Online Portal Vendor Finance

B2B Copywriting

Project: Vendor Refinance rebrand from EverBank’s inspire headlines to TIAA Bank‘s radical simplicity.

Result: Cut approximately 60% of the copy while maintaining the integrity of the messaging.

Keys to B2B copywriting success

I have found that many if not all B2B websites are extremely self-aggrandizing. In other words, it’s all about their product and the customer is an afterthought. I completely understand that many B2B companies pride themselves on power of their offerings – however that is not what’s going to get a client’s attention. As you can see in the above example, I focused on the pain point of our target customer. The idea being: “My desktop is FULL of paper invoices – please make it stop! No more paper!”

The problem we are helping to solve is that paper invoices can get damaged, lost, end up with coffee rings or worse. This may sound basic but it’s important. Getting inside the reader’s head and making that connection is critical. Telling them how great our e-invoicing is with the ever-present list of bullet point features is simply not going to cut it. Benefits, benefits, benefits. That is the key to great B2B copywriting. Pain point – benefits – features – call-to-action. Simple and neat.

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