How to Create Effective B2B Copy That Gets Your Business Sales

How to Create Effective B2B Copy That Gets Your Business Sales

1. Be Emotive

Emotion is the biggest factor for a consumer in their buying process. Think about the last purchase you made, whether it was a car, house, handbag or even toiletries. I doubt you went for the most logical choice. When we are faced with endless choices through advertisements and recommendations, how do we ultimately make our decisions?  What influences someone to select one brand of over another? - It’s the emotion and the feeling that brand gives us.

When we’re looking to buy a product, our emotion and emotional connection with that brand or product come first but then the rationale is second to back up our decision based on emotion. Once the emotional decision has been made, it’s hard to go back on this.

We do this unconsciously and aren’t always aware of the emotions impacting on our decision, largely believing that it is our logic and rational reasoning that has led us to our decision rather than this being secondary.

How can you appeal to your consumer's emotions?

Appeal to your customer's emotions in your advertising messages and this can increase the likelihood your potential customers will buy your product. Think about the emotion you want them to feel, you can then develop your messaging, language, tone and then your visual assets to harness this.

2.Use Everyday Language

Say what you mean! Don’t use overly complicated or sophisticated language. Although you may be trying to target businesses, they are still people. If your a business trying to write communications for customers, just say it as simply as possible. If you wouldn’t say it then don’t write it!

Use personal pronouns, direct your communications to a human, make them feel you are being personable with them and build up a connection and rapport through your words. Potential customers are more likely to use a brand that they feel they can identify with and that is trustworthy.   

3. Discover what content your audience needs

By creating content your potential audience needs, this can help with your business’ brand awareness. To discover what content your audience wants, you can liaise with customer service departments to look at the most frequently asked questions and then create content around this. Whether it’s blogs, social media posts, whitepapers or e-books or even YouTube videos.

Discover the most searched for topics based on your services or industry topics. Check out Buzzsumo to find these out. By creating relevant needed and searched for content, you can position your business in front of your potential customers and appear as a thought leader. When your potential customers keep seeing your content through a search, they’ll remember your brand and see you as the go-to business when they need to buy that product now or in the future.

4.Headlines

We might spend hours crafting a 500+ word article with its associated imagery and links but spend only two minutes giving thought to the headline. Headlines are now worth more than the 80% compared to the 1960s. This is partly down to the consumption of online content.

The headline text has to stand on its own and make sense when the rest of the content is not available, particularly if you’re writing for an online audience where you don’t have lots of space. With print, you can use contextual content to backup your quirky headline. If it doesn’t make sense, then people won’t understand it and they won’t click it.

A great headline can help you stand out from the crowd and get the attention you need when there is so much other content out there online.

If you need help with content creation for your business, whether that’s optimised web content, blogs, whitepapers, e-books or social media content, our content creators can help you produce effective communications that get you results. Contact Us and have a chat with our marketing team to see how we can help.