Write B2B Blogs That Speak Directly to Buyer Pain Points

Ever read a B2B blog that sounded like it was written for… no one in particular? It drones on about “innovative solutions” and “market-leading approaches” while your buyers are sitting there thinking, “Okay, but how does this stop the thing that’s driving me nuts right now?”

That’s the problem: Too many blogs talk about products, not problems. However, when you don’t address pain points directly, buyers move on to someone who will. Here’s how to write blogs that make buyers feel seen and make them want to keep reading.

Start by Naming the Pain Out Loud

The fastest way to build credibility is to say the thing buyers are already muttering under their breath.

Instead of:

“Our solution improves operational efficiency.”

Try:

“Your team is wasting hours a week chasing down spreadsheets, and it’s costing you money.”

When you call out the pain specifically, readers immediately trust that you understand their world, which makes them more likely to believe your solution will work.

Speak Their Language, Not Your Jargon

Buyers don’t care about “synergies” or “paradigm shifts.” They care about hitting goals and solving problems. Write in their everyday language:

• Swap “enablement of stakeholders” for “getting everyone on the same page.”

• Replace “operationalize workflows” with “make the process actually work.”

Clarity builds connection. If readers have to decode your writing, you’ve already lost them.

Show You Understand the Stakes

Pain points are more than inconveniences. They have consequences. Quantify them when you can:

• “Every hour your system is down costs $X in lost revenue.”

• “Each missed deadline puts $Y in potential deals at risk.”

When you put numbers to the pain, you raise the urgency. Buyers start thinking, “We can’t afford not to fix this.”

Offer Insights, Not Just Sympathy

Naming the pain is step one. Step two is proving you have a smarter, faster way to solve it. Use your blog to offer actionable advice or insight:

• How to avoid common pitfalls

• How to make a process faster or cheaper

• How others in their industry solved the same problem

Insights positions you as a guide, not just another vendor with a sales pitch.

Use Stories and Examples

Abstract advice is forgettable. Specific examples stick. Share mini-case studies or anecdotes that show how you’ve solved similar problems:

“One of our clients was spending 10 hours a week on manual reporting. After automating the process, they cut it to 30 minutes.”

Real stories make your advice credible and make readers imagine themselves getting the same result.

Make the Next Step Obvious

A good B2B blog builds momentum. Once you’ve connected with the pain point and offered a solution, point buyers toward action:

• Book a demo

• Download a template

• Read a deeper case study

Don’t leave them hanging. You’ve got their attention, now channel it.

B2B blogs aren’t just content. They’re conversations with buyers. When you name their pain, speak plainly, show the stakes, and offer real solutions, you stop sounding like a vendor and start sounding like a partner.

When buyers feel like you get what keeps them up at night, you earn the right to show them how you can make it better.

At Borrowed Pen, we write B2B blogs that cut through jargon, speak to real pain points, and get buyers nodding along. Work with us, and let’s turn your blog into the best sales conversation you’ve ever had.