B2B Copywriting Examples | Swipe File | This Is Copy

The swipe file

Copy worth stealing.

A growing collection of B2B tech copy that actually works. Homepages, ads, and the principles underneath them. Torn down, marked up, and saved here so you can steal what fits.

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Examples, teardowns, and the principles behind them.

Some of these are real-world copy I broke down. Some are principles I drew up to make them stick. All of it is the raw material behind how I position and write for B2B tech.

B2B landing page — B2B copywriting example

B2B landing pagePrinciple

Nounism — B2B copywriting example

NounismPrinciple

B2B cold emails — B2B copywriting example

B2B cold emailsPrinciple

Homepage headlines — B2B copywriting example

Homepage headlinesPrinciple

Honest copywriting — B2B copywriting example

Honest copywritingPrinciple

4 levels of copy — B2B copywriting example

4 levels of copyPrinciple

Homepage vs landing page — B2B copywriting example

Homepage vs landing pagePrinciple

Telling stories — B2B copywriting example

Telling storiesPrinciple

What is it? — B2B copywriting example

What is it?Principle

Startup success — B2B copywriting example

Startup successPrinciple

Quévtus homepage — B2B copywriting example

Quévtus homepageTeardown

Healthcare homepage — B2B copywriting example

Healthcare homepageTeardown

Garner Health — B2B copywriting example

Garner HealthTeardown

Sticky copywriting — B2B copywriting example

Sticky copywritingPrinciple

Positioning — B2B copywriting example

PositioningPrinciple

Show, don't tell — B2B copywriting example

Show, don't tellPrinciple

The Pratfall Effect — B2B copywriting example

The Pratfall EffectPrinciple

Sales follow-up — B2B copywriting example

Sales follow-upPrinciple

AIDA — B2B copywriting example

AIDAPrinciple

Krisp — B2B copywriting example

KrispTeardown

Mount Sinai ads — B2B copywriting example

Mount Sinai adsAd

Mount Sinai baseball ad — B2B copywriting example

Mount Sinai baseball adAd

B2B copywriting example

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B2B copywriting example

B2B copywriting example

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B2B copywriting example

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B2B copywriting example

B2B copywriting example

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B2B tech messaging teardowns. Every Tuesday.

One B2B tech company's messaging torn apart every week. What's working. What's costing them pipeline. The exact line to rewrite, and why. The best ones end up in this swipe file.

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