The “Boring” Market Where Good Writers Are in High Demand
By Steve Slaunwhite

Picture yourself driving through farm country when a massive combine harvester catches your eye, working its way across a golden wheat field. It’s an ordinary sight in rural areas. Nothing particularly remarkable about it.

Except that machine represents something interesting for B2B writers: a well-paying market that many overlook.

The big-ticket B2B products market.

To illustrate why, let’s take a closer look at that combine harvester.

The John Deere 1000 Combine costs $600,000 to $1 million. I did a quick review of the website and Facebook company page and discovered that for just this one product, the company created …

• multiple videos showcasing features and benefits,
• long-form webpages, many exceeding 1,000 words,
• scores of social media posts,
• numerous trade publication articles and case studies,
• multiple landing pages for different buyer personas, and
• comprehensive trade show materials and sales collateral.

Heck, even the product brochure is 24 pages. (Longer than most white papers!)

The reason they create so much content is simple. Expensive B2B products have a long sales cycle. From the time a prospect learns about a product, becomes interested in it, researches it, and then finally buys it, several months have gone by. So the marketing team needs to create a lot of content to address those multiple steps in the buyer’s journey.

Now, imagine if all these marketing materials were written just 20% better and more persuasively. That would, without a doubt, translate into more leads and sales for the company.

Marketing directors at B2B manufacturing companies know this. They know that clear, compelling messaging can improve results, and they’re willing to pay good fees for writers who consistently deliver.

The Range of Big-Ticket B2B Manufactured Products

Of course, farm equipment is just one category. The B2B manufacturing world includes many types of expensive, complex products:

Industrial Manufacturing

• CNC (Computer Numerical Control) machines and manufacturing equipment
• Material handling and conveyor systems
• Factory automation and robotics
• Quality control and testing equipment

Construction and Infrastructure

• Excavators, cranes, and heavy machinery
• Specialized trucks and transportation vehicles
• Road construction and paving equipment
• Safety and monitoring systems

Technology and Instrumentation

• Scientific and laboratory equipment
• Fluid instrumentation and control systems
• Industrial sensors and measurement devices
• Process control software

Energy and Environmental

• Renewable energy equipment
• Industrial pumps and valves
• Water treatment and filtration systems
• Environmental monitoring equipment

Most of these companies invest significantly in marketing to reach decision-makers with substantial equipment budgets.

So if this market is so lucrative, why aren’t more writers pursuing it? That puzzles me, too, sometimes. I suspect the reasons are as follows:

Perception 1: “These products are boring.” This varies by individual, but many writers dismiss B2B manufacturing without giving it a fair look. Once you understand the engineering innovation and real-world impact of these products, they can become fascinating. Plus, it’s amazing how interesting a product becomes when you’re making good money writing about it!

Perception 2: “I need technical expertise.” Keep in mind that you’re not writing manuals and engineering specifications. You’re not the technical writer! What you’re doing is writing about what the product is, what it does, and how it benefits the customer. In fact, I often say B2B copywriters are essentially storytellers. We tell the story of the benefits.

Perception 3: “The learning curve is too steep.” This concern was more valid in the past, but today with AI, it’s much easier to get up to speed quickly in any industry.

Say you want to learn about farm equipment, like combine harvesters. In ChatGPT, use a prompt like this:

You’re an experienced copywriter specializing in big-ticket farm equipment, such as combine harvesters. Imagine you’re teaching a new copywriter with little to no knowledge of these types of products. Generate a script that explains the basics. Where possible, use examples and analogies to make the concepts easier to understand. The goal is for the new copywriter to understand the basics of these types of products so they can write marketing copy accurately and persuasively.

ChatGPT will generate a script that teaches you what you need to know, with easy-to-understand analogies and examples. In an hour or two, you’ll be up to speed and able to chat confidently with marketing directors about how your writing services can help them.

The Joy of Less Competition

There’s competition in any writer’s market, but this one is remarkably uncrowded. The perception that these types of products are “boring” and complex creates a natural barrier that keeps many writers away.

Marketing directors in this space often struggle to find writers who understand their products and audience. When they find someone who can consistently deliver effective copy, they tend to build ongoing relationships — often leading to regular retainer work. (Almost everyone I know who has clients in this space is on a monthly retainer with at least one of them.)

So if you’re looking for a niche that pays well and has less competition, consider big-ticket B2B products. Let other writers (mistakenly) think it’s dry and boring while you enjoy a thriving freelance business.