News flash: B2B content doesn’t have to be boring.
I know, I know. Writing for B2B sites isn’t easy. Products like lanyards and construction helmets aren’t necessarily sexy. Your competitors’ sites are probably just as boring. And the powers-that-be may feel more comfortable with “just the facts” feature-filled content.
Yet, for many (most) B2B sites, there’s room for so much improvement. By adding just a little bit of spice, you can connect with your readers and boost your conversion rates.
Here’s how to do it:
Use the word “you” in your copy
You are not selling to robots. Nor are you selling to a “company.” You are selling to people. And people (otherwise known as your target readers) respond to the word “you.” Using the word personalizes your message and makes your content more compelling. For a great example, check out Basecamp’s homepage. Their line, “Our job is to help you do your job better” is a fantastic mission statement. It’s punchy, personal and implies a pretty big benefit. Plus, it makes you want to look more closely at their services – so the content is definitely doing it’s job.
Shorten your sentences
Many B2B companies are guilty of zombie run-on sentences. You read one endless sentence and BOOM you see another one. They’re everywhere. And they suck the life out of the content. Guess what? Nobody wants to read your 35+ word sentences. If you find yourself writing long, paragraph-like sentences, mix up your sentence structure, stat! Write one longer sentence and then follow it up with a shorter one. Experiment. Your copy will be much punchier as a result.
Get inside your readers’ heads
What is your reader really thinking? It’s not, “Hey, I’m going to purchase these firefighting helmets for our team.” It’s probably something like, “I need to find the safest, most comfortable helmets for the best possible cost.” You shouldn’t start writing until you have fleshed out what your unique sales proposition is, what’s driving your reader to make a purchase and what motivates them. If companies in your industry are known for poor customer service, play up the fact that you have staff on call 24/7. If your solution is high value (and more expensive,) overcome any price objections within your copy and show how paying more is a great investment. The more you know what your reader is thinking when he or she reaches your landing page, the more persuasive your content.
Boost your benefit statements
Have you ever wanted to scream “HOW DOES THIS PRODUCT HELP ME?!” Yeah. Me too. Features are nice but they don’t tell the whole story. It’s one thing to sell a hard hat. It’s another to discuss how your hard hat won’t slip off, is ultra comfortable and won’t cause headaches. Statements like that will cause your target reader to sit up and take notice.
Dare to be different
I am so tired of people saying that their content has to be boring. Why? It’s “industry standard.” If they write it any differently, their target market may respond negatively. Look at companies like AppSumo. Their content for their Piktochart product not only tells a story, it tells a funny story – plus weaves in some impressive benefit statements. They even use the words “you” and “your.” Their sales copy shows being different works and can truly differentiate your product line. Sure, I’m sure they’ve tested their results to confirm that the tone and feel is spot on. But at least they took a chance rather than following the herd.
Instead of making excuses, why not go out on a limb? Try one (or more) of these spicy techniques and see what sticks. Rewrite a landing page. Test new approaches via social media.
You may be surprised at the results. And you may make more money, too.
Photo thanks to Clyde Robinson.
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