10 Tips a B2B Copywriter Uses to Convert Customers

You already know that selling a product or service to a consumer (business-to-consumer or B2C) involves considering the customer’s needs and goals. However, this approach won’t be enough if you’re selling to another business (business-to-business or B2B). Because it requires a whole new approach, many ventures choose to hire a B2B copywriter to do the heavy lifting. According to statistics, almost one in two B2B companies allot 10 percent of their annual budget in marketing. This only proves that marketing is a critical investment for ventures if they want to reach more clients. Whether you’re doing the writing yourself or hiring a professional copywriter for business, here are a few tips to keep in mind to optimize your copies.

1. Keep the Goal in Mind

One of the most vital things to consider when writing or editing a copy is its goal. Before getting to work, ask the following questions:

• What do you want to achieve from the copy?
• How do you want to present your message?
• What action do you want the reader to do after reading the copy?

By knowing the answers to these questions from the get-go, you can steer the campaign exactly where you want it.

2. Highlight the Advantages

Just as with B2C marketing, writing copies for businesses involves showcasing the benefits of the product or service. The big difference is, the copywriter won’t be highlighting the advantage for the end-users. 

Instead, the copy highlights should highlight what the product or service can do to allow the business to improve its offerings. 

3. Don’t be Scared to Sound Personal

Just because you’re talking to businesses doesn’t mean you have to be all austere and formal. That said, it’s better to address personal feelings first before moving on to business matters.

For instance, will your payroll app save them time and allow them to come home to their kids sooner? Will your graphic design services impress their agency’s clients? 

Appeal to their emotions. And once you’ve got their attention, lay down the facts to back up your proposition.

4. Jargon is Permitted

In B2C marketing such as website copywriting, using jargon is a no-no. After all, you’d want to appeal not only to your niche but to as many prospects as possible. For instance, people who are still learning the ropes of photography might not immediately appreciate terms like shutter speed or fps.

The jargon rule, however, need not apply to B2B marketing. In fact, using jargon can help because it allows you to write in the language of your audience. 

5. Use Simple Words

Despite the green light to use jargon, it’s best to keep your words simple rather than technical. In short, don’t give your readers a pile of data when you can simplify it into information they can digest easier.

For example, if you’re marketing cameras to travel photography ventures, it’s not ideal to market it as “a camera with an APS-C CMOS sensor and a 3.0-inch vari-angle touchscreen, 1,040,000 dots.”

Though your audience (professional photographers) will understand the terms, it’s not as easily absorbed as the “smallest DSLR with a fully-articulating screen, perfect for street photography.”

6. Utilize Data

Whether you’re hiring a freelance copywriter or an agency, it’s ideal to use relevant data to back up your claims. After all, unlike consumers who may base decisions purely on emotions, businesses are numbers-driven.

Though emotional appeal could make the key decision-makers stop and consider your brand, it’s the concrete data that will make them opt-in. For instance, instead of saying that an email automation app enhances lead generation, you can say that it increases leads by up to 30 percent. 

7. Picture the Design While Writing

Though the design isn’t part of the copywriter job description, considering this factor can be vital in copywriting. For instance, is the copy for a Facebook ad or an Instagram story? Are you showing an image of the physical product on the ad?

Knowing how the material will look like can guide the writer in crafting a copy that custom-fits the design and medium.

8. Nail Your Headline

As any advertising copywriter would know, the headline is one of the most crucial parts of your copy. In fact, studies say 8 out of 10 people only read the headline of a copy. 

That means the headline has the power to convince the audience to read the rest of the copy. So, you must make the most out of the headline. Make it punchy enough that the reader won’t have any choice but to pay attention.

9. Short and Succinct is Key

Most business decision-makers don’t have the leisure of time. Because every second counts in business, they want results and they want it fast. So, a copy that’s filled with fluff typically won’t work in a B2B marketing plan.

That said, it’s the job of the copywriter to compress the info into bite-size pieces that get the message across in the shortest way possible.

10. Let the Brand Identity Shine Through

Part of the guidelines on how to be a good copywriter entails knowing the brand through and through. Typically, writers need to understand the brand’s unique personality before they can craft an effective copy.

A copy, no matter how brilliant, won’t do any good if not crafted with the brand and audience in mind.

Even though every copy has a specific goal, all documents must be consistent with the brand messaging. In short, the copy should reflect the brand’s voice, tone, and promise to its clients and the community.

The Bottomline

Without a doubt, B2B marketing never is and never will be a walk in the park. The offer to appeal to the business must also fit into how they operate to serve their customers. 

Luckily, you don’t have to look far to find a copywriter to help you with your B2B marketing needs. Content Fuel can create unlimited high-quality content for your business for a flat monthly rate. Sign up today and see how we can help you execute your marketing strategy and allow your brand to reach its full potential.