The document discusses six ways to improve B2B copywriting: 1) cut back on fluff, 2) write for understanding, 3) clearly state the call to action, 4) talk to the audience not at them, 5) focus on the necessary word count to convey the message and call to action, and 6) use a singular and human voice. The tips are meant to help communicate effectively and drive stronger business results.

1. Improve Your B2B Copy
Six Fast Ways to
Improve Your B2B Copy
Christopher Ryan
info@fusionmarketingpartners.com

2. Winning B2B Marketing
We can all use, from time to time, a reminder on how
to communicate in the most effective manner.
Here are six ways to improve your B2B copy and drive
stronger results:
1. Cut back on the fluff
2. Write for understanding
3. State the call to action (CTA)
4. Talk to your audience, not at them
5. Forget word count quotas
6. Use a singular human voice

3. 1. Cut Back on the Fluff
• Cut back on the extraneous,
superfluous, redundant, repetitive,
and unnecessary words.
• Assume everyone is
as busy as you and
get to the point
quickly.
See Also: The Importance of Clarity in B2B Copywriting

4. 2. Write for Understanding
• Write to be understood, not to
impress.
• Your only job is to be effectively
communicate to the reader.
• Cleverness and style points don’t
count unless they compel the reader
to action.
See Also: The Importance of Clarity in B2B Copywriting

5. 3. State the Call to Action (CTA)
• State the Call to Action (CTA) clearly
and often.
• Tell the reader/listener exactly what
you want them to do.
• The more specific you make the CTA,
the better.
See Also: The Importance of Clarity in B2B Copywriting

6. 4. Talk to Your Audience
• Talk to your audience, not at them.
• No matter the size
of the audience,
your B2B copy
should be written
in a way that seems
personal, not a
mass distribution.
See Also: The Importance of Clarity in B2B Copywriting

7. 5. Forget Word Count Quotas
• Don’t let your personal preferences
or requested quotas dictate your
message.
• Write the amount of text necessary
to get the lead message and CTA
across.
See Also: The Importance of Clarity in B2B Copywriting

8. 6. Use a Singular Human Voice
• Use a singular and human voice.
• Our recent blog post points out that
too many cooks in the B2B kitchen
can spoil the broth.
• The exception to this is to have
another review your copy before it
goes out.
See Also: The Importance of Clarity in B2B Copywriting

9. Know Your Stuff. Remove the Fluff.
• Don’t be a marketer who “talks in abstract
principles without specific examples or dance
around an argument for lack of
understanding.”
View marketing expert,
Ian Brodie’s, entire
article on removing the
fluff here.

10. Learn More
To learn More about
improving your B2B copy,
visit our website for
hundreds of tips and a look
at my new book Winning
B2B Marketing.

11. Free Tool!
Take your B2B copy assessment one step
further with our FREE tool!
We have created a FREE online self-assessment
to help increase your marketplace awareness,
generate more qualified leads, and lower the
cost of lead acquisition and sales.
Grade Your Marketing Effectiveness Now!

12. About Fusion Marketing Partners
Christopher Ryan, CEO
We Do This:
Brand building/messaging
Website optimization
Content creation
Lead generation
You Get This:
Much greater levels of awareness
Higher quantities of qualified leads
Ability to generate faster revenue
Lots more information at:
http://FusionMarketingPartners.com/
http://Greatb2BMarketing.com (blog)
info@fusionmarketingpartners.com
719-357-6280