Amelie Le Galloudec, Senior Consultant at Missive 

You might ask yourself, how do you become a better copywriter? At its most effective, copy drives action. It persuades, connects and convinces, and today, its value has never been greater.  

9 in 10 C-suite executives and decision-makers say they are likely to be more receptive to marketing outreach from a company that consistently produces high-quality thought leadership. This is why strong copy matters so much. Yet, too often, even the largest companies struggle with the basics, causing the content to miss the mark.  

At Missive, we understand that purposeful copy earns attention and drives business results. Here are our tips on becoming a more effective B2B copywriter, core principles too many organisations forget, and what you should do instead: 

Writing for SEO, not humans 

Yes, search engine optimisation (SEO) matters. But writing purely for search engines risks alienating the very people a business is trying to reach. Great copy connects on a human level. It should feel natural, relatable and engaging – not like a connection of keywords. 

Beyond keyword strategy, this means stripping back unnecessary jargon and technical language when it doesn’t serve the reader. When copy feels too formal, robotic or self-promotional, audiences tend to switch off. 

Tip: Write first for humans, then optimise for search. Draft the piece first, focusing on clarity and engagement, before refining the structure, headings and keywords, to boost search visibility.  

Assuming too much knowledge 

Experts often fall into a trap of assuming the reader knows what they know. Acknowledging gaps in the audience’s understanding is key, and offering the right context can help the message land. 

Failing to explain terms, processes or acronyms creates an instant barrier. Offering clarity on new industry trends or building arguments step-by-step can be the bridge needed to draw the reader closer. 

Additionally, overcomplicating topics with unnecessary technical jargon can be equally alienating. So, focus on simplicity and providing the information required to enlighten, without overwhelming. 

Tip: Sense-check every piece of content. Contemplate whether the reader would understand the content without needing to Google half the terms or pausing to decode the meaning of the piece. Further, using an app like Hemingway Editor, which rates the readability of the content and can help strip down complex or unnecessary language from a piece. 

Forgetting about flow 

Long, unbroken paragraphs, endless sentences that spiral out of control and chunky blocks of text are all engagement killers.  

Modern audiences tend to skim over content and will only double down on the key points of a piece. In fact, eye-tracking studies show that readers typically scan pages in a F-shaped pattern. At the same time, the average attention span has dropped from 12 seconds to 8.25 seconds in the last two decades. The audience makes quick judgments about what’s worth their time. To keep them engaged, content must be clear and well structured, otherwise most will not bother to read the full piece. 

Tip: Break up paragraphs, keep sentences concise and use formatting to your advantage. Including subheadings or bullet points can be a great way to guide the reader through the journey. 

Lacking personality 

In the B2B space, many believe that buying decisions are purely rational. While logic will always play a large factor, behind every professional decision is a human being, motivated heavily by emotion, trust and ambition.  

Often, too much copy focuses on dry facts and features without tapping into emotional drivers. It’s not enough to explain what the product does. Instead, businesses must emphasise what it means and how it solves a key issue for the reader. But whether a spokesperson is sharing insights, or a brand is speaking to its audience, a touch of personality can make it far more powerful. 

55% of B2B buyers feel most content "looks and feels the same.” This is where a human voice becomes critical, as when copy is relatable and thoughtful, it will resonate with the audience and distinguish the business from its competitors. By weaving in personality and great storytelling, brands can build stronger emotional bonds that help outperform traditional B2B content. 

Tip: Frame benefits around emotional outcomes. Show clearly how really it will make the reader’s professional life easier and more efficient. Don’t be afraid to sound human. 

Losing sight of purpose 

Every piece of copy should have a goal and a next step for the reader to take. Too often, calls-to-action (CTAs) are an afterthought, which can be vague, generic or completely absent from the piece.  

Strong CTAs are clear, specific and timely. Research shows that transactional keywords such as "cost" or "solutions" achieve higher conversion rates when paired with clear, CTAs that speak directly to the reader’s needs and encourage immediate action. Whether it’s booking a demo, downloading a guide or learning more about a specific product, the next move should be obvious and of value. Without a CTA, even the best copy will feel incomplete. 

Tip: Write CTAs as if speaking to one person directly, not the crowd. Be confident and clear on how the business offers value and emphasise that the audience does not want to miss out. 

Strong copy is not about clever phrases but clear communication. It understands the reader’s time, intelligence and emotions. When companies get this right, the content will perform better and build meaningful, lasting relationships with the target audience.  

Missive is a leading B2B & corporate tech PR agency. Our copywriting services drive action and earns engagement. If you want copy that truly connects and delivers results, get in touch.