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![](http://ips-cic-filestore.s3.amazonaws.com/v328378/pages_media/5_b2b-salesman-sleepy-customer.png)
- Don’t know what the B2B market is
- Don’t know how to find B2B clients to write for
- Don’t know how to write in a “B2B language” (that isn’t boring AF)
What is B2B Copywriting?
Ok, before we dive into how to write killer B2B copy, let’s pause and make sure everyone understands what the heck B2B copywriting actually is. First, we need to get some terminology out of the way.B2B = Business-to-Business B2C = Business-to-Consumer
When most people think of business, they think of B2C—businesses that sell directly to the individual consumer (mechanics, dentists, restaurants, personal trainers, department stores, etc).Castle Dental performs dental work directly to their customers.
Dollar Shave Club ships razors directly to their subscribers each month.
L&H Manufacturing makes airplane seats they sell to Boeing. They sell to another business...they don’t sell airplane seats directly to customers.
ACME Bricks sells bricks to construction companies. They also sell to customers, but 90% of their revenue is from businesses who order 100,000+ bricks at a time (individual customers only order roughly 200 bricks at a time).
Why B2B Copywriting is a HUGE Opportunity for Freelance Writers
There are many reasons why focusing on B2B copywriting can be a gamechanger for copywriters... #1.) B2B companies sell high-ticket items, bulk orders, or ongoing services. That means the average sale is WAY higher than B2C companies—making high-converting copy extremely valuable (and well-compensated).![b2b sales vs b2c sales](http://ips-cic-filestore.s3.amazonaws.com/v328378/pages_media/5_b2b-sales-vs-b2c-sales.png)
The #1 Mistake in B2B Copywriting
Here’s the reason why most B2B copy sucks. People think CASUAL = UNPROFESSIONAL. To maintain a professional image, companies think they have to write with a stick up their butt. They load their marketing with overly complex buzzwords and boring technical jargon that nobody understands. Well, guess what? People don’t buy things they don’t understand. People buy things from businesses who they can relate to—from businesses whose sales messages don’t put them to sleep (or leave them scratching their heads).![hard to understand sale ad](http://ips-cic-filestore.s3.amazonaws.com/v328378/pages_media/5_hard-to-understand-sale-ad.png)
![business bob](http://ips-cic-filestore.s3.amazonaws.com/v328378/pages_media/5_business-bob.png)
![fun drinking bob](http://ips-cic-filestore.s3.amazonaws.com/v328378/pages_media/5_fun-drinking-bob.png)
Types of B2B Copywriting Projects
B2B copywriting projects include all the “normal” copywriting stuff you already know about—sales pages, autoresponders, web copy, direct mail, etc. But since B2B sales processes are longer and more complex, they also include projects like…- White papers
- Case studies
- Press releases
- E-books
- Sales brochures and sell sheets
- Sales scripts
- Blog posts
- Online and print newsletters
- Infographics
- Speeches
- And much more
Options for Choose a B2B Copywriting Niche
- One specific industry (Ex. Accountants that work with small businesses)
- One type of copy project (Ex. White papers)
- Or both (Ex. Case studies for executive leadership training companies)
B2B Copywriting Tips (How to Not Be Boring)
So, now we know what B2B copywriting is and the different types of projects available. Next, let’s look at tips for writing interesting B2B copy that actually converts. #1.) Write like you speak. Complex technical jargon and confusing buzzwords don’t make a company look professional...it makes them look boring. Before submitting your copy, read through it and ask, “Would a human ever say this?” Stop writing like a robot.![](http://ips-cic-filestore.s3.amazonaws.com/v328378/pages_media/5_boring-robot-tone.png)
THE WRONG WAY:
![wrong way to sell](https://copywritingcourse.com/wp-content/uploads/wrong-way-to-sell.png)
THE RIGHT WAY:
![](http://ips-cic-filestore.s3.amazonaws.com/v328378/pages_media/5_right-way-to-sell.png)
![bobs buying motivators](http://ips-cic-filestore.s3.amazonaws.com/v328378/pages_media/5_bobs-buying-motivators.png)
![cut the fluff](http://ips-cic-filestore.s3.amazonaws.com/v328378/pages_media/5_cut-the-fluff.png)
Boring B2B Copywriting Examples (And How To Improve Them)
Spend any amount of time in the B2B world and you’ll quickly realize many companies are clueless when it comes to copy. This is great news for you—the budding B2B copywriter—because it’s almost impossible to make things worse. Even if you’re brand new, improving some of this stuff will be a no-brainer.Physical Therapy Advertisement
![Physical Therapy Advertisement](http://ips-cic-filestore.s3.amazonaws.com/v328378/pages_media/5_Physical-Therapy-Advertisement.png)
This could be either a B2B or B2C ad depending on who is being targeted (e.g., an entire office vs. individual patients). Either way, it uses professional jargon that isn’t necessary.
Brick Manufacturers Homepage
This homepage was originally 100% about the company and 0% about what the company can do for the buyer—a big marketing No-No made by tons of B2B companies.
Logistics Company Sales Brochure
![Logistics-Company-Sales Brochure before and after](http://ips-cic-filestore.s3.amazonaws.com/v328378/pages_media/5_Logistics-Company-Sales-Brochure-before-and-after.png)
I legit have no idea what their original version even means. Keys here are to (1) focus on why your reader should care, and (2) write like you speak.
How to Find B2B Copywriting Clients (A Step-by-Step Strategy)
When you’re just getting started in the B2B world, it’s hard to wrap your mind around all the opportunities out there.
What niches are there? What are actual examples of B2B companies? Where do you look to find them? These are all great questions that can be quickly solved with a simple exercise (inspired by Jennifer Gregory’s “Audience First” Method). You basically “peel back the layers” until you get to the B2B companies. Here’s how it works: #1.) Make a list of all your roles, hobbies, and interests. Then choose one of them.![roles hobbies interests](http://ips-cic-filestore.s3.amazonaws.com/v328378/pages_media/5_roles-hobbies-interests.png)
![product interest list](http://ips-cic-filestore.s3.amazonaws.com/v328378/pages_media/5_product-list-about-interest.png)
![companies that make pull up stations](http://ips-cic-filestore.s3.amazonaws.com/v328378/pages_media/5_companies-that-make-pull-up-stations.png)
![companies that make pull up stations](http://ips-cic-filestore.s3.amazonaws.com/v328378/pages_media/5_companies-that-make-pull-up-stations.png)
![shipping and logistics](http://ips-cic-filestore.s3.amazonaws.com/v328378/pages_media/5_shipping-and-logistics.png)
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This exercise seems tedious, but after a few rounds, you’ll realize there are millions of B2B companies out there waiting for you to fix their boring copy. And to make a good living as a B2B copywriter, all you need is a handful.B2B Copywriting Tips Cheat Sheet
#1.) Write like you speak #2.) Better yet, write like THEY speak #3.) Know the difference between being a clown and being clear #4.) Use logical AND emotional arguments #5.) Know your exact target inside and out #6.) Appeal to both the personal and professional side of “Bob” #7.) Convince B2B clients that casual is ok #8.) Cut the fluffHope this got your B2B juices flowing! Sincerely, Mitch Glass
![mitch glass](http://ips-cic-filestore.s3.amazonaws.com/v328378/pages_media/5_Mitch-Glass.jpg)