B2B copywriting is an art. It takes a lot of know-how to write copy that generates leads and sales for your business, but it’s not as complicated as you might think!
In this blog post, we’ll discuss the different parts of B2B copywriting and how to best execute them to get maximum results.
What Is Copywriting?
Copywriting is a form of marketing strategy that focuses on the written word. It can include copy for print ads, websites, and email subject lines.
Copywriting focuses on grabbing the attention of potential customers. The most important parts of copywriting are:
- showing the benefits of the product
- writing briefly but with enough substance
- geting people to act now (buy, subscribe)
What is B2B Copywriting?
B2B copywriting is writing copy to persuade other businesses.
It’s essential for marketing, sales, or lead generation purposes. B2B copywriting needs to be unique and compelling to stand out from the competition.
B2C copywriting, on the other hand, is copy that is written to persuade consumers.
Learn more here about the differences between B2C and B2B
Tips on How to Write B2B Copy
Here are several tips you should remember when writing a B2B copy:
Keep your tone professional
Your copy should have a unified tone from the beginning to the end. It should be friendly and not overly formal. Avoid jargon or slang.
Create a catchy headline
The headline is the first thing to grab attention. Make sure it’s direct and intriguing and answers to a specific problem. You can make it a question or use words like “guide”, “tips”, “tutorial”.
There is a myth that B2B copy must be filled with the same idea repeated in different styles. It’s not true. The fluff should be avoided at all costs.
Add a noticeable Call-to-Action
A compelling marketing copy should include a call to action. It provides the reader with direction and tells them exactly what to do. A good CTA is noticeable and easy for readers to find.
Write for the reader
When writing to persuade, you have to know who you’re writing to. As your target is businesses, they won’t be impressed easily. Make sure you know what they need.
Use active over passive voice
Passive voice is usually wordy and boring. Before publishing, make sure to edit for gerunds (-ing words) to create active sentences where possible.
Check out our Content Marketing Strategy Checklist!
Use power words and statistics
Instead of using words such as “very, many, important, considerable” try using specific statistics or power words that show what you’re offering.
Back up claims with details
One of the most important parts of B2B marketing is trust. Use case studies, show your expertise and highlight other companies you’ve helped. This can bring you customer loyalty.
In such a competitive world, you can’t get by with copy and paste content. Instead, you must show your target audience specific reasons to buy from you.
You will achieve that with original content.
Use customer generated content
Customer testimonials have always been an essential strategy in copywriting. They’re a tried-and-true tactic for getting potential customers on your side to get you more sales.
Look into the language that customers use
Knowing the language of your customers can be very helpful. Show your audience you’ve done your research. Focus on the terms they use and language style.
Leave no room for mistakes
Before publishing or sending any email, for example, always proofread and edit it first. Fortunately, there are many online copy-checking tools to help you with this.
Quality content matters. And not just to Google, but to the companies you want to do business with. The quality of your writing should match the quality of your business. Write in a way that excites and inspires others (both human beings and search engines).