“Your job is not to write copy. Your job is to know your visitors, customers, and prospects so well, you understand the situation they’re in right now, where they’d like to be, and exactly how your solution can and will get them to their ideal self.”
– Joanna Wiebe
Not all copywriting is created for the same purpose. Sure, it’s being written for advertising or other forms of marketing but understanding who you’re writing for is what matters.
B2B copywriting is similar to writing for B2C (business to consumer) in that the end goal is to engage and convince the reader to take a specific action. But how you create that desire for someone to take the next step depends on what drives them.
For B2C readers, appealing to their emotions focuses on highlighting their wants which in turn drives their actions and behaviour. For B2B readers emotion plays a role but appealing to logic will ensure more success, here’s why;
B2B readers are less likely to make impulse purchases and spend more time investigating and understand the products or services they are investing in.
This creates a longer sales cycle, where B2B writers need to help readers understand the costs involved, as well as the impact the product or service will have on productivity and profit.
Understanding your audience and what motivates them before you start writing will make a noticeable difference to the success of your business’s lead generation and sales.
Now that you understand the difference between B2B vs B2C copywriting here are a few tips you can use to improve the quality of your B2B writing.
Know your audience
Identify who it is you are targeting with your writing. Having a clearly defined target persona will aid you in writing copy that appeals to their needs, curiosities, and possible objections.
Write with your brand’s personality in mind
Writing copy with the right tone of voice will help convey your brand’s personality and values. Doing so will make your copy seem more authentic. Even though the person reading your copy works for a B2B company they will respond better and be more receptive to writing they feel is genuine and reflects the identity of the company.
Use storytelling techniques
Using storytelling techniques in your writing will help to capture the reader’s attention. Stories, case studies, and other anecdotes help writers illustrate their point. It can also help to liven up what is sometimes a fairly boring topic.
Don’t forget the headline
Headlines shouldn’t be an afterthought. They are what hooks and draws the reader in. The headline should highlight benefits, create curiosity while being specific. Wishy-washy headlines don’t get clicked.
Get to the point
B2B readers are busy professionals. Writing long, jargon-heavy copy will put anyone off. Instead, keep things simple by getting to the point quickly and deliver your message in a readable way.
Quality B2B copywriting is concise, persuasive, and relevant to your audience. Making good copywriting part of your business strategy will help you generate more brand awareness, attract new leads and ultimately close more deals.
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