How to Prepare for a B2B Copywriting Assignment

close-up of businessman’s hand writing

“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.

How to Prepare for a B2B Copywriting AssignmentWhere 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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John Torre

I reside in North Brunswick, NJ, with my wife, Lynn, and daughters Kasey, Jaclyn, and Shelly. We also have a 110 pound, lovable Rottie named Leo that keeps us on our toes! When we're not hard at work we enjoy spending weekends at our bungalow down the Jersey shore, or take extended trips to Walt Disney World as members of the Disney Vacation Club. For kicks, I draw on my dominant "right-brain" and play guitar in classic rock and blues bands, act for local plays and independent productions, and enjoy writing creative fiction. I'm a published author in short fiction and stage plays and a graduate of a local community college's Commercial Writer's Certificate Program. After graduating from the program I was selected as an instructor and taught "Science Fiction, Fantasy & Horror" writing for 8 years. I enjoy many fine relationships I made with my students to this day.


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