Both individuals and those who make purchases on behalf of companies are people, but they are people with very different purchasing motivations, and processes. Consumer and business customers both make purchases because they’re trying to solve a problem or fulfill a need; both are motivated by varying degrees of emotions and logic; both need to be convinced of your credibility; and both go through a purchasing process.
However, business representatives have specifically business-related challenges, such needing to hit the next quarter’s revenue goals, increase productivity, or generate new leads. They are interested in increased profit, productivity, exposure, and market share. In decision-making, business customers use a problem-solving approach. Business customers also typically require a higher level of trust, include more decision makers at different company levels, and weeks, months, even years to make buying decisions.
Key to Business-to-Business Marketing
The key to effective business-to-business (B2B) marketing is to recognize the complexity of purchasing for business customers. With B2B copywriting, it is critical to identify all the possible levels and decision makers, and provide information that could lead at any point to a sale. This information also needs to be easily sharable, so those doing the initial research can advocate for the value of your products or services within their company.
FDC’s Business-to-Business Copywriting Services
With B2B copywriting, the focus should be on education and giving prospects the opportunity to learn about your company with less hype and more facts than you would use when writing for consumers. Data sheets, websites, brochures, case studies, and white papers all contribute to this kind of marketing.
FDC’s Karen Marcus has broad experience writing all of these documents, with the professional tone, simple language, and logical flow of ideas needed to attract business buyers. In her 15 years as a professional copywriter, Karen has developed the following types of documents:
- Success stories and case studies showcasing how a company has helped others
- Websites that include specific information about how a company’s product or service addresses prospects’ specific problems or challenges
- Articles that demonstrate expertise on a particular topic
- Corporate brochures, which spell out the high-level messaging a company wants to project
- White papers describing the back-end technology or process used by a company
- Blog posts that contribute to an ongoing flow of quality content
- Slide decks to add professionalism and visual interest to live or online presentations
- Corporate Brochure for Finali - VIEW SAMPLE
- Success Story for Hewlett-Packard Company – VIEW SAMPLE
- Article for Hach – VIEW SAMPLE
- Case Study for Amazon Web Services – VIEW SAMPLE
- Case Study for EMC – VIEW SAMPLE
- Website Copy for Air Resource Specialists – VIEW SAMPLE
Looking for pricing? Visit the Services & Pricing page.
Ready to start a project, or need more information? Contact us via email or call 970.988.9531.