How can you write B2B copy that sells?

2 Focus on benefits

One of the most common mistakes in B2B copywriting is to focus on features rather than benefits. Features are what your product or service does, but benefits are what your product or service does for your customer. Benefits are the outcomes, the results, the value that your offer provides. Benefits are what make your customer want to buy from you. So, instead of listing features, show how your offer can help your customer save time, money, or hassle, increase productivity, efficiency, or quality, or gain an edge over their competitors.

3 Use clear and concise language

B2B copywriting does not have to be boring or complicated. You want to communicate your message in a clear and concise way, without using jargon, buzzwords, or technical terms that might confuse or alienate your reader. Use simple words, short sentences, and active voice. Avoid passive voice, vague statements, and filler words. Use headings, subheadings, bullet points, and white space to break up your text and make it easier to scan and read.

4 Write with emotion

Even though you are writing for a business audience, you are still writing for human beings. Human beings have emotions, and emotions influence buying decisions. You want to write with emotion, not emotionless. You want to appeal to your reader's hopes, fears, aspirations, and frustrations. You want to show empathy, credibility, and personality. You want to make your reader feel something, whether it is curiosity, urgency, excitement, or relief.

5 Include a strong call to action

The ultimate goal of your B2B copy is to persuade your reader to take action. Whether it is to sign up for a free trial, download a white paper, request a demo, or contact you for a consultation, you need to include a strong call to action that tells your reader exactly what to do next. Your call to action should be clear, specific, and compelling. It should highlight the benefit of taking action and create a sense of urgency or scarcity. It should also be easy to find and click.

6 Test and optimize

The final tip for writing B2B copy that sells is to test and optimize your copy. You can use tools like Google Analytics, A/B testing, or heat maps to measure how your copy performs and what works and what doesn't. You can also ask for feedback from your customers, prospects, or peers. You can always improve your copy by tweaking your headlines, subheadings, body text, call to action, or layout. The key is to keep testing and optimizing until you find the best combination of words and elements that resonate with your audience and drive conversions.