply, pound the keyboard, often our copy goes unread. In a study published in Time, Chartbeat found that 55 percent of web visitors spent less than 15 seconds on a page.

What do readers look at in those 15 seconds? Headlines.

According to a survey by the Media Insight Project, an initiative of the American Press Institute and the Associated Press-NORC Center for Public Affairs Research, only four in 10 Americans read beyond headlines for a deeper understanding of news. That means, in general, 60 percent of Americans are simply skimming headlines to consume their news.

The same is reflected in social media, where Forbes reported that 59 percent of article links are shared without ever being read.

What does this mean for us as writers? Our headlines, and subheads, may just be the most important thing we write. They have to have substance, and they have to make an impression, meaning they have to be creative enough to stick with your reader.

Here are seven tips for writing headlines that maximize your 15 seconds of exposure:

1. Consider your medium.

Writing a headline for a magazine article is very different from writing for a webpage or blog post. For example, I wrote the headline – By the Letter – for a nursing magazine a few years ago. By itself, it’s clever, but it doesn’t give the reader any information. It would never have worked as a standalone headline for a blog, but it worked in the magazine because I used the kicker/intro to explain who and what the article was about.

2. Identify your target audience.

Just like anything else you would write, knowing your audience is critical to understanding what will connect with them. Why should your audience care about what you are writing? That’s what your headline should speak to.

3. Check your brand voice and tone.

Again, the same rules as most writing apply. Be sure you are in tune with the company’s brand voice and align your tone with your objective and your audience. Is humor appropriate? What about industry jargon?

4. Focus on clarity first.

The clarity versus creativity debate is a big one, especially when you have precious few characters to get your point across in a headline. At WordsFresh, we believe a headline can be both clear and creative. But, I’m advocating for clarity first. If you have only seconds to get your readers’ attention, you don’t have time to be vague, suggestive or creative for creativity’s sake. What is the one message your readers need to take away?

5. Inject creativity, but be discerning.

Creativity is the hook that may just extend your 15 seconds, get a reader to share your link or make an impression that lingers. The key is to be discerning. We call it “cutting the flab.” Don’t just add adjectives or fluff to generate flowery language. Ignore the clichés and choose crisp, active words that spark interest or engagement.

6. If all else fails, approach it like a tweet.

I am a long-form writer. I like lots of room to breathe and build my case. The Twitter revolution initially gave me hives. But I’ve come to appreciate the benefits of Twitter and social media as great practice for writing short, direct messages. If you’re having trouble writing a headline, think of it as a tweet. How would you reduce the context of this article for Twitter? The caveat is your headline should be even shorter than 140 characters, but it’s a good exercise to get you thinking small.

7. Be consistent.

Don’t just exert all your creative muscles on the headline. If your piece has subheads, give them just as much attention as the headline and make sure their tone and style match. Subheads are your secondary source for precise message delivery.

Need help with a headline? WordsFresh does that. Contact us to get started.