How business writing changed my life That was the beginning of a whole new phase of my career. You can write them fast. Differences between most B2C and B2B audiences:. That was the beginning of a whole new phase of my career. We talk about:. You can get paid just to write the emails. They may offer a free report on the 10 risks you face if you have too much inflammation in your body.
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I like the tables. Some are moving fast. Some are moving slow. You can write me and tell me where you are if you want. Anyway, I have an answer to your question.
How business writing changed my life
And that meant a huge opportunity to create a guide that would help people in two ways: understanding the potential of becoming a B2B freelance writer and how to get into it. B2B brands sell products and services to other businesses. So B2B writing is doing writing work for business to business companies. This could be blog posts, white papers, marketing initiatives, sales copy, internal documentation, or anything else B2B related. Intel is a B2B company.
Start easy.
I like the tables. Some are moving fast. Some are moving slow. You can write me and tell me where you are if you want. Anyway, I have an answer to your question. Before we can begin discussing how to craft sharp crisp B2B copywriting that sells like a Florida Snow Cone Vendor on the hottest day of the yearwe must first understand the difference between B2C and B2B copywriting. However, there is one main difference between the two which I will explain by telling cpmpanies a fot about a pair of girls that just walked into the coffee shop where I am seated.
Bound and determined to find a drink they both think sounds good making money writing b2b copies for companies, they ask the barista what the best thing is. He attempts to sell them on something called a Sweet Iced. One of the girls thinks it sounds nice. The other, less so. He sells both of the girls copiss they order the House Chai. Generally, where g2b make mistakes with B2B copywriting is they attempt to sell to just one person, not makinb that that person has to then go on and attempt maiing sell the product or service to another person.
Knowing this, when we craft B2B copywriting we need to accomplish two coups, which we will discuss in the next section. As we mentioned previously, B2B copywriting must sell to multiple people not just one. However, it can be done if we successfully pull off the following two coups:. B2B Copywriting is first read by an initial decision maker or gatekeeper and we must sell them first to have a real shot at selling the entire business.
To sell the initial decision maker who is probably a senior manager of sorts we must make it clear that making the decision to buy our product will make them look good in the eyes of their boss and that there is very little risk involved. This is tricky. If someone goes out and buys a car and it ends up being a piece of shit, they only have to answer to themselves and perhaps an ror wife or husband.
So, to put the initial decision maker at ease we must minimize perceived risk by giving proven results of using our product.
Or, we must give them some sort of free-trial, money-back-guarantee. We then must tell the initial decision maker how this product will make their business and them more successful aka how it will move them up through the company hierarchy without actually saying it. So, why do they do it? Coies one, it minimizes risk. And, for three, it can take startups two and in some monney three days to move monry one location to.
Anyway, once we have sold the initial decision maker whether that be through a free trial or some sort of incentive to minimize risk writinb, we then need to put them in a great position to sell to the final decision maker. We cover that in coup number two. We must make it easy for the initial decision maker to sell our product or service in-house.
However, we must make it as easy as possible for the initial decision maker to sell the final decision maker s. So, we have one meeting or one email companirs one phone call to prepare the initial decision maker to sell the final decision maker, which means we must help the initial decision maker make a very very strong sell, quickly. Bullet One —— How will our product make the brand money?
Bullet Two —— How will our product save the brand money? Bullet Three —— How will our product improve the brand in fill in the blank way? This might sound rudimentary. The latter of the two benefits is extraordinarily compelling, whereas the first one is just kind of… bleh.
Understanding that the broader complexities of B2B copywriting is only half the battle. To moneu write words that sell, you makinv to understand a few copywriting tips and tricks. Save the grab-assing for the golf course, lead with benefits. Cut out the fluff and the grab-assing.
The b2 decision cmpanies is busy and the final decision maker is busier, writiny means you need to make your pitch quickly and this is best done by leading compaies benefits. Anytime you craft B2B copywriting, companles need to be thinking about what you want your reader to do after they read it.
Do you want them to call you? Then ask. I have availability this Thursday at 3 p. Mojey just threw a lot at you. The difference between B2C and B2B copywriting is that the latter is selling to more than one person. Always sell to the initial decision maker —— this is best done by minimizing risk and telling them how it will make them look good in the eyes of their boss in not so many words.
Make it easy for the initial decision maker to sell to the final decision maker by giving them a very clear and compelling list of benefits your product or service offers. And, as always, if you ever find yourself needing help. Please, feel free to set up a call with me.
Or, you can always reach out about collaborating on a project. By Cole Schafer. Marketing Ideas. Riffs on marketing, writing, creativity and life ——.
How the hell does one go about crafting sharp, crisp B2B Copywriting? The two coups all B2B copywriting must pull off to sell. However, it can be done if we successfully pull off the following two coups: 1. We have to sell the initial decision maker. This is where things become tricky.
How can we do that? By utilizing just three bullets. A few B2B copywriting tips and tricks. So, to recap. Cole Schafer January 7, Cole Schafer January 8, Cole Schafer January 2,
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Emily says:. What is B2B copywriting? When I started freelancing I had no idea B2B writing was an option. Because you have less than 3 seconds to get attention. Many companies — especially in the Business-to-Business B2B industry where companies are selling to other businesses instead of consumers like you and me — have a long sales cycle that starts with generating leads. Having a niche and creating content about that niche was. Be relentless in your networking and self promotion. Final Thoughts We get it. Learn to write emails that drive people to take action, and take advantage of the fastest way to make a living as a writer. What B2B and B2C writers can learn from each other B2B writers can often teach consumer writers to organize their writing into a marketing funnel that guides buyers to purchase. Instead of leaning into my years of experience in corporate finance, college education, and internships I ignored it and tried to start fresh. It tells a story that speaks to the benefits or promise of working with your brand. I literally spent over 2 hours on the phone with one of the CEOs just getting their jargon translated into English so I could write the thing and ordinary mortals could understand it.
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