B2B Copy Do’s & Don’ts

You’re a business owner marketing to other business owners… so you totally know what your B2B clients want and need to hear, right?

B2B (business-to-business) companies still struggle to market, sell and generate leads with their clients (ahem, other businesses). That’s why they hire copywriters all the time to help them out.

Marketing as a B2B company follows many of the same principles as B2C copywriting, but here are some “Do’s & Don’ts” to help bring in more sales, gain B2B clients and establish yourself in the industry.

B2B Copy Do’s

Focus on their business objectives.

Yes, you’re writing to the people in a business, but what speaks to them is what helps them accomplish business goals. Make your copy speak to that.

Consider out-the-box brand voice and marketing.

Many B2B businesses market the same way. Sleek, professional and authoritative. While that may work, don’t be afraid to branch out a little. Find a way to portray your product/service that’s different than everyone else. Word of advice: There’s super-professional B2B marketing, and there’s super-casual B2B marketing (think trendy business coaches). There’s a lot of both out there, how can you be different?

Understand who you’re selling to in the business.

It’s often easier to understand target audience with B2C marketing or even when marketing to solopreneurs. But, in larger businesses, you may be targeting the decision maker responsible for a particular department. Knowing that, speak to them, not the CEO!

Balance information with readability.

Some B2B clients appreciate more information and details than a consumer who buys on impulse. While more details may be necessary on your website or in your industry magazine ads, you still have to make your copy concise and easy to read.

B2B Copy Don’ts

Don’t use industry jargon unless you know B2B clients know it.

Some businesses will throw field jargon in their copy to make them seem like an expert in their industry. But the problem with jargon is that it gets in the way of understanding what you’re saying. Just like B2C copy, it has to be said in a way that clients will understand. (There are some instances where field jargon is okay, but these are for very specific B2B client niches.)

Avoid lengthy copy.

Business owners may be even more busy than a regular consumer. So, make your copy as concise as possible. Look how short this one is… ;)

Don’t say the same thing as your competitors.

Ugh, it’s honestly a pet-peeve of mine when competing business say they’re “different,” but they’re actually all saying the same thing. Take online nutritionists and dietitians: Probably 99% of them say they’re different because they do “individualized, 1-on-1 counseling at an affordable rate.” (I used to be a practicing Registered Dietitian [RD]… every RD is capable of doing that.)

Beware of salesy, hype selling.

There’s a specific nuance to B2B writing, so you want to be careful using “BUY NOW!” tactics. If you’ve got a professional brand voice, consider soft-selling or cultivating a quality partnership with your clients.

Your B2B Copy Should be Sealing the Deal!

Want a free review of your current B2B copy to see where it could be improved? Just fill out my short form, and we’ll be in touch!