B2B vs B2C Copywriting: The Benefits and Downsides

If you're in the writing game, you've probably heard about the magical lands of B2B (business-to-business) and B2C (business-to-consumer) copywriting. But hold onto your quills, because today we're taking a journey through these realms to uncover the glittering treasures and hidden dragons of each.

Find your style and work to your copywriting strengths

Uncovering B2B Copywriting

Imagine you're at a high-powered networking event, and you're discussing industry trends, growth strategies, and market shifts. That's B2B for you – where businesses are talking shop with other businesses.

Well that kind of professional chit-chat converts into copywriting too. You’ll see it at all networking events, on business emails and on marketing content put out by businesses trying to secure new partnerships or exciting contracts. 

Benefits of B2B Copywriting

The positives of B2B copywriting for businesses are huge. It means the business that you’re writing for will be able to get their foot in the door with other similar businesses and generate more profit. 

B2B copywriting targets professionals who are well-versed in the industry lingo. No beating around the bush here – you're speaking to folks who know their stuff. And as you're dealing with industry experts, B2B content needs to be more in-depth and technical. Think whitepapers, case studies, and detailed reports that delve into the nitty-gritty. These forms of copywriting focus on logic, not emotions. Your copy needs to highlight the practical benefits, ROI (return on investment), and how your solution can streamline their operations.

These B2B relationships that you’re aiming to sell thrive on trust. So, your copy needs to establish your authority, expertise, and credibility. This means well-researched content that positions your business as a reliable partner.

However, despite all the effort and redrafting that B2B copywriting is likely to take, it does have the overall benefit of making more money. Because of the specific skills required to create something so complex, you can charge your clients more for your time and talent. 

Work with businesses that understand your value

The Downsides of B2B Copywriting

B2B copywriting isn’t all rosy in the garden. There are some downsides when you’re developing amazing copy for businesses too. 

As we’ve discussed, B2B copywriting can be incredibly complex. You might find yourself juggling intricate topics and technical terms that can be a handful to explain concisely. This can be made more difficult by the typical slow decision-making in the B2B sales environment. Convincing businesses to commit takes time and patience, which can be a test of your copywriting perseverance.

B2B writing often follows a more formal tone too, leaving less room for creative flair. It's like wearing a business suit – classy, but a tad restrictive. 

B2C Copywriting for Consumer Appeal

Now, imagine you're at a bustling marketplace. Shiny displays, catchy jingles, and a carnival of colours – that's the world of B2C. Here, you're speaking directly to consumers, tugging at their heartstrings and wallets.

B2C copywriting is often the more enjoyable side of the job where you can really release your creative flair. 

The Benefits of B2C Copywriting

B2C is our bread and butter as copywriters and it’s more of a natural way of writing that’s enjoyable and easy to produce. It thrives on emotions. You're selling an experience, a feeling, a dream. Your words need to evoke joy, nostalgia, excitement – whatever gets your customers' hearts racing. It’s a chance to experiment with playful language, witty puns, and eye-catching visuals. Embrace the customer and understand what they need from you. You can even use your own experience - you might be a customer yourself. 

The great thing about B2C copywriting is that it’s a much faster way of working. B2C decisions tend to be made on the spot. When you're shopping for a new phone or a pair of shoes, your gut feeling usually seals the deal. This style of writing also allows you to reach a broader audience, so you can cast a wider net. From tech-savvy teens to hipster grandparents, your words should resonate with all walks of life.

Set goals and work collboratively to achieve them

The Downsides of B2C Copywriting

Even though this is the preferred style of copywriting for most of us, there are, of course, a few downsides that we need to learn to get on board with. 

Firstly, there’s a lot of competition in this environment. As it’s our favourite type of copywriting, it’s understandable that there’s likely to be a lot of competition for each job. You’ll need to be prepared to really sell yourself to get the role. This also unfortunately means that you may need to adjust your prices to remain competitive. This usually means that B2C copywriting pays a little less than B2B copywriting. 

It also requires us to get the message across in a short and snappy way. The attention span of potential consumers is much shorter than B2B consumers, as you may have only a few seconds on a billboard or a leaflet to convince the audience, you need to make those few words count.

And, possibly the hardest part of B2C copywriting is the changes in trends. Marketing tools and the expectations of the consumer, not to mention the introductions of new, weird and wonderful social media platforms that mean what’s cool today will be passé tomorrow. Your copy needs to keep up with the whirlwind.

Know your audience and use your experience as a consumer to understand what your audience wants

B2B vs. B2C Copywriting

So, which path should you tread? Well, that depends on your strengths, interests and skills. B2B offers intellectual challenges and long-term partnerships, while B2C sparks creative fireworks and swift decisions.

However, a truly versatile writer can dance in both realms. Mixing the logic of B2B with the emotions of B2C can create copy that's not just persuasive, but enchantingly irresistible.

Filthy Rich Writers is a copywriting camaraderie with a specialised course that can help you find the right copywriting techniques that suit your style. The Comprehensive Copywriting Academy has been a huge support to me on this journey helping me realise my passion, utilise my skills and experience and also develop my love of copywriting by finding jobs and clients that suit me, rather than trying to jump to someone else’s rhythm. 

If you’re worried that you’re going down the wrong avenue, or you’re not enjoying the experience as much as you first thought, take a look at what Nicki Krawczyk has to say here.