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5 Key Strategies to Craft Engaging B2B Copy

Updated: May 13

B2B copywriter

You need compelling copy no matter who you're trying to reach. But let's be honest, that can be tough in B2B. Creative techniques like wordplay and humor don't always fit the brand. So how do you engage audiences without putting them to sleep? Try these best practices: 

1️⃣ Speak their language: B2B audiences are expert experts in their fields. So it's okay to use industry-specific jargon to sound credible. (Controversial opinion, I know.) Just don't overdo it.

2️⃣ Reduce complexity: B2B products and services can be complicated. Write copy that simplifies these complexities, so they're easy to understand. Yes, B2B audiences are experts. But that doesn't mean they like reading legalese.

3️⃣ Focus on value: B2B customers want solutions that boost their profits. Demonstrate the value of your offering to differentiate yourself from competitors. Bonus points for concrete metrics like ROI, cost savings, and improved efficiency. 

4️⃣ Build trust: B2B relationships are all about trust. Make sure you can back up your claims with data, case studies, and/or testimonials. Visuals like graphs, charts, and videos are highly effective in demonstrating your point.

5️⃣ Tailor your approach: B2B buying decisions often involve multiple stakeholders with different priorities. The CTO, for instance, has different business concerns than the VP of Sales. Adapt your message to speak to each decision maker. 

Need help coming up with engaging B2B copy? Contact me today!  


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