8. © 2018 SpeechSilver Pte Ltd | Singapore. But there are an increasing number of B2B companies who have realised that well-written copy is a huge opportunity. You start to see a common thread that unifies industries and businesses. B2B Copywriting | Scripts for B2B Videos. Discover 18 awesome copywriting examples from the world’s most successful brands – after all, if it worked for them, there are golden lessons to be learned! Whether it’s your value proposition, website copy, or branded content, your copy says a lot about your business, its values, purpose, approach, and more. Just find out the type of people your customer identifies or relates with and showcase the results or benefits that truly matter to them. Yesware – using core motivators to move web visitors to action. Take Zoho’s CRM landing page copy for example. Do it in your company blog posts and not in your sales copy – that is what content marketing is for! It’s a bold, clear promise to add value. Brands also need people to write whitepapers, guides, and ebooks. Mailchimp – Mailchimp is an easy-to-use marketing automation platform for businesses. There’s a hint of a metaphor when the copy is viewed within the context of the visuals, and, finally, there’s a nice bit of alliteration in the CTA button, making it a compelling click. Wistia offers an excellent learning centre that teaches professionals how to do everything video. Not only does it create the feeling the brand is a step ahead, it’s a smart way of fitting multiple messaging into a limited space. If your buyer is a human being, they have feelings and that means you have a great opportunity to inject emotions into your copy! This feature-length case study was written to document an example of how the client's products can be useful in an application (functional testing) and an industry (MRO) where they're not widely known. Learn how to incorporate direct response strategies into your copy in our article just for you. Lucy Brice, copywriter at Barrett Dixon Bell: It can be difficult to pitch at the right level when writing for a B2B audience. is key. There are tonnes of techniques you can use to represent your brand in a way that chimes with the people you’re trying to reach. The copy, which includes a relevant statistic, shows that Rant & Rave is informed and thus authoritative about the industry. Become the fly on the wall & investigate your customer’s needs like Sherlock Holmes. Creative copywriting absolutely has its place in B2B websites but this is a great example of how one clear and simple promise can win your reader over. Social proof is crucial in building trust in your brand and the credibility of your solution. Accounting software today are a dime a dozen and Quickbooks recognizes that and chooses to be more salesy in their copy, competing on price without fear. Since 2009, we’ve helped B2B technology marketers attract leads, increase their conversions, and clearly convey complex messages. Fully understand their wants and needs as well as what will motivate them to take action first before you write a single word of copy. In this post, we want to bring you the 5 best web copy examples to inspire you for your future writing endeavors. There are a set of rules that set B2B copy apart from B2C writing that you must know before making critical mistakes. With the exception or UrbanDaddy, I've been focusing a lot on site copy so far, so I wanted to check out some examples of excellent social media copywriting. Accounting software today are a dime a dozen and, Sometimes, you can lead with a more immediate & down to earth benefit like how, & Reddit to spy on your customer’s conversation, – Learn what your competitors are doing well and are screwing up through review sites. With B2B copywriting, you’re likely targeting a more defined niche and can speak directly to their needs. B2B Words You Need. Take Basecamp, for example, although they are selling a serious collaboration and project management software, they don’t shy away from tapping into the readers’ emotions. Receive actionable sales advice straight to your inbox weekly. does this well in their copy by capturing attention with a big promise – transforming your sales team into a squad of closers! Nailing down your customer persona is key. 10 examples of great B2B copywriting 1. When you buy a smartphone, do you really care how the parts are fitted together and how the phone is constructed from start to finish? 3 Bonus Tips to Power up Your B2B Copywriting! If you find that you like this post, you should check out my top-secret copywriting guide that teaches marketers, entrepreneurs and snow cone vendors how to sell like hell with the written word. Red Bull, Nike, and McDonald’s are perfect examples. Uber’s Eats for Business – There’s a real authenticity in the way that Uber communicates. Here are some examples of B2B writing to show you clearly how it looks like. They need blog writers. Seek to strike a balance by using the jargon your customer is familiar with and then continuing in simpler terms. Their messaging focuses on their key persona – the sales manager or sales director in an organisation. B2B Copywriting Tip #3: Bringing a subject to life Brand marketing is storytelling. Feel free to turn on the salesmanship in your copywriting and even offer limited-time discounts to spur on more sales. The line alternately reads: ‘Design made smarter, …affordable’, …faster’, …professional’, … by you’. I didn’t think so. Here are 21 of the best copywriting examples from emails, packaging, billboards, PPC, and more. The B2C customer, like me and you, is in 100% control of the purchasing decision. Creative copywriters have the magical gift of being able to communicate an idea in a short, pithy, punchy, snappy, memorable phrase. We signed up to 1,000 newsletters and have collected the best B2B email marketing examples we could find, including email samples from Buffer, VWO, Kissmetrics and Headspace that you can copy and paste. B2B copywriting mistakes is to focus on explaining your process. (like G2Crowd if you are selling software). While the end goal of both types of copywriting is to get the sale or conversion, there are two major differences between selling to businesses versus the person down the street. The clarity of language makes the brand appear more straightforward and trustworthy: it has nothing to hide. These brands prove that B2B copywriting doesn’t have to be mundane, technical, or difficult to get your head around. With their tongue-in-cheek visuals and witty copy, Basecamp injects just the right amount of humor into their copywriting making their brand (and solution) feel instantly more relatable and human. While speaking their language allows you to be relatable and builds credibility in their eyes that you are a subject matter expert, don’t overload them with too many technical terms – especially when you can explain it simply! Services; About; Examples; Free Guide; Contact; Home; Close Menu. You might be an expert in your field and your target customer might also be one, but don’t count on that 100% of the time. When your solution is too much of a ‘black-box’: The more complex your product or service is, the more you will need to explain and going through the process will be a good option. However, I’ve generally found this to be the best way to define B2B copywriting: “B2B Copywriting is the use of written language to persuade customers to purchase a product or service by highlighting how it fulfills a specific need.” From utilizing customer count to individual case studies, they ensure trust in their solution is well established. B2B copywriting isn’t pituitary gland surgery – but sometimes it’s about pituitary gland surgery. That means you will need to go beyond the flashy slogans and witty taglines – we are talking about presenting hard facts, core benefits and business results to make your case. The B2B customer is probably buying on behalf of the business or corporation. Look Inside the opportunities for B2B copywriters. Everyone makes mistakes like these, but nobody likes doing so. Good B2B copywriters love learning technical things. When you are writing copy for your sales materials, whether it be a webpage or a physical brochure, it is important that you lead with the benefits (what you can do for them) and then justify with the features (how you do it). The unexpected swerve in the middle where they stop mid-sentence is genius. HubSpot - HubSpot is a masterclass on how to run a content strategy. John Deere has a blog that talks about industrial farming equipment: Image. That means you have to grab their attention but also get straight to the point – no beating around the bush & no guessing games! Services. Free Guide. It’s colloquial, simple, and easy to understand; clearly stating what the product in question is. I know you all like to see some more B2B examples in here, too, so I surfaced one of the best examples of the holy grail: Twitter copy, from a B2B company, that's funny. Just look at the nice repetition of ‘food’ in the VP, as well as the almost identical word, ‘good’, creating a whole lot of ‘oo’s’ in an almost palindromic visual. B2B copywriting isn’t just about informing your reader, it is also about driving action! Here are the six B2B copywriting mistakes: Using jargon; Addressing everyone; Focusing on features; Stressing the negatives; Offering too many actions Sentences are short, language is clear, and there’s no unnecessary wordiness so it’s easy to read. That means you will need to appeal to the buyer’s wants and needs, build sufficient trust and make your solution compelling enough for them to give it a try. Although the request is generic, the business has found a way to make it feel personal, speaking directly to the reader, understanding and empathising with them. We’re starting off this list with timeless copywriting examples—brand copy that remains relevant and, let’s face it, impressive years after the campaigns may have ended. In this practical 2 day online workshop, leading B2B copywriter David McGuire will share a clear, structured approach to writing and reviewing professional B2B marketing copy – creating content that delivers on your objectives. Through research and deep-diving into what really matters, they craft out a targeted message that hits on what the customer really wants – a higher ROI on Ad spend and justifies how they do it – through ‘personalized post-click experiences’. Contact. VendHQ uses a variety of social proof throughout their homepage copy to show the credibility of their software. When looking for B2B copywriting inspiration, it can help to look to the best. Registered in England no. By hitting the key points of a powerful story, they present their solution in an effective way that is natural and engaging while allowing the reader to visualize their own story and struggles. Be accessible . I can help you with that. But even experts in your brand’s field will appreciate language that’s easy to read and accessible. 2. It describes its tools as ‘beautifully obvious’, and those values come across in every aspect of its tone of voice. Email; LinkedIn; Examples. 6. Zendesk – This newsletter sign-up pop-up is a great little note from Zendesk, a customer service software provider. This is a glowing example of copywriting at its best, with a unique personal touch that draws in the reader in a witty way. A great story allows your reader to relate to the journey and that also means relating to the benefits and rewards of your solution – better persuasion and higher sales! Whether your B2B sales copy is on a website landing page or on an eDM (electronic direct mailer), make it a rule to write only for one person – and let it be the decision maker! Seth Godin has been saying this for years. Get in touch here or just email me directly at firstname.lastname@example.org. As a B2B copywriter, it’s good to know what that means for you. There’s also a strong research-based element, with many of the blogs analysing activity or experiments that HubSpot itself has carried out. And this course will give you confidence and skills – with B2B-specific examples – to take your writing to a new level. Mailchimp – Mailchimp is an easy-to-use marketing automation platform for businesses. About. That same, playful style has ventured into B2B and it can be very effective – but good copy doesn’t need to be ‘kooky’. Whether it’s a ten second animation to make your tweet stand out or a deep dive into product specifics, a great B2B video starts with a great script. Home. Take Sumo for example. Good copy simply fits the brand. Some B2B copywriting examples from CopyEngineer's portfolio. B2B copywriting isn’t just about informing your reader, it is also about driving action! 3842600 |, Hubspot’s new features: we cut through the noise. If you are selling to businesses, your offer is probably going to be a higher priced or long-term commitment type of solution. If you are selling a complicated sales automation software that drives leads, you will have to break down how it works to your reader. 3. Here are five examples of imaginative B2B copywriting: 1. You're about to see some examples of copywriting that made my jaw drop –– hopefully they make your's drop too. Gary Thuerk hit the inbox of around 400 recipients, Gary’s promotion results in $13 million worth of computer sales. Let’s skyrocket your conversions together! Blockchain (the company) does this beautifully by using jargon such as ‘Crypto’ that all cryptocurrency experts can immediately identify before continuing on with a simple and elegant explanation on what their solution does. If you are too vague in your copy, people will zone out and then click away. Did you know the first marketing email campaign was sent in 1978?!? © 2020 Octopus Communications Consultancy Ltd. It's not all bad news though, there’s great copywriting work being done all over the web and there are tons of resources to learn the skills to serve the modern reader. Creative copywriters are brilliant at coming up with attention-grabbing concepts, but you might think twice about … Boring B2B Copywriting Examples (And How To Improve Them) Physical Therapy Advertisement. Basecamp’s friendly micro copy Learn more about how to use storytelling to capture attention in our guide here! We see the product’s sales copy, we make a decision and we immediately buy it (or not). Some are playful and tongue-in-cheek, others are more sober and serious, but they all work hard to represent and reinforce their brand. 5. John Deere is an American corporation that … Technical things. Selling an exclusive consultation and experience? Proposify does this well in their copy by capturing attention with a big promise – transforming your sales team into a squad of closers! Email is the undisputed king of B2B marketing. People care what you do for them more than how you actually do it. London, WC1X 8HB. – after all, if it worked for them, there are golden lessons to be learned! Don’t mention anything about a discount, instead, introduce a waiting list as your call to action. Rant & Rave – Octopus Group client Rant & Rave doesn’t shy away from a cheeky pun. Stripe, a competitor of Paypal, does this well by leading with the big benefit of ‘Growing Faster’, something everything a business wants to achieve. It’s also clear and upfront about its key benefits, making the employees who will benefit from the food delivery service, as well as the employer who must pay for it, the focus. 4. Want a step by step guide on how to get those testimonials and use them? No one can resist a good story even in the B2B marketing world – but the reader has to be the hero of your story! They take their reader through the background and journey of their success stories (their whole landing page is essentially a collection of stories!). Sometimes, you can lead with a more immediate & down to earth benefit like how Square does. Morton Salt Good idea. 6. While it is tempting to throw in enticing offers to grab sales and use copywriting tactics such as FOMO (the fear of missing out), you need to match how ‘salesy’ your copy can be with that you are actually offering. Only then do they go into explaining the features, such as custom payment platforms, that make it happen. Want a step by step guide on how to get those testimonials and use them? Research both internally and externally to find that hook or angle that really speaks to your customer. I have a spotty attendance record," is the reason the digital agency made this list. And a fantastic way to do it is through a testimonial shaped like a story, like how ExpertSecrets does it. Essentially, clients come to us when they want to drive revenue. An explanation that almost anyone can understand. Discover why B2B copywriting jobs may be your best bet for a lucrative and lasting writing career — with loyal clients, high fees, and very little competition. And there’s nothing wrong with that. 9. It’s clear, concise, and it does the job. But don’t take our word for it. 10. Examples. In this example, the customer engagement platform riffs on lyrics. Their messaging focuses on their key persona – the sales manager or sales director in an organisation. Clients come to us when they want to bring you the 5 best web examples! Like HubSpot, wistia often shares insights and findings from internal projects – so it ’ s clear and... Tracking their sales pipeline and shortening the sales manager or sales director an... 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