As a B2B copywriter for over 16 years, I’ve worked with 140+ companies in all sorts of niches.
This includes global tech brands, like Siemens, Technicolor and Sage, and tons of SMEs and ambitious startups.
I’ve written for all sorts of industries including industrial furniture, high end cameras used on crime scenes, software for designing building floorplans and a healthcare logistics company.
So whatever your company size, industry or marketing objectives, I can quickly grasp your technical information and turn it into persuasive B2B copy.
“I found Matt randomly on Google a couple of years ago when looking for a video sales letter copywriter. We’ve been working with him ever since and he’s become a valuable asset for our agency. All my team needs to do is send him a Skype message or email with the product we want to promote and he does the rest. He always delivers on time and writes great quality copy. In fact, we even hired him to write the copy for our website, so that tells you all you need to know.” – Shaun Sheik, Jump 450! (North America’s #1 Performance Advertising agency)
“We auditioned five copywriters and and Matt’s work was easily the best. Just as important is that his turnaround time for projects is quick and he is reliable. Our sales pages now look and read incredibly well and sales have improved because of it. We now outsource all of our copywriting to Matt on a regular basis and we couldn’t be happier.” – Mike Saif, World Class Coaching (the world’s #1 resource of training materials for soccer coaches)
1) Quality – B2B marketing is a waste of time unless prospects find it interesting and it offers a solution they believe will work. My B2B copywriting focuses on your prospect’s challenges and promotes your product in a trustworthy, non-salesy way. Prospects then actually read your copy and your ROI increases as a result.
“You are competing with every piece of content ever made for every person’s attention. You need to be entertaining. Don’t outsmart. Out entertain.” Dolf van den Brink, President and CEO of Heineken USA
2) Strategic – Too many B2B marketers focus on churning out content to throw against a wall to see what sticks. I don’t do that. My campaigns begin by surveying the market, developing a buyer persona and then plotting content for each stage of the buyer’s journey.
69% of the most effective B2B Marketers have a dedicated content marketing group in their organization – Content Marketing Institute
3) Pipeline assembly – Prospects have to travel on a psychological pathway from problem aware to solution aware to product aware. I can build you a slick pipeline that takes prospects through this process and results in more becoming buyers at the end.
“The buyer’s journey is not really a linear path anymore. It’s more about being ready with the content that prospects need when they are making a decision.” Dillon Allie, VP of Client Services, HDMZ
4) Trackable results (instead of guesswork) – My emails, articles and white papers are written based on best practices and time proven B2B copywriting techniques. I track every share, comment, open, website visit, subscription and sale so we know exactly how your marketing budget is boosting your bottom line.
5) Higher ROI – When you combine quality B2B copywriting with strategic planning and analytics you inevitably get better results. You get campaigns that differentiate you from the competition, that give prospects the logical and emotional triggers to buy and give you the satisfaction knowing future business growth is taken care of.
“If you invest in that top of pipeline content, if you invest in these early-stage relationships, you significantly subsidize the acquisition costs of deals not only in the medium future but well beyond that.” Matt Heinz, President, Heinz Marketing
“Everything about Matt’s work and his approach to it is commendable. His copy is clear, sprightly and a joy to read – even when covering complex subjects. He is highly disciplined about meeting deadlines and very proactive with ideas and responding to queries. I have no hesitation in recommending Matt for any copywriting work you require, and I am certain you will quickly discover he is an excellent researcher and writer, as well as a conscientious, friendly person with whom to do business.” – Anna Sexton, bda
One of the things I’ve learned over the years is that most businesses are missing out on a huge amount of sales due to the poor quality of their marketing.
Most B2B copywriting is It’s drier than sandpaper. It’s drenched in jargon, hyperbole and corporate claptrap. It’s focus on sounding impressive, rather than convincing prospects why a particular product or service is the superior choice.
So is it any wonder up to 80% of B2B content is never even read?
I’m here to fix that.
I can provide you with compelling, persuasive B2B copywriting that positions your business as the forward thinking, customer focused leader in your industry.
I achieve this through combining time proven copywriting principles with sales psychology and my experience as a direct response copywriter, writing in some of the most competitive B2C niches, including health and finance.
With these skills and experience combined, I can position your product as the superior option. So you can then join brands like Apple, Harley Davidson and Nike in the waters of the ‘blue sea’ of exceptionalism, while your competitors fight for survival in the ‘red sea’, where they compete on price.
To succeed in a world overloaded with buyer’s guides, case studies and free reports, you’ve got to be strategic.
You’ve got to understand your buyer’s mindset, be able to ‘show’ rather than ‘tell’ and able to plot your content so it leads your prospect every step of their journey from curious to ready to buy.
This is why I provide you with marketing strategy to go with the words. In fact, I can handle your entire B2B marketing strategy for you. From market research to B2B copywriting that converts, I replace guesswork with clarity and hope with results.
So whether you need an engaging email sequence, a captivating advertorial or a 60 minute video sales letter, I can provide you with a marketing campaign that will convert more leads into buyers, and generate higher revenue for your business.
1. Experience – For over 10 years I’ve worked on B2B copywriting projects for global brands and tech giants, including Siemens, Technicolor, Micro Focus, Deutsche Post and a few telecoms companies I’m not allowed to name. You get the same premium grade copy I provide to them without the overheads of an agency and a faster turnaround on projects.
2. Qualified – I am a Hubspot certified content marketer and continue to complete marketing and copywriting courses on an ongoing basis. I have my finger on the button of today’s best practices welded with time proven B2B copywriting fundamentals that never change. So I can advise you on a complete strategy, from creating buyer personas to plotting the buyer’s journey to creating trust building content that sells harnessing sales psychology combined with plain common sense.
3. Quality assurance – All the B2B copywriting is researched and written by me. This gives you the reassurance knowing that your articles, case studies and white papers aren’t going to be palmed off to an unknown freelancer who might not deliver the quality you expect. When you have a deadline that’s written in stone, I can work late into the evening and even on weekends to ensure emails get sent and brochures reach desks on schedule.
4. Long-term strategy & support – Content marketing is a marathon, not a sprint. In the B2B & tech world, it can take six months or more before you see consistent results from your content marketing efforts. So my B2B copywriting service is focused on a strategy that grows your exposure, social media presence, website traffic and leads over the long-term. I’ve been working with many of my clients to grow their businesses for years. With me, you can expect to gain long-term support. And not a fly-by-night marketer hunting for their next project.
“We work with Matt regularly on video scripts for our tech clients. As is the nature with creative work, quite often what we’re looking for can change and evolve before we get to the finished product. However, Matt never complains, takes on board any feedback and provides a fast turnaround, even at weekends.” – Karim Majid, Crinel
“I found Matt randomly on Google a couple of years ago when looking for a video sales letter copywriter. We’ve been working with him ever since and he’s become a valuable asset for our agency. All my team needs to do is send him a Skype message or email with the product we want to promote and he does the rest. He always delivers on time and writes great quality copy. In fact, we even hired him to write the copy for our website, so that tells you all you need to know.”
“Matt has worked on a number of projects for A4D, writing VSLs, advertorials and landing pages. This includes a VSL for the PowerChute golf training aid which, after some fine tuning, is on course to be a million dollar selling promotion.”
“We work with Matt regularly on video scripts for our tech clients. As is the nature with creative work, quite often what we’re looking for can change and evolve before we get to the finished product. However, Matt never complains, takes on board any feedback and provides a fast turnaround, even at weekends.”
“Everything about Matt’s work and his approach to it is commendable. His copy is clear, sprightly and a joy to read – even when covering complex subjects. He is highly disciplined about meeting deadlines and very proactive with ideas and responding to queries. I have no hesitation in recommending Matt for any copywriting work you require, and I am certain you will quickly discover he is an excellent researcher and writer, as well as a conscientious, friendly person with whom to do business.”
“We auditioned five copywriters and and Matt’s work was easily the best. Just as important is that his turnaround time for projects is quick and he is reliable. Our sales pages now look and read incredibly well and sales have improved because of it. We now outsource all of our copywriting to Matt on a regular basis and we couldn’t be happier.”
Schedule a 30 minute discovery call or send me an email with details about your B2B copywriting project.
After finding out more about your company, I’ll then put together a proposal. However, my proposals aren’t just a cost and time estimate. I’ll also analyze your existing website or marketing collateral and then recommend a growth strategy harnessing my B2B copywriting expertise.
A B2B copywriter specialises in writing for businesses who sell products and services to other businesses, rather than direct to consumers.
As such, as a B2B copywriter, I’m an expert in understanding how a client’s product works, what differentiates from the competition and the reasons why another business would select it over the competition.
As a B2B copywriter, my clients include a lot of manufacturing companies, tech companies and small startups eager to reach global markets.
There are lots of similarities between B2B copywriting and B2C copywriting because your end goal is to persuade an end buyer why your product is the superior option.
This entails defining the buyer’s problem they want solved, why the existing options are ineffective and what makes your product the best and only solution that can work.
As a business’ brand is also key to differentiating it in a market, B2B copywriting also has to highlight a business’ values, history and goals as part of the product’s positioning.
However, Because B2B copywriting is targeting decision makers at businesses, rather than consumers, the focus is on a product’s business benefits, rather than for the individual.
This means studying in detail how a product works, what features it has that similar products don’t have and the business case for investing in it, over competitor products.
B2B copywriting has at least one of three goals:
As a result, B2B copywriting has to be utilised at multiple touchpoints to drive these objectives.
This includes B2B copywriting for websites, email campaigns, press releases, feature articles, advertorials, case studies, white papers, direct mail and social media.
Because B2C copywriting is targeting consumers, who are more emotionally driven in their purchase decisions, it is more creative, with heavier use of slogans, clever word play and storytelling.
Due to short attention spans, B2C copywriting also tends to be shorter, and delivered in bit size chunks. Although there are exceptions to this, including copywriting for supplements and financial newsletters.
B2B copywriting, on the other hand, is targeting key decision makers who will be spending much higher amounts of money. As a result, they typically need more information to reach their purchasing decision. So B2B copywriting needs to be informative, technically accurate and to present a strong business case.
It’s logic that wins through when selling to B2B customers, rather than emotion. This is why B2B copywriting tends to be longer than B2C, and to present a persuasive argument wrapped around useful product information.
B2B copywriting also needs to reflect the language used in a particular industry. This is to ensure the reader feels confident that you understand their industry, challenges and objectives.
B2B copywriting is targeted at key decision makers and stakeholders within a business. This can include engineers, purchasing managers and even chief executives.
However, writing for each of these personas can have its own intricacies. Engineers, for example, will need more technical information, while a purchasing manager and chief executive will be more interested in the end results they can expect.
For this reason, B2B copywriting has to ensure it presents information for all these buyer personas in a convincing yet informative format that targets all the right hot buttons.
B2B copywriting is typically written for serious decision makers, with lots of money at stake. They’re interested in technical detail, the plain facts and what practical outcomes they can expect. So it’s best to steer away from superlatives, hype and exaggeration in B2B copywriting.
Instead, stick to the facts, provide rock solid proof that the product or solution works and be straightforward in calls to action.
At the same time, B2B copywriting needs to be easy to read and easy to understand. So it needs to be written clearly, with a sprinkling of industrial jargon and interesting facts that keep the reader engaged.
When hiring a B2B copywriter, you want to ensure they have experience writing for your industry or niche. It doesn’t necessarily have to be the exact same industry, but any B2B copywriter you hire should have experience at taking onboard a lot of complicated, technical information and then be able to turn it into concise, engaging and persuasive copy.
An experienced B2B copywriter will also know how to do their own research, they’ll know what questions to ask to unearth the key facts that will motivate people to buy and they should also be able to advise on best practices for your chosen format, whether it’s an email or case study.
My process starts with a 30 minute strategy call.
On the call we’ll discuss where your business is now, your objectives, what strategies you’ve tried until now and what strategy you want to implement to grow your brand, customer base and/or revenue.
After the call, I’ll then conduct my own research into your products, services and marketplace.
After assessing how best I can help you achieve your objectives, I’ll send you a proposal outlining my recommendations, time frame and cost.
Then if you’re happy to proceed and after the deposit is received and contract signed, I’ll start work on the first draft of the copy. This will likely entail additional research and planning, with the writing part typically only occupying a third of my allocated time.
Depending on the project’s size, I may send you an outline for the B2B copy before I start writing it, such as the outline for a brochure or case study. This is to ensure I’ve covered all the key points, and minimises the risk of any unwanted surprises when the final copy is submitted.
Once the outline is approved, I’ll then work through at least three drafts of the copy before I submit it to you for feedback. Then based on your feedback on any changes you’d like, I’ll work on the finalised draft of the copy.
After this is approved, the 50% balance of the project fee will be due for payment. But even after full payment is received, I will continue to support you in ensuring the copy is implemented properly as part of your marketing strategy. This includes working with a graphic design to perfect the layout of the marketing piece, and helping you to make sense of the data when your campaign launches.
Once B2B copywriting has been paid for in full, you own the full copyright over it. This means you can also repurpose the copy I provide for different formats, such as using the same copy written for a brochure in a video.
However, I will request permission to share it in my portfolio, and with other potential clients in similar industries. But we can keep anything I work on confidential, even after it’s been published, if you prefer.
Absolutely. There’s no shortage of freelance B2B copywriters you can hire for one off projects or on a retainer basis. You can also choose from a pool of B2B copywriters living all over the world. And with tools like Skype, Slack and Trello, you can work just as effectively with a B2B copywriter remotely as though they were in your office.
In fact, I’ve been working remotely for clients while travelling all over the world. And while I’m from the UK, the majority of my clients are based in the US. And being separated geographically has never been an impediment to a project’s success.
Most freelance B2B copywriters don’t charge per hour, but instead charge a project fee. This is because it’s hard to quantify how long a project is going to take, due to the research involved and how many drafts it takes to reach the finalised version. So charging a project fee based on the number and scope of deliverables makes the most sense.
The AWAI pricing guide gives you some ballpark figures on what B2B copywriters can charge.
Most B2B copywriters, myself included, require a 50% deposit up front The balance is then due upon successful project completion. If we continue to work ongoing, we can also agree a monthly retainer agreement for a defined set of deliverables or I can invoice you monthly for the work supplied each month.
You hire a B2B copywriter for the same reason you hire a plumber, rather than try to fix a leak yourself. It’s because a B2B copywriter is a specialist in what they do. They know how to identify the key marketing angles and strategy that will help sell more of your products and services. Hiring a B2B copywriter will therefore increase the revenue you can expect to generate from a campaign. It will also save you the time of trying to learn copywriting yourself, and instead to focus on what you do best.
If you’re able to run your business profitably without B2B copywriting, just imagine how much more profit you could be making if you did have a professional B2B copywriter to drive your marketing strategy?
The fact is that B2B copywriting is not an expense but a revenue generator. Whatever industry you’re in, a B2B copywriter can help to position your products and services as the superior option. This will naturally attract more customers, and boost your bottom line as a result.
B2B copywriters are skilled in the art of communication through the written word. They regularly have to make sense of a lot of technical information, and to translate it into easy to understand, yet persuasive, copy.
So no matter how complicated your products or services may be, a B2B copywriter will know how to communicate your product or service’s benefits in an engaging way, which will resonate with your marketplace and attract more customers.
