Let’s face it. B2B copywriting is a pretty niche profession, and sometimes, that makes us a little lonely.
That’s why, in 2015, we founded #B2Bcopychat: a monthly space where B2B writers could openly discuss and dissect their thoughts and frustrations with likeminded writers (and set David free to flex his GIF game, of course).
After three years of insightful natter, #b2bcopychat ended one year ago today, on the 5th December 2017. And with rumours of its imminent return (under the masterful curation of Lauren and Imogen), we thought this would be an ideal moment to get sentimental.
Having raided our quite frankly insane Twitter archive, we’ve managed to whittle three years of chat down to a pretty superlative top 15. So, without further ado, here’s 15 tweets that inspired us, made us laugh, and made us feel like we weren’t so alone in this often-crazy profession…
(Warning: B2B copywriters do not hold back.)
1. How could clients best help you to make their copy stand out more?
A6: Clients can help by doing some deep thinking for the brief. Come up with sound bites & surprising insights. #b2bcopychat
— Shelly Lucas | B2B Content & Comms Leader (@pisarose) 7 November 2017
2. How do your clients react when you bring emotion to their copy?
A6 Happiness is underused. Make people smile or (yes I’m gonna say it) LAUGH, and they’re on your side. Simple human stuff. #b2bcopychat
— Dave Harland (@wordmancopy) 3 October 2017
3. What are the warning signs that a project is going to hit the rocks?
A6 Momentum for the project just drops. Like no one’s put on the brakes, but no one’s as enthusiastic as they once were #b2bcopychat https://t.co/T7X2ul2278
— Emily King (@emkingma) 5 September 2017
4. What’s the best way for copywriters and designers to work together?
A3: I would LOVE it if a designer approached me with a visual storytelling concept FIRST. #b2bcopychat
— Shelly Lucas | B2B Content & Comms Leader (@pisarose) 1 August 2017
5. What is the worst word or phrase a client has insisted you use?
I love that so many #B2BCopyChat people discreetly bottled out of this.
Mine include “synergies”, “on-premise”, “leverage” & “outperform”. https://t.co/mWf55nJxLn
— David McGuire (@McGuireDavid) 4 July 2017
6. When you were in education, was copywriting ever discussed as a potential career choice?
A6. Yes. Briefly. And I’m still bitter about it… #B2BCopyChat pic.twitter.com/2JWCvnwVC5
— David McGuire (@McGuireDavid) 2 May 2017
7. Which is your favourite stage of the funnel to write for and why?
Is it okay to say all of them? I like writing rich content and am working on a lot of top of the funnel stuff at the moment #b2bcopychat https://t.co/40BeA55t2m
— Michelle Nicol (@i_am_wordstruck) 7 March 2017
8. Which do you prefer writing: B2B copy or B2C copy? Why?
A3 #B2B all the way. I *like* becoming a bit of an expert in obscure, geeky and arcane things… #b2bcopychat https://t.co/fws2JVkEHW
— David McGuire (@McGuireDavid) 10 January 2017
9. What is the most important part of a case study to get right?
Business (or user) benefits. Strong metrics ideally, but it needs to have genuine results as a minimum. #b2bcopychat
— Sean McManus (@musicandwords) 4 October 2016
10. What are your top tips for taking something that seems boring and making it interesting?
A4 take time to understand the topic & find the hook. Boring topics are often my fav; so much potential to add flair! #b2bcopychat
— Vicky (@Vicky_Cee24) 5 July 2016
11. What do you think sets engaging B2B content apart from mediocre content?
Well researched accuracy, fluency and factual correctness written in a fluid, intelligent and engaging way. #b2bcopychat
— Gillian – Copywriter for coaches and creatives (@TywysogesEwrop) 5 July 2016
12. Ever written something risky for a client that you didn’t think they’d go for and they did?
A7 Wrote a comedy sketch for a B2B exec award night involving superheros travelling through time. Somehow they greenlit it #b2bcopychat
— George Reith (@GNReith) 7 June 2016
13. What do you enjoy most about B2B copywriting as a career?
A7 I love that thing when I’m talking to a nerdy engineering genius, and get to help the rest of us see why they’re AWESOME. #B2BCopyChat
— David McGuire (@McGuireDavid) 12 April 2016
14. What misconception about B2B copywriting do you hear most often?
A7 It should be more formal than B2C! *weeps* Just because the reader’s at a desk in smart dress doesn’t mean they’re not human #b2bcopychat
— Dave Harland (@wordmancopy) 1 March 2016
15. Are there any obstacles that prevent you writing engaging B2B copy?
A2 When the client can’t tell you who you’re writing for. #B2BCopyChat
— David McGuire (@McGuireDavid) 5 July 2016
That’s all, folks… (for now, at least)
We’ve heard a few of the secret plans that the new curators have in mind for the reborn #B2BCopyChat, and we’re excited.
If you’d like us to tell you when the chat gets up and running again (and to get a monthly dose of helpful B2B copywriting tips to boot), pop yourself down for the Radix email newsletter. Or stalk us on social media.
