This is especially vital when putting together a print ad or email that is specific to this market segment, in order to differentiate it from B2C communication.

Here are five steps that you can implement when looking to craft an impactful piece of writing within a B2B context:

1. Evoke emotion

As much as you're speaking to a target market largely comprising of qualified professionals, you will still need to appeal to their human side. Regardless of their professional rank and level of expertise, finding smart ways to evoke an emotional response is just as important in eliciting the desired call to action.

2. Get to the point

Stay away from including wordy or 'fluffy' content. Considering the pressure and time constraints typically experienced by this audience, it is best to get to the point as quickly and directly as possible. Keeping it short and as 'punchy' is the most effective way of sealing the deal.

3. Know and understand the brand

As you're talking to established industry experts, don't make the mistake of 'dumbing down' or oversimplifying the content in a way that may be deemed as condescending.

Instead, as a writer, you should be demonstrating a sound and informed understanding of their product and / or service and industry. Relevance is everything. People buy things they can easily relate to and that helps them solve a key business challenge.

4. Remember who you're speaking to

The fundamental difference between B2B and B2C marketing is identifying and understanding the decision-making unit within organisations. Before you get started on your piece of copy, you should be reminding yourself of who you're speaking to.

Steer clear of informal colloquialisms and instead write in a tone that any decision-maker in an organisation would typically use.

5. Remain focused and targeted

B2B copywriting is always tailored to the direct challenges or pain-points of the decision-making unit member that you're addressing.

As an initial starting point, ask yourself what the goal of the copy is. How does it benefit this particular reader and what are they meant to do with this information?

Stick to what's required and stay focused, and always have a call-to-action that provides your reader with detailed next steps. Do you want them to find out more? Or sign up?

Talk your reader through the desired action that you want them to take and make it as clear as possible.

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