by Jon Wuebben

Who do you sell to? Consumers or other businesses? There are many differences in how B2B and B2C companies operate. What we want to ascertain here are the communication and copywriting differences for these unique audiences.

First, the similarities: they both are interested in something that you have to sell, they both want to know what’s in it for them and how much the product or service costs. Both types of audiences research and buy online. The differences really come in to play in how they do all of the above.

The first major distinction is that they typically have a different sales cycle. B2B buys slower and it’s more of a relationship thing. Many companies are looking for a long term partnership, so they will research quite a few firms over a long period of time before they buy. Copywriting here needs to be reflective of this – no quick sale, “buy now” jargon. Next are the differences between services and products. B2B is more service based and B2C sells more products. How you “sell” services in the copy would speak more to the technical support that’s offered, how much consultant’s time they have available on the contract, etc. Product copywriting is more feature/benefit and call to action based.

What types of copy would a B2B client respond better to? Probably more fact based, more executive summary type of information. If a company is comparing business software providers and they are looking through forty companies, they want quick details communicated. They don’t have a lot of time.

With B2B, brand identity is created and sustained through personal relationships, with B2C; it’s generated through repetition, imagery and emotional appeal. B2B focuses on awareness building and showing why they are better than competitor X. With B2C, it’s all about merchandising, special offers, discounts (sometimes) and point of purchase displays. And that leads right into the last major difference: how the buying decision is made. B2B is typically a rational decision, made by consensus based on the business value. B2C is many times an emotional one, based on status, expectations of what the product can do for them and/or price.

What’s also interesting is that B2B companies, as a whole, don’t embrace search marketing as much as you would think. Trade shows, public relations, direct mail and print advertising are all utilized more. If you are B2B, you can beat your competitors online by knowing this and taking advantage of the opportunity. Start writing now!

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