3 Tips for Better B2B Copywriting

Roses are read, violets are blue, and B2B copywriting can be…a little daunting! B2B brands are often highly technical. They require at least some form of specialized knowledge. Their audiences are usually niche. Which means writing for B2B brands isn’t always a piece of cake (or a heart-shaped Valentine’s cookie, for that matter).

But even though B2B copywriting isn’t the easiest, B2B brands do present a unique and rewarding challenge. Of course, at Praytell, we love a good challenge—and knocking out B2B communications is something we’re pretty good at. Actually, if we’re being honest, we think that we can even make it look fun.

So if you’ve found yourself in a position where you need to absolutely dominate some B2B copy—you’ve come to the right place. Turns out, it’s not just B2C brands who get to have all the fun…the wit…the sass! In the spirit of Valentine’s Day, we’ve put together 3 easy ways you can give some love to your B2B copywriting.

1. Do your homework.

The first key to being the ultimate B2B copy master? You’ve got to do your homework.

Yeah, we know. Nobody likes doing homework, and especially not as adults. But with B2B communications, you have to assume that everyone you’re talking to is an expert. Or at the very least knowledgeable enough to know when a writer is out of their depth.

The only way to protect yourself (and your clients) from the wrath of the Internet is to make sure you’re an expert on the topic at hand.

There are a few ways you can go about becoming an expert: talking with clients, asking your fellow teammates for the resources they used to get up to speed, and even going out of your way to do your own research about the subject at hand.

Ultimately, there’s no “wrong” way to go about this. But no matter what path you take, you have to put in the work. A B2B audience is not the audience to try to pull a fast one on. We promise.

2. Know when to get technical.

Writing for a B2B brands isn’t all about the homework. Just like any client, writing for the B2B world has its own benefits—like the ability to get technical.

In B2C, you’re often asked to make sure everyone can understand you. That can be frustrating, especially for writers with more verbose tendencies. With B2B, you’ll be able to flex your vocabulary skills in a new way.

Sure, getting too in the weeds is still something you should try to avoid (especially on social platforms where brevity is key). But in the world of B2B, using the right key phrases and terms can stop thumbs—and if done correctly, even win hearts and impress minds.

Beyond that, if you really did your research right, some of the hearts and minds you’ll win over will be your clients. And there is nothing better than a client who trusts your ability to execute their messages with absolute precision. (Maybe a winning lottery ticket, but not much else.)

3. Don’t Forget—Businesses are Still Run by People.

Now it’s time for the cool part: having fun with your creative. No, we’re not punking you. You can have fun with your B2B copy! You just have to make sure you know what you’re doing first. Kind of like riding a motorcycle.

The most important thing to remember about B2B brands is this: businesses are still run by people. People who laugh at jokes. People who like to share interesting content. And people who still generally prefer when content is quick and easy to read and understand.

While you’ll still need to hone your jokes for a specific audience, you are very much still allowed to have fun and be creative. In fact, the better you get at writing for B2B audiences, the more they’ll surprise you.

For instance, Nutanix (one of our clients that focuses predominantly on cloud computing) has seen the most success with posts that are funny and relatable—more so than anything that was overly technical or dense.

Why? Because at the end of the day, IT Departments are still staffed by people. And those people like to laugh, just like everyone else.

So there you have it! With these tips, you’re sure to be a B2B Bard in no time! And if after all this, you still can’t seem to crack it—don’t worry. That’s what PR Agencies (and the copywriters they employ) are for. 😏

Give your B2B brand the love it deserves. Reach out to us at hello@praytellagency.com.