Ep. 34: How to Turn Skeptical B2B Buyers into Customers with Copywriting - Interview w/ Rachel Foster

This week’s episode is all about the power of the written word, especially in the world of B2B tech. In our conversation with Rachel Foster (CEO and B2B Copywriter, Fresh Perspective Writing), she elaborates on the challenges of making sure that the B2B tech copy resonates with the target audience, the importance of collecting market research, and why copywriting is half about writing skills while the other is about process. She also explains why buyer personas and profiles are crucial in copywriting, and why it’s critical to understand the different stages of the buying process.