[FAQ]

I’m a junior copywriter at an agency in London, and I’m trying to get better at adapting my writing style for different clients.

I find that when I’m writing for our B2C clients, like a fashion brand, the copy comes quite naturally. However, when I switch over to a B2B tech client, I find my writing becomes very dry, and I struggle to connect with the audience. I feel like I’m missing something fundamental about the difference in approach.

Could anyone explain the key differences in tone, motivation, and the overall goal of the copy when writing for B2B versus B2C? Any advice on how to switch my brain between the two would be brilliant. Cheers.

[Jeff Bullas]

A fundamental question in copywriting. Understanding this distinction is key to being an effective and versatile writer.

Brief Answer: The core difference is that B2C copywriting primarily appeals to emotion and seeks to entertain or solve a personal problem, while B2B copywriting appeals to logic and seeks to prove a return on investment (ROI). B2C sells a desire; B2B sells a business solution.

You’re not just changing your words; you’re changing your entire psychological approach because the buying decision is made in a completely different context.

Audience and Motivation
The biggest difference is who you’re writing for. Your B2C (Business-to-Consumer) text is for an individual buying something for themselves. Their decision is often driven by emotion, entertainment, and personal want. The goal of your text is to make them feel good about a purchase.

Your B2B (Business-to-Business) text is for a professional making a logical decision on behalf of their company. They are not spending their own money, and they will likely have to justify the purchase to their boss. Their motivation is to find a solution that saves time, makes money, or reduces risk for their company.

Tone and Language
This difference in motivation directly affects the tone of your text. B2C copy can be casual, witty, and personal. It often uses simple, benefit-driven language that focuses on how a product will make the individual’s life better or more enjoyable.

B2B copy must be more professional and authoritative. It needs to build trust and demonstrate expertise. The text will focus on efficiency, data, and security. While it should still be clear and easy to read, it can use industry-specific terminology to show that you understand the reader’s professional world.

Evidence and Content
The proof you use to support your claims also changes. In B2C, your sales argument might be supported by emotional video ads, influencer endorsements, or user-generated images showing people enjoying the product. Social proof is key.

In B2B, your text must be backed up by hard evidence. This means detailed case studies, data-heavy white papers, and testimonials from other respected professionals in the field. The goal is to logically prove that your solution works and provides a positive return on investment.

Cheers,
Jeff

[Author]

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