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All types of copywriting share the goal of moving people to take action and utilize principles of persuasion psychology and conversion optimization. But B2B copywriting is also built on the foundation of on problem/solution selling. In order to be effective at writing B2B copy, you need to understand how to dig into a prospect’s pain points and how to connect to their desire for relief. Additionally, B2B buyers are typically acting as part of a team, so you need to know how to solve for each individual’s needs as well as for the business need.