On their journey from consumer to professional buyer, people change – a lot!
As a consumer buying just for yourself, you’re probably at your most vulnerable to emotion and impulse buying. And when buying for your family and friends, you tend to be less impulsive and a bit more cautious. But when you go to work and are tasked with buying something as a professional buyer for your business or organisation – you turn into a completely different person.
If you’re selling b2b (business to business) and creating content to connect with decision-makers in any industry, an experienced b2b copywriter knows that there is a big difference between writing for consumers and business buyers.
What’s the difference between writing for B2C and B2B audiences?
- More logic – your industrial or professional buyer is not likely to be weighed down or influenced by their emotions. As a b2b provider, you are focussing more on the rational, logical thought process your buyer is undergoing.
- More expertise – a b2b buyer is looking for a safe pair of hands and a proven track record. They are less concerned with trends and what might be popular in the short term.
- More jargon –consumers usually prefer less jargon or none at all if possible in their marketing materials. Using some jargon in b2b communications is perfectly acceptable as jargon itself often comes from a very natural place. It’s usually just a way of getting across your message in as few words as possible.
- More details – a well crafted one-liner can turn a consumer’s head and make the sale. A professional buyer needs information and the bigger the sale, the more information and reassurance needed. That’s why content like whitepapers and case studies work well for tech sector companies who may be trying to close large deals – as they are seen as investments first and purchases second.
- More time – when connecting with a b2b audience, particularly over a large investment, you will have more time with the target audience. B2b decisions are usually made with certain goals in mind and buyers will take time to decide if your product or service can help them meet those goals.
- More at stake – after all, you are still selling to a human being and nobody wants to be remembered for making a poor investment with the company’s money. Your copy and communications needs to reflect this gravitas and convince the reader that you understand that there is a lot at stake.
Although emotion still plays a role in b2b buying, a rational, measured and calculated style will always appeal first and foremost to the industrial buyer. As a b2b provider, you need to understand what turns an emotional consumer in to a results-driven professional buyer.