20 questions to write B2B copy with more depth

And stop it being drier than a Martian desert.

Greetings, word nerds 🖖

Welcome aboard for our inaugural voyage to The Final Draft Frontier.

• Your mission: to boldly write like no B2B brand has written before

• The format: weekly writing exercises to upgrade your B2B brand’s copy in less than 60 minutes

For your first series of assignments, you’ll be laying the foundations for writing with creativity, heart, soul and skill with four groundwork exercises.

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Mission 001: 20 questions for B2B copy with more depth

B2B copy can feel as dry as a Martian desert, crammed with empty claims of “innovative solutions” and things vaguely “reimagined” but devoid of any real substance. In a universe overrun by AI-generated copy, your secret weapon is writing with more depth and emotional intelligence — something no chatbot can replicate.

Use the following questions to explore your audience’s emotional state and discover new ways to add layers of richness to your copy. Not every answer will make it into your final copy, but they will help spark new ideas and uncover hidden angles.

The assignment

Clear your space, switch off your screens and turn to a clean page in your notebook. Put pen to paper and let the ideas flow in a stream of consciousness — you can come back to pull out the concepts you want to develop into fully-fledged copy later.

1. What’s our audience’s top priority RIGHT NOW?

2. How do we fit into this picture?

3. What’s the most relatable analogy – for our audience – to describe what we do?

4. How does our product or service fit into our customers' daily lives?

5. How can we make them the hero of the story?

6. How can we make the story more compelling?

7. What hidden challenges can we help them overcome?

8. What three emotions might a customer be feeling before they find us? Why?

9. What three emotions will they feel after working with us? Why?

10. How can we prove this?

11. What’s the most common misconception about what we do?

12. What’s the easiest way to show this is false?

13. What’s the biggest doubt someone might have about working with us?

14. How can we ease this concern?

15. What problem do we solve that our competitors have missed? (H/T to Hana Skomra-Budrė for this one)

16. How can we draw attention to this?

17. How can we prove this is a benefit for our customers?

18. What can we say to make the reader feel smart?

19. What can we say to make the reader feel seen?

20. What inside joke can we have with our audience?

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As you work through these questions and the groundwork exercises to come, remember the mark of truly great copy is when your audience feels like you really “get” them. Keep challenging yourself to write with heart, soul and creativity — your readers will feel the difference.

Until next time 🖖

Felicity

Chief Tone of Voice Nerd
The Brand Language Lab

Find me on LinkedIn | Work with me 1:1

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