B2B copywriting

B2B copy has a problem consumer copy doesn’t: the person reading it usually can’t say yes.

They’re gathering evidence for a conversation with someone else, often several someones. The copy’s job isn’t to close them. It’s to make their internal argument easier to make.

What that changes about the copy

Specifics beat enthusiasm. A reader who has to justify this purchase needs facts they can repeat. Adjectives don’t survive being forwarded to a CFO.

The objection is usually risk, not price. Nobody gets fired for sticking with the current vendor. Copy that ignores switching cost is arguing with the wrong thing.

The reader isn’t the user. The IT manager clicking your ad may never touch the product. What’s in it for them is often different from what’s in it for the company.

What I write

Landing pages and web copy. LinkedIn ads, including conversation and message formats. Email sequences and nurture campaigns. Sales enablement and leave-behinds. Long-form guides and gated content. Case studies.

Long sales cycles

B2B copy rarely does its work in one exposure. Someone sees an ad, reads a page weeks later, gets an email after that, and hands a PDF to a colleague at the end.

Which means the pieces have to agree with each other. Copy written asset by asset, by different people at different times, ends up making slightly different arguments, and the reader notices the seams even when they can’t name them.

Frequently asked questions

How is B2B copywriting different from B2C?

The reader usually can’t say yes. They’re assembling evidence for a conversation with someone else, often several people, so the copy’s job is to make that discussion smoother rather than to close them. That changes everything: specifics beat enthusiasm, and the real objection is usually risk rather than price.

What kinds of copy do B2B buyers actually read?

It depends on where they are in the process. Early on, a LinkedIn ad or an email gets a few seconds and has to earn the next click. Once someone is seriously considering a purchase, they read landing pages and web copy to build their case. The copy that gets read most carefully comes last: the guide, one-pager, or case study that gets forwarded to whoever signs off. That’s the piece doing the selling when nobody from your company is in the room, so the specifics in it have to be right.

Why does B2B copy so often sound the same?

Because it’s written for the company instead of the reader. “Streamline,” “empower,” “end-to-end solution.” Those words come from internal decks, and they tell a buyer nothing they could repeat in a meeting. The copy that stands out in B2B is the copy that sounds like it was written by someone who understands the buyer’s job: what they’re measured on, who they have to convince, and what happens to them if the purchase goes badly.

How do you handle a long sales cycle?

By making sure the pieces agree with each other. Someone sees an ad, reads a page weeks later, gets an email after that, and hands a PDF to a colleague at the end. Copy written asset by asset ends up making slightly different arguments, and the reader notices the seams. I recommend writing to the sequence, not just the asset.

Tell me what your copy needs to do

Email: hello@greenwagonmedia.com
Call or text: (631) 210-7282