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Here’s some mistakes commonly seen in B2B writing and marketing: Not focusing enough on the ideal client. Before creating any content, you should have a detailed buyer profile. Which person is going to be making the purchasing decision? How old are they? What motivates them? What are they afraid of? What’s keeping them from buying? How do you overcome those barriers? You need to get inside this person’s head and understand them so that you can speak to them effectively. Not c