B2B copywriting can have its challenges, especially if you are not used to writing in that space. If hiring a professional marketing writer is not an option, there are some guidelines to keep in mind to make sure that your message resonates with your audience.

No matter what niche you are writing in, remember that it is a real, actual person on the other end of your message. That means writing in the B2B space is not an excuse to be dull. It’s not an excuse to make your writing all salesey and spammy. People still need to be enticed and compelled to take action. Make sure you are doing everything you can to produce B2B copywriting that will engage your audience and improve your sales.

11 B2B Copywriting Tips

Understand your audience – Are CEO’s your active audience, or is it the secretaries making the product purchase? Do you go after large businesses, or solopreneurs? Make sure you understand who your customer is, and target your content accordingly. Success in B2B copywriting necessitates being able to appeal to people. That becomes difficult when you fail to connect.

Sell the solution, not the product – Your audience has a problem, and they seek a solution. Showing that you identify with their problem, and know how to help them with a fix, offers an instant connection. It humanizes your copy, and creates appeal. This appeal works better than simply clubbing people over the head with spammy, self-serving content.

Answer people’s questions – People found your content with a specific question in mind. That question can vary depending on what you are writing, but it’s up to you to know what it is, and answer it up high in the content. What promise are you making in your headline? Make sure you follow through, and show them you understand what they are looking for.

Grab people’s attention and don’t let go – Your headline is the single most important factor in whether someone clicks on your content. Make it pop. Make a promise. Give people a taste of what’s to come. Then, from the opening paragraphs, down to the end, deliver. B2B copywriting still needs to resonate with your audience. It still needs to entice your readers and differentiate your business.

Stress benefits – There is a big difference between features and benefits. Conveying the benefits of your product resonates with a wider audience, while product features might mean something to only a select few. Make sure you are doing a good job of stressing benefits.

Tell a story – The ability to make someone pull out their wallet and purchase what you sell resides in emotion. People remember a good story, especially if you make them laugh, cry or scare. People identify and connect with the experiences of others, and a good story will humanize your B2B copywriting. How did someone use your product to solve their problem? How did you get started in this business? The art of storytelling, and simply writing with a narrative flair, keep your writing lively.

Use data – The role of data in B2B copywriting is to bolster your claims, and make a strong case for your product or brand. It conveys value. While people tend to remember stories better than data, the role of data is extremely important in persuading someone to purchase. It shows people that what you offer is a serious, viable solution.

Keep it focused – Your content should have a clear and concise point. Anything that wanders from what you are trying to say should be cut. You can use it somewhere else if it’s that good, but make sure you are sticking to the point. 

Know how to use your long copy – There is nothing wrong with long copy in B2B copywriting. If you have a subject matter that necessitates a longer blog post, just make sure you tell your story in an engaging manner. People will stick around for a good story, or valuable information. I had an editor in my journalism days who used to always tell me to let the story dictate the length, and he was right.

Think visually – Your readers are looking to quickly get through the information on your page, however. You can help them by making it visually friendly. Choose a good photo. Consider offering a graphic or two, with key points. Short paragraphs, subheads, lists, and bulleted items can all make your content a little easier for your audience to read.

Stop the geek speak – Chances are, you know more about your industry and products than your customer. Congratulations. There is no need to try and remind them how smart you are, with the overuse of industry lingo, and geek speak. When your audience has no idea what you are talking about, they won’t stick around for very long. Using words they don’t understand doesn’t prove anything. It creates stopping points for your reader, and costs you traffic.

Conclusion

Make sure that your B2B copywriting fits within the scope of your marketing plan. Make sure you are doing everything you can to appeal to your audience, and not just robotically sell. Make sure that your blog is truly helping your business efforts. If you have any other questions on what is involved in B2B copywriting, contact me today!

Matt Brennan is a Chicago-based marketing writer and copy editor

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