Our Top 10 Tips for Better B2B Copy

Posted on Monday, January 20, 2020

Patrick Pilkington
Patrick Pilkington

Here are ten quick-fire tips taken from our in-depth B2B copywriting guide.

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Tips for Better B2B Copy, or How to Write for Humans is packed with actionable advice for anyone in B2B marketing – so make sure you download the full document.


For a taster of what’s inside, check out our ten top tips:

1. Write to engage as well as inform

Yes, B2B decision-makers want facts and figures – but they also want content that’s easy to digest and enjoyable to read.

2. Write with a specific person in mind 

Craft copy for an individual. It helps streamline your writing and prevent the confused messaging you get from trying to juggle too many audiences.

3. Consider the emotions underpinning the benefits 

The key needs and interests of the B2B customer are strongly linked to their emotions (that’s why their business problems are called pain points). Write to engage those emotions.

4. Speak the audience's language 

When you’re feeling the pressure to sound ‘more B2B’, it’s tempting to write in a dry, formal tone. But why confuse customers with over-complicated wording when you can speak their everyday language?

5. If it sounds too much like writing? Rewrite it. 

Make copy conversational. Consider using direct address (“you”, “we”, “our”, “your”) and prioritise writing in the active voice.

6. Use plain English

It’s not less smart. It’s more readable. Your reader shouldn’t have to go over anything twice for it to make sense.

7. Include relevant technical language (but don't make it a crutch)

Want to convey authority while keeping copy clear and simple? Smoothly and confidently use technical terms that are relevant to your industry and audience. Be warned: an over-reliance on jargon will make copy less readable!

8. Do your research

Master the jargon, decipher the acronyms, and learn as much as you can about the industry, product, and audience. Once you’ve got a firm grasp of the topic, you can make it as engaging as possible through your copy.

9. Grab the reader's attention 

B2B customers are often time poor. Grab their attention with bold headlines and benefit-led copy that gets to the point.

10. Back up your claims

The B2B audience wants concrete evidence and examples, from numbers and stats to customer testimonials. Proof points like these will show that you don’t just talk the talk, you walk the walk.


Get in touch with our team of copywriters who are pros at crafting compelling copy that meets your needs, engages audiences, and inspires action. 

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