8 Ways to Deliver a Punch to B2B Writing đ
Updated: Jul 5, 2019
Fact: writers rarely get trained for B2B technology writing, it just kind of happens. You deliberately or accidentally fall into a tech company, breath in all their communications, the bytes and bites, brand style guide (if they even have one), and somehow it all comes together. Rinse and repeat for next company.
But no matter how much writing experience under your belt, it doesnât mean youâre cranking out good, compelling writing â that task requires a more Herculean effort.
For starters, writing about features and benefits of non-human technology has innate issues: How do you make those products interesting? How can you move the reader along to the next step? How can can ensure they wonât yawn, or worse yet take a power nap?
Writing B2B copy over two decades, Iâve seen my share of snoozefests and poppinâ copy. We all know that in the digital age of distractions, smart, engaging copy isnât a nice-to-have; itâs the mandate. Competing with thousands of other websites and incoming messages, texts, plus other online choices, your content needs to stand out â or your reader is out.
Here are some techniques I use to turn up the volume and make my writing count.
Focus on helping your customerâalwaysâ€ïžÂ                                    Â
I know, obvious right? But youâd be surprised how many times I run across copy that is me, me me: let me tell you how great my product is, look at all my shiny bells and whistles. But that is not solving the customerâs problems. I still have to check myself, especially when Iâm working with a product manager or marketing mucky-muck who thinks his or her widget is the best thing since slicedâŠcircuits. Itâs an essential ingredient to any good B2B writing, better yet all marketing writing.
Ixnay the jargon and buzzwords                                          Â
Letâs play a drinking game: how many times do you see the words âleverageâ or âenableâ in technology marketing writing? Yeah, weâd all be drunk by now. Cut those altogether. No one talks that way nor should they unless theyâre an AI-fueled robot. Though itâs tempting to use easy-access words, especially when youâre under deadline, take the time to find that perfect synonym. If branding will allow, use âcraftâ instead of âexpertise,â or âtechnology muscleâ instead of âinnovate.â Swap âvery easyâ with âeffortless.â Or even small tweaks like âexceed expectationsâ to âdefy expectationsâ can make a difference. Be creative, not lazy.
Surprise Your Reader
Thereâs nothing like a one-sentence paragraph to stop your reader in his or her tracks.
A sentence that stands by itself in a sea of others beckons the reader and gives you a potential hook to read the entire blog post, case study or whatever you want eyeballs on. Make sure that sentence has impact. If your reader is scanning (trust me, they will be), it could be the only words they read. Choose carefully.
Or try a skillful use of the em dash â which can create drama and emphasize an important point â but donât be overly dramatic with every sentence, make it count.
Flip Clichés Upside down
Many a corporate communication organization, especially global companies, wisely implement a no-colloquialism policy. Americanisms like âfollow the leaderâ or âthe stakes are highâ can cause confusion to non-native English speakers. But that doesnât mean you canât use well-worn phrases that most cultures do know. For instance, âTime is on your sideâ can be turned into a statement to create urgency and also give a confident spin, such as âTime is not on your side whenâŠâ
Be a Person, not a Monolith
Some larger companies like to mention their name over and over in communications as if the person didnât realize where they were, while others use the âweâ and the âyou.â Smaller companies tend to be more comfortable with this language but frankly, the big multinational ones need it the most â they are impersonal corporate entities. In the real world, people like to be spoken to and with directly. Personal pronouns are warmer and help build a connection. Donât get carried away with it, but weave in various places to keep that thread going.
Use Provocative Questions and Bold Statementsđ„
When writing my first direct mail campaign early in my career, my boss said to me, âNever start an email with a question because if the answer is no, theyâll stop reading.â Point taken, but there are still plenty of ways to sidestep the inevitable yes or no and get your reader to think and engage with the copy. It could be a rhetorical question like âWhy are you paying for extra services youâre not using?â Or a statement like âXYZ thinks everyone should pay for full service, but we disagree.â Donât be shy about challenging your readerâs thinking and throwing in some fun with language. Speaking of whichâŠ
Inject humor âBut With a Slow IV DripđÂ
Iâll be the first to laugh at a good pun, funny joke, or amusing alliteration. And there is definitely a place for it in B2B copy â it just needs to be the write one. (sorry couldnât help myself). But before you trot out your comical stylings, make sure the brand voice has the flexibility, the wit is in context, and humor that is accessible to all. If your reader doesnât get it, the jokeâs on you. Making someone smile or laugh is one thing; turning them off is quite another. Irreverent, self-deprecating humor like on this CB Insights page, strikes the right tone: âIn God We Trust, Everyone else Bring Data.â
Embrace the writing rhythmđŒÂ                                             Â
Short sentences are great for understanding. Long ones can be woven in to make a point when they need to (but 25 words max). Much like the way we speak, writing has its own pattern. Otherwise, weâd be completely monotone. Make sure you mix it up so youâre not fatiguing the reader. Get it?
That also means mixing bite-sized paragraphs mixed with chunkier ones to keep the tempo going. And donât forget to add guideposts like bullets and headlines so you keep the reader moving through.
What are some of your tips? Whatâs your pet peeve or joy in writing and reading B2B copy? âșïžđđ€đ©đ