Phil McCumskey offers professional website and print copy writing in the United Kingdom, Europe & South Africa.
Phil's weekly blog on copywriting tips and tricks for aspiring content writers

The key to successful B2B copywriting

Buyers and decision makers of business-to-business copywriting, or b2b copywriting, are generally sophisticated, with a sound interest and understanding of the products or services they read about. This means that the b2b copywriter has to spend many hours researching the markets as well as the features and applications of different products and services.


Letters and Bulletins

B2B buyers don’t respond well to snappy headlines and the over-simplification of the features and benefits. They look for well written and fully researched information and  respond particularly well to bulletins and letters that clearly set out what the product or service is, what it can do, and how it can solve a company’s particular problem or set of problems.

B2B copywriting should focus on being informative, easy to relate to and to understand. It should be a mix of tones, conversational and formal, that doesn’t force the message, whilst at the same time projecting empathy for the buyer’s problem.

The copy should not only detail the products and services but also appeal to the buyer’s desires for the company and target the buyer’s personal agenda.

Getting Mixed Messages

B2B companies often focus their marketing communications on the nature and features of their products, rather than on the motivation that drives business owners to select their products.

Marketers often place too much importance on what they themselves value in their own product, rather than on what prospective customers actually want, need, or value.

As a B2B copywriter, I always meet with the client and record our meeting digitally, which allows both of us to discuss, in depth and without the constant interruption of note taking, the client’s needs. As the meeting progresses I collate all the product information into three basic points, which I later use to compose the first draft of the B2B article.

I try to determine how the product or service makes my client’s customers more powerful as a business, and once that question is answered I then let the client talk about their product.