Why B2B Copywriting Needs More Bold Ideas (Not Just Jargon)
B2B doesn’t have to mean ‘Boring 2 Boring.’ This is something I often remind clients when we’re knee-deep in messaging for SaaS products, fintech platforms, or cloud infrastructure services. Because somewhere along the way, B2B content started trading creativity for credibility – and it shows. Technical doesn’t have to be tedious. Strategic doesn’t have to be sterile. And just because your audience is a CTO or procurement lead doesn’t mean they don’t appreciate compelling, human-centred storytelling. 🧠The Real Problem: Safe, Sanitised Language Open up the average B2B landing page and you’ll likely see: "Robust end-to-end solutions" "Industry-leading optimization framework" "Empowering digital transformation" These phrases could belong to any company in any industry. They sound polished, sure – but they don’t say much. The result? Messaging that fades into the background. And in a competitive market where everyone is pushing content, fading i...