In the world of B2B communications, there’s a lingering myth that professionalism equals formality. This misconception often leads to copy that feels distant, overly technical, or just plain boring. But here’s the truth: even in B2B, you’re still writing for humans. Adding personality to your copy isn’t about sacrificing professionalism—it’s about creating connection.
As businesses increasingly value authenticity and relatability, injecting personality into your B2B copy can help you stand out, build trust, and resonate with your audience on a deeper level.
Why personality matters in B2B
B2B decision-makers are not robots who act solely on logic. Yes, they’re tasked with making informed, data-driven decisions, but they’re also people influenced by emotions, relationships, and brand perceptions. Personality in copy can help a brand
- Stand out in a sea of sameness.
- Build rapport and foster trust.
- Communicate complex ideas in a way that feels approachable and engaging.
Take business productivity app Slack, for example. While fundamentally a workplace tool, its brand voice is anything but boring. Its messaging often includes friendly, conversational phrases that make productivity feel less like a chore. Consider this snippet from Slack’s homepage:
“Slack is your productivity platform. It’s like a digital HQ—one that’s just as organised and fun as your dream office.”
This positioning isn’t just functional; it’s relatable and uplifting, turning what could be a dry product description into something that resonates with users on an emotional level. Slack’s tone reflects its belief that work tools should enhance—not drain—the workday.
Common barriers to adding personality in B2B copy
If adding personality is so effective, why don’t more B2B brands do it? Here are the common reasons they hold back:
1. Fear of appearing unprofessional
Many businesses worry that a conversational tone might undermine their credibility. But being personable doesn’t mean abandoning professionalism—it’s about striking the right balance.
2. Over-reliance on jargon
Technical language is often used as a shortcut to demonstrate expertise. However, jargon-heavy copy can alienate readers who don’t speak your specific “dialect.” Worse, it can make your messaging feel impersonal and inaccessible.
3. Conforming to industry norms
There’s often a “this is how it’s always been done” mentality in B2B, leading to copy that feels safe, predictable, and interchangeable. But following the crowd is rarely a path to standing out.
4. Underestimating the audience
Some assume that because B2B audiences are professionals, they prefer dry, technical content. This overlooks the fact that even professionals appreciate clarity, relatability, and—even occasionally—a bit of humour.
What personality in B2B copy looks like
Adding personality doesn’t mean turning every sentence into a joke or overly casual remark. It’s about being authentic, engaging, and relevant. Here’s what it might look like in practice:
– A Conversational Tone: “Let’s simplify this process” is more approachable than “Streamline operational workflows.”
– Light Touches of Humour: A software company might quip, “Our platform works so seamlessly, you’ll forget it’s there.”
– Storytelling: Use real-life examples or customer stories to humanise your brand and make your message memorable.
How to add personality to your B2B copy
Here’s how to start weaving personality into your messaging:
1. Define your brand voice: Understand your tone and style. Are you friendly and approachable, or authoritative and direct? Develop guidelines to keep it consistent.
2. Focus on your audience: Write as though you’re speaking to a specific person. What are their pain points? What motivates them?
3. Use stories: Real-world examples or analogies make abstract concepts relatable and memorable.
4. Polish tour tone: Use active voice, avoid overly long sentences, and don’t be afraid to write the way people speak.
Addressing concerns about professionalism
For industries like finance or law, where professionalism is paramount, the thought of loosening up can feel risky. But adding personality doesn’t mean being flippant—it means being clear, relatable, and confident.
– Stay true to your audience: If you’re writing for a conservative industry, keep the tone formal but add warmth. A sentence like “Our portfolio management services are designed to streamline efficiency” could become “We’ll help you manage your portfolio with precision and ease.”
– Use empathy: Show you understand their challenges with human-centric language: “We know compliance can be a headache” instead of “Adhering to regulations is essential.”
– Be direct: Cut out unnecessary fluff. A simple, human tone is often more professional than convoluted jargon.
Adding personality isn’t about pushing boundaries—it’s about removing barriers. When your copy feels human, it invites trust and connection, no matter how technical the subject.
B2B copywriting doesn’t have to be boring. By embracing personality, you can connect with your audience in a way that feels genuine and meaningful. Start small: replace one piece of jargon with plain language, or add a touch of conversational warmth to your next email.
Your audience is human. Your brand should sound like it too.