As web copywriters and agency owners, we are often driven by a relentless pursuit of perfection. We meticulously craft each sentence, polish every paragraph, and ensure that our copy is not just good but immaculate. 

But could our quest for flawless copy be doing more harm than good for our B2B clients? Let’s take a look at what our outsource copywriting services team has to say.

Why We Strive for Perfect Copy

The aspiration for perfect copy is rooted in our desire to present our clients in the best possible light. We believe that every word should reflect the professionalism and credibility of their brand. Perfect copy, we reason, builds trust, communicates authority, and sets a high standard that differentiates our clients from their competitors. 

In the B2B space, where transactions often involve significant investments and long-term commitments, the stakes are high and the pressure to deliver polished, error-free copy is immense.

Moreover, polished copy is often equated with quality. It’s assumed that well-structured, grammatically impeccable text demonstrates expertise and attention to detail. 

The Pitfalls of Overly Polished Copy

In our pursuit of perfection, we might be missing the mark. Overly polished copy can sometimes come across as sterile and impersonal. It can strip away the human element that is crucial for building genuine connections with an audience. When every sentence is meticulously crafted to perfection, the result can be a piece of writing that feels more like a corporate report than an engaging conversation.

B2B buyers, just like B2C consumers, are people who value authenticity and relatability. When copy is too polished, it can create a barrier between the brand and its audience, making the communication feel one-sided and overly formal.

Another issue is that overly polished copy can mask the brand’s true voice. When copy is edited to perfection, it can lose the quirks and idiosyncrasies that make a brand relatable and memorable. Instead of sounding like a real person, the brand might come across as a faceless entity, which can be detrimental to building trust and loyalty.

Audiences Crave Authenticity

Audiences want to engage with brands that are genuine, transparent, and relatable. B2B buyers are no different. They are looking for partners they can trust, and one of the ways to build this trust is through authentic communication.

Authenticity in copy means embracing different communication styles and showing the human side of the brand. It’s about being honest about the challenges, transparent about the processes and open about the values that drive the business.

As your client’s customers start to crave friendly communication—even in the B2B space—the tone of their copy may need to be reworked.

Outsource copywriting services to our experienced team of native English speakers today.