Flowery Branch, Georgia

B2B Copywriting

Welcome to Modern B2B Copywriting with Steve Slaunwhite. Modern B2B Copywriting is the most up-to-date and comprehensive program in the industry for those who want to make good money writing for business-to-business companies. You learn how to write great B2B copy and content, you build your skills and portfolio, and you learn how to land good-paying clients.

Part One: B2B Copywriting Basics

Lesson 1: How B2B Companies Sell Their Products and Services

Practice Exercise

Self-Practice Exercise

Additional Materials

Blog Example

Email Marketing Example

Types of B2B Companies

Sell Sheet Example

Lesson 2: What B2B Copywriters Really Do

Practice Exercise

Email Example for Practice Exercise

Self-Practice Exercise

Additional Materials

Exercise Example

Website Services Page Example

Lesson 3: How Business Buyers Buy

Practice Exercise

Self-Practice Exercise

Additional Materials

Buyer Persona Example

Lesson 4: Understanding the Product and its Features and Benefits

Practice Exercise

Self-Practice Exercise

Additional Materials

ACME Electric Can Opener Features

Example Features and Benefits Sheet

Copywriting Information Worksheet

Lesson 5: Creating a Rough Outline

Practice Exercise

Self-Practice Exercise

Additional Materials

Less Accounting Home Page

The 5 Ps Copywriting Formula

Lesson 6: The “Business Casual” Writing Style

Practice Exercise

Self-Practice Exercise

Lesson 7: Writing Body Copy ‒ Great Beginnings

Practice Exercise

Self-Practice Exercise

Example for Practice Exercise

Additional Materials

Do not open until homework is done

Lesson 8: Writing Body Copy – Description, Features and Benefits

Practice Exercise

Self-Practice Exercise

Lesson 9: Writing Body Copy – Differentiation and Proof

Practice Exercise

Self-Practice Exercise

Lesson 10: Writing Body Copy ‒ Call-to-Action

Practice Exercise

Self-Practice Exercise

Example for Practice Exercise

Lesson 11: Writing Body Copy – Wordsmithing Techniques

Practice Exercise

Self-Practice Exercise

Lesson 12: Writing Body Copy – Writing Attention Grabbing Headlines

Practice Exercise

Self-Practice Exercise

Example for Practice Exercise

Additional Materials

Headline Ideas

Headline Writing Formats

Part Two: How to Write the Most Common Types of Projects

Lesson 13: Writing Articles for Blogs, E-newsletters, and Social Media

Practice Exercise

Self-Practice Exercise

Example for Practice Exercise

Lesson 14: Writing Case Studies

Practice Exercise

Self-Practice Exercise

Additional Materials

Case Study Example

Lesson 15: Writing Ebooks & White Papers

Practice Exercise

Self-Practice Exercise

Additional Materials

White Paper Rough Sketch Outline

Lesson 16: Writing Website Pages

Practice Exercise

Self-Practice Exercise

Additional Materials

TC Direct – Website Content Example

Ampersand Printing – Website Content Example

Lesson 17: Writing Marketing Emails

Practice Exercise

Self-Practice Exercise

Additional Materials

Email Example for Practice Exercise

Revision Discussion Checklist

Lesson 18: Writing Brochures

Practice Exercise

Self-Practice Exercise

Additional Materials

Ampersand Example

Lesson 19: Writing Ads

Practice Exercise

Self-Practice Exercise

Lesson 20: Writing for Video

Practice Exercise

Self-Practice Exercise

Explainer Video for Practice Exercise

Lesson 21: Writing for Social Media

Practice Exercise

Self-Practice Exercise

Part Three: Building Your Six-Figure Freelance Business

Lesson 22: What a $100,000 B2B Copywriting Business Looks Like

Additional Materials

Website Creation Resources

Lesson 23: Connecting Strategies: Part One

Practice Exercise

Self-Practice Exercise

Additional Materials

Building a Prospect List

Lesson 24: Connecting Strategies: Part Two

Practice Exercise

Self-Practice Exercise

Lesson 25: Picking a Target Market

Practice Exercise

Self-Practice Exercise

Additional Materials

Niche Finder Worksheets

Lesson 26: Turning an Initial Meeting Into a New Client

Practice Exercise

Self-Practice Exercise

Lesson 27: Pricing and Quoting

Practice Exercise

Self-Practice Exercise

Additional Materials

Project Quotation Example

AWAI’s Copywriting Pricing Guide

Lesson 28: Turning First-Time Clients Into Regular Clients

Additional Materials

Revision Discussion Steps

Closing - Parting Advice


Bonus: More Resources

Bonus 1: What B2B Writers Need to Know About SEO

Bonus 2: How to Research for Content Writing Projects

Bonus 3: Finding, Selecting & Recommending Images

Bonus 4: B2B Swipe File

A collection of dozens of proven “modern day” B2B articles, ads, case studies, lead-gen materials, and more to study, learn from, and use as inspiration.

Download Swipe File (ZIP – 15MB)