Sales texts for b2b and b2c websites: what’s the difference?
To write a good sales text, you need not only know the basics of this craft, know how to feel the target audience and find the right words. You must also understand the specifics of the online resource for which the text is written.
Business-related online resources fall into two main categories: B2B and B2C.
B2B and B2C: key differences
The defining factor for each of these types of resources is the target audience. B2B is resources targeted at customers in a particular business area, where products and services are not offered to a specific customer, but to an entire company.
And in B2C the target audience is a specific consumer, when the buyer of goods or customer service is a single person.
On this basis, the specifics of sales texts are determined. Whereas for B2C it is important to be creative and emotional component, for B2B the main component is correctly stated facts.
In addition, sales texts for B2C may contain a call to buy or order. But in the texts for B2B the presence of such a call – a gross strategic mistake that cancels all the efforts of the copywriter. The action that is prompted in sales texts for companies is to contact the manufacturer or supplier of the service for more detailed negotiations.
What is a good B2B sales text
A good text starts with a good headline. In the case of B2B texts, it should be extremely informative and give the target audience the impression that the text has not yet been read, as clearly useful and containing important information.
There must be no “water” in the text, as only content with as much detail as possible, preferably backed up by figures, can succeed with the target audience. Fact-checking is also vital for such texts, as the presence of inaccurate information undermines credibility and can ruin everything.
Ingredients for good B2C sales texts
And here in this case is appropriate bright and creative headline that the text drew the attention of the average consumer who is not an expert in the field, which will be discussed in the text.
For such sales texts is important to cause the target audience positive emotions that will be associated with advertised products or services.
General guidelines
For all sales texts without exception, it is important to inspire confidence in the potential buyer or potential customer. That is why it is important to be aware of the specifics of the target audience: for some people it is important to be expert – a text that has credible facts and figures, for others it is more important to have a good writing, creativity and humour.
So-called “magnet words” such as “Important”, “Warning” and “Promotions” are also important in sales texts.
Every sales text should end with a direct or indirect call to action for the reader to buy, order, contact the manufacturer or supplier. But under no circumstances should a product or service be ascribed non-existent properties or exaggerated existing ones. Deception in sales texts is revealed very quickly, and then all the effort and expense goes to waste.
