There is a rumour that there’s a shortage of good business-to-business (B2B) copywriters out there. It’s also said that B2B copywriting is different to business-to-consumer (B2C) copywriting. Often, B2B copy is more formal than B2C.
Remember, corporate buyers (who may be your target audience) are human beings, and they respond to the same psychological triggers in their purchase behaviour as we all do. We use these triggers in the copy we write for them.
The difference is that corporate buyers are spending a company budget not money from their own pocket, and that changes what’s important to them. We use that insight in the copy we generate.
It’s true that some corporates use a different language. For example, there can be lots of internal jargon – we’ll only use this if you’re confident that your readers will understand it.
The level of formality of the words we choose depends on your brand’s tone of voice. It will always be professional and appropriate, even if it’s friendly and conversational in style.
Vince is a B2B copywriter and creative problem solver, with 20 years’ experience in business marketing and publishing. He loves helping businesses communicate the stories, ideas and benefits behind their amazing work. As a copywriter, ghostwriter and editor, Vince has written for over 100 clients across technology, finance, investment and business services.
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