There’s no denying it: B2B copywriting has its peculiarities. Of course, we are not talking about a world governed by immutable scientific laws: here too, as in every creative field, we must feel free to experiment.
After all, before B2B and B2C there are people: the ones we address by presenting our solutions, the ones we want to support and convince with our content.
And people will only listen to us if our voice stands out, communicating something relevant in a language they are familiar with.
Mission Tone of voice: how to find it in B2B communication
That’s where Tone of voice comes in.
When it comes to branding and professional writing, TOV is that essential element that allows all of our communication efforts to stand out: regardless of the channel, a consistent TOV ensures that the brand is recognised by its audience.
To put it another way: TOV is the personality of our company, expressed through words. Whether they are written in a Facebook post, a newsletter or an official presentation, it is the words we choose and the way they link together that make us unique.
It is therefore not (only) a question of form: grammar is essential, but what counts here is how you express yourself.
It is now a matter of figuring out the best tone to reflect your identity. It could be playful, institutional, ironic, friendly or cold: your company has its own way of being, of dealing with customers and of talking to its partners. Your company has its own way of being, of relating to customers and talking to its partners, and this should come through in all your content, ensuring the recognisability we have talked about so far.
This also applies to B2B: making the right lexical choices, using the most convincing rhetorical figures, selecting the most suitable verbs is equivalent to a constant study of yourself and your professional target.
Note: forget the usual equation B2B = serious tone.
There can also be lightness in dialogue between professionals: what matters is that the communication is true to our nature and what we offer.
In this sense, it is worth asking ourselves what our organization is, but also what it would never want to be: in Matchplat’s case, the solutions based on Artificial Intelligence with which we accompany companies in their growth are certainly a novelty.
Telling the story of something innovative therefore requires a language that is never rigid or overly institutional, but agile and always able to reflect the effectiveness of the solutions offered.
In a constantly changing market, there is another crucial aspect that our TOV must be able to condense: concreteness. Only in this way can we produce valuable content that is truly useful to our audience.
Telling the data: a focus on numbers and words
If there’s one thing that really sets the B2B world apart, it’s a focus on results. Regardless of industry, every company works towards its goals day in and day out, relying on numbers and data to help it do better.
Using evocative imagery is important, but if there’s one piece of advice I’d offer in terms of B2B copywriting, it’s this: always back up your arguments with figures, trends and facts that are interesting to the industry you’re talking to.
Relying on qualified sources such as trade associations can be useful for this purpose: it reveals a careful search for information and a knowledge of the sector in which you are operating. Numbers alone are obviously not enough, but they are the ideal starting point for a discussion.
Alongside these, there must be the ability to express them in your own tone of voice: something as seemingly cold as export figures for a sector can take on a different connotation. It’s a matter of putting them into a narrative that can enhance them, making us a reliable source of information that is also capable of convincing and exciting.
Not an easy mission, but one that will certainly make us more authentic: after all, as a copywriter, the aim is to build the verbal identity of our company, making it comprehensible to a target audience.
Doing this on the basis of objective data is certainly a good choice in the B2B market: but we must always remember that it is our own voice that will be heard and remembered.