B2B advertising needs a stance. Having a useful point of view helps copy stand out from generic category claims.
Yesterday we looked at the need for advertising to use evidence that makes us unique. One way to develop this is to have a point of view. Every business can sound polished now that Ai can produce a respectable first draft in seconds – so the advantage shifts to the business that has something more definite to say.
A point of view does not mean being controversial. It might be a belief about what customers are getting wrong, or just a clear preference for one way of solving a problem over another. The key is that it gives the copy some backbone.
That kind of copy is harder to write because it asks for a decision. It cannot be assembled from approved adjectives. It needs someone to say: “Yes, this is what we believe, and this is what we want to be known for.”
A point of view gives us continuity. Instead of producing disconnected ads, we can build around a recognisable position. This is particularly valuable in long B2B buying cycles. In a market full of smooth, forgettable advertising, a clear point of view is one of the few things competitors cannot easily copy.