DH, a B2B copywriter, shocked me by saying in a recent e-mail: “My clients aren’t looking for results — my clients are looking to make their jobs easier … I often write simply to take the stress load off my client.
“One client says to me all the time, ‘Thank you. You make me look good.’ That is my job, as I see it.”
I write a ton of B2B, and that’s not at all how I see my job.
My job is to write the strongest possible copy for the client’s product or service — copy that’s going to increase click through rates, conversions, leads, appointments, RFPs, and sales.
In other words, copy that makes the cash register ring!
So let me ask those of you who ARE B2B marketers — or who work for B2B clients:
What’s most important to you?
Writing safe, tame copy that is exactly what the client wants, and can be approved without hassle or rewrite?
Or writing the most powerful copy possible, to make money for the business?