The message that wins the user isn't the message that wins the buyer

Who is your B2B messaging actually written for?

The best B2B messaging never picks a single reader. It works on the person using the product this afternoon and the person who has to justify buying it to a board next quarter, in the same paragraph.

I work with B2B founders at the 5 to 100 person stage who write their own sales messaging. It's built for one reader: the person who'll actually use the product day to day. The person who has to approve the spend reads the same page and finds nothing written for them.

We built a client's launch messaging around that split on purpose. The people who'll use it every day feel a different pain than the people who sign off the cost. A site team's problem is quoting that takes days and paperwork eating time that should be spent on site. An owner's problem is margin bleeding out through variations nobody tracked, and a business he can't leave alone for a week. Same product. Two pain clusters. The page has to carry both without picking a favourite.

If you want to test whether your own messaging does this, pull up your homepage and read it as the person who has to approve the invoice, not the person who'll click around the product. If nothing on the page speaks to what they're risking by saying yes or protecting by saying no, you've written for one reader out of two.

Get both readers into the same page and something shifts. The person using the product becomes the internal case for the person buying it, instead of the founder making that case alone in the boardroom.

That's the front door of a revenue operating system: the point where a stranger decides whether the system inside is worth finding out about.

Source: Originally published on LinkedIn, 26 July 2026.