Is the Importance of Business Writing Exaggerated?

Paula Hicks

October 16, 2018

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Nowadays, there's talk about business writing. Many people claim a simple proposition: if you improve your business writing skills, you will perform better in business. Seems like a fair proposition? We're about to find out.

In today's post, we're analyzing the importance and applicability of both general business writing and B2B writing. Sit tight and pay attention!

What Is Business Writing?

Business writing is a specific type of writing that aims to reach a specific objective, which is a business response. It could be a sale, an interaction, a new relationship, and so on.

Business writing is purposeful, simple to read and digest, concise, and easily scannable. It must also be correct and should not contain irrelevant, added up words.

While a business-oriented goal exists, the content should never aggressively or intrusively sell a product or service. The whole purpose of business writing is to educate the target audience (B2C or B2B) on how products and services work.

It's helpful to emphasize the benefits that a client or customer will reap when purchasing something, the passion, the initiative of the professional/company, the unique value proposition of the offer, and the credibility of the writer/business. More on benefits later in the post.

B2B vs. B2C Writing—What's the Difference?

Business writing is a specific type of writing. However, to whom this content is addressed to is subjective. There are two big categories in which business writing falls: B2B (business-to-business) and B2C (business-to-customer).

Let's see how business writing changes its nature and ways according to the audience who's meant to indulge in it:

The Tone

B2B: The content should be professional and growth-oriented. The purpose is to influence a business to assess and accept the value proposition you're offering. The decision will be counted wisely and rigorously, so the tone should be serious and promising.

B2C: Many customers act on impulse and feelings. Therefore, a lighter tone can be used: funny, inspiring, controversial, lack of structure, and so on.

The Audience

B2B: When you write B2B content, you need to understand that you're addressing a company, and not just one individual. Indeed, many times, the purchasing decision may belong to just one employee. However, the more serious the decision and the bigger the price, the more company board members will be involved. Therefore, appealing to a plural audience would be wise.

B2C: Writing for a customer means engaging with him or her directly. You can do that by approaching him or her with questions (rhetorical or not) and talking at the second person (mentioning "you" more times). Great B2C writing also strives to trigger the reader's emotions and therefore leads to a quick purchasing move.

The Distribution Channel

B2B: When you approach B2B clients, you should focus on direct messaging (through social media) or on email marketing (obtaining and contacting the company's email).

B2C: Content that's meant to reach the eyes of individual customers can (and should) be distributed on a multitude of channels, platforms, and networks. The process is way simpler and quicker, without requiring too much preparation.

B2B Writing—Business Benefits

Are there benefits to writing excellent copy in the B2B market? Of course. The better you "talk" to your potential customers the better they will react. Let's take a look at some of the B2B writing benefits:

Great Business Writing Skills Leads to More Sales

Maya Johnson, CEO at a popular, yet cheap essay writing service, gave us a useful explanation on how business writing improves a company's sales:

"Let me explain how this works. Writing is a way of accessing one's mind. Whether it's B2B or B2C, the approached subject is still a person. A human, just like you and me. For a piece of content to be effective, it needs to meet many requirements such as quality, value, usefulness, relevance; it must be correct, simple-to-read, and so on.

Each of these numbered aspects are elements that influence the quality of content. At the same time, each of these attributes influence—one way or another—the subject (the reader).

When you fully understand your product, audience, and your business writing knowledge and skills are above-average, improving the number of sales will become an effortless process."

Business Writing Makes the Reading Experience More Enjoyable

If you receive a piece of text that's hard to examine and understand, you're likely to become annoyed. The writer (and his request) is wasting your time, so next time he or she contacts, you'll politely refuse to indulge in his requests again. It's the same with B2B writing—the first impression counts.

Exceptional B2B Writing Skills Improves Networking's Results

Networking is an essential part of B2B marketing. To be able to make deals with clients, you must first find them and approach them wisely.

The quality of a business proposition is more likely to affect the proposed result. Nobody likes to engage with professionals/brands who can't prove themselves worthy, promising, and professional.

Great B2B Writing Improves a Brand's Reputation & Trust

Publishing great blog content in a B2B environment is a common practice that helps B2B brands improve not just their relationships with their clients but also by bringing new potential customers at the doors of their business.

Simply put, exceptional quality content proves that the company/professional who wrote it knows its business and can be trusted as an authority.

Blogging as a B2B Business—Is It Worth the Effort?

It's a trend for B2C businesses to start a blog and spread their information to the entire world. Their targeting is much less concrete and specific compared to a B2B business. Still, that doesn't mean that B2B-oriented brands cannot reap the benefits of an effective managed content marketing strategy.

So, to answer the question of this subheading, B2B blogging is helpful and important for a business, and here's why:

  • The blog content doesn't intrusively sell but truly helps the reader make a better decision.

  • Every interested client will use the blog content to make a wise decision. The more content, the better.

  • It allows the potential business partner to understand your concept entirely and the value proposition you're offering.

  • It improves your brand's awareness—SEO and social media marketing are all that it takes for a B2B blog to consistently improve the website traffic.

  • Great B2B content brings more traffic. The more traffic, the more leads. The more leads, the more sales. The more sales, the better the business performance.

Therefore, from a business performance standpoint of view, B2B writing could be an encouraging factor that may shift the face of your business. If implemented properly, it can only bring satisfaction instead of disappointment because nothing can go wrong. Also, remember that you shouldn't be quick to judge the lack of immediate results.

Content marketing requires patience, no matter whether you're in the B2B market or the B2C one. However, what can speed things up is the quality of the business writing along with properly applied brand strategies.

Conclusion—Is Business Writing's Importance Exaggerated Nowadays?

This question is open-ended, which lets you decide whether business writing is an empowering factor of a professional or business, or not. My tone was explicit enough, so my position is visible.

Those who claim that B2B writing importance is exaggerated might not fully understand its potential because they never tried or have never succeeded in meeting the quality standards of their niche market. Either way, if you're still counting your decision on developing a B2B blogging marketing strategy or not, seek more questions. However, remember one thing: until you do it yourself, you'll never know the true benefits of business writing!

Paula Hicks is an experienced journalist from Romania. Currently, she lives in the United States and works as a freelance editor for the number of educational resources. Her dream is to open a publishing house in Europe.

Opinions expressed by the author are not necessarily those of WITI.

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