B2B v B2C copywriting: What’s the difference?

plastic cupOn my copywriting training courses, I sometimes ask delegates to write a headline to sell a plastic cup. Usually, they focus on the drinking experience of the end user ā€“ a business-to-consumer approach (B2C).

However, the purchaser of the cup is likely to be the procurement manager of an office block, who buys the cups in bulk. They don’t really care about the user experience; they care more about the price and speed of delivery ā€“ a business-to-business message (B2B).

It’s not really a trick question. I do it so the trainees remember to always ask themselves who the real customer is and write their copy accordingly.

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