If you’ve ever winced while writing the word “leverage”, or felt a bit guilty about calling something innovative when it clearly wasn’t, you’re not alone. In fact, that collective wariness is exactly what David McGuire, our Propolis Copywriting Specialist, plans to tackle head-on in his interactive lunchtime B2B copywriting training taster at B2B Ignite 2025.
He describes it as equal parts practical workshop and cathartic group therapy. The session is designed for B2B marketers who are tired of writing the same jargon-filled and stakeholder-pleasing copy, that ends up alienating the audience, and who are ready to do better.
“I’m going to get people involved,” David promises. “Even if they’ve got a mouthful of food, we’re going to be talking, doing and learning together.”
His copywriting training focuses on the real communication challenges B2B marketers face every day: how to write clearly without oversimplifying, how to make your content more readable, and how to push back when someone demands you add another passive phrase or overused buzzword.
You’ll explore the difference between useful technical jargon and bloated marketing nonsense, and learn how to keep one while slaying the other. You’ll also get tactics to help “change hearts and minds internally”, as David puts it, helping stakeholders see that clarity doesn’t mean dumbing down, but standing out.
Whether you’re new to B2B copy or have been doing this for years, this is your opportunity to reset. “It’s about 60% skills, 30% stakeholder wrangling, and 10% therapy,” David adds.
The End of Control?
When asked how AI summarisation tools are impacting B2B content strategy, he cuts straight to the chase: “You can craft your messaging, your tone and your voice all you want, but increasingly people are not going to read it. People are just going to read what the AI says your message says.”
In a world where AI tools like ChatGPT and Gemini are embedded in browsers, emails and even inbox previews, the craft of thoughtful, well-written content is increasingly at risk. B2B marketers have spent years refining messaging to convey complex value propositions clearly.
But now, we’re facing a situation and a future where those messages are being summarized, reinterpreted, or even hallucinated by an AI assistant that prioritizes plausibility over truth.
David references real-world risks: “I’ve been working with a client involved in forklift truck safety inspections, really life-and-death stuff,” he explains. “And now AI summaries on Google give people the wrong compliance information. That’s terrifying!”
AIO: The New SEO?
Back in 2023, David predicted that B2B marketers would soon face a new technical discipline: Artificial Intelligence Optimization (AIO). Just like SEO, AIO is about formatting content in ways that AI systems are more likely to interpret and summarize correctly.
“But you can’t ensure anything,” he insists. “Ensure doesn’t exist in the world of AI. It’s like trying to guarantee you’ll be at the top of Google. You’re playing with black-box algorithms that aren’t designed for accuracy, they’re designed to sound convincing.”
What can B2B marketers do? David suggests leaning into structured content. Think bullet points, subheadings, Q&A sections… Anything that reinforces clarity. “It’s the same principles we used to help online scanners. Now, we use them to help AI summarizers,” he explains.
The Case for Long Form
Despite the rise of AI-driven skimming, David is not ready to declare the death of long-form content. In fact, he predicts a paradoxical outcome: “You might find that the readership of long-form content actually goes up,” he muses. “Because now, the people who wouldn’t have read it anyway can still get something from it. Meanwhile, your core audience will still dive in if it’s well written enough.”
That’s a key takeaway from his Ignite copywriting training teaser: clarity doesn’t mean dumbing down. It means delivering meaningful value, in a way that even machines can’t misrepresent too badly.
Beyond the Buzzwords
David is also vocal about the language pervading the world of B2B Marketing. “No one grows up wanting to write stuff like ‘leverage synergies’ for a living, but we’re pressured to write in this way because we think it sounds credible.”
He references a study by psychologist Daniel Oppenheimer that found overcomplicated vocabulary correlates with lower perceived intelligence and trust. “The more needlessly complex your language is, the less credible you sound. We all know this and we still do it.”
For B2B marketers constantly negotiating between brand, compliance and authenticity, David’s B2B copywriting training lunchtime taster is not just refreshing, but actually necessary.
Why You Should Book
AI isn’t going away. But neither is the human need for trust, clarity, and personality in communication. David’s training is a timely reminder that the best copywriting is still human-first, even in a world increasingly filtered through machines.
And if you want a lighter take on our shared B2B struggles, don’t miss his “The World Cup of B2B Bullsh*t 2025” closing session: live voting, cathartic laughter and a community saying “enough” to the worst buzzwords in the industry.
Book your ticket to B2B Ignite 2025. Learn the skills, share the laughs and leave with copy your audience, stakeholders and even AI can’t ignore.
