I saw this list at the B2B Marketing Blog. Do you agree that these are trademarks of flat, boring B2B copy? What else would you add?
1. Passive voice.
2. Industry jargon.
4. Third person.
It’s pretty easy to get stuck in the boring copy rut. But you can do surgery on your copy before you submit it.
Get rid of the passive voice. Ditch that cold-blooded third person voice. If at all possible, use “you” liberally instead. And so on.
Pretend you’re writing to one person. In fact, don’t pretend—do it. (I often times put the name of a real person at the top of my copy.)
This will help you turn boring copy into engaging copy.