B2B Vs B2C Copywriting – How Different Is It?
Right then, this article is directed at all you fellow copywriters out there, rather than those of you setting up your own online business who are in need of some copywriting advice…
So listen up my copywriting brethren, because you never know, this might actually be helpful!
As a freelance copywriter, you may well have been commissioned at some point to write business to business (B2B) copy for a client, as well as the standard business to consumer (B2C) piece. And if so, you've probably asked yourself the following question: should I write differently for B2B clients than I do for B2C?
It's a query that I've seen a lot online, particularly on copywriting forums. To give you my own personal viewpoint (which is what you've come here for, after all!), I believe that you should approach both projects in exactly the same way.
The reason I say this is simple…
Ultimately, whether you're writing a B2B or B2C piece of copy, a human being will be reading it. Sure, that may sound rather simplistic, but when it comes to B2B copywriting, a "company" isn't going to make the final decision about whether or not to take action on the copy you've written.
A company can't be intrigued by your copy, emotionally enticed by your message or compelled to buy based on the benefits you've so brilliantly laid out.
A company can't do any of these things.
But a person can.
So ALWAYS remember, when you're writing a piece of B2B copy, you're not talking to a company, you're talking to a real, live human being!
And as I've explained before on this blog, human beings make impulsive decisions based on emotional responses. So although your reader in this instance will most likely be a manager, CEO or director of the company, they will still be making many of their decisions for personal reasons. FACT.
If the product or service has the potential to improve efficiency or productivity in some way, that will be good for the business, and consequently good for the person making the decision, right? Likewise, if the product or service is able to generate greater profits for the business, that will again prove advantageous to the decision maker, certainly in terms of their salary!
So just like any other piece of copywriting, focus on the BENEFITS of the product or service, because benefits sell, whether they're found in B2B or B2C copy.
And one last thing…
Don't think that because you're writing a piece of B2B copy, you need to impress your client with unnecessary and overly complicated jargon and business-speak.
You don't.
Instead, keep your copywriting style simple, and your message concise. The client's targeted audience of directors, managers and decision makers won't have a huge amount of time on their hands, and they certainly won't have time to read a 15 page sales letter! So be aware of this and write accordingly.
Questions and Answers
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