B-to-B Copywriting: 10 Modern and Classic Techniques

Copywriting consultant Bob Bly, with the Dumont, N.J.-based Center for Technical Communications, offered up a slew of B-to-B copywriting tips during his session at the recent MeritDirect Business Mailer’s Co-op Conference in White Plains, N.Y. Among them, he emphasized modern touches as well as some classics, such as the 45-year-old unique selling proposition (USP). Below are 10 of his pointers: