What to look for in a business to business writer

By Anita Jaynes on 15 October, 2015
 TBE contributor Juliet Platt is a b2b Case Study Writer, specialising in website copy, content, customer testimonials and case studies. She asks the questions you’ve never been asked about your business to get to the heart of your message. And she expertly crafts the content that’s going to make the most sense to your prospects.

In this post, Juliet gives you her advice on what to look for in a business to business writer.

It makes sense to work with a professional writer when you wish to produce marketing and profile-building content for your business. You want to convince your prospects that you know what you’re talking about, and you can add value to their enterprise through your product or service. You want to position yourself as the trusted, go-to expert in what you provide.

Not only should outsourcing your business writing guarantee that it will get done, rather than constantly slipping to the bottom of your to do list, it should also give you confidence that it will be delivered accurately and reliably.

With this in mind, choosing a writer for your business is not to be taken lightly.

You need to feel comfortable talking to them; you need to be sure that they are listening well to what you are saying; and you need to feel confident that they have the skills and ability to portray your message in a timely, dependable and impeccable manner.

Contrary to popular opinion, a writer doesn’t need to be steeped in a sector in order to produce coherent and pertinent copy and content about it. The ability to take an overview of a sector can often result in the most incisive writing; and being objective is easier when your nose isn’t pressed into the operational coalface.

As well as professionalism, affability, and trust-worthiness, your business writer of choice also needs to demonstrate the following skills and expertise:

  1. Keen appreciation of your organisation’s aims, objectives, and style
  2. Clear understanding of your audience’s information needs
  3. Ability to mimic the required tone in writing
  4. Fearless curiosity to ask the questions no one else will
  5. Deep interest in telling the story of the people involved
  6. Laser focus on the linguistic building blocks from which messages are made
  7. A craftsman’s eye for perfection in the structure and deployment of language

Even the most complex sectors, such as engineering, technical and scientific services, require the same elements within their content in order to communicate effectively. Good writing sweeps away doubt and confusion. It informs, educates and brings about new understanding and awareness.

Great content brings your business to life. It shows how problems are being solved, and who’s passionate enough to solve them.

And once your prospects get an inkling, through your written content, of the passion and dedication you have for your business and the people you help, they will be compelled to get in touch.

Visit www.casestudywriter.co.uk for more information or call Juliet Platt on 07887 954708.