Positioning
Write For The Economic Buyer, Not The End User
The person who feels the problem is rarely the person who approves the spend. Here is how to write a site that speaks to both.
Nadia Kusuma
Introduction
In B2B, the person who loves your product and the person who pays for it are almost never the same human being. Most sites are written entirely for the first one, which is why so many well-designed funnels stall at the final stage.
1. The User Feels The Pain, The Buyer Signs It Off
Your champion needs to believe you will make their week better. Their director needs to believe you will make a number move. Write for both, in that order, and give each of them their own section rather than trying to serve them with one paragraph.
2. Translate Features Into A Business Case
“Automated reporting” is a feature. “Four hours a week back for a team of six” is a business case. Do the arithmetic on the page so nobody has to do it in a meeting where you are not present.
3. Put The Proof Where The Buyer Looks
Buyers skim for evidence that someone like them has already taken this risk. Named customers, sector-specific numbers, and a short outcome story do more work than any amount of feature copy.
4. Give The Champion Something To Forward
Most deals are advanced by a link pasted into an internal chat. Make sure there is a page that survives being read cold, without you in the room to explain it.
Final Thought
You are not writing to be understood by a visitor. You are writing to be repeated accurately by someone arguing for you in a meeting you will never attend.
