How to Make a “Boring” B2B Product Sound Exciting So Your Customers Want to Buy It
How to Make a “Boring” B2B Product Sound Exciting So Your Customers Want to Buy It If you’re a B2B marketer, you know how hard it is to make something dry and technical sound exciting so that customers want to buy it. Using words such as “robust” and “powerful” isn’t enough to engage tech buyers […]
How to Make a “Boring” B2B Product Sound Exciting So Your Customers Want to Buy It
If you’re a B2B marketer, you know how hard it is to make something dry and technical sound exciting so that customers want to buy it.
Using words such as “robust” and “powerful” isn’t enough to engage tech buyers who don’t trust marketing speak and can spot a sales pitch from a mile away.
Luckily, there’s a better way.
I recently joined Christian Klepp on the B2B Marketers on a Mission podcast where we discussed how to write copy that resonates with B2B tech buyers.
We started by discussing some of the common mistakes we see on B2B technology websites, such as:
- Copy doesn’t align with where customers are in their buying journey.
- Websites don’t speak to the challenges that customers have now. A lot has changed in the past year. Have your customers’ needs shifted? Does your website copy reflect their new values?
- Product pages are out-of-date, as technology changes faster than you can update your messaging.
- B2B tech copy often contains too much information and can sound boring. Don’t assume that your readers want to know about every feature.
- Too many people get involved with the copy. The more opinions you need to incorporate, the more bloated your messaging.
The Secret to Copy that Resonates with B2B Buyers
These mistakes often come down to not conducting enough research before publishing website copy.
High-converting copy doesn’t just come out of nowhere. It’s not based on hunches or what your co-workers think “sounds good.”
It’s based on research and data.
If you want copy that resonates with customers and gets them to take action, your copywriter needs to perform in-depth research, such as:
- Review your voice-of-customer data, such as testimonials and survey results.
- Conduct surveys and customer interviews if you don’t already have this data.
- Review your analytics and heat maps to see how customers are engaging with your site.
- Interview you and your internal subject matter experts (such as sales and product people) to gather the information they need to write your product pages.
- Study your buyer personas
- Check out what your competitors are doing
- Gather proof points, such as case studies, reviews, and testimonials
- Go through any other relevant background information
At the end of this process, you copywriter will have amassed a ton of background material. It should feel a bit overwhelming.
For me, one of the best parts of a project is when I start to organize all the background information into an outline and get an idea of how the messaging will come together. I find this moment exciting.
Of course, not every piece of background information will be valuable. But, overall, it should provide your copywriter with insights into what your customers are thinking so that they can write engaging copy.
Next Steps
Boring, product-centric copy doesn’t resonate with buyers.
If you want to engage customers, you need to speak to their top challenges. The only way you’ll find out what buyers care about is by collecting research and data. The more informed your copy, the more it will convert.
Listen to the full B2B Marketers on a Mission interview for more copywriting best practices, along with my top 3 predictions on how B2B tech marketing will evolve during the next year.
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