Writing B2B copy >

Writing for business audiences means combining the key facts and technical argument with the impact and emotion to ensure your words get read. Here's a short checklist to help.

  1. Decide how you want to change your reader’s ideas.
  2. Start with impact.
  3. Have a deliberate style and personality.
  4. Say ‘you’ not ‘we’.
  5. Keep sentences short.
  6. Add colour with examples and anecdotes.
  7. Finish with a call to action.
  8. Don’t be afraid of deliberate repetition.
  9. Keep trying different ways.
  10. Check how it looks on the page.
  11. Read and edit at least three times with a break in between.
  12. Have fun writing - it shows through.
  13. If you get stuck, call me.