My extremely *short* guide to B2B copywriting ✍🏻
3 steps, 1-minute to apply, great ROI
Go to LinkedIn. Find a job description of the role you are targeting. Steal the words you see under ‘Responsibilities’. These are their top priorities.
Turn the stolen ‘Responsibilities’ into a headline with power words and emotions. The headline must scream ‘Now you can...’ ✅, not ‘What we do is...’ ❌. The best copy completes the customer’s sentence: “I wish I could ＿＿＿＿”.
B2B buyers never really care about your product; they care about job security. Show people why buying your product will make them look good in front of their boss = focus on market share, 5-star reviews, love letters, analyst reports. Become boss-proof. Nobody ever got fired for buying #1 (think G2 leaders).
UserGems is my favorite example of a perfect B2B copy 👇
Responsibilities (of B2B sales leaders): Pipeline
Power words: Kiss + Boost + Valuable
Emotions: Anxiety [Peace of Mind]
I wish I could ＿＿＿＿: Ditch my pipeline anxiety
Job security: Trusted by the best revenue teams + [Logos]
More examples:
“Convert 30% more with high-performing landing pages” (-Unbounce)
“Secure everything you build and run in the cloud: Trusted by more than 40% of Fortune 100 companies” (-Wiz)
“Understand what customers need, prioritize what to build next, and align everyone around the roadmap: Trusted by Fortune 500 and high-growth companies” (-Productboard)
“Cut the demo pain points. Create, manage, and optimize sales from one Demo HQ.” (-Demostack)
“Move fast, stay aligned, and build better - together: The #1 software development tool used by agile teams” (-Jira)
Bonus copywriting step:
Head to competitor websites. Don’t copy – subvert. Without naming competitors, describe their common flaws in a way that highlights your strengths. They say ‘24/7 support’ but you know they are very slow…? Counter with ‘Responsive support within minutes, guaranteed.’
Got some great B2B copy examples? Hit me up in the comments! :)
See you next week ✌️
Tom
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Love this! Similarly, I'm always amazed when people apply for jobs and don't use the exact words from the job description in their cover letters. We've told you exactly what we want. Now convince us you're that.
Very good, this emphasizes that what reads your headline is not a company, it's a person. Looks obvious but...