Write for your B2B audience, not for you

It’s easy for B2B businesses to fall into the trap of writing about the company, its values, processes and achievements. But guess what? Your audience doesn’t really care about you. Not at first, anyway.

They care about themselves.

They’re busy professionals juggling deadlines, budgets, sales targets, etc. What they want is reassurance that you understand their world and their pressures and that you can help solve their problems or make their lives easier. That’s why writing for your audience, not for yourself, is one of the most important principles of effective B2B copywriting.

And yes, this might sound obvious. But many businesses still get it wrong.

Why writing for your B2B audience matters

Too many businesses write copy that sounds impressive to the C-suite or board of directors but fails to resonate with actual customers. They focus on what they want to say rather than what their audience needs. This approach to copywriting is killing conversations and wasting valuable marketing budgets.

Imagine you’re a site manager looking for PPE, and you come across a supplier’s site. The first thing you read is, “Premium PPE solutions from the leading industry expert.”

Compare this to: “Keep your site workers safe and your projects on schedule.”

The second version immediately addresses what site managers worry about – worker safety and project delays. This is written for the audience. It focuses on what site managers care about, not the company’s credentials.

Good copy shows you understand your audience. And that’s what builds trust.

How to work out who your audience is

Before you can write for your audience, you need to know who they are. This sounds simple, but it’s something that’s often overlooked.

Understanding your audience is more than just knowing they’re “construction professionals aged 35-55,” so start with questions like:

• Who are your decision-makers and influencers?

• What’s their job title, and what do they actually do day to day?

• What problem are they trying to solve?

• What objections or hesitations might they have?

Putting this into practice for construction companies, your audience might include:

• Project managers worried about delays and budget overruns

• Health and safety officers focused on compliance and accident prevention

• Procurement teams balancing quality with cost considerations

• Architects looking for innovative solutions that meet design requirements

Each of these professionals has different pain points, uses different terminology, and makes decisions based on different criteria. A one-size-fits-all message won’t work with them. So, the way you speak to them needs to reflect their different priorities.

Understand what they want. And what they don’t

You’ve no doubt heard it before. But it’s true. Your audience wants benefits, not features. They want solutions, not specs. Of course, technical details are important, especially in the construction and safety sectors, but they should support a clear benefit.

“Our safety boots are made from triple-layer composite materials” is feature-focused copy.

Whereas “All day comfort and protection, without the weight of steel toe caps” is audience-focused copy.

The same principle applies to any B2B copy, whether you’re writing about scaffolding, CPD training or smart building controls.

For example, if you’re a safety training provider, don’t just talk about course modules. Talk about:

• Reducing on-site incidents

• Keeping accreditations up to date

• Avoiding costly HSE investigations

When your audience reads your copy, they should immediately see what’s in it for them.

Choose the right tone of voice

B2B copy doesn’t have to be boring. Your tone should reflect your audience’s communication style and the context in which they’ll see your message.

Depending on who you’re speaking to, your tone could vary. If you’re speaking to safety professionals, it's best to keep your message clear, direct, and reassuring. Talking to contractors? They like a no-nonsense, solutions-led tone that gets straight to the point.

What you want to avoid is corporate waffle. If your copy is stuffed with words like “leading-edge, “ “synergies,” or “solutions-driven excellence,” people will switch off. No one talks like that. And if your audience wouldn’t say it, you probably shouldn’t write it.

Plain English isn’t boring. It’s powerful. It shows confidence, builds trust and gets your message across.

Writing for your audience is a skill

It takes time to write for your audience.  And it’s even harder when you’re close to your business. That’s where working with an experienced B2B copywriter helps.

I’ve worked with construction companies, building product manufacturers, safety training providers, and architects. I understand the sector, the language, and the pressures. And I know how to turn complex services into clear, compelling copy that speaks directly to the people who matter.

So, if you want your copy to connect with your audience, why not get in touch and let’s talk?