How to Land a Variety of B2B Projects

Yesterday I gave you a quick overview of Business-to-Business copywriting. Today, I want to go into more detail. Specifically, I want to give you a sense of the type of projects we B2B copywriters handle — and what we charge.

Rather than give you a laundry list, let me put it in perspective for you.

Say you have a client, a sales training firm, who is launching a new training program for clothing store associates. (Those nice people who say, "Can I help you find your size?")

What is your client going to need written?

Well, the firm is probably going to ask you to write a web page describing the new program. It may also need a "sell sheet" (a mini brochure). That's about three pages of copy, and you'll likely be able to charge $1,500 for the work.

But your client is going to need more than that …

B2B companies produce a lot of content to sell their products and services. And they pay well for it. So your client may also ask you to write a special report or white paper, some blog articles and social media posts, and perhaps even a script for a video.

A white paper is particularly fun and lucrative to write. It's like a little book! About six to eight pages. And you can charge $2,500 to $5,500.

Chances are, your client also plans an aggressive marketing campaign to promote the new program. That means sales letters, emails, and ads. You’ll probably be tapped to write at least some of that copy.

So, as you can see, that one client can keep you busy with a wide range of good-paying, interesting projects. (And you'll be able to impress your friends with your knowledge of retail sales!)

Later on, your client may ask you to interview one of his customers and write a case study or "customer success story." Those are a heck of a lot of fun.

That's what is great about being a B2B copywriter. In addition to being paid well, you get to work on a nice blend of content projects and sales copy. A blog article on Monday. An email on Tuesday. A customer success story the rest of the week.

Nice work. If you can get it.

Which is what I'm going to talk to you about tomorrow. I'll be discussing the opportunities in the B2B copywriting field and how best to break in. See you then!

B2B Copywriting Secrets

Secrets of Writing High Performance B2B Copy

Learn everything you need to know to succeed as a B2B copywriter from marketing your services to writing copy and everything in between. Learn More »


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Published: October 1, 2013

5 Responses to “How to Land a Variety of B2B Projects”

  1. I was very impressed with the overview and think that B2B is where I would do well. I have written for not-for-profits a wide variety of copy, including brochures, successful grants, press kits and press releases, training manuals, and more. Not-for-profits don't pay much and I need more income. I think B2B fits me well as my style is conversational and direct. I hope to learn more about this field.

    Guest (Eliz)October 1, 2013 at 2:28 pm

  2. Hi Steve,

    Have you got any stats on how many copywriters, who have trained online rather than in a shop, actually get enough freelance jobs to sustain them?

    I read a stat the other day that showed a huge drop in hires, including freelances, and the article expressed the point of view that copywriting, including B2B, was awash in freelancers and that the rates you mention in these articles are no longer relevant.

    What are your thoughts?

    DAVIDWPOctober 1, 2013 at 2:54 pm

  3. B2B is something I'm most interested in learning because it seems to blend my abilities as a conversational blogger/web article writer with writing longer content like eBooks, case studies, white papers and web copy. I've been studying white papers in particular recently and really look forward to putting that skill on my resume (aka website) next to my web copy and social media skills very soon. The number of opportunities in this field is very impressive.

    Great article, thanks!

    Jenn Flynn-ShonOctober 1, 2013 at 5:13 pm

  4. About 5 or 6 years back I started this course but dropped out as there was no indication of getting business after learning. Now I am held up in India for the last three years and likely to come back to the States next year. I am afraid I am too old to embark on this line now. However much I am interested, it may not be possible to take advantage of your offer. Thanking you for keeping contact over all these days.
    yours sincerely, J.L.Jawahar.

    Guest (JLJawahar)October 2, 2013 at 3:47 am

  5. Hello Steve: I read your B2B e-mails w/ great interest. Have been a AWAI member for several years, ordered and studied several programs published by various AWAI stars and am now ready for action. Am retired attorney, now living in Costa Rica, have written 7 children's books (1 published), have a website called AnimalsBigandSmall dot com. I have MagicJack and Skype. I want to monetize my website, but need some ideas to do so. I'll gladly pay you for your advice. Can you help?

    Guest (Maxine de Villefranche)October 3, 2013 at 11:31 am


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