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.