As a copywriter, it is essential to understand the diverse range of individuals you may be writing for. Each audience requires a unique approach tailored to their specific interests and needs. In this article, we will examine the differences between writing for a B2B (business-to-business) versus a B2C (business-to-consumer) audience.
As a copywriter, versatility is key in order to meet the demands of various projects. It's easy to fall into a writing style rut, making it difficult to adapt to different writing styles.
Whether you're a freelancer or employed by a company, you will encounter two main target audiences — B2B and B2C. And knowing exactly how to write for them can be a challenge.
But don't stress because Saads Abrahams from media update is going to share some tips when it comes to writing for each of them!
Knowing Your Audience
So before you start writing for your audience, you need to know and understand who exactly your audience is.
So first off, let's define what a B2B audience is. This occurs when one business or brand is communicating with another business, brand or professional. The purpose of this communication is to offer their service or product to the other entity.
On the other hand, a B2C audience consists of individuals who are being targeted by a business or brand in order to sell their product or service. This type of audience is composed of everyday consumers who make purchasing decisions based on personal needs and desires.
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Style and Tone
When it comes to writing for your B2B audience, you need to keep in mind that you are addressing professionals.
When writing for this audience, you are not just addressing one person — you are going to be addressing a group of people who are in charge of purchasing decisions.
This means that the style and tone that you write in are usually more formal and in-depth and should also contain industry jargon. You need to be able to speak their language and connect with them on their level.
However, this does not mean you need to throw all your personality out of the window; at the end of the day, these are people you are talking to, and you need to find a good balance of business and personality to be successful in your writing.
When you are writing to a B2C audience, you are speaking directly to the consumer and your content should appeal to their emotions.
This requires you to make use of storytelling and make your writing relatable and engaging. You can use emotive language to pull a response from this audience.
The B2C audience is going to receive a lot of content from all angles, so you need to try to capture their attention. To do this, keep your writing to the point and catchy.
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Focus of the Content
The focus of your content when it comes to B2B audiences is the way your services or products can either:
Typically, your content will be in the form of:
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website content
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blogs
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industry reports, and
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e-mail marketing.
However, the focus of your content for a B2C audience will usually consist of the benefits and experiences that the product or service provides. You will also provide information on where and how to purchase your products.
Typically, your content will be in the form of:
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social media content
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blogs
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adverts, and
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marketing material.
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What to Keep in Mind
Ultimately, your content must effectively communicate with either of these groups by engaging them and convincing them to invest in what you have to offer.
Your content should be thought-provoking but easily understandable. It should challenge their thinking without causing confusion or misunderstanding.
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*Image courtesy of Canva