B2B and B2C Copy

Copywriters, in a strange way, are a lot like doctors. We use our skills to find someone's pain point (a challenge they are wanting to overcome) and to help them overcome it by offering them the panacea they've been looking for (the product or service that will resolve their issue). Diagnosing their pain and removing it is all it takes to make a sale. Regardless of whether you're writing for a B2B or B2C market, every consumer has a problem they are looking to solve. After all, if they didn't they would be on your website or reading your brochure looking for a cure. Pain as a motivator Pain is a motivator. If you touch a hot iron, you'll be quickly motivated to move your hand. It's the same in sales. For consumers, it's things that will make their lives easier, make ...

Yes. 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. Why? 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 ...