The absolute essentials

• What is the difference between writing for B2B as opposed to B2C
• What constitutes effective B2B copy
• What is engagement - and how to achieve it

The thinking before the writing

• Focusing on your target audience
• How to ensure that what you are saying will interest your busy prospect
• The secret of successful storytelling and how to use it in B2B content and copy

How to write yourself a Brief

• Why B2B writers need a documented strategy
• Creating the Brief
• Using emotional appeals in B2B copywriting

Writing your headline and subject line

• Why you always need a headline and why it's particularly important to a B2B audience
• Four key approaches to headlines and subject lines that grab your reader's attention
• How to get journalists and influencers to notice your message and cover your story

Body Copy - What are the general principles?

• Understanding how your busy business audience reads
• Text-only emails vs visual-led emails
• How to get your message in the right order
• How to write your copy in the appropriate tone of voice
• Does a conversational style work in B2B as well as it works in B2C?

Writing your body copy

• How to win your reader's trust with empathy
• Using the right balance of logic, emotion and values in your copy
• How to get them to do what you want them to do: ... offers ... incentives ... calls to action

Improving your first draft

• Identifying the words you should you be using
• Pointing out the words and phrases you must avoid
• Jargon - is it okay to use it in B2B?
• Writing better sentences and paragraphs
• Editing techniques

How to lay out what you've written so it gets noticed, read and acted upon

• What is the difference between a digital layout and an offline layout?
• When should you use capitals, bold, italics and bullet points?
• How long should a sentence and paragraph be?
• Other tricks you can use to keep your reader reading