BlogCopywritingDifference Between B2B and B2C Copywriting

Difference Between B2B and B2C Copywriting

Learning what exactly is a difference between a B2B copywriter and a B2C copywriter makes an immense difference in writing and marketing your content. Here we cover the different copywriter types you use and how you can use them to produce copy that converts for your website.

B2B customers are more ready to buy

Copywriting is a hard job. It would be best if you did a lot of research, so you know what people want. When people are trying to find products or services, they usually have three things: interest, budget, and incentive. Interest means how much they need the product or service, and budget is a way to get it. Incentives, such as loyalty programs or special discounts, are for customers who already have interest and budget problems. Having incentives can double their revenue because you earn money on loyal customers.

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B2B and B2C customers enjoy good writing.

The main principle of writing copy for B2C is to make it short, fun, and entertaining. But is that true? Think about your average customer looking at blogs and ebooks with tons of jargon in them. If the copy is dry, it will get boring quickly. So instead, try to use examples from real life to explain your points better. Tell personal stories that your prospects can relate to.

For example, if you are selling car tires, tell a story about how a person almost crashed because their old tires wore out and saved them when they got new ones. You can also use statistics. Just try not to be too obvious or repetitive.

The main principle of B2B copywriting is solving problems. You need to know your prospects’ issues and how they can solve them with your offer. If there is an information gap, you need to fill it. It might be a problem that’s not easy to explain, but if it’s important, make sure it’s clear for the reader.

Make sure your copy tells the reasons why people should buy from you. Be honest and don’t lie to them. If they read your website and have a reason to work with you, make sure it is visible on the landing page. Try adding incentives for clients who are crucial to getting business deals done. For example, try offering potential clients a free consultation before they buy from you.

B2B and B2C customers want to be educated.

Studies show that 82% of people typically use their phones before buying in-store, according to the Pew Research Center. And consumers also prefer to make educated business decisions when they know what they want or need. They want to learn as much as they can, and that includes learning if you’re a qualified business to work with.

It’s not enough to write about your services or products. Instead, try adding educational information on why people should buy from you over competitors. Make sure it looks like a normal post but still has an educational value for readers.

B2C customers are looking for advice.

When you’re writing “How-to” articles on your website, people don’t want to buy from you yet. But they will know that if there is a problem, you have an answer to it. That’s how trust is built between businesses and prospects. They already trust you as an authority in the field you’re writing about, so they know there’s a good chance you’ll have an answer. Likewise, B2B customers want to learn solutions from people already using your products and services.

People always look for different options. It’s similar to buying copywriting services. But when it comes to B2C buyers, they want to know if you’re the best option for them. You can make sure that you are their first choice by using testimonials and case studies from your satisfied customers. This way, prospects will think it’s a logical decision to buy from you because others already did it.

B2C and B2B customers have different decision-making processes.

B2C customers usually go through 3 stages before buying:

  • They look for pricing and reviews.
  • They finalize the deal.
  • They will share their experience with other customers through testimonials or comments.

B2B customers usually go through 2 stages before buying. First, they need to know what you can provide them with. Second, once they know that only you can solve their problems, they will give you the green light to move on.

The main reason why B2C customers need to know what your service or product is and how much it costs is because of pricing. If you’re not offering a precise value for money offer, then there’s a chance someone else will show something better and cheaper.

B2B and B2C customers are emotional.

Both B2B as well as B2C are human people. Both decide through their heart and their heads. A customer could be on the hunt for a new HR solution but not to save time to reduce the stress of a day. Cloud management software will help to ensure a company runs efficiently.

If it succeeds, it will allow a CFO to prove their ability. Whatever you write for, make sure you appeal both to what they need and desire. It is essential to appeal to both these audiences and their wish to be at the top of that list.

Both B2B and B2C customers are individuals.

B2B customers sometimes conduct numerous decisions with their colleagues before signing up. This doesn’t mean we’re writing only for a handful of people. Instead, you’ll speak directly to the person sitting behind the screen. If you get it right with a person and convince them that he can understand them, they take care of the client’s business case. It’s like marketing expert Seth Godwin once said: If you tried and appeal to everyone, you will just be appealing to no one.

Longer vs. shorten the content. 

B2B buyers do not want to read long blocks of text. It makes it too difficult for them to absorb the information and follow what you’re writing about. On the other hand, B2C customers want to know as much information as possible before buying. This means you need to write longer articles that will satisfy buyers’ needs and wants.

The critical point here is that your business type determines how you should market yourself online.

Social content

B2C copy works well on blog/landing page pages and Customer Testimonials on your website. But the hot topics can arise up in the social networking arena. Every social platform individual is different, and you should speak to this demographic within your social media marketing campaign.

What kind of social media platform will your audience most frequent? Know the demographic for its chosen platform so that you can save yourself from wasting your marketing budget by not dumping your content on it.

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Content that provides proof

Product reviews, case studies, and in-depth articles can help B2B sales progress from early to purchase. Testimonials show potential customers how service providers see them feeling about their company. Comparing your positive attributes of a company with your competitors lets the buyer know why they should choose you over others. Comparison charts offer categories where the customer can see the advantages of your product over competitors. Finally, a case study shows real-world examples and scenarios. It helps potential customers understand how they can benefit from what you’re offering them and see how others have been successful.

Content supported by research.

B2B audiences need products that match their business. Content backing up heavily on solid research always delivers. B2B products usually are more expensive than other products. Do your content also incorporate research into this article to show how your solution performs best. Here’s a hint: content with research is a winner, and he’s left to provide the information their self needs to make a decision confidently.

Content-focused on facts

Facts, statistics, and research are vital to these audiences because they contain valuable information such as data on your product or the benefits of using your service.

Content that builds trust

Consumers expect something worth knowing about. They want to trust your brand — so they want something for which they could put their trust to rest. So let them choose the cause. Give them goals and values.

B2C audience would prefer to read a review or recommendation from someone they trust, perhaps a friend or colleague, if you can provide customers with an honest analysis and background information so that it helps them feel more confident about making the purchase.

More similarities than differences

Information flows differently depending on the type of business you are working with. As a copywriter, it’s important to remember that even though your audience may be wearing a ‘uniform,’ they still need to feel some connection with your content. wIt can be a completely different type of content, but make sure they are still receiving useful and important information.


When it comes to copywriting for businesses, there is a big difference between B2B and B2C. In general, B2B writing should be more professional, factual, and objective while B2C writing is more geared towards entertaining the reader and persuading them to take action.

Of course, there are always exceptions to this rule, but understanding these basic guidelines can help you create content that resonates with your target audience. Have you tried using these techniques when writing your business copy? Feel free to share your experiences in the comments below!

A data-driven professional with more than 10 years of experience in digital marketing, SEO, PPC, automation, and so on. Privately tea lover, gamer, tech nerd, and traveler. I love writing about marketing!

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