B2B copy descriptions have one goal: to sell services. But not all copy is created equally – nor should it be. Every piece drafted should fit into a broader plan for taking a customer from someone who knows nothing about you to a buyer of your goods.
One of the first points to better B2B copy is to give yourself a break. You can’t cram everything you need into a single place because your customers are all very different. You will likely need multiple pieces of copy – from brochures to web articles to whitepapers – to get your complete point across. But good B2B copy gets the big points across fast and in simple, memorable fashion.
Starting Out
On a broad, campaign level, a fully developed content map plan can help you understand how individual pieces fit. A content marketing plan drives the rest of the process. Even if you don’t have a company-wide plan, you can take a few minutes and map out the various pieces you will need for a given product.
At a piece-by-piece level, create a very clear outline for yourself before you do anything. It needs to be at least three points, if at all possible. These three points ought to sum up the entire write-up. This will help keep you on-point and effective. Keep in mind that a short copy description does not necessarily mean a good copy description. How clear and relevant it is to the customer is what matters.
Write for your Audience
One of the most common mistakes companies make in writing B2B copy is spending the majority of their time promoting their product and focusing on making statements that basically say “look how great of a company we are.” This may be true. However, this is a major turn-off and waste of their time. At least, it’s generally too early in the relationship to jump right into building credibilty.
Instead, focus your write-up on fitting your product or service to the company that you’re selling it to. How will using your company improve their productivity? At the same time, your audience is still human. So relate to them not only on a business-improving level, but also pull for the pathos side of persuasion. Shift the focus from the basic features of your product or service and onto the benefits, both personal and professional, of choosing you. Additionally, you may find it helpful to persuade using stories or examples.
Clean Yourself Up
After you’ve written the copy, step back and edit. You may have to get away from the copy for a bit, but it’s important that your pieces get thorough review.
Write in complete sentences and with proper grammar and punctuation. This may not seem important or relevant, but it will earn you credibility with the business with which you’re trying to engage. In addition, cut out all of your clichés. Phrases like “sky is the limit,” “go the extra mile,” and “go big or go home.” These are cutsie (not good for B2B marketing) and too overdone. You want to set yourself apart as a company. So don’t be cutsie. Be real. If the “sky is the limit,” then it probably means that your product will help them “increase their level of productivity due to…”
Each and every piece should be a part of a bigger plan that coaches your target through the entire sales funnel. Outline your product to your business customer. Explain clearly how using your product will increase their personal and professional lives, emphasizing the benefits of the product instead of the features of your product. Finally, double and triple check your copy description to ensure that it is written clearly and cleanly. Don’t worry if you think it’s too long. Shortness doesn’t equal greatness. As long as you are giving your audience information that is engaging and relevant to them, then they will read it.
Tara Hornor
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