B2B Copywriting | Digital Marketing Agency India

B2B Copywriting

Learn how you can connect with B2B buyers, create brand affinity, and generate qualified leads with value-driven messaging. Get in touch with our marketing team.

B2B copywriting - is it any different from B2C copywriting?

Copywriting is all about communication. It’s about helping your audience connect with your product or service at practical and emotional level. B2B has the same audience as B2C - and that is people. We are increasingly seeing business to business buyers bringing business-to-consumer (B2C) purchasing expectations to their B2B decision-making. However, in a landscape that's overcrowded and commoditized , B2B marketers often find it difficult to engage and connect with the buyers and industry decision makers. While quality, cost and delivery play a key role in B2B relationships and decision making, there's a power of human emotion in B2B marketing that marketers must leverage to influence different members involved in the buyer's decision-making team. Learn how we can help you with the right B2B communication strategy and messaging. Get in touch with our B2B marketing team for a free audit.

B2B copywriting tips

1) Headlines decide whether the reader reads the copy

David Ogilvy nailed it when he said that the headline is the telegram which decides whether the reader will read the copy.

On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.

But given the flood of marketing messages a B2B researcher has to wade through, how can you grab his/her attention—in just a few words? Well, you can implement the 4 'U's formula. 

As per the 4 'U's formula, strong headlines are:

  • Useful - We are increasingly seeing digital content replacing the role of the B2B salesperson, providing everything from inspiration to product education directly to the B2B researcher. So, how is your B2B digital content faring on these essentials - identifying the buyers' pain points, solving their problems, and helping the buyers' organization become more successful? If it's faring well, then the copy headline should reflect that.
  • Unique - In addition to quality offerings and superior customer service, B2B buyers are looking for a unique differentiator - purpose as a core business strategy. A survey by FT Commercial Insights and gyro in 2018 found that 83% of B2B executives cited company culture as one of the most important attributes when they are researching a B2B vendor. Which is why it's important to build messaging around trust, authenticity and showcasing the shared values and the headline should reflect it to a T. A word of caution here - purpose should not be just a PR or communication exercise; instead, it should be deeply embedded throughout the company and the work you do.
  • Urgent - Although the fear of missing out (FOMO) influences decision-making for everyone, it’s especially prevalent among millennials who are becoming an important force in the B2B buying process. According to a Forrester research, 73% of millennials are involved in B2B purchasing decisions. Headlines highlighting time-limited offers or promoting beta trials accepting a limited number of users are some of the ways to create a sense of urgency.
  • Ultra-specific - To-the-point details create intrigue as well as build credibility. For instance, check this ad where details like savings and a gigantic number ( € 1 billion) catch your attention. 

2) Your advertising is effective when it is easy to understand

You connect better with the B2B buyers with a clear copy. But in practice, many B2B ad copies are filled with lengthy sentences, cliches, big and confusing words, and convoluted messages. For example, compare these 2 copies - which one do you think leaves the users confused and unsure about what to expect.

Copy 1: Ledger Plan is the state-of-the-art, user-friendly, powerful and intuitive financial software for small businesses to track and manage accounts receivable, accounts payable and general ledger applications.

Copy 2: Ledger Plan is an online accounting software that can help small business owners take control of invoicing, purchase tracking and financial reporting.

When you are meeting the buying team at a table where both the parties are face-to-face, clarity is expected in communication. However, when you are communicating via online ads, website content, social media content or via email, your copy needs to bring forth that same level of clarity in the communication.

3) Without enough research your ad is weak

Without enough research, your copy will be reduced to fluff phrases empty of any relevance and use to B2B decision-makers. They say the devil is in the detail and without enough research, your copy will look something like "we helped the client save significantly on training" instead of "our training management system helped our clients make savings of £75,000 a year on training". B2B buyers like their B2C counterparts desire real and credible content experiences. They want to feel connected with your content - instead of being talked at every step of the buyer's journey, they want to participate and interact with you. And if they suspect that your story isn't convincing, they aren't going to move to the next stage. Therefore, tell your story in enough detail to make it believable and credible.

4) Visuals add power to your copy

DuPont’s ad for TEFLON explains how coating industrial equipment with TEFLON protects it from industrial acids. The user sees two photos - one shows an uncoated mixing blade reduced to scrap and the other shows a TEFLON-coated blade in perfect condition in the same acidic environment. Or for instance, this IBM ad for Smarter Planet campaign which highlights how industries and systems are becoming more interconnected and intelligent.

Many in the B2B marketing feel that it's a boring industry where the buyers are looking for hard facts and less creativity. Well, if you go by the recent study by WHM, you will have to relook at B2B advertising and copywriting with new lenses as 82% B2B buyers responded saying that they yearn for B2B sellers to be as creative as their B2C counterparts.

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