The Differences Between B2C and B2B Copywriting

by Raydal
22 replies
The principles of copywriting are so broad that I'm a little taken
back when someone ask if I do a certain" type" of copywriting.

As far as I see it, if you are selling to people then selling is selling
is selling. It is not like when you are writing for the consumer
they are a different person than when you are writing for a business
person. They all have human brains with logic and emotions and
titles makes little difference.

Of course, when you are writing to a company typically more than
one person would be making a decision, so you'll be less
personal, but it is still people making the decision.

What about you? What difference do you see writing copy
to the consumer and a business?

-Ray Edwards
#b2b #b2c #copywriting #differences
  • Profile picture of the author ewenmack
    Originally Posted by Raydal View Post


    What about you? What difference do you see writing copy
    to the consumer and a business?

    -Ray Edwards
    The difference I see is what it has to achieve.

    In most cases the outcome of first contact
    is to get the viewer to find out more, not ask for the sale.

    The dollar amounts tend to be much higher, what's being sold more intangible,
    not knowing who the decision maker is and have longer sales cycles.

    Under those circumstances, it needs a whole range of smaller steps
    that lead to the sale compared to consumers.

    I see copywriters expect to much of the buyer when it comes to business to business.

    Best,
    Doctor E.Vile
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  • Profile picture of the author TypingPandas
    Hi there,

    Writing copy for a business is more challenging and takes a bit more hard work. You have to be more formal and technical and actually know what you're talking about. As a result, it implies much more research.

    Writing for the consumer is not automatically easier, it's just that the copy you're creating has to appeal to a more emotional side. In most copies you have to empathize with the consumer and talk to him like you've known him for a lifetime.

    This is the major difference I see between these two types of writing.

    Best,
    Typing Pandas
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    • Profile picture of the author ewenmack
      To add further to the difference in selling to big companies,
      new research shows there are 5 people on average
      who are stakeholders that evaluate the purchase decision.

      This means there are the creatives, the numbers people,
      those that want in depth information, those that want short summary,
      those that want to know how it will integrate with their
      existing systems, those that want to know the downside risk,
      those that want to know the how soon the positive roi kicks in,
      those who want to know the integration support,
      could be the head of sales team, could be the head of marketing,
      could be the head of customer service added into the mix.

      Many times they bring in a new person for their point of view later because
      they now see it will affect their role in the organization.

      Phew, a lot of different perspectives, beliefs,
      in house politics to wade through.

      This is even if you get in for the meeting!

      You gotta have your message get the meeting
      first.

      Some retailers like Walmart have their own procedure
      for buying which is unbreakable.

      The whole buying environment is hugely different
      in the business to business space.

      Hope you are getting a clearer picture now.

      Best,
      Doctor E. Vile
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      • Profile picture of the author angiecolee
        Originally Posted by ewenmack View Post

        To add further to the difference in selling to big companies,
        new research shows there are 5 people on average
        who are stakeholders that evaluate the purchase decision.

        This means there are the creatives, the numbers people,
        those that want in depth information, those that want short summary,
        those that want to know how it will integrate with their
        existing systems, those that want to know the downside risk,
        those that want to know the how soon the positive roi kicks in,
        those who want to know the integration support,
        could be the head of sales team, could be the head of marketing,
        could be the head of customer service added into the mix.

        Many times they bring in a new person for their point of view later because
        they now see it will affect their role in the organization.

        Phew, a lot of different perspectives, beliefs,
        in house politics to wade through.

        This is even if you get in for the meeting!

        You gotta have your message get the meeting
        first.

        Some retailers like Walmart have their own procedure
        for buying which is unbreakable.

        The whole buying environment is hugely different
        in the business to business space.

        Hope you are getting a clearer picture now.

        Best,
        Doctor E. Vile

        I think that depends a lot on the business too. Believe me, that paragraph describing all the decision makers pretty much EXACTLY describes the personalities at my own corporate office - but not ALL of those guys are in on every buying decision.

        For example, our merchants (we're in retail) are the numbers guys. They don't have any sway over what kind of paper the marketing department uses. Marketing's about the quality of the paper and the bleed of the ink. We need a good list. The lowest number that meets our needs is just icing on the cake.

        (though frankly - it's all about relationships. These guys take their preferred vendors with them from place to place. So my advice? Focus on building a relationship with someone who's going to take you wherever they go. Don't just sell)

        So yeah, knowing who you're talking to is important. More importantly, figure out who you're talking to WITHIN the org. Addressing all those different concerns in one session seems mighty overwhelming to me.
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      • Profile picture of the author Joe J
        Originally Posted by ewenmack View Post


        Some retailers like Walmart have their own procedure
        for buying which is unbreakable.

        The whole buying environment is hugely different
        in the business to business space.

        Best,
        Doctor E. Vile
        This is an interesting topic.

        How do you find out , besides learning the hard way and perhaps ruining a chance to do business with a large company such as Walmart, their buying procedures?

        Thanks, Joe
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        • Profile picture of the author ewenmack
          Originally Posted by Joe J View Post

          This is an interesting topic.

          How do you find out , besides learning the hard way and perhaps ruining a chance to do business with a large company such as Walmart, their buying procedures?

          Thanks, Joe
          Are you looking at getting a product on the shelves
          of big retailers?

          Or selling them something that helps in the
          operation of their business?

          Best,
          Doctor E. Vile
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          • Profile picture of the author Joe J
            Originally Posted by ewenmack View Post

            Are you looking at getting a product on the shelves
            of big retailers?

            Or selling them something that helps in the
            operation of their business?

            Best,
            Doctor E. Vile
            I was looking to start selling IT Services and products for a Small to Medium size Consulting firm that also is A Value Added Reseller.

            Just might be switching careers and was curious to what the process was to at least get a little knowledge on the procedure before I start.

            They already have a large telecom contract and I am just doing a little homework for now.

            Thanks, Joe

            Sorry I won't be able to check back here for another 10 hours or so but I appreciate your time.
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            • Profile picture of the author ewenmack
              Originally Posted by Joe J View Post

              I was looking to start selling IT Services and products for a Small to Medium size Consulting firm that also is A Value Added Reseller.

              Just might be switching careers and was curious to what the process was to at least get a little knowledge on the procedure before I start.

              They already have a large telecom contract and I am just doing a little homework for now.

              Thanks, Joe

              Sorry I won't be able to check back here for another 10 hours or so but I appreciate your time.
              This is a question on lead generation and closing
              strategies in the offline world, therefore belongs
              over at the Offline Section.

              Best,
              Doctor E. Vile
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    • Profile picture of the author sethczerepak
      Originally Posted by TypingPandas View Post

      Hi there,

      Writing copy for a business is more challenging and takes a bit more hard work. You have to be more formal and technical and actually know what you're talking about. As a result, it implies much more research.
      No.

      No. Dude. Being more formal and technical has nothing to do with whether you're writing B2C or B2C. It has to do with WHO you're writing for.

      If you're writing to an engineer, selling a consumer product, you'd need to back up your claims using hard data the same way you'd back them up when writing for a B2B decision maker who also happens to be the head of an IT department.

      You need to speak enough Geek to earn their respect, and also know how to appeal to their deeper emotions without them realizing what you're up to.It's the same when you're speaking to an analytic personality in any setting.

      On the other hand, if you're writing to an HR manager, who is more likely to be a sanguine or phlegmatic personality type, you'd take the same approach as you would writing to a consumer who fit that same profile.

      Some data on that...

      Human Resource Executive Online | The HR Personality

      The main difference being the decision making process, whether its analytical or intuitive. Beneath both types, are the core emotional needs, its just a matter of what language you use to reach those core drives. Of course, levels of awareness and buyer education is another factor, that's what Bly is talking about in this...

      http://www.bly.com/newsite/Pages/ERA135.htm

      ...points 2, 3 and 6. But appealing to a higher level of awareness and education is not the same thing as being more formal. It simply means you need to know your s**t and not bore them trying to resell them on features they already know the value of.

      Originally Posted by TypingPandas View Post

      Writing for the consumer is not automatically easier, it's just that the copy you're creating has to appeal to a more emotional side. In most copies you have to empathize with the consumer and talk to him like you've known him for a lifetime.
      Again, wrong. It always has to appeal to their core decision making mechanisms, which are always emotional. The way you do that will change based on who you're talking to, how they communicate, and what level of awareness they already have about your product or service.

      But it always starts with that.

      In either case, B2B or B2C, you're writing for a person. Either the person making the decision, or making the CASE to the person who will make the decision. And the things which drive B2B purchase decisions can be just as irrationally seeded as the things which drive someone as a consumer.

      Anyone who's worked in the corporate world knows how much drama and politicking creeps into even the highest executive circles, especially in large companies. People are still protecting their own interest, many times at the expense of the interest of the company, and for reasons they themselves might not even be fully aware of.

      If you ignore these triggers, assuming that people magically leave their emotions in a nice neat little case outside the workplace door every morning at 9am, you're going to miss a lot of opportunities.

      They may wear a difference "mask" in a corporate setting, and require a different type of "Dog Whistle Language", but knowing the core drives is what separates authentic and genuine sounding copy from clunky, awkward sounding copy.

      Originally Posted by RickDuris View Post

      The third most interesting experience was implementing a systematized sequence of marketing communications which turned a lead, step by step, into a Client. This too had a huge impact on our company because we could track our pipeline of deals.
      - Rick Duris
      That's ^ the other factor in B2B. Much more complex decision making process. Longer decision making cycle, and a need to create multiple steps in order to appeal to everyone within the decision making pool. Sometimes the most challenging thing is getting your message in front of the most influential people BEFORE other companies get a chance.

      The other issue is getting past the barbed wire and reaching the person who can appreciate a well-crafted marketing message.

      A lot of the buying decisions in B2B environments start with someone like the big dude's receptionist just collecting information and running it up the chain of command. And many times, those worker bee level people gather the least compelling information, price comparisons mainly.

      Meanwhile, someone with a smarter marketing strategy might be busy building a more value-focused case and lock the deal in before you get a shot. Good news is, if you can pull that off yourself and craft the right message, you can lock everyone else out early on.
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      • Profile picture of the author Oziboomer
        Originally Posted by sethczerepak View Post

        Sometimes the most challenging thing is getting your message in front of the most influential people BEFORE other companies get a chance.

        The other issue is getting past the barbed wire and reaching the person who can appreciate a well-crafted marketing message.

        A lot of the buying decisions in B2B environments start with someone like the big dude's receptionist just collecting information and running it up the chain of command. And many times, those worker bee level people gather the least compelling information, price comparisons mainly.

        Meanwhile, someone with a smarter marketing strategy might be busy building a more value-focused case and lock the deal in before you get a shot. Good news is, if you can pull that off yourself and craft the right message, you can lock everyone else out early on.
        Thanks Seth

        Your great analysis of what does play out time and time again in the corporate world.

        Timing and speed to get into the discussion often comes down to separating out your product into the most basic cost effective pitch you can get into the hands of the receptionist or in some circumstances the person appointed to be the proxy project manager.

        I recently had a big deal with a G20 conference and trying to be a supplier for a specific product that was required post event.

        Speed was essential to not only lock out competitors but unlock the add-on that were not totally apparent during the initial stages.

        My company ended up producing customised packaging and other material that was far more profitable than the main product supply.

        Something I learned because I'd employed one of the people who had worked as a purchasing officer in relation to the way the purchaser behaved was to make it so easy....

        ...although details were required it was best to simplify everything...especially pricing because the person assigned the task on the purchaser side really needed a quick total cost to take to the senior management.

        The real returns were generated through the packaging and distribution that the "receptionist" - loose term - didn't want to have to take care of so once the deal on the initial supply was done there was the add on of customised packing and distribution that proved to be highy profitable.
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        • Profile picture of the author ewenmack
          Here's an example of a very targeted letter.

          Outcome wanted was to get a meeting
          with a certain person in 15 instances.

          Had a follow up phone call by an assistant.

          Had a high success rate.

          Enjoy!
          Doctor E. Vile


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  • Profile picture of the author RickDuris
    What I've noticed in my previous life is in B2B copywriting, was there's a HUGE amount of emphasis to pencil the strongest ROI case possible, achieved in the shortest amount of time.

    The second most interesting takeaway was I was able to win major 6 and 7-figure business with standard long form sales letters, not mind-numbingly detailed proposals, briefs and studies.

    This blew me away the first time I tried this and it worked.

    The third most interesting experience was implementing a systematized sequence of marketing communications which turned a lead, step by step, into a Client. This too had a huge impact on our company because we could track our pipeline of deals.

    These are just some ideas to test in a B2B environment. However admittedly, I haven't done B2B copywriting in about 15 years. So things may have shifted.

    - Rick Duris
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  • Profile picture of the author stevexavior
    B2C stands for business to customer and B2B stands for business to business. In B2C, one person is involve. in b2b, many persons are involve in it because it is related to business.
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    • Profile picture of the author angiecolee
      Originally Posted by stevexavior View Post

      B2C stands for business to customer and B2B stands for business to business. In B2C, one person is involve. in b2b, many persons are involve in it because it is related to business.
      Thank you, Captain Obvious.
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  • Hello Raydal....

    In B2C must create a relationship of friendship and empathy so that the customer fully trust you, has no doubts about choosing you to solve your problem, you have to be friendly and at the same time confidential, without ever losing sight of the professional; in B2B instead, as you turn to most people, you have to write even more professionally but the result that you get is the same, so confidence and resolution of the problem of the company.

    Personally I prefer to address the customer.

    Your question has also helped me to understand the things, there is always something to learn from your questions and your answers ... thanks! ;-)
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  • Profile picture of the author Sean DeSilva
    I tend to do a lot more lead gen work in the B2B arena, which is to be expected because transaction values also tend to be higher and longer sales processes are part of the game.

    Another notable difference, and this comes down to knowing your target audience – straight feature selling may work if the audience is technical or has a very detailed, systematic buying process outlined in advance.
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  • Profile picture of the author Skipper
    A long, long time ago, there was this computer manufacturer who had virtually all companies in this world on his clients list.

    They used FUD to maintain their position, and it was a common word from their competitors that marketing needs to "fight FUD".

    I believe that's still very true for whatever business you are writing for. You need to address Fear, Uncertainty and Doubt in whatever way it serves you the most.

    At that time the other saying was "No IT manager ever got fired for chosing IBM" - FUD at it's finest.

    That's an interesting thread, thanks guys and gals.
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  • Profile picture of the author nigelburke
    I'd say that understanding the internal purchase process is important, try and identify internal champions and then provide them with the material they need (white papers, case studies etc).

    Check out the letter from slack founder at https://medium.com/@stewart/we-dont-...e-4c59524d650d
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  • Profile picture of the author Joe J
    Thanks Ewen,

    I had a feeling that question was drifting off in that direction.

    It started off with wanting to know how to direct the copy towards businesses.

    I want to know more than that so I will start a thread in the offline section.

    Thanks Again,

    Joe
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