B2B copywriters need to remember that their job is to be clear in their communications. This article includes five tips to ensure that your copywriting generates the desired results.

SUMMARY: The best B2B copy writing is simple, with an emotional hook - Copy writing for direct marketing requires a good deal of humility, Christopher Ryan writes. That means putting the reader first instead of writing to please your own sense of prose, keeping the level between eighth and 10th grade, and bearing in mind the goal is to persuade, not write a masterpiece. Still, copy should lead with emotion to engage while remaining as short and simple as possible, Ryan writes.

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