What Are the Differences Between B2B and B2C Copywriting?

3 minute read.

When liaising with prospective clients, one of the questions I’m always asked is whether I have business-to-business (B2B) or business-to-consumer (B2C) copywriting experience. Over the past 10 years I’ve cultivated a portfolio across both sectors. However, if we look at B2B and B2C copywriting, is there actually a significant difference? And if so, is it important? Let’s delve into the details.

B2B and B2C Business Models 

To understand B2B and B2C copywriting, we first need to grasp the distinctions between their respective business models. B2B companies typically focus more on generating leads. They employ a variety of tactics to capture qualified leads and nurture them through the sales funnel. This journey is not swift; it can take weeks, months, or even years for a lead to convert into a purchaser. On the other hand; B2C businesses prioritise capturing active consumers, promoting prompt purchases and efficient customer solutions. These purchases often occur instantly or within a few weeks.

Different Customer Personas and Journeys  

The target audience is one of the major distinctions between B2B and B2C audiences. In a B2B context, it often includes someone with buying power who conducts research and makes procurement decisions. The customer journey in B2B transactions tends to be longer, given that purchases are made on behalf of the organisation. Whereas B2C purchasers are typically individuals, resulting in quicker purchase decisions.  

Contrasting Tone of Voice 

Differing customer personas means we need to communicate with these audiences with a different tone of voice. B2B audiences are typically experts in their respective fields, requiring language that compliments any specialist terminology. Given that they are often engaged in work-related activities while reading copy, it needs to be persuasive and concise, devoid of unnecessary jargon. Incorporating facts and figures is an effective strategy for conversion. While the B2C audience tends to read copy during their leisure time. This allows the copy a more lighthearted tone, utilising storytelling techniques to evoke emotional responses that lead to conversions. 

Copywriting Similarities

Authenticity is important regardless of the audience you’re targeting with your copy. It’s crucial that any brand messaging is transparent, consistent, and genuine in its communication. By being authentic and honest a brand can build trust and loyalty. 

All copy must be solutions-oriented, so it’s important to identify your prospective customers’ pain points and demonstrate how your product or service can provide a solution. Lastly, regardless of the audience, everyone desires a positive experience. Therefore, copy must be friendly, informative, and helpful, never rude or negative.

Create a Personal Approach

When considering looking at the differences between B2B and B2C copywriting, it’s always important to remember that you’re communicating with a person. That’s why I prefer the term ‘business to human’ (B2H). Whether the potential customer is reading content in their workplace, or relaxing at home, we need to find a way to connect with them to transform them from a cold to warm audience.