How are B2B vs. B2C Marketing Different? You May Be Surprised…


I crossed paths the other day with a struggling marketer who said, “I’m having trouble distinguishing B2B copy from B2C copy and I feel so dumb.”

No need to feel dumb, I thought. That’s a common question.

How does marketing and copy change when selling to businesses (B2B) versus consumers (B2C)?

Another marketer chimed in with a great answer:

“B2B copy is B2C copy. You’re always writing to a person. Whether you’re selling shampoo to stay at home mom, or selling services to an inventory manager. Identify the person that makes the decision, and write to appeal to them.”

You’ve heard me say it: Put yourself in your prospect’s shoes.

Where are they now? What keeps them up at night? What frustrates them?

What problem would they like to solve? Where do they want to go? What do they wish to achieve?

Paint a picture of that journey from before to after. Reveal how your product or service enables the journey.

B2B or B2C? Doesn’t matter. You’re always writing to the person.

What do you think? I’ve posted this on LinkedIn and would welcome your thoughts. B2B vs. B2C marketing — What’s the difference?

Share Your Thoughts

Don't go away yet..

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Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.