What it's like to be a B2B copywriter

Think the life of a B2B copywriter is for you? Aisyah tells us about her first few months at Ying Communications.

How did you end up at Ying?

I went to dinner with Ili and Kyun (who were already working at Ying) and my best friend, and we started talking about our various job scopes and passions.

From there, Ili introduced me to the wonderful world of Ying and told me about an opening for a Content Services Executive.

To be honest, I was quite apprehensive about applying because I always saw myself as a fashion or lifestyle writer and never even had the thought of becoming a business-to-business (B2B) writer. I felt that the word B2B had a geeky connotation, and did not match who I was.

Aside from the fear that I could be giving up on my childhood dream of becoming a fashion writer, I was also afraid that I would not be able to keep up and do the job expected of me.

After much contemplation (aka sitting in the dark and staring into nothingness) and reading about the dark matter called B2B, I decided to step out of my comfort zone and sent in my resume.

What was the interview process like?

Before I even went down for the interview, I was e-mailed a writing test, which would decide my fate in getting a chance for an interview.

I had a lot of fun during the interview, getting to know the managers and somehow, somewhere during the conversation, we deviated to porn and weirdos (don’t ask).

I’m not going to lie. I was lost in what to do, and how to do it. Sure, I’d seen marketing e-mails, letters and advertorials before, but those were catered to consumers; the every day people.

Now, I was faced with the challenge of writing for businesses, which is a whole different ball game altogether.

Long story short, Allan’s (aka boss man) blog entry on content writing as well as Google (it was invented for this very reason!) were essentially my foundation tools for the test.

After sending in my written test, I went on holiday to Malaysia, to catch a break from reality (but I kept thinking about the written test and whether it was good enough!).

And to my surprise, Claire (our beautiful HR consultant), e-mailed me to schedule an interview.

“From then on, everything moved pretty fast”

I went to Ying to interview with Claire (p.s. I was late for 10 mins due of traffic, but Claire was so nice about it!). I also had another round with the managers and Allan, the Managing Director himself *gulp*.

We went through the copy I submitted for the test and I was given different scenarios to adapt my copy to various briefs. I had a lot of fun during the interview, getting to know the managers and somehow, somewhere during the conversation, we deviated to porn and weirdos (don’t ask).

I left Ying feeling like I belong there because they seem to appreciate who I was and it seemed like a great environment for me to learn and grow in.

Long story short, I was hired 🙂

A welcome photo montage!


What was your experience in the first week?

In my first week, I was introduced to the various accounts Ying did content for and was even given my first Microsoft article to write! I was super nervous, but with guidance from the managers, the resources given and of course, Google, I came out alive 🙂

I also had to learn about the clients and the products they offered, as well as understand that I would need to keep updated with the changes in the business world, as it is ever-evolving. That too, at a rapid speed.


What attitude do you think a B2B copywriter needs to possess?

As a B2B copywriter, I feel that the most important attitude to have is positivity. Only then can you be inspired to write a proper copy, and you may get ideas that are out of the box. Also, why sulk when smiling is so much easier? 🙂

Aside from that, B2B copywriters must understand that in order to be a good copywriter, you have to allow yourself to grow. This means taking in constructive feedback, understanding your faults and working on them. Only if you are open to listening to feedback constructively and digest it that you are on your way to become a better writer. I have learnt to put my ego aside and start fresh, working on topics and products I would have never thought I would write about. Interestingly enough, the more I got into it, the more I liked it.


What is a typical week like for you?

A typical week consists of calls with clients to brainstorm and understand their needs and agendas for the various campaigns they would like to push out, internal brainstorming sessions for the copies we are producing, a lot of research and discussion work, and a lot, a lot, a lot of coffee.

It all seems heavy-loaded, fast-paced and rushed, but in the midst of working hard, we Ying-ites play hard too. We take the time to remind each other to take breaks and engage in conversation,then come back with a fresh mind on the projects we are working on. This makes the rushed deadlines more bearable and you don’t feel too overwhelmed.

A reminder to all future copywriters: Amidst chaos, remember to stay calm and collected. Getting overly stressed or frustrated will do you nor your copy any good.

Celebrating Halloween, content agency style


Banner source photo by Helga Weber. The model in the banner photo is neither affiliated nor related to the subject of this blog article. If you were thinking of sending your CV because of that image, then we have succeeded in our content marketing, but failed spectacularly as human beings. 

Leave a Reply

Your email address will not be published. Required fields are marked *