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7 Tips for writing engaging B2B copy

Your customers are bombarded daily by a constant stream of content and marketing messages – so how can you cut through the noise, grab their attention, and then keep it?


young child lying on the floor reading a tablet with big teddy and small teddy either  side.

OK, let's face it, B2B marketing isn't always glamorous.


We're not talking about the latest mouth-watering recipes or this winter's must-have coat. When I tell people I'm a freelance copywriter and marketer and write about paint, concrete, safety railings or plumbing solutions; their eyes glaze over.


But that doesn't bother me because I enjoy what I do and love the challenge of writing engaging content that makes these B2B products come alive.


B2B content doesn't have to be boring, full of technical phrases and corporate buzzwords. That's what turns people off. But with so much information readily available at the click of a button, how can you ensure your customers and prospects read what you have to say and offer?


Here are a few pointers on how to write B2B copy that attracts, engages and converts.


1. Write for your audience


You'd be surprised how many websites focus on telling you how great the company is or that they have market-leading products.


If people can't relate to what you're saying, they'll lose interest, and you'll lose their business.


There's no point in writing something for the sake of it. If you want to engage with your audience and give them a reason to keep coming back, you need to put them, not your company, first. That means writing valuable and relevant content that shows your target audience that you understand their needs and empathise with them.


Write about the problems your audience is trying to solve or the information they're searching for. In other words, make it relevant.


2. One size doesn’t fit all


A single piece of standard copy won’t appeal to everyone. If you want to provide a great customer experience and build a long-lasting relationship, tailor your content to the different stages of the buying cycle.


Customers want more personalised experiences in their buying journey.


You can meet these expectations by adapting your content and messaging for each stage of the journey. For example, whitepapers, industry reports and blogs are excellent sources of information for people who are just finding out about your company. If they’re further down in the cycle, how-to guides or case studies/testimonials can help the decision process and convert them into customers.


young child wearing men's shoes that are far to big

3. Talk to your audience


You don't need to write wordy copy or litter your paragraphs with industry jargon to show your audience you know what you're talking about or to explain how your products or services can help them.


One of the best ways to engage your audience and keep them captivated is to write as you'd speak. Imagine you're having a conversation with the person; show them you understand their problem and can offer them a solution.


And if you're really feeling brave, tear up the rule book. Start a sentence with 'And' or 'But,' use 'we're' or 'you'll' and end it with a preposition if it's how you'd say it to someone.


You're not dumbing down your messaging by doing this; it's a great way to get your message across. By writing as you'd speak, you can show your personality, engage with the person and build trust.


4. Tell a story


Forget about the formal writing structure you were taught at school, where you start with an introduction to the topic and then reinforce what you've discussed at the end in your conclusion.


By telling a story, you capture attention and create emotion. We may not want to admit it, but most of the time, emotion drives our purchases, not logic.


People engage better and feel connected to what you're saying when you tell a story. They also remember what you've said better. A good narrative can help them understand and visualise how your product can solve their specific problem.


Case studies and testimonials are also great ways to tell a story. So try to use them whenever you can.

book with drawings of a pirate a shop, palm tree, treasure chest and letters popping out of the page

5. People want benefits


People don't care about you or your company; they want to know, "what's in it for me?"


So explain the benefits first and how these relate to the features. This goes back to people buying on emotion.


In B2B product marketing, features do matter, but rather than simply stating a feature, explain how that feature will benefit the user. So flip it around and start with the benefit.


Take a cordless drill. A feature may be its keyless chuck design. The benefit to the user is that they can change bits faster and don't need to use different keys.


So you could say: "Fed up wasting time trying to find the right keys for your drill bits? Our keyless chuck design lets you change bits quickly and easily so you can get on with the job in hand."



6. Short and succinct


It's easy to get carried away when you write copy. But remember, people are busy, often juggling multiple tasks. More often than not, your audience will scan a page for the information they need rather than read the entire copy.


After writing your content, reread it to see if you can make it more concise. Keeping something short and succinct doesn't mean you lose impact.


By putting the important information at the beginning, your audience can see the key points in the first few sentences. Scanners will find what they need quickly, and those who want more information can read on.


busy mother looking at laptop screen with young boy beside her

7. And break up your copy


As I've already said, people skim through the copy on a page. Breaking it up into bite-size sections will make it easier to read.


Simple and effective ways to break your copy up include using subheadings, bullet points, images, and diagrams.


Writing engaging B2B copy - It takes time and experience


These are just a few things you can do to start writing engaging B2B copy that's clear and concise, engages your target audience, and persuades them to take the desired call to action and become a customer.


Of course, there's more to writing compelling copy that's unique, relevant, and informative, but I'm not going to give away all the trade secrets!



If you don't have time to write engaging copy that speaks to your audience, get in touch I can help with content and copywriting, editing and ideas. So let's talk; I'm here to help you.


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