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There are some out there who like to pigeonhole copywriters. Asking ‘Are you a B2B or a B2C copywriter?’ … or the even more disturbing ‘Are you a digital copywriter?’

My answer is ‘non of the above’ … and why don’t they ask the same question of designers?

Don’t forget that it is a human being that is going to read your copy. Not a ‘business’ as if it were some sort of Borg collective. The person reading about your industrial plastic recycling electro tri-modulator, is driven by the same desires, wants and needs as when they buy a car … or pair of socks, or chocolate bar, or …. well, you get the idea.

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Write your copy as if you were talking to human beings. Write it the same way you’d tell someone about the latest sports car or holiday package and you’ll get a response.

Forget B2B or B2C copywriters and employ a H2H copywriter. That’s a Human-to-Human copywriter, because that building full of people isn’t going to buy a thing from you.

Written by: Nigel

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