When it comes to maximizing the impact of B2B copywriting, there are seven rules you need to follow.

1. Research your target market

How much do you really know about your prospect? What do they do? How old are they? Do they have kids?

To get to the very core of the value you offer your prospects, you have to really know your prospects. Intimately. Find out what makes them feel important, and be genuinely interested in helping people.

Find out what their biggest problems are, and find a way to solve them with your persuasive copy. Solving real problems is more important than any kind of persuasion gimmick.

2. Speak the same language as your audience

To whom are you speaking to when you write your marketing copy?

After researching your target market, you should have a profile of your most ideal customer. You should also know how they talk, what buzzwords they use, and get familiar with the lingo specific to their business.

Good B2B copywriting that actually sells begins with knowing who your audience is and putting yourself in their shoes. Most importantly, listen to your clients and prospects, then write copy using their words.

3. Promote benefits over features

Features tell, but benefits sell.

This is especially important in B2B copywriting. Instead of rattling off a list of reasons why your product is awesome, tell your prospects that 1) they have a problem, and 2) how your product solves that problem.

For technical products, this is easier said than done. But there is a way that never fails:

Translate each feature into a benefit by asking yourself why your reader should care about that particular feature.

When you tune your mind in this way, the benefits seem to magically appear out of nowhere — and these benefits do all the selling.

4. Make your copy easy to read

Here are eight tips I like about making your copy snappy and easily readable.

The most important selling points belong at the top. If the copy is long-form, there should be several calls to action throughout the text. Use line breaks, snappy headings, compelling subheads and concise bulleted lists to break up the copy into easily digestible chunks.

Most people don’t have the attention span to read a wall of text, but they will scan through the copy as long as it has attractive formatting, relevant subheadings, calls to action, and bullet points.

5. Use a friendly and personal tone

When writing copy, do not neglect tone of voice.

The very same statement can either fall flat or jump out at the reader. The difference is tone of voice.

To write in a friendly and personal tone, write as if you’re talking with a friend over an informal lunch about how your product helps people like him.

6. Build credibility with testimonials, statistics and proof

A sale cannot occur without a sufficient level of trust between the seller and buyer.

To build trust with your prospects, you need authority and credibility.

How do you build authority and credibility with your prospects?

For technical products and B2B services, including numbers and statistics in your copy helps build credibility and trust. Use case studies, statistics and proof to support your claims within your copy.

Including genuine testimonials from real clients also gives proof to your prospects that you have already helped other people.

In short, persuade with emotion, back up with facts.

7. Close with a strong and clear call to action

All the work you put into developing persuasive copy will be wasted if you forget to tell your reader to do something.

To compel a reader with a call to action, simply instruct your reader to do something.

Examples are:

  • “Get a quote”
  • “Email us”
  • “Download free report”
  • “Call us now for more information”

Using calls to action prompts the reader to take the next step you want.

Get the Most Out of B2B Copywriting

There is much more to it than simply telling the reader to do something, however. You can visually enhance your calls to action by changing the color of the button, padding it with more white space around it, enlarging the text to make your call to action stand out.

Here are ten excellent tips to get the most power out of your call to action.