Getting noticed online has become a necessity, rather than a luxury, these days. Business writing is necessary to sell your product as well as to build your brand.
However, you must keep in mind that writing techniques for business and pleasure are vastly different from each other. The needs of business readers and consumers are very different, and the challenge lies in communicating with them through your writing.The format for B2B and B2C copywriting vary in more ways than one. Here are a few reasons why the business reader requires different treatment:
• In a B2B platform, the requirement is to buy; while in a B2C platform the tendency is to save.
• The business reader is more advanced and learned. Sometimes, the reader is more learned than the writer. For example, a writer for a promotion to sell artificial joints to orthopedic surgeons can never know more than the buyer, the surgeon himself.
• Business readers need more content. The average consumer needs to get lured and hooked to a product in order to make an impulse purchase. This means minimum content and maximum highlighting of core values of the product. However, for business consumers, more content is required for more explanation of features and benefits that provide justification for purchase. For example, someone whose job is to purchase maintenance services for a big factory, will read your copy if it is on how to save money on factory maintenance.
• A business reader goes through a lot of steps before taking a decision, while other consumers mostly buy on impulse.
• In today’s corporate world, most buyers need approval from others to make larger purchases. The importance of approvals gets magnified depending upon how expensive the product is.
• Another point to be noted is that the business buyers have dual motives. They buy for their company as well as for themselves. For example, a software professional will only make a purchase when he is sure the software is beneficial for the company, and is also easy for the end user (which is him).
So the next time you write for your business, or to sell your product, do keep the above in mind. Got any other ideas? Let us know in the comments below.