Podcast 70: how to write B2B copy for engineers

What does it take to write great B2B marketing content for a multinational engineering audience? We ask Danfoss copywriter Lasse Lund.

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One of the greatest challenges a B2B copywriter often faces is writing for a new audience. Vocabulary, tone, expectations, pain points, turn-ons, turn-offs…

Whether you’re creating a though-leadership blog for tech-hungry IT leaders, or a series of laidback podcasts for refrigeration engineers, there’s a lot to think about.

That’s why for our 70th (!) episode of Good Copy, Bad Copy: the B2B copywriting podcast, we’re joined by Lasse Lund, copywriter and content marketing consultant at Danfoss Cooling, to discuss writing all things engineering – as well as his own journey into the strange world of B2B copywriting.

Technical, engineering content… for a worldwide audience

A Danish native raised in the States, Lasse offers great insight into what it takes to write ‘definitive’ English-language copy for a global and culturally diverse engineering audience. And why writing for engineers is, in theory, a game of two halves: the technical and the business.

Also in this month’s episode:

  • Technical editing tips to make localisation easier
  • The value of reading niche technical publications
  • How to not alienate marketing-averse engineers

More on B2B’s “Gender Say Gap”

Before we sign off, we’d like to thank everyone for the inspiring feedback we received following last month’s podcast on the Gender Say Gap. We’ve never had a response like it.

So, Bisma Hashmi, Barry Whittle, Roberta de Lima, Caroline Robinson, Daryl Newman, Anna McLoughlin and everyone else who liked, commented, shared or emailed… thanks. It’s good to know you care about this too.

(Thanks once again to the brilliant Claire Mason of Man Bites Dog for bringing this important issue to our attention; we’re sure it’s something we’ll revisit.)

Add your voice to the podcast

We love getting your comments, questions and ideas. Contact us through @radixcom on Twitter or podcast@radix-communications.com (you can even email us a voice memo, if you like).

How to listen


Podcast editing and music by Bang and Smash

Ben P

Ben is a versatile writer who came to Radix with years of experience as a marketing copywriter and, before that, as an entertainment journalist. With a keen ability to ask the right questions at the right time, Ben is adept at digging into complex topics and finding high-value hooks that help make high-impact content.

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