Business-to-business (b2b) copywriting differs from its b2c (business-to-consumer) counterpart in their level of sophistication. Because, while B2C copy is more about hype and getting people trussed up into your offer and get them to buy right away, B2B copy is more about educating, informing, and guiding the audience through the sales process at a reasonable pace.
That’s not to say, however, that B2B copywriting doesn’t require any persuasiveness. In fact, B2B marketing and advertising can be very persuasive and exciting – but you cannot approach it with the same “gun-to-the-head” mentality you would for a consumer project.
Today I have gathered a couple of tips that will help you create business-to-business copy that is both sophisticated and persuasive.
And since I am in the mood to have a little fun, I’ve decided to take a “fitness” approach to this lesson.
So, let’s get to it in 3… 2… 1… GO!
A “Headlining” Mindset
When you approach a workout routine with the wrong attitude – you are tired, bored, angry, etc. – you don’t get much out of it. Because it is not something that you really want to do. Keep that in mind when you are developing your headlines.
Do not try to “bait and switch” your audience with a headline that has nothing to do with your presentation. Instead, tease them about what they will find if they follow your lead. Thus, getting the attention of the right people.
You can get your market in the right mindset to listen to your offer by:
- Asking a relevant question
- State an undeniable fact
- Paint a picture of what you are offering
- Make an interesting promise
Once you got the audience in the right frame of mind to listen to your offer, then start by warming them up with your lead paragraphs.
Direct Lead Warm-Up
Just like workout warmups – stretches and calisthenics – get the body ready for the workout ahead, you should use your lead paragraphs to “warm up” your market for the presentation of your offer.
Now, you can go about your lead paragraphs in many ways. But for B2B, it is better to take a direct approach. Because executives are busy people, and they don’t like to “beat around the bush” when it comes to budget usage.
There are three ways for you to “warm up” your targets using a direct approach:
- Elaborate on your promise and present the offer right away (no beating around the bush)
- Invite them to join an exclusive group or a special event
- Present their problem followed by your solution
Approaching your leads this way helps you prepare your readers for what you are about to offer. They will understand why you are talking to them and how you are willing to help.
Now that you’ve got your people in the right mindset and warmed up to your idea, let’s start rocking that body copy! Let’s take care of the upper body first – which should be all about your client(s).
Connect Emotionally with Upper Body Copy
Before you start telling your prospects how awesome you are and how amazing the offer is, you need to make them care. To do so, there must be a connection. Preferably, of the emotional kind.
You must make the audience fall in love with your offer. And in business-to-business, you accomplish this by presenting benefits.
Let the market know what you can do for them: will you help your prospects in reducing costs, making their operational process easier, or gain a competitive edge in the market?
Here’s a quick tip: do not stick to just presenting professional benefits. Try to connect with the would-be buyer on a personal level! Can your offer help your prospect advance their career? Can the users elevate their reputation within their industry? Can they avoid any risks by accepting your offer?
When you manage to establish that connection between the market and your offer, then you can go ahead and talk about the offer itself.
Rationalize with Lower Body Copy
Once you create the emotional connection between the offer and its audience, then you can present the features of your offer to the market.
Why doing it now? Because, even though you got them hooked, chances are there might still be a tad bit of doubt about taking offers.
By presenting your offer features now, you rationalize that already-established emotional connection. Showing the prospects how you will provide the benefits you presented beforehand.
And since B2B buyers are – in large part – very knowledgeable about what they need to buy, they will understand how these features work and connect the dots on their own.
Alright, so now you got the readers hooked onto your offer. What should you do next?
The next step is to guide the market into the next course of action. That step would depend on which stage of the sales process is your campaign piece in.
You can invite the prospect to:
- Download a special report
- Leave their contact information
- Buy the offer
- Or many other requests
It is imperative that you guide your targets into what you want to do next. Because if you don’t, your campaign piece will be tossed to the side. And chances are you will lose a potential sale.
So, make sure your call-to-action is clear and definitive. Lead them through the process until they get to the point you want them. And then deliver on your promise.