Sadly, these sorts of mistakes are result of major misconception that you have to be cold and impersonal in your copy if you want to seem professional. If you're guilty of this copywriting crime, you probably learned this rule from a well-meaning, but misguided communicator who doesn't understand that business writing is designed to sell.

But fear not -- there's no reason for your B to B marketing to be bland and ineffective. You just need to know what to look out for. In this article, I've outlined 3 copywriting blunders that happen most and can be easily avoided in future.

These B to B marketing mistakes include:

1. Avoiding use of word "you" in your copy. Apparently many companies are under impression that business people like their human sides to be ignored -- to which I say, Au contraire.

Last I checked, most of us in business world still want to feel included in copy we read. Wearing a suit or working for a large corporation doesn't magically turn that need to connect off. Speak to person directly using words "you" and "your," and your results will be stronger.

2. Using technospeak when user-friendly copy better suits non-technical audience. Sure, some people in your industry know what word "interoperability" means. But they're rare and probably aren't ones making marketing decisions.

To illustrate my point, I would invite you to consider this:

When you discuss a site makeover with a copywriter, be prepared to answer a lot of questions. Any writer needs to know answers to at least these questions before he can meaningfully go to town on your content;

What is site’s line of business?

Who is targeted?

How does client want their web content to reflect their goals?

What is number of pages of site?

What is site’s current conversion ratio?

What have site owners done in past to change this?

What are conversion ratio targets?

Is corporate identity still in tact?

What is identity now and what are reasons for change?

Most copywriters have their own style in creating creative text. But note that not every copywriter is necessarily a website copy writer. Everybody goes about content some way or another, but generally people tend to focus on a number of aspects that are wider than merely writing some text and mentioning a number of keywords.

I have developed this strategy for writing successful content for my clients; I will sit down and spell out what I call ’vital communication factors’ of a website. The main points of sale of a business website. Or general idea behind a general interest website. Or philosophy, reason for being of an entity other than a business, general interest.