Win Over B2B Copywriting Clients at “Hello”

Win Over B2B Copywriting Clients at “Hello”

June 27, 2014 | By Pam Foster | 1 Comment

hello_WWCAs I was beginning to write this article, a line from the movie Jerry Maguire popped into my head. It’s the moment when Renee Zellweger’s character says to Tom Cruise’s character, “You had me at hello.”

Wouldn’t it be great to win over your prospective B2B clients at “hello?” It’s possible, if you understand what they’re thinking even before they contact you. So let’s consider a typical behind-the-scenes scenario I’ve witnessed hundreds of times.

The client is often someone in the company’s marketing or IT department. Usually this person is part of a team, and he or she has been charged with finding an outside copywriter. He or she will identify one or more copywriter candidates and then report back to the Creative Director, Marketing Director, Product Manager, or someone else who’s part of the decision-making process. The B2B client is usually NOT the final decision maker for hiring a freelance copywriter.

In short, you’ll often be speaking with someone who needs approval to hire you.

So how do you gain approval from a corporate team?

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About the Author


Pam Foster

Pam Foster is a working B2B copywriter who has been writing corporate communications/marketing materials for 30+ years. This includes just about every type of B2B marketing copy you can think of — from sell sheets and trade show booth materials to articles, websites, blog posts, case studies, video scripts, and much more. Now, Pam works for a global veterinary association (all B2B), which means she definitely has the inside scoop on how to work with B2B clients.

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One Comment

  • I am interested in B2B as a possible niche but wonder how difficult it’s going to be without having any prior work in B2B. The old “can’t get any experience if they don’t take a chance on a newbie” Attitude.
    I do appreciate the insights on “making the team member look good” to improve your chances of getting the work.

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