“Often, B2B content is written to represent the company. Swell. Except your audience is most likely your customer base and prospects. To that end, write your posts with your customer’s usage in mind. Think about what they will want to know, and how you can be useful.” — Chris Brogan
Business-to-Business (B2B) copy is similar to Business-to-Consumer (B2C) copy in that you are trying to persuade your reader to purchase something by providing useful information about the product. The more information you present, the better the chance of making the sale. This almost always comes with incorporating technical terms or business jargon that the prospect will know and understand.
Where novice copywriters often fail in a B2B promotion, however, is by not collecting enough information about the product or service, and instead depending on an overdose of technical terms that he hopes will impress the reader.
It doesn’t work. When copywriters don’t dig deep enough for facts about the product, the copy fails to convert the sale because it simply doesn’t provide enough information.
Here are three general steps you can and should take when preparing for a B2B copywriting assignment that will ensure you collect all the information you need to make the sale:
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