Copywriting for B2B or B2C – Is There a Difference?

Well, this blog is going to highlight my own particular view. It is a standpoint I have taken whenever I have been commissioned to provide copywriting services for my clients. It has always stood me in good stead – but each to their own: once you have read this, you can make up your own mind.

In my view B2B (business to business) sales writing should be treated in the same was as B2C (business to customer). Why should it be different?

• Can a company physically buy something?
• Can a company actually meet you at the coffee shop round the corner?
• Can a company sit down at a table and sign a contract?

Of course not therefore you are writing to individuals, normal human beings within a company. No matter how high up the ladder they are, they are normal, walking, talking and breathing people. So why treat them differently?

There are 4 golden rules to follow in B2B sales writing, stick to these and you’ll be worshiped the world over.

1. Keep it brief – you are writing to people at work so they will be time limited.
2. Business people are human – they also make decisions partially for personal reasons (more profits equal bigger salaries etc). Tap into reason and emotion for the best results.
3. You are writing to sell, so sell benefits – buy this and you’ll save money, save time, make bigger profits, reduce staff turnover, and improve productivity.
4. There is no language called B2Bish – keep it plain and simple; steer clear of cliché and jargon.

Well, that’s my opinion for what it’s worth. I am sure you have your own views on this particular conundrum so why not share them? How do you approach B2B and B2C?

Sally Ormond