People are looking for you. They want what your company has to offer. They believe that YOUR product or service has a very good chance of solving their problems and relieving their pain points.
So how do they find you? How do you make yourself visible to prospective clients, to those people who are looking for you? That is why copywriting is a pretty significant part of a business’s digital marketing.
It is relevant to so many different strategies from iceland phone number data web content to social media to email campaigns to blog posts. In fact, it would be safe to say that copywriting touches pretty much every single aspect of marketing in some way or another.
When it comes to business-to-consumer (B2C) marketing, great copy is essential. It is how you speak to your customers and potential customers, helping them understand how your products or services can solve their problems and change their lives. Great copy is how you attract them, draw them in, and convert them into paying customers.
B2C copywriting is an art. Now let’s talk about how to make yours better.
What Is B2C Copywriting?
B2C copywriting speaks directly to the B2C audience, which is the consumer.
For B2C brands, the decision-maker is sometimes just one individual, but at other times, it can be a family. Any copy that your business creates for consumers, including current customers as well as prospective ones, falls under that category.
The goal is to provide information that ultimately helps people make buying decisions about your product or service.
There’s a lot of pathos in B2C writing. When done well, it will touch the emotions of the reader, tugging on the heartstrings, making them feel christopher yi (built with squarespace) passionate about something, or making them laugh.
B2C content is shareable and does well on social media platforms that are geared toward relationships and communities like Facebook.
Visual content is more successful in most cases when it comes to B2C. Long content with consistent branding is encouraged, as are bullet points, subheads, and shorter sentences and paragraphs.
B2C content is also typically written at about a third-grade level. Studies show that copy written at that reading level garners around 36% more responses than copy that is written at a higher level.
So how can you write killer B2C content?
B2B Vs. B2C Writing
It’s important to note that there is a difference belgium numbers between Business to Consumer writing and Business to Business writing.
The same tips that serve you well when writing directly to consumers won’t be helpful when applied to business-to-business copywriting. There are a few critical differences between copywriting between the two that you should keep in mind.
After all, when marketing goals are different, so should the copywriting strategies.
Complexity of Products
B2B products and services are more complicated than B2C consumer goods. B2B goods might include advanced software or specialty tools, requiring more technical consideration than B2C copywriting.
With B2B copywriting, you might spend most of your time trying to describe the product in a factual way rather than making the copy entertaining to read.
Customer Readiness
When writing directly to consumers, one of your main goals is to convince them that your product is essential to their lives. You might be trying to convince someone who has never heard of the product before that it is valuable to them and something worth spending money on.
With B2B copywriting, the customer is likely already aware of the product and is ready to buy. They are doing their research, and you need to meet them where they are during that search. Therefore, there is a massive difference in customers’ readiness when writing for a B2B or B2C audience.
Tone of Writing
B2C copywriting tends to have a lighter, shorter tone. It’s engaging to read and should convince someone to take an immediate impulse action with great storytelling and emotional connections. If your copy becomes too heavy or challenging to get through, it will turn consumers away.
With B2B copywriting, the tone tends to be more professional and centered on an audience with a basic understanding of the industry and product. It’s less approachable than B2C copywriting because it’s meant to be read by only some audiences.
Number of Readers
When you write B2C copy, you almost always write to a single individual. That allows you to create more personalized copy that will appeal to individual readers. You’re trying to convince a single consumer to take action and purchase a product since that individual is the only person making the purchase decision.
On the other hand, B2B writing tends to target groups. Rather than focusing your writing on a single target, you need to appeal to all group members, from leadership and stakeholders to daily employees. For example, a purchasing board or business department must make a purchase decision together.
In sum, while B2B copywriting focuses more on facts and features, B2C is more about storytelling and making an emotional connection.
The style of B2C copywriting tends to be more conversational, and friendlier since you are talking directly to a human being instead of a business. It should draw the reader in, making them feel comfortable and engaged.
How B2C Copywriting Drives Revenue
When you go into a brick-and-mortar store what happens?
You are typically greeted by a salesperson. They approach you and attempt to insert themselves into your customer experience by explaining products, answering questions, and often pushing for a sale.
All too often that in-person shopping trip ends in a pretty aggressive push for a sale. Whether the salesperson means for it to go in that direction or not, it often does unless the salesperson just walks away and allows the customer to browse.
That is where B2C copywriting is different.
In this scenario, the content beckons the customer. It winds up in a search engine, answering the query of a person who is looking for what you are selling on Google, and lands directly in front of that person, thanks to some great SEO.
That is the door to your store. What happens next will determine whether or not the individual decides to open that door.
And that is a process.
They read the title, then the description that usually accompanies the search engine listing.
Then they click on the link – and open the door.
What’s on the other side?
If you’ve done your homework, they’ll find some great content, be it on your landing page, product page, or blog post.
That content is your salesperson, the difference is there is no push, no salesman in