In order to sell your products and services, you need to communicate their value to potential buyers. With copywriting that informs, engages, and persuades, you can turn curious prospects into paying customers. When done right, the benefits of B2B copywriting include increased brand awareness, established authority, and more conversions. Not sure how to get there? With the right B2B copywriting tools, it’s easier than ever to connect with potential clients.
This blog will review tips for effective B2B copywriting and which types of B2B copywriting can take your business writing to the next level.
What Does B2B Mean in Copywriting?
Business-to-business (B2B) copywriting is written content meant for readers who make purchases for business purposes. This can include a sales manager looking for a new customer relationship management (CRM) software, a landlord searching for a landscaper, or a content writing team looking for the ultimate tool to organize their process.
What Are Some Examples of Copywriting?
B2B copywriting covers many forms of content—some digital and some not. Here are several common examples:
- Blog Posts
- Digital Advertisements
- Website Copy
- Social Media Posts
- Email Newsletters
- Press Releases
- Video Scripts
- Sales Letters
As you continue reading through tips for writing content, think of some of the above examples that you’ve read lately. What worked? What didn’t?
How Do You Write B2B Sales Copy?
While the exact approach you take for a piece of content can vary depending on the type of content and who the audience is, you should always focus on catching attention, solving your readers’ problems, and leading to a call-to-action.
- Catch Your Readers’ Attention: The time you have to capture someone’s attention online depends on your communication method, but it’s never long. You have less than 15 seconds to prove your value to someone visiting your website and only 3 seconds to capture attention with an email. Those stats may seem dismal, but there are ways you can get your readers to stick around. No matter what kind of content you’re writing, titles are important (so are headings, subject lines, and chapter titles). This is how you get readers to click on your content in the first place; if you’re writing about something they care about, they’ll be interested. Headings or chapter titles should also let your readers know that you will be providing information relevant to them so they can find value even when skimming.
- Write to Your Readers: Once you have your readers’ attention, you need to solve their pain points. One of the best ways to provide value to your readers is to answer their questions as quickly as possible. For example, if you’re writing a blog with a question as a heading, answer the question in the first sentence below it. Respecting your readers’ time is important, but how do you know what pain points people are experiencing? You could search topics related to your products or services. Google will suggest related searches based on questions that other people had. This doesn’t just apply to blogs or other SEO content, either. You can use commonly searched questions to inform emails, demo videos, and social media posts. And if you’re still not sure? Ask the people you want to reach if you can have a few minutes of their time!
- Lead to a Clear Call-to-Action: Providing answers to your readers’ questions is important when building your brand’s authority, but how do you actually grow your business? It depends on what you’re prioritizing at the moment. Do you want more engagement with your content, sign-ups for your software platform, or orders from your eshop? Let your readers know what step they should take next, and make sure your call-to-action relates to your content!
With these steps, you’ll connect with readers who are interested in what you offer, and they’ll see your products or services as the solution to their pain points.
Technology for Copywriting Examples
It’s easy to get distracted while writing, even when it’s your job. Here are a few tools you can try to stay focused and deliver even higher quality copy:
- Grammarly: Grammarly is a desktop app and browser plug-in that identifies issues in your writing, such as spelling or grammar mistakes. It also presents opportunities for improving your writing style, offering suggestions for sentence structure and tone. Grammarly benefits copywriters by helping you deliver more professional results. While you write, it can be tempting to correct every mistake and try to make each sentence the best it can be before moving on to the next. However, that interrupts your creative flow. With Grammarly, it’s easy to come back to highlighted sections of your writing and improve them all during your revision process instead of during your drafting stage.
- Hemingway Editor: Another tool available as a desktop app or in-browser, Hemingway Editor includes similar features to Grammarly’s spelling and grammar checker. Additional functionality includes tracking your adverb use, instances of passive voice, and evaluating your piece’s reading level. With these tools, Hemingway Editor can be especially helpful when writing about technical subjects to an audience that might not have as much expertise.
- Slice: Slice is the ultimate tool in streamlining your business writing process. An all-in-one desktop app, Slice makes it easier than ever to stay focused while writing. Its multi-purpose functionality includes tools for slicing your content into manageable sections, collecting research, collecting all of your notes alongside your work-in-progress, and allowing multiple writers to collaborate on projects. Slice keeps you moving forward by eliminating distractions like research rabbit holes and bouncing back and forth between your writing, browser, and notes.
Even the best writers can benefit from some help, especially when it comes to dealing with the less exciting parts of the job like correcting spelling mistakes and staying on task.
10X Your Productivity with Slice
Ready to slice away distractions and take your writing to the next level? We thought so. Here’s how Slice helps you get there:
- Breaks your big projects into smaller pieces that you can tackle one at a time
- Clips relevant articles from your browser and files them inside the writing project you specify
- Displays everything you need (content, research, notes, and outlines) within multiple panes inside one browser window
- Offers collaboration in real time with multiple cursors to include everyone
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