Building a Connection with Your B2B Clients

This week, the B2B Copywriting Intensive presented several key pieces of what it takes to be successful as a B2B writer right now in the market … but there was one piece missing until the last day.

Leading up to it, we talked about so many different parts of the big picture … your bread-and-butter work, e-newsletter income, bait pieces, and white papers. And then the last day, Steve Slaunwhite pulled it all together.

He pointed out that while some people think of B2B writing as dry or impersonal, the reality of the B2B world is very different.

It's driven by interest and relationships.

For a sale, you need well-written content that gets clients interested in starting a relationship. And you need content that supports the relationship. Ed, Michael, Bob, and Gordon all talked about what that content could look like and exactly how you could do it.

But for your clients, there's another piece that matters.

Their connection with you.

And it turns out, building that connection is no different from the other things you do as a B2B writer.

Steve drove it home for us: As a writer, you need to create content and sample pieces that get clients interested in a relationship with you. And by thinking of it as relationship building instead of “selling,” you can do it in a way that is warm, authentic, and gets your prospects to know, like, and trust you as a writer.

This is the same thing you would do for any client you cared about — create great relationships with prospects — so why not use your same skills on your own business?

Many writers don't think like that. Most of us over-complicate things.

But that's one of the big take-aways from this whole Intensive. B2B doesn't have to be complicated. The projects are straightforward, the pay is great, and clients want to form long-term bonds with you.

It sounds so easy … because it is that simple. So simple that many people looking at choosing a niche miss it entirely and write B2B off as confusing or difficult.

Not at all.

As Steve showed us, B2B is really just a series of interlocking relationships and informative written copy that has to work together to make the sale. And that's true on both sides of the contract.

So here's your homework: Take a look at your own marketing activities.

What are you doing to build connections? How can you encourage prospective clients to know, like, and trust you? Share your thoughts and ideas in the comment section, so we can all do better at building long-term business relationships — the missing piece behind every writer's success.

Follow it up by giving B2B a second look as a career choice. It's not dry or impersonal work … it's based on strong relationships with your clients and helping them build connections to their customers. You get to use a fun variety of projects — bait pieces, white papers, e-newsletters, and more — to get results. And, of course, it's some of the best-paid writing work you'll find anywhere.

I've shown you a little of that this week, based on my time in Chicago. But there's so much I couldn't cover that you'll want to see … learn more here.

The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »


Click to Rate:
Average: 4.0
Published: July 26, 2013

5 Responses to “Building a Connection with Your B2B Clients”

  1. I'm hoping to capitalize on over 20 years in the business world

    DeadlyDJuly 26, 2013 at 2:24 pm

  2. Nice summation Jen.
    Personally I am taking advice from my 1 on 1 meting with Michael and composing a letter to my contacts/friends. It will 90% personal, because they are my friends after all, and 10% explaining my career shift emphasizing B2B copy. Thought about mass email blast at first but now pondering say 20 a week to control flow. Also have to tweak website and finish bait/buzz piece, but the ideas are flowing, except this time in a specific direction--upward.

    Guest (Frank Byrne)July 26, 2013 at 4:56 pm

  3. I love the information that I read in building connections, that it's about relationship building and not "selling". Personally I use a service called sendoutcards.com and it allows me to upload pictures including company logos. When I meet with a company for the first time I always take a picture of where I met the person or of their logo so that I can import it on my card and mail it out with some information that they shared with me. Awesome service and they don't throw your card away.

    Guest (Dede )July 26, 2013 at 5:27 pm

  4. Wow! This article touched on a key point - relationship building. I am currently working as a paralegal and one of my greatest strengths is my ability to connect with the clients we represent in my firm. I'm what used to be called a "people person". I have used this ability to assure clients who are being sued, some for the first time and some have never had to deal with the legal system. I can explain the process in a way they understand. This is encouraging because it says to me I will be able to transfer this to my B2B copywriting business when I get it off the ground. Thanks!

    Cheryl DJuly 28, 2013 at 7:16 pm

  5. I have never done copywriting work. My area of interest lies in the more creative forms of writing such as travel pieces and especially history. Have I come to the wrong web site for free lance writing? if not I was wondering if you could steer me in the right direction where I can apply what I enjoy writing about and get paid for my work

    Guest (ed keller)July 28, 2013 at 10:50 pm


Guest, Add a Comment
Please Note: Your comments will be seen by all visitors.

You are commenting as a guest. If you’re an AWAI Member, Login to myAWAI for easier commenting, email alerts, and more!

(If you don’t yet have an AWAI Member account, you can create one for free.)


This name will appear next to your comment.


Your email is required but will not be displayed.


Text only. Your comment may be trimmed if it exceeds 500 characters.

Type the Shadowed Word
Too hard to read? See a new image | Listen to the letters


Hint: The letters above appear as shadows and spell a real word. If you have trouble reading it, you can use the links to view a new image or listen to the letters being spoken.

(*all fields required)