Bringing Clarity to Business to Business Marketing

Tanquil lake at sunset

Writing for the B2B market can be a little tricky, and it starts with the term itself: B2B.

Business-to-business is a bit of a misnomer, because although you are marketing your business to their business, it’s still human beings making those business decisions.

What can get lost in a cold, corporate-speak approach is that you still need to appeal to the specific pain points of not just the industry, but the humans that make up the business.

My approach to B2B communications is to find that balance between speaking the language of the buyer without overwhelming them with corporate-speak and jargon. It obscures the true meaning, and makes your offering undifferentiated from your competition. 

Corporate-speak is often used to gloss over a lack of understanding, and telegraphs a lack of authenticity to your prospect. The copy feels cookie-cutter, unmemorable. Jargon becomes crutch to lean on when the true differentiation is unclear, either to the writer, or the client. 

Good marketing copy should make a connection between the product and the prospect. Good marketing copy should grab your prospect with reasons to care.

I specialize in writing clear, concise copy for the business-to-business (B2B) tech industry. My background is in quality assurance/beta testing, writing technical copy, and as a Senior Tech Advisor at Apple. I’ve spent years translating somewhat complex technical issues in a way that non-technical people could understand.

If you’re looking for a B2B marketing copywriter who can handle blog posts, case studies, email autoresponder series, landing pages and other SEO-friendly web copy that will resonate with your prospects, let’s talk.