Content marketers and businesses can spend hours trying to understand how copywriting for B2B works, experiment a lot, and still not get the desired output. Does that sound like you? If yes, you’re not alone.
It can be daunting to even think of where to start when you don’t know the outcome and how it will impact your business. It is even more challenging if your audience is part of the B2B space.
That’s why you need the best B2B copywriting tips. They will help you set the stage on fire with your creative mind. Here are seven fantastic tips for good copywriting.
7 Killer B2B Copywriting Tips
1. Empathize with your target audience
Empathy is the most overused term, yet the most underused B2B copywriting tip used in businesses. With empathy, you can understand your target audience, their needs and challenges, and you can write better and more persuasive content. Write as your customers talk. Write as you talk.
2. Keep it short
This is one of the best tips for good copywriting, but how often do we do it? Don’t be so lost in aspects like the word count that you forget to make your word count.
If you want to ‘Keep It Short and Simple’ (known popularly as K.I.S.S), use this APP framework by Brian Dean:
Step 1: Make them ‘agree’ or relate to the topic.
Step 2: Make a ‘promise’ that you can deliver realistically.
Step 3: Give them a ‘preview’ of what you will tell them/talk about.
3. Evoke emotions
Even when you understand your audience’s needs, it is not necessary that your words will have the desired impact. Humor is an emotion that instantly creates a connection every time, but don’t use it everywhere. Experimentation is the key here. Remember that your readers are not robots; they are actual human beings craving emotion and creativity.
Ensure your copies don’t settle with the same monotonous text that invokes nothing. Aim to reel them in with memorable phrases and clever quips by using a unique brand voice. Speaking of brand voice, ensure that it stays consistent all the time to sustain a connection with your audience.
4. Ask questions
And not just any questions, but the right questions. Here are two ways:
- Ask them the questions while they are on the buyers’ journey. How did they come to know you? What are the challenges they are facing?
- Use tools like SEMrush, the ‘People also ask’ tab of Google, etc., to know the questions that your target audience is struggling with. Answer those challenges in your B2B copy.
Copywriting is all about ‘them’ = Audience.
5. Use social proof
One of the best copywriting tips to keep in mind is social proof: People use social proof to decide whether to purchase a product/service or not. So, pack your copy with results, case studies, and testimonials. Highlight the benefits your product/service provides in your copy very clearly. Always remember, benefits > features.
6. First impression is the last impression
You need to keep the audience hooked on to:
The headline of your copy…
The first line of your copy…
And the next line…
And the next…
Until you reach the last line…
Basically, every single word in your company must create an impact. But, how do you do that? Here are three tips:
- Use emotional words or create a fear of missing out (FOMO)
- Use headline analyzer tools to check the impact of your headline
- Add numbers to create a greater impact
7. Make it seem personal
Your audience should feel like, ‘Yes, that’s so me!” or “This article was written for me!” after reading your copy. How to ensure that?
- Use active voice
- What is everyone’s favorite word? YOU.
- Use simple words that are easy to understand.
To summarize, to become the best at B2B copywriting, put all these tips mentioned above into action. Most important of all, know who you are writing for. Copywriters often forget this and create generic copies with no emotion. You can also consider following some of the best copywriters in the world to understand how they create such unique and compelling copies every single time. The key is to keep learning and evolving.
You can also consider using AI copywriting services to give you the push you need in times when you can’t come up with good copies. Peppertype.ai is an excellent AI copywriting tool that instantly generates multiple copies you can select from by simply putting in a few details.
A B2B copywriter writes an informative, persuasive, and a technically precise B2B copy. They aim to either build a brand, build a relationship, or generate leads and sales from their copywriting skills.
A B2B copywriter assists in creating marketing materials to promote the products or services of a business to a person from another business. The marketing materials include websites, ads, brochures, landing pages, case studies, reports, social media, SEO content, and much more.
Good B2B copywriters know how to make their copy sound helpful, authentic and yet persuasive for their audience to take action. They are not afraid to step outside their comfort zone and resolve the challenges that a potential buyer might face in their journey.
SEMrush says that Organic traffic via SEO is one of the most crucial customer acquisition channels for B2B companies. Statistics show that 72% of business buyers start with a Google search. And that B2B SEO Copywriting is a $55 billion industry.
1. Break down complex concepts and make them simple for your audience to understand.
2. Use FOMO Marketing. It works best on social media.
3. Use social media copywriting frameworks.
4. Have a clear and strong CTA.
1. Thinking Fast and Slow by Daniel Kahneman
2. Everybody Writes by Ann Handley
3. Stories that Sell by Casie Hibbard
4. Content is Cash by Wendy Montez de Oca
5. Cashing in with Content by David Meerman Scott
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