B2B Copywriting

Master the art of business-to-business communication



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Welcome to B2B Copywriting

B2B Copywriting will train you to think like a business exec and transform often dry, unengaging information into compelling communication that attract the attention of high-level decision makers. This course will teach you how to identify your ideal customer and craft copy that commands attention, consideration and action.

Master the nuances of writing on multiple platforms such as a brand website, social media communities and emails. By the end of this course you will have the tools and know-how to write B2B copy that sells.

Skills You Will Learn

Identify your target audience and client and shape your copy to speak directly to them

Establish a voice, tone and style for your specific brand and implement it in your writing

Write copy that solves a problem by highlighting details such as ROI, cost reduction and time savings

Write homepage copy that keeps readers on the page and gets them to go further

5 headline formulas that get clicks

Recognize and use global spelling nuances and 10 key AP Style Guide tips

Use industry jargon properly so it enhances your copy

Write copy for emails, social media, blogs, trades and industry pubs

Session 1

Welcome to B2B Copywriting

  • Lesson 1: The Difference and Similarities Between B2C and B2B
  • Lesson 2: Examples and Best Practices
  • Lesson 3: The ABCs of Global Spelling/Terms

Session 2

Understanding Your Audience

  • Lesson 1: Your Target Market and Ideal Clients
  • Lesson 2: The Decision-Maker Ladder
  • Lesson 3: Solving a Problem Like Maria – ROI, Cost Savings and Efficiency

Session 3

Standing Out From the Crowd

  • Lesson 1: Voice, Tone and Style
  • Lesson 2: What Voice, Tone and Style are Best for Your Brand?
  • Lesson 3: Jargon, Keywords and Technical Terms

Session 4

Channel Surfing

  • Lesson 1: Channel 1 – Email (Direct, Newsletters)
  • Lesson 2: Channel 2 – Social Media, Blogs
  • Lesson 3: Channel 3 – Trade, Industry Pubs
1h 15m
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