7 Characteristics of a Compelling B2B Marketing Copy

7 Characteristics of a Compelling B2B Marketing Copy

June 27, 2022 0

What are the characteristics of a compelling B2B marketing copy? This post will show you seven characteristics that will help you craft better marketing copies.

Content written to promote or sell a product or service, or to urge readers to take a specific action, is known as a B2B marketing copy. A B2B marketing copy is a great tool for businesses to enhance awareness of their brand and its services by educating clients, providing them with the resources they need to understand the products being sold, and by providing them with detailed contact information. This document was conventionally produced in physical documents such as brochures or manuals. In these modern times, however, it is now possible to make the documents available for download on the internet.

Considering the importance of a B2B marketing copy to any business, it’s really important to pay attention to this document if you wish to successfully sell your products to potential customers. If done right, this document can explain your brand’s principles, what it stands for, its services and offerings, and the value it can provide to clients and prospective clients by satisfying their demands. It clearly has the ability to guide, inform, uplift, empower, and connect people. The more compelling this document is, the most effective it will be. 

Characteristics of a Compelling B2B Marketing Copy

7 Characteristics of a Compelling B2B Marketing Copy
Your business will achieve so much with a compelling marketing copy

As a business owner, are you giving copy the attention it deserves, given its capacity to engage your firm’s clients and prospects? What is your honest response to this? No? Well then continue reading to learn about the seven critical features of engaging B2B marketing copy capable of interesting your readers and motivating them to patronize your brand:

Addresses your audience’s concerns and pain areas rather than your own.

To produce the best B2B marketing copy for your brand, you should first figure out what their target audience cares about and make sure their copy speaks to their concerns. What are the most pressing issues? What is important to the audience? How can I be certain that this message will be heard? Is it true that I’m tackling the most pressing issues? 

A good first step is to write to your target audience’s interests. If you’re creating material for a project manager, for example, provide information relevant to that function, such as budgeting advice or scheduling details. They are more inclined to connect with information that is valuable to them.

Benefits should also be emphasized in your writing. Clients and prospects are eager to learn how your organization can assist them. Make sure the text you’re sharing is externally oriented rather than internally focused—about it’s your audience, not your company. Help your audience understand why they should care about what you’re providing to them and how your company can assist them in growing and succeeding.

Adopts a flexible strategy rather than a one-size-fits-all approach.

The language used in a technical whitepaper or a press release should be different from how marketers approach writing for social media, their website, and blog pieces. When it comes to copywriting, it’s critical to distinguish between the mediums and recognize that a one-size-fits-all strategy doesn’t work.

Has a good basis in the fundamentals of language, yet is willing to bend the rules occasionally.

There has been a push in recent years to use plain language in communications. Put differently, a compelling B2B marketing copy must be written in simple, clear, and well-organized words. When writing captivating copy, keep the reader in mind and make your words simple and light so that your customers can easily get the message. A great way to accomplish this is by writing in short sentences and paragraphs or by writing in active (as opposed to passive) voice. Also, starting a few sentences with the words ‘And’ or ‘But’ is quite acceptable here.

Takes into account the tone and volume of the company’s voice

The copy might be one of the numerous components that make up a company’s brand. Consider the brand voice when drafting copy. If you’re unclear about your company’s brand voice, visualize what you imagine its personality to be. What are your brand’s values? What does your business stand for? Is it aiming to be the most credible and informative within its niche? Is it Fun? Inspirational? Reliable?

By answering these questions, you can set the tone and voice of your company, business, or brand. Your B2B marketing copy will be more effective when it is connected to and aligned with your organization’s voice. This way, the message being passed on would be reinforcing your brand’s identification.

Expresses a distinct point of view

Your company’s principles and what it stands for should be clearly represented through the language, just like your brand voice. Authenticity is crucial, and you must have a unique perspective to actually stand out. As a financial services organization, for example, your offers are likely to be identical to those of your competitors. Regardless of this though, the way you deliver your services can be very unique. Ensure that this distinction is conveyed in your B2B marketing copy..

Must be interesting and vibrant

Use descriptive words to construct a vibrant picture for your firm’s audience. Make use of the power of storytelling to communicate and remember your messages. According to this Harvard Business Publishing article, stories have the power to link people and transmit values because they can appeal to each one of us. 

Whether your audience prefers visual, auditory, or tactile learning, storytelling may appeal to all of them. Use these storytelling tactics to make your argument apparent when educating your audience about your firm’s service or providing. Don’t forget about ethical considerations and authenticity—make sure the language isn’t misleading and stays loyal to your firm’s image.

Must Include A call to action (CTA).

A call to action should be included in your B2B marketing copy to achieve your set goals. What is the goal of your post in relation to your website, your About page, or your Services section? For example, the aim of a Services page is most likely to inform a potential client on how your firm may assist them and what services you provide. You might want to put a CTA at the bottom of the page that asks visitors to fill out a contact form if they’re ready to collaborate with your firm and learn more about your services. 

A CTA’s wording must also be captivating in order to effectively communicate the next step and urge users to take action. The next step could be to contact the company or to continue reading pertinent material. For example, at the bottom of a Project page, users may be given the option to subscribe to a newsletter for further engagement, or at the conclusion of a blog piece, users may be given the option to subscribe to a newsletter for further involvement.


The key to producing captivating B2B marketing copy is to focus on the benefits. Always examine your audience’s interests and put yourself in their place. Speak to the things that your clients care about while remaining true to your firm’s identity. Make sure the copy is both appealing and engaging. Also, make sure the activities you want your audience to take are well-defined. Following these steps will put you on the road to writing captivating content that reaches the target audience and, when written well, generates and converts more leads.

Kindly check out SME360 to read other posts that will educate you on how to improve your SME in Africa.

Linda Onyinyechukwu
Linda Onyinyechukwu
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