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.
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