3 Surprising Myths about B2B Writing

Hopefully this week, I’ve shown you that B2B copywriting is pretty exciting, and the potential for work is better than ever.

Today I’m happy to address three of the biggest misconceptions about B2B.

1. PERCEPTION: The “B” in B2B really stands for BORING.

REALITY: Okay, it’s true that some B2B copywriters (like me) get involved in writing about industrial dumpsters, cloud data management, commercial garage door installers, HVAC solutions, fecal swabs, medical dictation software, and so on … the more industrial-type stuff. Many of us find this to be fascinating, rewarding work. Alas, you may not.

If you’re worried you won’t find any clients or projects you’ll truly enjoy writing about, consider these B2B niche-market solutions:

  • Helping fashion retailers take payments via smartphones
  • Seasonal discounts for wine and craft beer distributors
  • The next amazing fabric for Olympic sports gear
  • Giving small businesses affordable ways to go green
  • Hospital touch-screen devices that help calm frightened pediatric patients

In any business category, companies supply that industry with products and services that keep everyone humming. There’s never a dull moment in B2B copywriting!

2. PERCEPTION: B2B is too technical for my background or writing abilities.

REALITY: In B2B, it’s often true that the topics we write about are innovative, technical solutions.

BUT — if you follow the AWAI training of focusing on deeper benefits to find the “so what” ultimate solution your client provides … you get to turn their technical features into irresistible benefits that solve the prospect’s problem.

For example, a commercial seed company may need your help in shifting their messages from: “We sell time-release grass seed to landscapers” to, “We help you create a picture-perfect, water-saving landscape your clients will be thrilled about.”

Your mission is to simplify techno-jargon and turn it into effective marketing messages.

3. PERCEPTION: The B2B copywriting style is too “corporate” for my interests.

REALITY: A long-standing myth in B2B copywriting is that you have to write in a more “corporate” style.

BUT — it’s simply not true. B2B prospects are real people too!

Think of someone you know who owns or manages a business … or who runs a department within a company. Is that person a corporate robot with no feelings?

Not likely. He or she is likely passionate about the company’s success and always looking for ways to generate more revenue, save money on resources, find a reliable supplier, etc.

That’s why B2B copywriting is most effective when it follows the same AWAI copywriting principles used in consumer sales letters. It’s all about delighting the prospect with a big, bold promise and appealing benefits. Bob Bly talks about this in his article, Business Buyers Are Looking For Personal Benefits.

That’s a wrap on my weeklong “live from the B2B copywriting trenches” report. I hope my real-world insights have given you something to think about when considering B2B copywriting as a way to achieve your goal of living the writer’s life. If you have any questions or comments please feel free to post them here.

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Published: November 30, 2012

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