From Boardroom to Breakroom: Writing Copy That Wins Over Every Buyer (C-Suite, End Users, and More)

We all love a good “one message fits all” moment. It’s efficient. It’s clean. It feels like we’ve cracked the code. But if you’re writing the same copy for executives, managers, and end users, you’re not speaking their language. You’re speaking your language. And that’s not how purchase decisions get made.

Whether you’re selling software, services, or a full-blown digital transformation, different decision-makers care about different things. Writing copy that resonates with each of them is imperative for earning their trust. Why? Think about it. A budget approver doesn’t want the same details as the person who’ll use your product every day. And a technical lead doesn’t want a vision deck filled with inspirational brand adjectives. Telling each of them precisely what they want to know makes them feel understood. And it fast-tracks their understanding of you.

So, how do you tailor your message without creating an overwhelming tangle of personas and content tracks? Let’s break it down.

Start by Mapping the Roles in the Buying Journey

Before you write a single word, figure out who exactly is involved in the purchase. Most B2B investments aren’t decided by a single person. It’s more likely a group project involving a diverse set of stakeholders, each with a varying degree of interest, investment, and influence.

There’s usually an executive sponsor (they have the budget), a mid-level manager or team lead (the champion), and the end users (the ones who will love or loathe your product as they use it daily). Each plays a unique role. And each needs something different from your marketing.

Your job? Meet them where they are. Not where you wish they were.

Writing for the C-Suite: Go Big or Go Home

Executives don’t want to know how your platform works. They want to know why it matters. Specifically, to their business. So, in your marketing, lead with impact. What strategic initiative does this support? What metrics does it move? What risk does it reduce?

You’ve got maybe 10 seconds to earn their attention, so get to the point. Show them the business case fast. Think outcomes, not features. Talk about things like operational efficiency, revenue growth, competitive advantage, and scalability. Cut anything that risks burying the “so what” message in the weeds.

C-suite readers expect clarity, brevity, and proof that you’ve done your homework. Your marketing copy should feel like it was written by someone who understands their ambition, their challenges, and how exactly your product provides the solution.

Writing for Mid-Level Decision Makers: Connect the Dots

This is often your most important audience. They’re the ones vetting options, building internal business cases, and shepherding the decision through to final approval. They care about both the big picture and the details. That’s because they’re the ones who will have to justify the investment and deal with the implementation.

Write marketing copy that helps them connect those dots. Demonstrate clearly how your product makes their team more efficient, how easy it is to roll out, and how it aligns with their leaders’ goals. This audience loves charts, case studies, and comparison tables, but only if they’re easy to digest.

Just remember: It’s not enough to get them excited. You also have to help them sell it upward. That means giving them language and materials they can pass along to those executive leaders. Think one-pagers, business case summaries, ROI calculators, or even a set of well-written bullets they can drop into an email to their boss. Equip them with messaging that sounds like something leadership wants to hear, that way they don’t have to translate it on their own.

When you make them look smart, you make it easier for them to champion your solution.

Writing for End Users: Be Specific, Be Practical, and Make Them the Hero

End users want to know: “How will this change my work day to day?” If you’re making their lives easier, show them how. If you’re adding steps to their workflow, explain why it’s worth it. Demos, screenshots, GIFs, and before-and-after examples go a long way.

Avoid sweeping language and visionary promises. Instead, talk about what your product actually does. The time saved. The clicks eliminated. The tasks automated. Be real, be practical, and above all, be respectful of their expertise. They don’t want to be sold to; they want to be helped.

This bit is important: End users often don’t control the budget, but they can influence it. So, help them advocate, too. Give them the words to explain why this tool isn’t just “nice to have,” but a key investment that would improve workflows, reduce burnout, cut down on errors, or speed up delivery.

When you show them exactly how this will make them better at their jobs and help their team meet bigger goals, you’re selling to them, but you’re also turning them into evangelists.

Final Tip: Don’t Overcomplicate It

Yes, you should tailor your message. But no, you don’t need 12 different versions of your homepage. It’s less about rewriting everything and more about knowing where to zoom in or out and for who.

Lead with the executive story in your hero copy. Then create clear paths or layers for those who want to dig deeper—whether that’s a product page, an ROI calculator, or a “How It Works” downloadable guide. Let your content meet each reader at the right altitude.

When in doubt, ask yourself:

• Would a CFO care about this sentence?

• Would a team lead trust it?

• Would a user understand it?

If the answer is no, time to tweak.

The Bottom Line

You don’t have to overhaul your message for each stakeholder you speak to; it’s more about being effective with the story you tell. Good copy sounds nice, but more importantly, it builds consensus. Let everyone at the table see themselves in your message. It makes them much more likely to agree on a “yes.” 

Need help with getting your messaging right? Reach out! That’s what my team does best.