Copywriting is the art of crafting compelling messages that persuade, inform, and grab attention. Successful copywriters are masters of persuasion; they know how to draw you into an idea with carefully chosen words, imagery, graphics, stories, and brevity.
B2B copywriters distill information such that it’s easily digested by busy people who have minimal time to read long emails or other messages. They also ensure their message is clear and concise, using simple language and avoiding jargon.
This article will show you how a dedicated B2B copywriter helps you create compelling content for your products and services. You’ll learn what makes good B2B copywriting and why it works and how to use this knowledge to improve your marketing communications.
Who Is a B2B Copywriter?
A B2B copywriter, also called a business copywriter or corporate writer, specializes in marketing copywriting or writing content for the B2B (business-to-business) market. Writers often possess knowledge of specific industries and can create content guaranteed to attract attention to their advertising products.
What Is B2B Copywriting?
B2B copywriting is a process that involves writing business-to-business materials such as sales letters, brochures, e-newsletters, etc. Such marketing campaigns are usually created to sell products or services to other businesses. These campaigns aim to persuade potential customers to buy from you rather than your competitors.
For instance, if you sell office supplies, you might want to convince companies to buy more paper from you. Or, maybe you sell software, and you want to persuade businesses to buy more computer programs from you. In either case, you need to convince them to believe that your product is better than the others in the market. To achieve that, you need to be creative.
A successful B2B content strategy requires creativity and technical skill. The key is to combine both elements in persuasive, informative, and interesting ways. A B2B copywriter knows how to achieve these results through careful planning and execution.
Tips for Successful B2B Copywriting
A B2B copywriting campaign is always written in plain language. It means that all the text should be easy to understand. It shouldn’t contain any complex vocabulary or phrases that would confuse readers.
You want your prospect to understand your offer clearly, see that your product or service solves their issue satisfactorily, and place an order swiftly. Here are a few tips to keep in mind for successful B2B copywriting.
1. Writing skills
Great writers know how to craft a powerful message that gets results. They understand how to organize ideas logically and use strong verbs and paint vivid images (with their words) to convey their points. When communicating your key message to your readers, ensure you’re not being too technical or too colloquial.
While your tone of voice needs to be professional, it shouldn’t be too jargon-led. This proves that you know about the industry you’re serving and understand your audience well. Moreover, this will have many benefits– it builds trust, showcases your professionalism, and makes life and purchasing decisions easier for B2B buyers on a time crunch. Do this right, and establish yourself as the go-to provider for your industry.
2. Use concrete nouns and strong verbs
Concrete nouns are ones that you can hear, smell, see, touch, and taste. Abstract nouns are ideas or concepts that do not exist physically and cannot be identified with one of these senses–for example, synergy.
While abstract nouns give your B2B content strategy a more formal tone, which could be needed occasionally, it’s best to avoid it. These nouns can transform clear, concise writing and add unnecessary complexities that can confuse and bore your audiences.
Strong verbs can be defined as ones that are descriptive and specific. In marketing copywriting, these give your readers a clear picture of what you are trying to describe. Your copies are no longer wordy with strong verbs, which automatically makes you a better and more effective writer.
3. Don’t be general, be specific
In your ad copy, headlines, offers, and body copy, it is vital that you’re specific. In fact, the more details your copy entails for your audience, the more the benefit. Whether you’re writing a headline to get traffic to a blog or attracting leads to convert on a landing page, being specific is more valuable than being general.
Keep in mind that your audience is keen on knowing what they’ll be getting into and what they can expect from your copy. Your audience wants to know how your product/service can benefit them. Hence, ensure you’re being as specific as possible in your content copywriting.
4. Use active voice
Your marketing copywriting should be in active voice as much as possible as it will make your copy look more concise and direct. You create a narrative that flows better and moves faster. By writing in an active voice, you make your copy more engaging.
For marketing copywriting especially, writing your copy in an active voice can improve readability, engage the reader, sustain momentum, and, most importantly, have a better CTA through persuasion.
5. Keep your tone in mind
The tone in writing is how you’re using writing styles and specific words to convey your attitude on a subject to your target audience. Whether your B2B content strategy entails writing copy for a social media post, your website, or an email campaign, you must think about the tone you want to convey.
Different platforms and channels also require different tones. For example, what works well on Twitter will not do well on a professional platform like LinkedIn. Likewise, the tone you use in a copy for a formal press release will be vastly different from your tone to communicate with your followers on Instagram.
6. Consider your buyer persona
Like the tone you use varies depending on the platform or channel you write the copy for, it also needs to vary depending on the buyer persona you’re targeting. Every consumer interprets things differently. Hence, having a dedicated buyer persona for your brand to target makes it easier to convert leads into buyers successfully.
Top Qualities of a B2B Copywriter
Copywriters who want maximum impact have to develop a plan before starting to write. They need to consider where they will get information from, what they will say, and how they will deliver the message.
To succeed in business communication, writers must conduct extensive research on their client’s industry and competitors. They must understand the latest developments in technology, laws and regulations, consumer attitudes, and their target audience’s pain points.
Experienced writers know when to cut and paste, edit and rewrite. They know how to remove unnecessary details and replace them with relevant ones.
Skilled writers ensure that every word they write is grammatically correct. They avoid spelling and punctuation errors because they make it harder for people to read and understand your message.
5. Audience analysis
Good writers know which words and phrases likely appeal to their audience. They carefully consider whether a specific language would be appropriate for an older or younger person, male or female, conservative or liberal, etc.
Writers who want success in business communication must learn to format documents to look professional and easy to read.
Understanding the Quality of Your Own Copy
Now that you’ve written your copy, how do you know if it is good? The answer is feedback – lots of it. Another way to find out whether your copy is compelling is to ask yourself the following questions:
- Is it clear to me?
- Can I easily understand it?
- Are there any spelling mistakes?
- Does it address the right pain points?
- Does it provide a straightforward solution to those pain points?
- Is the offer presented clearly?
- Does it persuade me to buy?
You most likely have written a good copy if you answered “yes” to all those questions. If you answer “no” to at least one question, you may need to recheck and adjust a few things. Take feedback from colleagues or friends. Or take a walk, come back after an hour and look at what you’ve written. Sometimes that can help you gain a fresh perspective.
How a B2B Copywriter Can Make Your Products Sell
Hiring a B2B copywriter helps businesses sell more of their products and services through written communications such as sales letters, brochures, eBooks, white papers, articles, web pages, press releases, social media posts, etc.
Selling more involves:
- Understanding the target audience’s needs
- Empathizing with their situations
- Providing the right solution in the most persuasive manner possible
To effectively communicate with your customers, a B2B copywriter must be familiar with your company’s products and services, history and culture, and the competitive landscape. The writer must also be aware of trends and issues affecting the industry, including new technologies, regulations, legislation, and changes in customer behavior.
Next, they develop a strategy for reaching out to prospective buyers and gathering data about them. This includes identifying the target audience and determining what kind of messaging will work best for each individual.
The copywriter may need to conduct interviews with clients, prospects, and competitors to gather information about their needs, preferences, or other valuable details. They may also want to review competitor websites, blogs, and social media accounts to see what kinds of messages resonate with readers.
After gathering all this information, the writer begins crafting the most effective messaging possible. The goal is to convince the reader to buy the product or service being advertised. Of course, not every copywriter will follow this exact procedure, but it’ll more or less be the same. The idea is to write and continuously enhance it by taking feedback.
- A B2B copywriter is a specialist in business marketing and communications. They help you sell more products through proper marketing communications that build trust in your brand.
- Good copy has three qualities: clarity, conciseness, and persuasiveness.
- If you’re offering a product or service, you need to ensure that it meets all the customers’ needs; otherwise, they won’t buy.
- Your writing should be on point to ensure the results are in your favor. This is where hiring a good B2B copywriter helps take away a lot of the stress.
Hiring a B2B copywriter will help increase your sales by crafting targeted messages that persuade the reader to become a buyer. In addition, a good B2B copywriter will most certainly take away the stress of composing good marketing messages. With the tips we’ve mentioned above, you can ensure your copies are crisp and clear, and does its best to convert leads into customers.
Copywriting is one of the best ways to sell a product or service. The key to successful B2B copywriting is to understand what your customer wants and then write about it so that they want your solution too. If you do this well, you’ll be able to build trust between yourself and your customers (other businesses, in this case), which will lead to higher conversion rates.
The main difference between B2B and B2C copywriting is that B2C copywriters focus on selling directly to consumers while B2B copywriters concentrate on selling to other businesses. This means that B2B copywriters need to communicate effectively with other business owners who may be potential clients.
B2B copywriting is effective when you write for businesses that you understand well. This means that you need to know what they offer, how they do it, and how you can help them be better. The best way to learn about your prospects’ needs and wants is to talk to them directly. Ask them questions, and listen carefully to their answers. The key is to recognize the gaps they are trying to fill and then help them fill the void.
The best way to write powerful B2B copy for your business is to focus on your product’s benefits. If you provide a solution to your reader’s problems, they will be interested in what you offer.
Examples of B2B copywriting include cold emails, website copy, sales funnels, social media posts, brochures, case studies, whitepapers, etc.