B2B vs. B2C Copywriting: Comprehensive Guide on Everything You Need To Know

Many believe copywriting is as far removed from math as Mount Fuji is from Antarctica. However, this is not true because copywriting, like math, has axioms. One of them is the division into B2C and B2B copywriting. Although these two types of writing have much in common, they are significantly different. Want to learn more and get our team's best practical tips on using them? Then read on!

B2C and B2B Content Strategy: Let's Start with a Definition

To be on the same page and fully understand what we're talking about, it's a good idea to understand the concepts first. So:

• B2B copywriting. The business-to-business model aims at cooperation between several companies. They decide to purchase a product or order a service not for themselves but for the organization they work for. Let's take our copywriting agency, Cute Cats Copy, as an example. We run a business and offer services for our client's businesses. If potential customers need helpful and informative SEO articles, they will utilize our services.
• B2C copywriting. Here, we are talking about cooperation between a company and individuals who buy products or order services for themselves rather than for the organization. For example, a girl needs an evening dress. She will choose the style, cut, and color and then place an order.

The whole difference lies in exactly who your customer is. More precisely, what their fears, desires, pains, and dreams are. The methods of mental influence will depend on this (we've already talked about why a good copywriter should be a psychologist). Next, we'll talk more about the similarities and differences between the two types of writing and tell you how to get the perfect copy.

B2B vs. B2C Copywriting: What Are Their Similarities

Before dealing with the differences, it is worth clarifying the similarities between the two types of writing. Here they are:

• Authenticity. No matter with whom you cooperate — with a holding company that wants to buy a hundred machines for processing non-ferrous metals or with a housewife who came for dishwashing detergent, they have the same goals. Both customers want a quality product from a reliable company. Both B2C and B2B marketing utilize techniques aimed at increasing authenticity.
• Problem solving. Every user buys a product or orders a service to solve their problem. That's why, before creating content, a professional copywriter studies the target audience and tries to understand their pains and needs.
• Positive customer experience. No matter who you partner with, it's vital for every user to get their questions answered in plain language. A great life hack is to add testimonials to articles about your products or services. This type of life hack is used by both B2C and B2B copywriters.

It is worth remembering that both types of writing require financial investment, just like any other aspect of business. For example, writing product descriptions is better to entrust to professionals. You can't get quality articles cheaply, but specialists will be able to present your product so that a potential client will want to buy it.

B2C and B2B Copywriting: What Are Their Differences

Let's closely examine the differences between these two types of writing. This is very important to create content that penetrates the soul and mind of the customer. So, here are the key differences to help you understand whether you need B2C or B2B copywriting:

• Tone. It is what users who read articles pay attention to first. When it comes to B2B, customers make a long and deliberate decision, so choosing a formal tone is worth maximizing the benefits they will receive when buying a product or ordering a service. In B2C, a conversational tone, trigger words, a light presentation of the material, and appropriate jokes are acceptable. Also, this type of writing implies shorter articles.
• Emotional background. You're wrong if you think that emotional background is not important when creating content for a B2B audience. What's important here is its absence. The primary role here is the facts, which should be presented accurately and simultaneously, the objective merits of your products or services. B2C copy works the other way around. The more emotion you add, the greater the response you will find from your customers. Make them laugh, entertain or frustrate them, and then offer a solution. The key is to refrain from speaking in the language of dry facts.
• Sales cycle length. B2B copy is aimed at getting the company's representative to choose your product or service. In some cases, multiple people decide, which means the sales cycle length becomes longer as new steps are added. In this case, the main task is to convince the customer to move on to the next step (look at the information on the website or start a free program trial). The fundamental goal of a B2C copywriter is to convince the user to buy a product or order services right now. This is often done by using the factor of a limited number of products or a discount that is only valid for a couple of hours.

We've already mentioned the importance of learning about your target audience and will elaborate on that. The point is that it can be divided into separate sub-audiences. For example, in B2B, there are companies whose activities are aimed at performing specific tasks, as well as different levels of professionalism of people who will read your content. B2C audiences can also be divided into young parents, retirees, or teens with skin problems. Each category will have different problems and needs, so upfront research is essential.

What Content is Worth Creating for B2B Customers

This type of writing includes a variety of formats. The main ones are:

• Landing pages for websites. The text placed on them should be clear and informative. The content should explain clearly what the company does and why cooperating with it will be profitable for the business.
• Brochures and catalogs. Here, it is essential to list the benefits of the product while at the same time not going overboard with advertising.
• E-marketing. Do you often receive offers from companies where they encourage you to use a tool while offering, for example, a free trial? That's how email marketing works.
• Social media. Talking about products or services interestingly and engagingly is a real art. This is what copywriters do to promote a B2B brand.

When it comes to B2B, clients first look at research and proof. The principle of digital marketing in this field is simple: the more real justifications you show for the usefulness of your products or services for business, the higher the probability that customers will order them.

Another tip: speak the language of your customer. You may have to spend time learning the slang and terminology used by your target audience, but it's definitely worth it. We also recommend researching what products they've used before. Not only will this give you new ideas, but it will also allow you to come up with something better.

Last but not least, make your content easy to read, and then you're sure to reach your potential B2B customers. Often, professionals who work at the executive level don't have time to separate the grains from the chaff. If there is a lot of trash in the text, they will close the tab with your website or put aside the brochure. Keep your content concise, presenting only the essentials.

What Content is Worth Creating for B2C Customers

B2C copywriting is about selling a product to a potential customer in the here and now. You may be surprised, but the examples of copy here are the same as in B2B: catalogs and brochures, product descriptions, and email newsletters. Except that copywriters don't emphasize dry logic. They add an emotional component as one of the essential factors of motivation to buy.

The B2C audience is wary of those who are trying to sell something. One of your main tasks is to build trust in your brand. Talk about yourself, your values, and your mission, and show testimonials from other customers. This way, you can build trust and increase your sales success rate.

Bet on social content. If you allow users to read an article and to like, share, or discuss it with other readers, you can hope for a significant effect. At the same time, as we have said many times, it is worth studying your target audience to understand what social networks they use most often. This will also determine how you present your content. For example, Instagram posts should include good photos, while TikTok posts need videos.

There is another critical point when we talk about B2B vs. B2C. B2C buyers want to see why this particular product can solve their problem, while B2B buyers are mainly interested in product specifications and strict descriptions of services. Finding the right words to interest a B2C customer and motivate them to buy a product is a real art that copywriters have been training for several years. But they are the ones who can help if you work in this niche.

Wrapping Up

When choosing which is better, B2B or B2C, base it on your needs and the audience your products and services target. A lot depends on it, and the wrong decision will not improve conversions or add customers to your bottom line. If you need texts for a particular target audience, contact us, and we will provide you with the best solution.