Note: this is a guest post by UK copywriter Sally Ormond, who is based in Suffolk.

The life of a copywriter is varied, unpredictable and rarely dull. One day you could be writing about adventure travel, the next about risk before swiftly moving on to cosmetic surgery.

That doesn’t mean that a copywriter knows everything about everything (although they are rather handy to have on a quiz team), it just means they are very good at selling – anything.

One question copywriters get asked a lot is whether they write for the B2B (business to business) or B2C (business to consumer) market. The simple answer is, most of them write for both, simply because, from a writer’s point of view, they are the same.

Allow me to explain.

Yes, B2B and B2C Really are the Same

The aim of any piece of copywriting, regardless of its market, is to sell.

Whether it’s for B2B or B2C, you are selling to a person.

No! I hear you cry – we are selling to other businesses not people.

Really? Well try answering these questions:

  • Can a company physically buy something from you?
  • Can a company meet with you over a coffee while you discuss business?
  • Can a company sign on the dotted line?

The answer to all of those is a resounding NO.

At the end of the day, your copywriting has to convince a PERSON within the company that your product or service is right for them. Therefore, even if your market is B2B, you are still selling to a person.

Certainly, the benefits your copy focuses on should be aimed at the business, but it still a person, with all their emotional baggage, who will say yes or no. They are still going to want to know what your product/service will do for them – if it benefits the business that means it will benefit them in the long run financially.

To sum up, even if you’re writing for a business audience, your copy should still be:

  • Brief because the person reading it will be time limited and won’t want to see loads of waffle
  • Written to a person, full of emotional triggers because they are still going to be basing their buying decision on how your product/service will affect them in the long run
  • Packed with benefits to show them how you’re going to save them time, money, boost their profits and productivity etc.

So there you go, B2B copywriting is just the same as B2C. Just remember to always tailor your copy to your specific market. Keep your writing plain and simple, avoid clichés and never, ever allow jargon to slip into it.

About the Author

Sally Ormond, Briar Copywriting, is a professional copywriter, SEO website copywriter and advertising copywriting with extensive experience in both B2B and B2C markets.

To have a chat about how she can help you send an email to or call +44(0)1449 779605.

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When the Samantha Brick women-hate-me-because-I’m-beautiful story broke, I didn’t even know who this woman was. So I Googled her and read her original story on the Daily Mail Web site, along with several other contributions she has made to that online publication.

Although Samantha Brick is a very good writer, every article she crafts is filled with vapid, arrogant and delusional opinions of herself and the world around her.

Never once did she connect with me, her reader, on a heartfelt or personal level. Because of this, even when she was describing a situation where she was about to step off a metaphorical cliff, I didn’t want to give her a hand to hold onto – I wanted to give her a little shove in the back to speed her demise!

Therein lies the lesson for copywriters everywhere.

Copywriting is about Connecting

Copywriting is about connecting. Every product datasheet, case study, article, white paper, press release or advertisement is designed to connect a prospect to a product or service by evoking an emotional response that prompts action.

If you write marketing materials like Samantha Brick writes personal essays, instead of engaging the potential client, you’re more likely to piss them off. While Samantha Brick has proven that pissing people off is a very effective way to generate negative publicity, it’s not a very effective method for helping your clients make sales.

That being said, stirring up a bit of controversy isn’t necessarily a bad thing if your goal is to start a conversation. Unless you’re Samantha Brick and the only conversation you’re interested in is the one about you.

Copywriter Confession: Samantha Brick, we don’t hate you because you’re beautiful. We dislike you because you are a shallow narcissist. And from one writer to another, I want to say that your personal essay writing would be so much stronger if you stepped off your high horse once in a while.



Freelance copywriters are often hired to create Web content, which seems like a pretty straightforward project. Yet there are many ways that this freelance writing task can get off track. And that’s where a Web Site Copy Brief can help.

For a client, there is nothing more frustrating than receiving Web site copy that misses the mark and ends up requiring multiple rounds of rewrites. When this happens, valuable time is wasted for both you and your client. To reduce re-work, it’s important to get as much detail as possible upfront so that you and your client are on the same page.

What is a Web Site Copy Brief?

A Web Site Copy Brief is, quite simply, a planning session that outlines your client’s expectations for the finished product and allows you to gather the details necessary to deliver content that meets those expectations.

Taking a Web Site Copy Brief allows you to gather critical information from your client that should help you come closer to nailing the copy on the first draft, which simplifies the final revision process. While each freelance copywriter will ultimately develop their own style of information-gathering, here are some factors that you should consider covering during your Brief:

The Basics – Always ask your client to cover the basics: who is the target audience; where does their Web site traffic come from; what products/services does the company offer; what are the benefits; what problems do the products/services solve for their clients; who are their competitors; what sets them apart from their competition? These basic questions will help create a foundation for the content and help you determine the best writing style and tone for the audience.

Project Details – If you need to speak with other people in the company to gather additional details for specific Web pages, ask your client to provide names, titles and contact information. It’s also a good idea to have your client introduce you to additional company contacts, which paves the way for a smoother, less confusing information-gathering process.

Critical Keywords – Search engine optimization (SEO) is an important part of Web site content development. Because of this, it’s important to ask your client which keywords should be included in the copy. Getting a list of important keywords before you start writing will make it easier to craft copy that supports your client’s SEO efforts. .

Marketing Phrases Blacklist – Some companies are restricted in terms of the words and language that can be used in their marketing (e.g. insurance companies and nutritional supplement manufacturers). If your client has a marketing terms blacklist, ask for guidelines around what words, phrases or language should not be used.

Existing Marketing Collateral – Reading existing marketing materials will give you a good idea of the tone and style of writing that has been approved before and will guide you in deciding what approach to use for this project. In addition to asking your client for existing marketing collateral examples, review the materials with your client to see what they like/don’t like about the messaging.

Five Descriptive Words – Ask your client to give you five words that define or describe their company. This will give you an idea of how the company views itself and what corporate values it holds. It is also a good way of solidifying the client’s expectations of what will be conveyed in the Web site copy.

Call to Action – The call to action is one of the most important aspects of a Web site copywriting project. What action does the client want visitors to take after visiting the site? The call to action should be simple and direct, such as picking up the phone to “Call Now,” clicking on “Contact Us” to get more information, clicking a “Buy Now” button to purchase a product or filling out a short form and clicking “Submit” to download a white paper. Although it is sometimes necessary to offer multiple calls to action, whenever possible, offer a single directive. Too many choices can confuse the visitor, leading to the least desirable action: “Leave Now.”

Copywriter Confession: Although I don’t have a formalized form for taking a comprehensive Web Site Copy Brief, I recommend creating one, especially if you’re just starting your freelance copywriting career. Taking the time to define what information you need before writing can truly cut down on confusion and minimize the amount of time you spend revising your work. This, in turn, will highlight your professionalism and increase your possibility of repeat business!



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