Let’s face it: A lot of B2B copywriting is dry. Why?
Because it often deals with technical or complex products and services that aren’t all that exciting. It’s also usually aimed at a professional audience, making the writing style less approachable.
So, what can you do to make it better? A lot.
Here are seven simple strategies to inject life into your B2B copywriting.
Storytelling is a powerful tool for making your B2B copy more relatable and memorable. Use stories and examples to illustrate how your product or service can help solve real-world problems.
Write in a conversational tone
One of the biggest mistakes that B2B copywriters make is using overly formal or technical language. While it’s important to be clear and concise, you don’t want to sound like a robot. Instead, aim to write in a way that sounds like you’re conversing with the reader.
Helpful tips: write in the second person, avoid jargon, and use everyday language.
Make it visual
Images, videos, infographics, 3D animation and illustrations can help to break up text-heavy copy and make it more visually appealing.
Make it benefit-focused
Another reason B2B copywriting sometimes comes off as dull? Companies often fall into the trap of focusing on features rather than highlighting benefits in their messaging. Why is that important? Consider this example:
- Feature: Product X is in supply and readily available.
- Benefit: Eliminate supply disruptions with Product X – readily available to keep your operation running smoothing.
See the difference? A laundry list of features may be necessary for a buyer to know, but benefits help them relate.
Here are some helpful questions to ask as you formulate benefits:
- Who is your audience?
- What problems does your product solve for them?
- What pain points does it alleviate?
While B2B copywriting is often associated with seriousness and professionalism, that doesn’t mean you can’t inject some humor into your copy. If appropriate, humor can help make your copy more engaging and memorable.
Use customer testimonials
One of the best ways to build credibility and trust with your audience is to incorporate customer testimonials into your content plan. By quoting satisfied customers, you can show that your product or service has a proven track record of success.
When it comes to B2B copywriting, testimonials are particularly important. B2B buyers often make purchasing decisions based on reputation and credibility, so hearing from satisfied customers can be a powerful persuader.
Keep it concise
Finally, one of the best ways to make your B2B copy more engaging is to keep it concise. While it’s important to provide enough information to make a compelling case for your product or service, you don’t want to overwhelm your audience with too much information.
Focus on the most important benefits and key selling points, and avoid using overly complex language or long-winded sentences. Aim to make your copy clear, concise, and easy to read. By keeping it simple, you’ll make your copy more approachable and less intimidating.
Need some help with your B2B copywriting? Dennison Creative is here to support your content creation needs. Whether it’s for an email campaign, an ad, web copy, internal or external communications, content marketing initiative, or something else, we’re here support you.
Give us a call at (440) 283-5004 or contact us https://dennisoncreative.com/contact/.