B2B Marketing: Success with Copywriting

The Power of Copywriting for B2B Marketing

Good B2B Marketing copywriting is not about promoting your service or product.

With good B2B Marketing  comes with good copywriting, you must convince your readers that your promises are realistic and likely to happen for them. This means that the credibility and believability of your sales copy are what will make it effective or not. So how do you increase credibility?

Credibility is demonstrated by:

• Your qualifications (and those of your employees)
• How long you’ve been in business
• Your track record
• Awards and distinctions you’ve received
• Your reputation in the field
• Large or important contracts you’ve worked on
• Well, known clients, you’ve worked for
• The quantity of clients you’ve worked for
• The quality of the work you’ve completed in the past
• Whether you are seen as an expert

For an older audience, in particular, credibility will be the main factor that influences whether or not they trust you and will buy from you.

Increasingly, however, believability is becoming more and more important in persuading audiences to trust you, listen to your message and hire you.

To make your copy believable, it needs to contain justifications. It needs to explain the ‘why’ behind everything you’re offering.

To make your copywriting believable, you need to:

• Emphasise details. Even small and seemingly insignificant details establish groundwork to make your claims believable.
• Tell the story of why you’re doing what you do.
• Establish a reason or motivation for your service or product. Tell the story of how or why it came into being, why you thought it was necessary or would help people. This humanises your offering and makes it more appealing. A background story that emphasises why the product is useful also makes your claims of having a great product more believable.
• Whenever you offer a discount, you need to explain why and do it in a believable way. You need to justify it or else you will undermine the believability that you’re selling a good product in the first place. Perhaps you need to say, “We’ve done x, and because of this we can pass the savings on to you”. Give details and explain how it suddenly became possible to offer a better price. “We need the money” might be true and even funny, but it doesn’t do much for your positioning!
• If you can get an expert to comment positively on the product, include this in your copy, as it adds to the believability.
• Reduce customers’ anxieties. Use testimonials from your existing and previous customers—and use lots of them. This shows potential customers that you have delivered on your promises to ‘people just like them’, and therefore you will do the same for them.
• Tell stories (recount, don’t make them up!) about your customers that illustrate your promises being delivered. Give details of measurable results within a specific time frame.

Note that if a single element in your copy is unbelievable to your HVPs, the whole pitch is compromised, so it’s important to a take the time to get it all right.

My next post will discuss the importance of using testimonials as a key B2B marketing tool.

Read more about the intricate B2B Marketing industry.

Cheers, Toby    [B56]

B2B Marketing expert, Toby, is the founder of Lead Creation