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The insight: B2B buyers don’t care about your product. They do care about job security. Here’s how to speak to their anxiety:

1. On LinkedIn, locate the job description of the role you are targeting.
2. Bank the words you see under “Responsibilities” and use them in a headline with descriptive, action-driven language (“What we do is: XYZ”).
3. Communicate why buying your product will earn people points with their bosses by focusing on market share, stellar reviews, testimonials, and analyst reports.

Here’s a template to try:

• Responsibilities of [Role]:
• Power words:
• Emotions:
• “I wish I could ＿＿＿＿” :
• Trusted by:

Check out the full tip by Tom Orbach at Marketing Ideas.

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• Our latest TikTok covers vegan turtle soup, dogs that fill the void in your heart, and that one pitcher who obliterated a bird in 2001.
• Our Creative Director shared one more thing that ChatGPT can’t help u with.
• BTW, we’re on Threads. Is this thing on?

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Let’s get it on the calendar.

Did you know actor Matthew Lillard launched a liquor company called Find Familiar Spirits last year?

Now he’s teamed up with web series Critical Role to release a $99 Dungeons-and-Dragons-themed bottle of bourbon called Sandkheg’s Hide. We’ll spare you the details, but they’re unabashedly niche and sure to resonate with the target demo.

Your booze comes with a 44-page booklet with an original short story and artwork, as well as a new map from Critical Role.

Check out Lillard’s interview with Tubefilter for more.