In case you’ve ever winced whereas writing the phrase “leverage”, or felt a bit responsible about calling one thing modern when it clearly wasn’t, you’re not alone. In reality, that collective wariness is strictly what David McGuire, our Propolis Copywriting Specialist, plans to sort out head-on in his interactive lunchtime B2B copywriting coaching taster at B2B Ignite 2025.
He describes it as equal components sensible workshop and cathartic group remedy. The session is designed for B2B entrepreneurs who’re uninterested in writing the identical jargon-filled and stakeholder-pleasing copy, that finally ends up alienating the viewers, and who’re able to do higher.
“I’m going to get folks concerned,” David guarantees. “Even when they’ve obtained a mouthful of meals, we’re going to be speaking, doing and studying collectively.”
His copywriting coaching focuses on the true communication challenges B2B entrepreneurs face on daily basis: easy methods to write clearly with out oversimplifying, easy methods to make your content material extra readable, and easy methods to push again when somebody calls for you add one other passive phrase or overused buzzword.
You’ll discover the distinction between helpful technical jargon and bloated advertising and marketing nonsense, and discover ways to preserve one whereas slaying the opposite. You’ll additionally get ways to assist “change hearts and minds internally”, as David places it, serving to stakeholders see that readability doesn’t imply dumbing down, however standing out.
Whether or not you’re new to B2B copy or have been doing this for years, that is your alternative to reset. “It’s about 60% abilities, 30% stakeholder wrangling, and 10% remedy,” David provides.
The Finish of Management?
When requested how AI summarisation instruments are impacting B2B content material technique, he cuts straight to the chase: “You may craft your messaging, your tone and your voice all you need, however more and more persons are not going to learn it. Individuals are simply going to learn what the AI says your message says.”
In a world the place AI instruments like ChatGPT and Gemini are embedded in browsers, emails and even inbox previews, the craft of considerate, well-written content material is more and more in danger. B2B entrepreneurs have spent years refining messaging to convey advanced worth propositions clearly.
However now, we’re going through a scenario and a future the place these messages are being summarized, reinterpreted, and even hallucinated by an AI assistant that prioritizes plausibility over fact.
David references real-world dangers: “I’ve been working with a consumer concerned in forklift truck security inspections, actually life-and-death stuff,” he explains. “And now AI summaries on Google give folks the unsuitable compliance info. That’s terrifying!”
AIO: The New search engine optimisation?
Again in 2023, David predicted that B2B entrepreneurs would quickly face a brand new technical self-discipline: Synthetic Intelligence Optimization (AIO). Similar to search engine optimisation, AIO is about formatting content material in ways in which AI programs usually tend to interpret and summarize appropriately.
“However you possibly can’t guarantee something,” he insists. “Guarantee doesn’t exist on the earth of AI. It’s like making an attempt to ensure you’ll be on the prime of Google. You’re enjoying with black-box algorithms that aren’t designed for accuracy, they’re designed to sound convincing.”
What can B2B entrepreneurs do? David suggests leaning into structured content material. Assume bullet factors, subheadings, Q&A sections… Something that reinforces readability. “It’s the identical ideas we used to assist on-line scanners. Now, we use them to assist AI summarizers,” he explains.
The Case for Lengthy Type
Regardless of the rise of AI-driven skimming, David just isn’t able to declare the dying of long-form content material. In reality, he predicts a paradoxical final result: “You would possibly discover that the readership of long-form content material truly goes up,” he muses. “As a result of now, the individuals who wouldn’t have learn it anyway can nonetheless get one thing from it. In the meantime, your core viewers will nonetheless dive in if it’s nicely written sufficient.”
That’s a key takeaway from his Ignite copywriting coaching teaser: readability doesn’t imply dumbing down. It means delivering significant worth, in a approach that even machines can’t misrepresent too badly.
Past the Buzzwords
David can be vocal in regards to the language pervading the world of B2B Advertising. “Nobody grows up wanting to jot down stuff like ‘leverage synergies’ for a dwelling, however we’re pressured to jot down on this approach as a result of we expect it sounds credible.”
He references a examine by psychologist Daniel Oppenheimer that discovered overcomplicated vocabulary correlates with decrease perceived intelligence and belief. “The extra needlessly advanced your language is, the much less credible you sound. Everyone knows this and we nonetheless do it.”
For B2B entrepreneurs continuously negotiating between model, compliance and authenticity, David’s B2B copywriting coaching lunchtime taster is not only refreshing, however truly mandatory.
Why You Ought to E book
AI isn’t going away. However neither is the human want for belief, readability, and character in communication. David’s coaching is a well timed reminder that the most effective copywriting remains to be human-first, even in a world more and more filtered by way of machines.
And if you need a lighter tackle our shared B2B struggles, don’t miss his “The World Cup of B2B Bullsh*t 2025” closing session: reside voting, cathartic laughter and a group saying “sufficient” to the worst buzzwords within the trade.
E book your ticket to B2B Ignite 2025. Be taught the talents, share the laughs and go away with copy your viewers, stakeholders and even AI can’t ignore.
