Is B2B Copywriting Different to B2C Copywriting?


Do you think Content is content, Does it sound perfect?
Well I believe it doesn't matter who your actual audience is, you just tell them to buy from you, and that's it, isn't it?

Oh dear, you've come to the right place.

The role of a copywriter is a varied one.

One day I can be writing about risk and the financial markets and the next recruitment, IT and travel.

The question I get asked the most is what B2B (business to business) writing experience I have, which always brings a smile to my face.

Why?

Well, in my humble opinion, B2B and B2C (business to consumer) copywriting is the same.
B2B and B2C are the same
The whole point of copywriting, whether it's B2B or B2C, is to sell.

Additionally, regardless of whom your audience is, you are selling to a person. Yes, even if you sell B2B and here's why:


A company can't physically buy from you
A company can't meet you for a breakfast to talk about business
A company can't sign a contract


In other words, the copy has to convince a person within the business that your product or service is the one they need. That's why your copy is essentially the same whether you're writing for a B2B or B2C audience.

Naturally, the benefits you'll be highlighting will be orientated to what's in it for the business rather than the individual. Mind you, on the presumption that what you're offering will make the company more profitable, the person you are addressing may well have a vested interest as it could result in a nice fat bonus for them.

Therefore, just as if you were writing for a consumer audience, your copy should be:

Brief - because we're all time limited and therefore want concise information quickly
Human - people make the decisions, so tap into reason and emotion for the best results
Benefits driven - shout them from the rooftops because you'll save them time, increase their profits, reduce staff turnover, boost productivity, cut costs, etc.
Jargon free - it's tedious and boring to read, so don't use it
Plain and simple - plain language will win far more customers than convoluted hyperbole

It is that simple.
The biggest mistake people make when writing for a corporate audience is to adopt a pompous, dry and starchy approach because they think that's what the business world wants.

They don't.

As I mentioned earlier, a person makes the buying decision, so provided you've shown them how you're going to make their business more profitable, streamlined or famous, they're going to sit up and take notice. Plus, a company that simply tells them how it is in plain English will stand out.

If you keep an image of the person, you're trying to convince you won't go too far wrong.

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