B2B copywriting blog | Jonathan Tee

How to write powerful outlines faster (when you lack deep topic expertise)

Need to write an outline fast?

But don’t feel on top of your subject matter?

If it were a topic in which you had expertise, you’d easily pull an outline together. (More or less.)

But it’s not.

When you jot down your ideas they feel derivative and uninspired. You’re not sure if what you’re arguing is right. You feel out of your depth. Exposed.

You need to produce something darned good. That will build authority. But you just don’t have time to properly dive into the topic. To immmerse yourself in research. To become an expert.

What can you do?

2 proven tactics to bring dry B2B content to life (and captivate readers)

Has this ever happened to you?

You read through some new content you've been toiling over. But something's wrong. It feels – how should I put it? – less than inspired. A bit boring.

You imagine a prospect downloading your content.

She fires it up and reads a few sentences but you can see her eyes glazing over. She skims a few pages ahead. Tries again. Flicks across to her email.

A few hours later she’ll spot the barely-read document still open in her browser. She'll save it to read later.

But she won’t read it later.

Does the thought of all that wasted time and effort make you shudder?