How to write for B2B when B2C is your stomping ground

Many B2B copywriters will recall their first role in marketing. I certainly do. My early career was entirely in B2C, where I focused on writing copy to win the hearts and minds of people buying ‘stuff.’ Then came a move to London and my first B2B marketing role. It was terrifying. I’ll never forget the look on my boss’s face when I asked him what a ‘vertical’ was. But, like a child dropped into a foreign school, I learned the language through immersion.

The problem with B2B language is that it’s hideous to learn and even worse to market because it doesn’t connect like plain language. In this article, I’m sharing the truth I wish someone had told me as a stressed-out 20-something in London, agonising over ‘vertical’ and ‘horizontal’ markets.

And that truth is simple: don’t worry.

Build trust, then build credibility.

Copywriting in B2B, no matter the medium, is about connecting with a customer profile and building trust and credibility. However, because of the focus on credibility, budding copywriters often fall into the trap of using jargon as a crutch or a way of flexing industry knowledge. In reality, this has the opposite effect. Jargon that is understood in your business may not be understood in your customer’s business. Technology and software vendors are particularly bad offenders for this. They talk about the ‘Cloud’ and ‘Platforms’ and ‘AI-Infusion’ like it’s something we’d all talk about at the dinner table. 

But it’s not.

Take this example:

“We deliver the Microsoft industry cloud ERP solution for NPOs.”

Let’s explore the problem with this statement. First, unless you work at Microsoft, do you even know what an industry cloud is? Second, do you understand what a cloud solution means if you're not in tech? Third, if you’re not in the technology department of a non-profit, can you see the value of this solution for you? And finally, do you even call yourself an NPO? Or are you an NGO, a CIC, an NFP, or a PBO? You get the idea.

Start with the value instead of relying on technical jargon as a marketing tactic. What do these technical elements actually deliver? What difference will they make? And most importantly, why should people care?

Try:

“Our software is built specifically for non-profit and public service organizations to aid resource planning and financial management.”

Build trust by meeting people in their language, and build credibility by explaining what you mean.

Be problem-aware, but play it cool.

It’s a well-known product marketing hack to focus on the problem you solve rather than the solution you build. This is also a great philosophy to take into B2B copywriting. The trick here is to not take the problem orientation too literally, or it might come off as a little presumptuous, condescending, or prompt a ‘no sh*t, Sherlock’ response from your reader.

For example:

“CMOs have a lot to juggle. They have to manage budgets, keep their team on track, and keep an eye on campaign performance, all before they’ve even had lunch.”

The lie that marketers who write this kind of content tell themselves is that a CMO reading it will think, “Why yes, how did they know? They understand me.” This is rarely the case. A CMO will most likely think, “I didn’t come here to get told about the problems I know I have.”

Instead of spelling out the problem, reverse engineer it into value.

“We help CMOs manage their work by delivering tools for budget planning, team collaboration, and campaign performance tracking.”

Leading with a problem statement isn’t clever, but turning that problem into a solution is.

Get to the point, then back it up.

Something you will notice a lot in our fair use policies in ick is that we’ll permit the use of a word - often in the Overstatement category - provided it’s backed up. This isn't always possible when you’re trying to write a succinct and snappy headline.

With this in mind, we suggest you get the point but back it up. If doubt arises, full stops are your friend. Your audience in B2B is busy. If they’re buying something, it’s probably not at a leisurely, enjoyable pace. It’s a bandaid being peeled in slow motion. Don’t prolong it.

For example:

“Streamline your communications: We empower your team to work in sync and communicate with ease.”

Back it up with how to do it, or better yet, just lead with that. For example:

“Get your team talking in a shared thread.”

Good B2B copywriting gives readers what they need quickly and clearly without making them work for it. It doesn’t need to be groundbreaking, but it does need to be easy to understand and show them why your product is worth their time.

Forget the hype, be specific.

Hype words are easy to get drawn into. Terms like ‘transform,’ ‘reimagine,’ and ‘empower’ sound full of opportunity and possibility. The problem is that when everyone uses them, they lose their impact. Instead of relying on these overused phrases, focus on being specific. Ground your copy with reassurance, like, “There’s only one you in the world,” and be clear about what makes that identity unique.

Instead of saying:

“We provide scalable solutions to unlock efficiencies across your business.”

You could paste this sentence onto any company’s website in any industry; no one would know the difference.

Try saying:

“We’re a Yorkshire-based team of bankers turned entrepreneurs that escaped the hectic hustle and bustle of London to help farmers track their expenses.”

This version identifies the audience, shares expertise, and lays out the objective of the business. It’s clear and leaves no doubt about what’s being offered.

Write as you talk.

To avoid jargon-filled or overly complex sentences, think about how you’d explain your product in conversation. A method we often use is recording a Loom video where we talk through the product and its value in detail, then editing the transcript. Even better, we get the founders to talk about why they started the business.

Whatever approach you take, write like you’re answering a friend who asks, “What does your product do?” The way you naturally respond (using straightforward, practical language) is almost always more effective than trying to sound overly polished or technical.

For example, you probably wouldn’t say:

“Our solution leverages state-of-the-art AI to drive operational efficiencies.”

So why have it on your homepage? Instead, you might say something more like:

“Our software takes meetings from executive’s calendars and turns them into tasks with to-do lists based on the invitation content.”

You can still sound credible and knowledgeable while being relatable. A conversational tone makes your message easier to follow and helps your audience feel like you’re speaking directly to them, not at them or around them.

This also encourages you to focus on what your audience actually cares about. If you explain your product casually, you’re likely to emphasize its practical benefits.

That said, writing conversationally doesn’t mean dumbing things down or avoiding technical language when it’s needed. If your product is complex or technical, focus on breaking it into digestible ideas. 

For example, instead of:

“Our software uses deep learning algorithms to optimize demand forecasting for large-scale retail operations.”

You could say:

"Our software uses AI to predict how much stock your stores will need, so you can avoid running out of bestsellers or over-ordering products."

Both are technically accurate, but the second version is much easier to understand.

Match the tone to the audience.

This is where it can get more tricky because you really have to read the room. We’ve just told you to be conversational, but matching your tone to your audience is important. Conversational doesn’t mean casual in every context. Your tone might be a bit more formal if you're selling to executives. If your audience is a team of engineers, you might include technical terms they’ll appreciate.

Writing like you talk is less about being informal and more about being clear and specific.

The bottom line.

Writing good B2B content means connecting with your audience, not just shouting into the void with buzzwords and jargon. Meet your audience in their language, tone, and attention span.

B2B copywriting doesn’t have to be boring, but it does have to be clear.