The Guide to Better B2B Copywriting (or How to Write for ... · Crafting copy for an individual...

The Guide to Better B2B Copywriting (or How to Write for Humans)Use these common-sense copywriting principles to produce compelling B2B copy that converts.

2 www.miramar-group.co.uk

ContentsIntroduction 3.

Defined by difference: the old way of thinking about B2B and B2C copywriting4-5.

When “good” B2B copy goes bad: an example of getting it wrong6.

Our approach: why you should write for human beings7-8.

Speaking their language: how to write better B2B copy9-11.

Putting it all together: an example of getting it right12-14.

Conclusion: summarising our top ten tips for B2B copywriting15.


IntroductionFor a long time, people were caught up in the presumed differences between B2B (business-to-business) and B2C (business-to-consumer) communications.

This had pretty dire consequences for B2B copy. Brands thought that good B2B copy was logical, technical and formal, whereas good B2C copy was light, short and appealed to the emotions. The results were a lot of ineffective B2B copy that was needlessly dry and unengaging.

Then, from the world of trendy marketing speak emerged the idea of “H2H”. What is this H2H? Is it a complex chemical compound? A forgotten ‘90s boyband?

Well, no. H2H (meaning human-to-human) is the idea that maybe – just maybe – B2B communications shouldn’t be complicated. That B2B marketers should engage with their audience as humans, rather than businesses.

You know, a bit more like they do in B2C.

We think this applies pretty nicely to writing copy for B2B too. It’s just that, instead of calling it H2H copy, we call it better B2B copy.

It’s time we simplified things.

This guide is intended for B2B marketers and copywriters of all stripes. Read on to discover how to craft B2B copy that engages the human being on the other side of the screen.

� We need to stop thinking of B2C copy as the enemy of B2B.

� We need to start thinking about how we can craft better copy for B2B by applying some key B2C copywriting principles.


Defined by difference: the old way of thinking about B2B and B2C copywritingPersistent attitudes in marketing have dwelled on the differences between B2B and B2C. It’s a way of thinking that has led to a lot of misconceptions — as well as a lot of dry, unreadable B2B copy.

Here are the three most common distinctions typically made between writing for B2B and B2C audiences. Find out what marketers used to say before learning what we suggest for the B2B copywriters of today.

This view rests on the perceived differences between B2B and B2C buying cycles. Because the B2C buying cycle is considered short and impulsive, B2C audiences are thought to be more influenced by emotion than by logic.

Conversely, B2B audiences are thought to spend longer researching the product or service. Using facts, data and evidence became considered the only way to win over the B2B buyer. The implication was that it would be a mistake to craft copy that moved or entertained the B2B audience.

“B2C customers are driven by emotions.

B2B customers are driven by evidence.”


The B2C customer is often viewed as an individual who is in total control of the purchasing decision. It is generally considered that B2C copy should be written with this one person in mind.

Meanwhile, B2B purchasing decisions are thought to be made by a group. This perception results in copy that is crafted to appeal to people across departments, at all points of the buying cycle.

The rules around crafting B2C copy can be summed up as keep it light, keep it simple and keep it brief. The best practice for B2B copy once again developed in opposition to the rules for B2C copy. B2B copywriters were taught to stick to a professional tone and convey authority with formal and technical language. Any funny business was forbidden, while jargon was encouraged.

“B2C copy is written for an individual.

B2B copy is written for a group.”

“B2C copy is conversational.

B2B copy is formal.”


Where “good” B2B copy goes bad: an example of getting it wrongIf we followed this B2B vs. B2C model to the letter, then we could expect a “good” example of B2B copy to look something like this:

Mitigate cybersecurity risks by utilising the world’s most advanced cybersecurity platform

In today’s business climate of accelerated digitalization, it is more vital than ever to manage and mitigate cybersecurity risk.

The most transformative cybersecurity solution for enterprises of all sizes is the TechGen CyberSecurity Platform, a leading-edge solution which helps manage the risk from malware, ransomware, denial of service, or social engineering attacks. Our specially designed software uses non-signature-based detection technology in order to identify both polymorphic and metamorphic viruses. By leveraging proprietary machine-learning technology that continually detects and updates the log of existing threats, TechGen offers the best solution to manage risk and

substantially reduce both the impact and likelihood of incidents that can compromise cybersecurity and data confidentiality.

A recent study has proven that businesses who use TechGen’s platform are 43% less likely to be the victims of a cyber-attack than organisations who use solutions provided by the nearest competitors. The TechGen platform provides 4 out of 5 of the world’s largest technology companies with proprietary cybersecurity services that enable them to maximise performance, consolidate security solutions onto one platform, enable agile responses to threats, and drive value by reducing security costs.

How far did you get? Not very inspiring, is it?The fact is, whether B2B or B2C, good copy has to engage as well as inform. B2B decision-makers want facts and figures, as well as copy that demonstrates a firm understanding of their industry. But they also want content that’s easy to digest and enjoyable to read.

Our argument is this: by applying a few of the principles of good B2C copywriting to B2B, you can craft copy that delivers value and keeps your audience engaged. You could call this copy H2H, or human-to-human, copy. We just call it good copy.

Now we’re going to break down the three distinctions that have traditionally been made between writing for B2B and B2C audiences. By correcting these distinctions one by one, we will show you how to write your B2B copy for human beings.


Our approach: why you should write for human beings

“B2C customers are driven by emotions.

B2B customers are driven by evidence.”

If you take the above to heart, you may end up crafting B2B copy that, like our earlier example, is too robotic to appeal to any audience. Whether your audience is B2B or B2C, the most important thing to remember is that all copy is written for humans.

And humans, even the very rational ones, have emotions.

It’s true that, for B2B, substantiating your claims with statistics, facts and evidence is a good idea. But you also want to show the B2B customer the benefits of the product or service you’re marketing— and let them know how those benefits will make them feel.

We’re not suggesting that you only appeal to reader emotions. But you should keep in mind that the key needs and interests of the B2B customer are linked to their emotions. That’s why the business problems faced by your prospective customers are called pain points, after all. Benefits such as increased productivity and reduced costs will inspire emotions in your reader. So why not use that in your copy?

For example, let’s say you’re writing website copy for a portable business laptop that has the lowest failure rates on the market. Your senior audience have probably felt the frustration of having devices fail. They’ve experienced the stress of repair costs and a slowed-down workforce. Your copy can play off those feelings, as well as the happier ones they’ll experience when they switch to your shiny new laptop!

If writing for human beings seems like common sense – well, that’s because it is. And yet, the main distinctions that are often made between writing for B2B and B2C audiences have resulted in B2B copy that reads as more robotic than human.

To show you what we mean by ‘writing for human beings’, we’re going to take some time to break down all three of those pesky distinctions. Let’s begin with…

We live in an increasingly digital world. The lines

between our personal and professional lives have been

blurred by social media, mobile devices and “work

from home” lifestyles. B2B marketers should think

beyond the confines of the office when writing content.

Craft copy that appeals to the human, whatever

environment they’re in.


“B2C copy is written for an individual.

B2B copy is written for a group.”

Now let’s tackle the second distinction that’s commonly made between B2B and B2C copy. Just how many people are you meant to have in mind when you write B2B copy? Is the best tactic for B2B really to write for a committee?

We certainly recommend developing an awareness of your target audiences, however numerous, and creating multiple

personas based on key demographics where possible.

However, it’s still best to write with one specific person in mind. Crafting copy for an individual helps you streamline your writing and prevent the confused, overstuffed messaging you get when you try to juggle too many audiences.

Admittedly, in the B2B world the individual you’re writing to target often isn’t as immediately identifiable as the consumer of B2C. The target for B2B content could be:

But in each of the above examples, this person is still a thinking, feeling human being. They probably have a problem that can be solved by the product or service you’re writing about.

Identifying these individuals, researching them, and producing copy that shows how you solve their problem is one of the more unique pleasures of writing B2B copy. You’re thinking beyond the more straightforward product–end user relationship of B2C and factoring different benefits, positioning, and, yes, even emotions into your writing.

� Decision makers across any number of sectors and industries

� A vendor of technical products

� A reseller of those same products

� New prospects or existing users

The growing popularity of personalised content and ABM (Account-Based Marketing) in B2B marketing shows an increased focus on targeting the individual over the group.

Our approach: why you should write for human beings

Now let’s tackle the second distinction commonly made between B2B and B2C copy


Speaking their language: how to write better B2B copy

“B2C copy is conversational.

B2B copy is formal.”

Okay. First up…

Write from your audience’s perspective

Okay, so we’ve established that B2B copywriting is, at heart, about writing for human beings. Of course it is. But how do we actually engage B2B customers on this level? How do we get the right balance of appealing to their emotions and winning them over with logic?

And how do we navigate the third of the old ‘B2B versus B2C’ distinctions:

Here are some of our top tips on how to best write for B2B. As you read through these tips, you should find that they’re all related to the key tenets of simplicity, clarity and knowing your audience.

B2B or B2C: all copy should be customer focused.

What is interesting to you is not necessarily interesting to them. Do your research and get to know your intended B2B audience so that you can start speaking their language.

Think through the following questions: What information does your reader need to receive from your copy? What problem do they need solving? How will your product or service solve it?

Write to answer these questions and you’ll be much closer to engaging your audience.

And we might be repeating ourselves here, but – don’t forget about benefits! Obviously, for B2B audiences any impact on the bottom line is worth highlighting. But aim to engage them with those personal, more emotion-led benefits too. Will your offering save them time? Lower their stress levels? Make them look smarter? Then let them know in the copy!


Make it clear

Use plain English in your copy. It’s not less smart. It’s more readable.

Your reader shouldn’t have to go over anything twice for it to make sense. If you’re not making your writing clear, you’re reducing the chance of getting the reader to engage with it. And if they don’t engage with your copy, they’re less likely to engage with the product or service it’s marketing.

Likewise, don’t overwhelm your audience with long blocks of text. Break things up with subheadings where appropriate. Keep sentence and paragraph lengths under control (we recommend including no more than five sentences per paragraph).

Mixing up sentence lengths over the course of a paragraph is also a great way to make your copy more readable.

Make copy conversational

When you’re feeling the pressure to sound ‘more B2B’, it’s tempting to write in a formal, serious tone. This goes beyond the use of jargon. It also tends to reveal itself in long, drawn-out sentences and use of words like “utilise” where “use” will do. Refer to the example on page 6 for more of this unnecessarily stiff language!

Why risk confusing your audience with formality when you can speak their everyday language in your copy?

A good rule of thumb here is: if it sounds too much like writing, rewrite it.

One reliable way to make copy flow more like conversation is to use direct address (“you” “your” / “we” “our”).

Another is to prioritise writing in the active voice over the passive voice. For example, “you gain several benefits” (a phrase constructed in the active voice) is much more engaging to a reader than “several benefits are gained by you” (a phrase constructed in the passive voice).

You should also aim to…

There’s a lot of overlap with the point above here.


Grab attention (and hold it)

Prove it

B2B customers are often time poor. Before you give them the logical reasons to choose your product or service, your copy needs to snatch their attention.

This may start with a clear, bold headline. It continues with copy that gets to the point. Say what the product or service is, what it does, and what its benefits are.

Blend your facts and stats with alliteration, lists of three, and other tricks of the trade to create engaging copy that holds the attention. You can be serious - but you don’t have to be formal.

Finally, when you’re writing about the specifics, make sure you...

Is your product special? Better than the competitors? Fast? Smart? Cost-effective?

Whatever claims you’re making in the copy, back them up. The B2B audience wants concrete evidence and examples. From numbers and statistics to customer testimonials, proof points will show your reader that you don’t just talk the talk. You walk the walk.

And evidence combined with human-focused messaging? That’s how you really hit your B2B copy out of the park.

It’s all about getting that right balance. You want to craft copy that conveys authority and compels your audience to keep reading.

Use jargon correctly…

So where does industry-specific technical language figure into this? If we’re keeping it simple, does that mean getting rid of jargon entirely?

Not quite. You want your copy to convey authority while still being simple and clear to read. One of the ways to do this is to confidently use some of the technical terms that are relevant to your industry and audience.

A little relevant jargon goes a long way … but don’t make it a crutch. Over-relying on technical terms makes your copy less human and less readable.

The trick is to do your research. Master the jargon, decipher the acronyms, and learn as much as you can about the industry, product, and audience. Once you’ve got a clear grasp of the topic, you can begin to translate it through your copy so that it’s as engaging as possible.

Including a bit of technical talk is a great way to position the brand as an authority. But to get the reader on board from the get-go, it’s important to first…


Putting it all together: an example of getting it rightWe’ve looked at how we can start making our B2B copy stronger by paying a little more attention to the human beings who’ll be reading it. Now let’s go back to that example of dense, dry copy we showed you earlier.

Mitigate cybersecurity risks by utilising the world’s most advanced cybersecurity platformMitigate cybersecurity risks by utilising the world’s most advanced cybersecurity platform

In today’s business climate of accelerated digitalization, it is more vital than ever to manage and mitigate cybersecurity risk.

The most transformative cybersecurity solution for enterprises of all sizes is the TechGen CyberSecurity Platform, a leading-edge solution which helps manage the risk from malware, ransomware, denial of service, or social engineering attacks. Our specially designed software uses non-signature-based detection technology in order to identify both polymorphic and metamorphic viruses. By leveraging proprietary machine-learning technology that continually detects and updates the log of existing threats, TechGen offers the best

solution to manage risk and substantially reduce both the impact and likelihood of incidents that can compromise cybersecurity and data confidentiality.

A recent study has proven that businesses who use TechGen’s platform are 43% less likely to be the victims of a cyber-attack than organisations who use solutions provided by the nearest competitors. The TechGen platform provides 4 out of 5 of the world’s largest technology companies with proprietary cybersecurity services that enable them to maximise performance, consolidate security solutions onto one platform, enable agile responses to threats, and drive value by reducing security costs.


We’ve used the tips and techniques referenced in this guide and reworked the earlier example. The result is a piece of copy that’s far less long-winded and far more readable - but that still delivers value.

� This copy balances logic and emotion. It appeals to the audience’s feelings, both negative (issues of fear and concern around security risks) and positive (“Now you can rest easy”). Yet it retains all the key information from the first example, including those all-important proof points.

� The copy is written in a more conversational tone. It also conveys an understanding of the industry by employing some relevant technical terms.

� The benefits included are relevant to a range of readers, but the copy is written to appeal to the person on the other side of the screen. Direct address, shorter paragraphs, and simple, clear language make for reader-friendly copy.

That’s just one possible example of better B2B copy. It might not be suitable for every single piece of copy you are tasked with writing. But it should give you a good indication of the difference this approach can make to your B2B communications.

How could we improve the above by applying the principles we’ve discussed in this guide? Here’s just one possible alternative:

Secure your peace of mind. Stay protected with TechGen.

Cybersecurity threats keeping you up at night?

It’s true that cyber-crime is evolving – but so are TechGen. Our machine-learning detection methods keep up with even the most sophisticated viruses, giving you peace of mind against future threats.

Now you can rest easy knowing that malware, DDoS, and social engineering attacks are all safely handled by a single, easy-to-use platform. Businesses that partner with TechGen are 43% less likely to be the victims of a cyber-attack. That’s why we’re trusted by 4 of the 5 largest tech companies in the world.

www.miramar-group.co.uk14

Conclusion: A summary of our top tips for better B2B copywritingSo, in the spirit of keeping things as clear as possible, let’s sum up our key points. Here are our ten top tips for writing better B2B copy:

And remember the mantra that underpins everything in this guide: WRITING GOOD B2B COPY MEANS WRITING FOR HUMANS, NOT BUSINESSES.

� Write to engage as well as inform

� Write with a specific person in mind

� Consider the emotions underpinning the benefits

� Speak the audience’s language

� If it sounds too much like writing, rewrite it

� Use plain English

� Include relevant technical language (but don’t make it a crutch)

� Do your research

� Grab the reader’s attention

� Back up your claims

Want to get better results from your B2B copy?

Our team of copywriters are pros at crafting compelling copy that meets your needs, engages audiences, and inspires action. We can polish your existing content for better engagement, or research and write brand-new copy for any platform.

Get in touch today to find out what our marketing and copywriting services can do for you.

envelope [email protected]

+44(0)1491 825 288

The Guide to Better B2B Copywriting (or How to Write for ... · Crafting copy for an individual...

Documents

Transcript of The Guide to Better B2B Copywriting (or How to Write for ... · Crafting copy for an individual...