How to navigate the perils of B2B copywriting

July 14, 2021

Getting to grips with B2B copywriting

B2B copywriting may seem confusing to beginners and getting to grips with it may seem like a challenge. We can help you understand B2B copywriting and how to improve your skills. Follow our guide on tips for being a successful B2B copywriter.

How can I improve my B2B copywriting skills?

  1. Give the reader a reason to care

The first way to improve your B2B copywriting skills is to hook your reader in from the start. Get to the point as quickly as possible. Your intro should be short and snappy to grab the reader’s attention. No one has time to read reams of text. You should get your point across early on. The first two lines of your text should summarise the whole post. This will capture the reader’s attention and they will want to continue reading. If you waffle in your post, it will put the reader off.

  1. Sound human 

We all want to impress readers with our writing skills, right? But there’s a fine line between sounding human and sounding like a robot. Using complex words to make your sentences sound more intelligent may seem like a good idea but it isn’t. This will only confuse your reader more. It will be an effort for them to make sense of what you’re saying. You should keep your language simple so it can be easily understood. You want to engage with your readers, not push them away.

  1. Know your audience

In B2B copywriting, it’s important to know who your audience is. Who do you want your content to reach? What are the demographics of your target audience? Before you can start writing, you need to think about who the intended audience is. You may have to adapt your writing style to suit them. Your audience is important, as that’s who will be reading your content. Your content should be relevant to your reader. If not, then your content is lacking something.

  1. Know your brand

Nailing your brand’s tone of voice is essential. Your copy not only needs to engage your audience, but it should also represent the brand you are promoting. Immerse yourself in the business’s core values and identity.

  1. Do something interesting

If you want to be successful in B2B copywriting, you need to do something interesting. You don’t always have to produce mundane email newsletters. There are always opportunities to make content more exciting to engage and involve your readership.

  1. Compelling headlines 

Whilst it’s important to write good content, it means nothing if your headlines aren’t punchy. Your headlines are the first thing your reader sees so if they aren’t engaging, they won’t read the content. Your headlines need to engage the reader enough that they want to click your blog and continue reading. Crafting the right headline may take a few attempts but it’s worth spending time on.

Make your headlines very specific, a vague headline isn’t going to explain anything to your readers. Add detail through numbers, precision and explanations to make your headline sound more exciting.

  1. Keep it short 

In B2B copywriting, you should aim to keep copy length short. People don’t have time to read large chunks of text, especially if it isn’t relevant to them. If a reader opens your blog and just sees lines and lines of text, they won’t read it. You should stick to short words, short sentences and short paragraphs. We recommend keeping your sentences to 20 words or less so that they flow better. This will also benefit your SEO strategy if your content is digital.

  1. Three magic questions

Before you even start writing your content, you should ask yourself the following three questions:

  • What is the specific goal of this copy? 
  • How will the reader benefit?
  • What do I want the reader to gain from the copy?

By visualising these points, it will make the writing process easier for you and will help you reach your goals.

  1. Tell them why you’re the best

Another tip for finding success with B2B copywriting is proving to your readers why you’re the best. You should demonstrate why you’re better than your competitors. Give them examples of evidence to show why you’re the best solution to their problem. People like to read reviews from other people to hear their experience of a certain product or service. It makes the reader feel more confident in their choice.

  1. Edit and proofreading 

The final step to B2B copywriting is what happens after your copy is finished. Just because your copy is finished, it doesn’t mean it’s the end of the process. No copy is ready to publish after its first draft. You’ll have to make a number of edits to get the perfect piece of copy. Your ideas will change and develop throughout the writing process.

We can’t stress enough how important it is to check your work and check again. It’s easy to generate spelling mistakes or grammatical errors when you’re working on a long document. Once you’ve finished your copy, you should be putting time aside to check through your work thoroughly. You could ask someone else to proof your work as they may pick up on mistakes you didn’t spot.

What are the benefits of improving your B2B copywriting?  

If you want to achieve success, you need to strive for excellence. Mastering your copywriting skills will help you achieve the following:

  • Gain credibility
  • Get new clients
  • Increase sales.

We hope this blog has helped you navigate your way through the diverse world of B2B copywriting. Remember to bear the skills mentioned above in mind when it comes to writing your next piece of content.

Get in touch with our team

At Vocal, we’re a loud bunch of creatives that will help deliver results for your business. Our services will improve your client reach and take your company further.

Get in touch with our team for a friendly chat.

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