{"id":17226,"date":"2022-05-20T09:15:00","date_gmt":"2022-05-20T07:15:00","guid":{"rendered":"https:\/\/mediaforta.com\/blog\/?p=17226"},"modified":"2024-05-03T16:02:47","modified_gmt":"2024-05-03T14:02:47","slug":"how-to-make-your-b2b-copy-as-irresistible-as-b2c","status":"publish","type":"post","link":"https:\/\/mediaforta.com\/blog\/en\/content-production\/how-to-make-your-b2b-copy-as-irresistible-as-b2c\/","title":{"rendered":"How To Make Your B2B Copy As Irresistible As B2C"},"content":{"rendered":"\n

We know what you\u2019re thinking. B2C copywriting is the suave, conversational genius making everyone laugh and pay for drinks. B2B, meanwhile, is the other guy hunched in the corner, giving great advice but covered in a thin layer of dust. <\/strong><\/p>\n\n\n\n

Well, not quite. Both styles can learn a lot from each other. B2B, in particular, can stand to leave its stiff, dry image behind for something more memorable. Just because you\u2019re marketing to customers at work, doesn\u2019t mean the copy should feel<\/em> like work. Surprise, flair and emotion can support everything your business is trying to sell. <\/p>\n\n\n\n

Learn how B2B copywriters can take the lead from the B2C industry to create content that really engages:<\/p>\n\n\n\n

Leave the passive voice behind (usually)<\/h2>\n\n\n\n

\u201cEvery time I see a split infinitive, an inconsistent tense structure or the unnecessary use of the passive voice<\/em>,\u201d Judge Sonia Sotomayor once said, \u201cI blister.<\/em>\u201d She used the passive voice there, but it was necessary. In the simplest terms, passive language forces a subject (noun) to be acted on (verb) e.g. \u2018the bark of the dog\u2019, \u2018a click of the mouse\u2019. Cleaner language makes the subject perform the action e.g. \u2018the dog barked\u2019, \u2018a mouse click\u2019. <\/p>\n\n\n\n

Try and remove an \u2018of, that, were <\/em>or was\u2019<\/em> in your sentences. Rearrange them so your subjects are driving the action. It\u2019s a hallmark of good B2C writing because it\u2019s easier to read and feels more confident.<\/p>\n\n\n\n

That being said, you can use the passive voice to emphasise the end of a clause, such as: \u201cOur full-service agency is fast, creative, and shapes the reality of your deepest dreams for a brand.\u201d <\/em><\/p>\n\n\n\n

Warm up your tone of voice <\/h2>\n\n\n\n

Imagine talking to someone you\u2019ve just met. How would you pitch the business? What do you think matters to them? Crucially, how can you paint a picture using small phrases or descriptions that we rarely see in your sector?<\/p>\n\n\n\n

Going for the absolute bare minimum of personality in B2B writing will get you nowhere. Even fintech, accounting and insurance companies can use simpler, sensory language to earn trust and make people pay attention. <\/p>\n\n\n\n

Remember these tips for warming up your content: <\/p>\n\n\n\n