Practice Assignment: Write a Sample of This Short-Copy B2B Project …

Man's hands on MacBook Pro keyboard

You could get paid to write emails for B2B, and have fun doing it! I realize that may sound a little odd … After all, shouldn't I be talking about the income potential or how much work there is out there for Business-to-Business (B2B) email copywriters?

Oh, I will!

But having a good time when working on projects is important, too. And I have to admit, I almost always have fun writing emails for my B2B clients. They rank number one on my list of the favorite types of projects I handle.

Why is that?

First of all, these tend to be short emails. With just a few exceptions, the average length is about 450 words. So I can comfortably write an entire email campaign — comprised of five or six emails — in a day. And that includes a midday trip to the gym followed by a leisurely lunch!

In terms of work-life balance, you can't beat that!

Here's a recent example …

One of my clients, a SaaS company that offers a bookkeeping app for small business owners, uses a "Free 30-Day Trial" to get new customers.

Those who sign up for the free trial receive a series of emails during that period designed to persuade them to buy once the trial is over.

With me so far?

Okay, obviously those emails during the free trial are crucial. The more effectively they're written, the more likely customers are to buy. So I spent about five hours re-writing those emails and, guess what? The new email copy resulted in a significant bump in orders.

That's another thing about writing email copy that's so much fun. You can make a big difference in your client's business.

(In case you're wondering, my fee for that project was over $1,500.)

Besides free trial follow-up emails, there are many other types of email copy you may write if you learn this specialty:

  • Emails promoting case studies, e-books, and white papers.
  • Emails generating leads.
  • Emails following-up and nurturing leads.
  • Emails announcing new products and services.
  • Emails for upselling and cross-selling customers.
  • Emails that engage customers and build those relationships.
  • Emails that promote webinars and other events.
  • Emails that sell new programs, such as training.

And more.

Why do B2B companies do so much email marketing?

Numerous surveys reveal that B2B marketers consider email as the marketing channel with the highest ROI (Return On Investment). Believe me, they know all-too-well that effectively written emails are crucial to generating leads, making sales, and building customer loyalty.

No wonder B2B companies send out over a million email campaigns — each week!

Who writes all these emails?!

Frankly, most are written by in-house marketing departments and outside marketing agencies. Most, not all. I can't give you a specific percentage, but I estimate that about 20% of email campaigns are written by freelancers.

Don't be fooled by that number. A 20% slice of the multimillion B2B email copywriting market is huge. That's why there's so much work out there for those who know how to write great email copy.

If you're interested in getting into this specialty, you need to learn three things:

  1. The craft of writing emails for B2B companies. How to write winning subject lines, headlines, and body copy. Also, how to put together a multi-email campaign. (Very important!)
  2. The latest best practices. You need to know what's currently working. The copywriting techniques that are getting the best open rates and conversions.
  3. How to land email copywriting gigs. You need to target the right companies and know how to approach them. Also, you need at least one professional-level email copywriting sample.

The good news is, it doesn't take all that long to learn the above. And when you do, you'll be well-positioned to have as much fun as I do writing email copy for B2B companies.

So, now it’s time for you to give this fun project a try …

If you’ve heard the advice to write every day, yet you’re not sure what to write, today’s Practice Assignment is for you!

I’m going to brief you on a B2B copywriting assignment, right now, in this article.

Once you’ve written your copy and gone through a few drafts to make it the best it can be, you’ll end up with a professional copywriting project you can put in your portfolio!

And it’s a great opportunity to get a sense of what it feels like to be given a brief to write copy for a real client.

So, let’s get started …

Here’s Your Assignment as the Copywriter …

You’ve been hired by the WarmCo marketing director to help write an email as part of a campaign for a new food warming unit.

WarmCo (a made-up name) will be exhibiting at an upcoming National Restaurant Association Show. You are writing an email inviting grocery retailers, independent restaurant owners, convenience store owners, and concession operators attending the show to visit their trade show exhibit, Booth 222.

As an enticement, the email will offer a 25% discount coupon good for six months. To get that coupon, the foodservice buyer will need to click a link in the email, which takes them to a landing page with more details. They can then pick up their personalized discount coupon at the trade show booth.

You can assume the prospective buyers are familiar with the trade show and the WarmCo name, but not this new product.

For the email, there will be a headline of 8 words or less that appears at the top of the body of the email itself.

Then a photo of the food warming unit, then up to 75 words of text, followed by a button for readers to click to learn more.

Don’t worry about the photo or the More Info button. And don’t worry about the email subject line.

Your task is just to write:

Up to 8 words for the headline.

Up to 75 words for the body text.

Basic Product Info …

Your client will always give you some briefing information like this, whatever you’re going to be writing.

The product name is: WarmCo Two-Door Mini Display Warmer with Three Shelves (Model W2DW-3S)

Target Audience for this email: Grocery retailers, independent restaurant owners, convenience store owners, and concession stand operators

Product: A two-door mini display food warmer with three shelves (Model W2DW-3S)

This display warmer features 470 watts of heating power to ensure your food stays hot and tasting fresh. The exterior is made of tempered glass for excellent heat retention and visibility, and the interior incandescent bulb provides outstanding lighting for your food. The pass-through design lets you restock it while it's emptied by customers. It’s ideal for products like baked goods. The slanted shelves make products more visible to encourage impulse buys. Plus, for easy adjustments, the thermostatic controls provide precise and accurate changes to temperature.

  • Countertop installation
  • Two doors, allowing access on two sides
  • Three slanted shelves
  • Tempered glass exterior
  • Incandescent lighting
  • Thermostatic controls; adjustable temperature settings
  • 470 watts; 120 volts
  • Dimensions: 16”W, 18”D, 26”H
  • Aluminum/Stainless steel material
  • CE Listed and UL Listed in USA and Canada
  • Made in the USA

Most foodservice operations will need to have at least one piece of food warming equipment. The right piece of equipment will preserve the food's fresh taste and help it maintain the correct texture, whether that's crispy or moist.

Important Tips

The Target Audience is grocery retailers, independent restaurant owners (not franchisees of restaurant chains), convenience store owners (C-stores), and concession stand operators.

Remember, your task for this email is to encourage foodservice buyers to visit the WarmCo Booth 222 at the National Restaurant Association Show and see this new product when they’re at the show.

The real value here lies in the practice, and in having a piece of writing for your portfolio, so make this all your own work.

Final tip: If you belong to a private online or B2B copywriter’s group, you could post your copy and ask for feedback.

Time to get writing … and remember to practice your writing every day, and you’ll feel more confident. Guaranteed.

If you have any questions, post them in the comments.

Writing Email Copy for B2B Companies

Writing Email Copy for B2B Companies — Your Complete Guide to Writing and Winning These Profitable Projects

In the world of B2B (Business-to-Business), there’s an often-overlooked writing specialty with massive demand for short projects that are easy to learn and fun to write: Writing Email Copy for B2B Companies! Learn More »

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Published: August 25, 2020

20 Responses to “Practice Assignment: Write a Sample of This Short-Copy B2B Project”

  1. Just submitted the Headline and Copy in the WarmCo competition! Fun! A bit disappointed that it could not be submitted in rich text showing typefaces and a structured layout, these are almost as important as the Copy and I can sumit these also if nec.

    Thanks AJV

    Guest (Arthur)

  2. In the body of the text, does that include mentioning the 25% discount coupon that is good for six months with the 75 word limit.

    Melissa Ann

  3. The best food warming equipment, preserve the food's fresh taste and help it maintain the correct texture, whether it's crispy or moist.

    Visit The WarnCoBooth 222 at the National Restaurant Association Show.

    Guest (Fatima)

  4. What is unique about this product?


  5. My question is the same as Melissa's above: Is part of the copy requirement mentioning the discount?

    Guest (Kate)

  6. "Your submission needs to be dated by 11:59 p.m. EST, August 30, 2020." Don't you mean EDT? We're on Daylight Savings Time, not Standard Time.

    Guest (marian)

  7. Does the salutation count towards the 75 words of body copy?

    Ian L

  8. I have a few questions. How much space between the angled racks?
    Exact temperature specifications of warmer? Exact shelf space measurement? Two doors – front and back? Sliding or hinged? Thank you.


  9. Does the salutation count towards the 75 words for the body text?

    Ian L

  10. My questions: Are the hyphenated words considered one or two (like your practice assignments)? And, is that an industry standard? (so I can stop asking).
    Thank you.


  11. 1. Is "25%" counted as one word or two?
    2. Are hyphenated words, e.g. Two-Door, counted as one word or two?


  12. Should we include the entire product name -- WarmCo Two-Door Mini Display Warmer with Three Shelves (Model W2DW-3S) -- in the copy?

    Diane Fanucchi

  13. I also wanted to know if the salutation should be included in the 75 words of the body text.

    Guest (Rachel)

  14. Should I be concerned with the style of font, boldened words or with font color?

    Guest (Rope7)

  15. I also wanted to know if the salutation is part of the 75 words in the body.

    Rachel K

  16. Hi, I was just wondering if it is okay to name drop a specific store or brand in the copy. Thank you

    Guest (Tamekah )

  17. Anyone, please correct me if wrong: Salutation does count. You should have a "word count" feature under the "tools" dropdown menu in your word processing program. It will tell you how many words you have. This is only my 3rd contest, but this is what I understand it means.

    Guest (Rashelle)

  18. I submitted my headline and body copy on the 28th. I can't wait for the results and to see all of the ways that other people approached this project.

    Guest (David U)

  19. Would have been useful to see answers to the questions above

    Guest (Charlotte)

  20. Thanks for the challenge, Steve!I enjoyed working on this. Good luck everyone!


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