Why can’t B2B copywriting be more like B2C?
It can. Because business people are consumers, too. Make that: consumers who have the added pressure of looking good for their boss, board or investors. Other than that, business audiences respond to emotion, irony and humor the same as any other audience.
I write business-to-business websites, email campaigns, white papers and more that appeal to business audiences as consumers, who like all other consumers, deserve to be inspired, intelligently informed, and yes, entertained. That could mean creating an ad that elicits a knowing chuckle, scripting a video that’s peppered with wit as well as wisdom, or just writing in an appealing, natural voice.
The trick is knowing your audience. And with B2B audiences, it’s not always that easy. That’s why I’m big on research. I take the time to interview you to understand what you offer and what makes your market tick. That leads to priceless insights and helps me paint an honest and attractive picture of your product or service, your company and your brand.
The way I work with companies, in-house agencies, design firms, and ad agencies is essentially the same, but my services provide unique advantages to each.