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How To Write Compelling Copy That etailers Will Actually Read

By Darren Pierce on Sep 18, 2014 6:00:00 AM

Depending on the product, B2B copy can be dry. Really dry. Like put-your-head-down-and-hope-no-one-walks-by-your-office dry.

I’m here to tell you that there is another way. That you can write compelling copy that etailers will actually read.

And all you have to do is follow these steps:

Step 1) Analyze Great Copy

Great copywriters will tell you that if you don’t have time to read, you don’t have time to write.

And it’s true. Reading great copy helps you in so many ways, and it’s the first step in developing your own awesomely compelling copy.

Find your own inspiration, writing that you admire. Honestly, it doesn’t even have to be B2B copy. Newspapers, magazines, and blogs are all great resources you can learn a ton from. Take note about what you like, what you don’t like, and why. Analyze it!

Step 2) Zoom In

Don’t approach copywriting from a macro point of view. Don’t think about how it compares to your competitors, how it might affect sales, or how what you’re doing could change in the next couple of years.

Think micro. Zoom in on your products and what you want to say.

Block out your competitors at this point, and even consider putting away those inspirational articles. Comparisons can kill your creativity.

Get something down onto paper, whether it’s a simple product description or just an introduction to a case study. Get. Something. Down. Then move onto step three.

Step 3) Answer The Question “What’s In It For Me?”

In every buying and selling situation, customers will always ask themselves, what’s in it for me?

After you’ve zoomed in and have a draft, review what you have written and determine if your copy answers that question.

Running through a laundry list of features doesn’t answer that question. Neither does spewing off random facts and metrics that the customer doesn’t yet understand.

Customers don’t care about each and every part inside of a car; they care about how the vehicle performs as a whole.

By the time they get done reading your copy, they should know exactly what’s in it for them.

Bonus Tip: Beating Writers Block

I hate, hate, hate writer's block, and I’ve battled it my whole life on and off—like many others. Here are a few ways I’ve learned to overcome it:

  • Brainstorm. Don’t worry about the quality of the ideas, just get them down!
  • Talk it out with someone. Others’ opinions can help.
  • Start writing a story. Yes, a story. Few things get the creative juices flowing like story writing. Even if it’s not relevant, it may open up your mind to other relevant topics.

How do you approach writing creative B2B copy?

Written by Darren Pierce

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