Writing for professional buyers is quite different from writing for large audiences. In B2C marketing, the basic strategy is to write for large demographic groups, such as women over 50, teenagers in a certain geographic area, young people between 20 and 35 years old, etc. The products that are usually advertised are of mass consumption, they do not need a description, so emotions, sensations, ideals, etc. can be avoided.
However, in B2B copywriting, the usefulness of the service or product offered, the objective information, the didactic tone, etc. become important. Writing for professional buyers is an cabo verde email list exercise in precision , ensuring that the right person finds the information they were looking for to advance in the purchasing funnel. And as in any exercise in precision, we need a technique. Therefore, we are going to give you 5 essential steps to get the focus of your content right.
The 5 Steps to Writing for Professional Buyers
1. Research your audience and write for them
Before you start writing a single word, focus on drawing your ideal buyer persona and answering a few questions. What needs do they have? How can I help them? Where can they read my content? What jargon do they use? How knowledgeable are they about my industry?
The answers can help you to make a first outline of what you want to communicate and how. Keep in mind that in a B2B purchasing process there are several phases and several actors, make sure you cover the entire process, supporting the different decision-makers with your content.
