Business-to-Business (B2B) copywriting is different from Business-to-Consumer (B2C) copywriting because the content is quite often directed at the decision-makers of an organization and not at an individual. While it may happen that a decision maker is a single person, their decisions must align with the greater cause of the company, so copywriters should be cautious with their use of persuasive and emotive language while also fulfilling the objective.
This blog will delve into the steps copywriters should take when writing captivating copy for tech-industry decision-makers, focusing on crafting persuasive value propositions, showcasing industry expertise, and addressing specific pain points and solutions.
Research is the most important step in any copywriting process, whether you’re writing B2B or B2C content. Before diving head-first into the deep end, analyze the pool to find the best spot for you to jump in. That comes down to learning the inner workings of the target audience, or in this case, the business as far as the research and the internet will allow you to. Find out their history, learn about their competitors, and establish their strong points and previous successes to get a better idea of how your product will make theirs better.
Due to the fast-paced nature of the industry, tech industry decision-makers are well-informed, knowledgeable professionals who keep up with trends and developments, seeking accurate and up-to-date information. By aligning your copy with what you already know about the business, you can speak directly to the decision-maker.
Once you know who you’re speaking to, it’s easier to craft a persuasive value proposition. Tech industry decision-makers are constantly looking for solutions and are therefore always bombarded with information. Your value proposition should get straight to the point highlighting the benefits of your product early in the copy. This can be achieved by first addressing the specific challenges that they face, then cementing your product as a unique solution.
It’s near impossible to speak about the unique benefits of your product if you don’t know how your closest competitors are performing. If you’re a freelance copywriter and have limited knowledge of the product, take time during the research phase to brush up on that knowledge and gauge how your product compares to the competitors.
The tech industry is fast-paced and ever-changing, and one of the most common problems faced by decision-makers is the migration of information and ensuring a safe backup process from old computers to new technology. Your value proposition can speak about how quick the backup process will be and include time estimates, it can also highlight the ease of migration by mentioning that the flow of work will not be disrupted. Clearly express the competitive advantage of your product and articulate how it can solve their problems.
This is just one solution to the many problems decision-makers encounter in the tech industry, and understanding the specific problems your target audience is facing will make the copywriting process easier. A few more common problems in the tech industry include data and network security, hardware and software issues, and slow internet connection. Displaying industry expertise lets your target audience know that you’re well-informed and puts them at ease. This will make them more likely to trust your product.
Understanding the target audience also includes their personality archetype. Understanding their personality will guide you when laying out the format of your copy and help you to communicate better with tech industry decision-makers. In any situation, the decision-makers will have the personality of a leader. People with this personality trait relate better to content that has statistics, facts, or testimonials to back it up. Remember that it isn't necessary to dumb down the content, but keep in mind that it’s still a real human being that’ll be engaging with it so don’t be too technical.
Incorporate case studies, testimonials, and success stories to highlight the past achievements of your product and demonstrate your unique problem-solving solution. This gives the decision-maker even more confidence in your product.
In a world that’s filled with easily accessible information, you want to always create copy that stands out, whether you’re writing for consumers or for businesses. Your copy should be compelling and drive the reader to take action, whether it’s signing up for updates, making a purchase, or choosing your company to help them migrate from analog to digital. Mastering B2B copywriting in the tech industry requires having a strategic approach and a tailor-made plan to engage your audience.
TMG Global can help your company propel its B2B copywriting efforts to captivate tech industry decision-makers and establish your business as the ultimate solution. Get in touch with us today to get started on your journey.
