Are B2B and B2C Copywriting the Same?July 12th 2012 Sally Ormond B2B copy, B2C copy, copywriting tips
OK, that doesn’t make much of a blog post, so let me elaborate.
As a copywriter, I write about all sorts of things – risk management, cosmetic surgery, recruitment, architectural rendering, cabling, sustainability…the list is endless.
And when a client asks about my B2B (Business to Business) copywriting experience I have to smile.
Because, to me, B2B and B2C (Business to Consumer) copywriting are one and the same thing.
Why B2B and B2C copy is the same
The aim of copywriting is to sell.
Whether you’re writing B2B or B2C, you are selling to a person.
Oh yes you are – come on, when was the last time you saw a company:
- Physically buy something?
- Meet you for a coffee?
- Physically sign a contract?
NEVER – because you are selling to the person behind the company facade, which means the copy you write shouldn’t be any different to that you would produce if you were selling direct to the public.
Obviously, the benefits you use will be orientated towards the businesses’ goals rather than those of the person you meet with (although, to be fair they’re going to have a vested interested in any benefits that are going to make their revenue grow because it could lead to a whopping bonus for them). So, your copy should be:
- Brief – they won’t have time to read loads of content, so get to the point
- Human – because you’re addressing a person,so tap into reason and their emotions
- Full of benefits – for the business, e.g. improved productivity, reduction in staff turnover rates etc.
To create powerful copy, all you have to do is keep it simple, avoid jargon and get to the point.
Remember, you’re ‘talking’ to a human being not a faceless company.