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Writer's pictureREBECCA RAUSCH

FLIP THE SCRIPT! Writing for Business

B2B vs. B2C Writing: A Comparative Analysis
Writing for B2B vs. B2C
Writing business: B2B vs. B2C

Experience the thrill of watching your audience flock to your business, drawn irresistibly to your compelling message, unwavering promise, and impeccable delivery. Knowing, deep in your core, that your content explains the solution your clients want and shares how it is precisely what they’ve been searching for. Marketing writing, done well, is a game-changer. It transforms the impact of your marketing and empowers you to deliver your message directly to the hearts and minds of the masses via any platform.

 

So often, we want so much to tell our solution that we forget the message’s recipient and what they truly seek. The below mini-lesson will help you curate content that truly appeals to your client’s challenges.

 

WHEN WRITING FOR YOUR BUSINESS YOU ARE WRITING FOR MARKETING

Understanding the nuances between B2B (Business-to-Business) and B2C (Business-to-Consumer) writing is crucial when crafting content for your target audience. While both aim to persuade and engage, the approaches differ significantly due to each audience’s distinct needs and motivations.

 

B2B Writing: Data-Driven and Results-Oriented

B2B writing often centers around tangible results and quantifiable benefits. A more formal style emphasizes data, methodologies, and quality assurance. Here’s a breakdown of key characteristics:

 

Results-Centric: B2B content prioritizes the outcomes of a product or service. It highlights how solutions can improve efficiency, reduce costs, or increase revenue.

•  Data-driven: Supporting claims with concrete data and statistics lends credibility to B2B content. Case studies, trends, whitepapers, and research reports are standard formats.

•  Formal Tone: The language used in B2B writing is typically more formal and professional. Avoid slang or overly casual expressions.

Concise and Direct: B2B content should always respect the time of busy decision-makers. Therefore, it should be concise and to the point, focusing on delivering the necessary information without unnecessary fluff.

•. Methodology and Quality Assurance: B2B writing plays a crucial role in meeting the audience's interest in understanding the processes and quality controls behind products or services. It's not just about the end result but also the journey and the standards maintained.

 

B2C Writing: Emotional and Aspirational

B2C writing is more focused on creating an emotional connection with the consumer. It often appeals to desires, aspirations, and the "need" for the product or service’s lifestyle benefits.

 

Conversational and Informal: B2C content is often more conversational and informal. This approach helps to establish a connection with the target audience, making the content more relatable and engaging.

Descriptive and Evocative: Vivid imagery and storytelling can help create a memorable experience for B2C consumers.

•  Vision and Emotion: B2C writing often taps into the emotions associated with achieving a desired outcome or lifestyle.

Need and Desire: Understanding the underlying needs and desires of the consumer is essential for effective B2C marketing.

Urgency: This is a powerful tool in B2C writing. Creating a sense of urgency can prompt immediate action from consumers, making it a key strategy for driving sales and conversions.

 

THE NLC SECRET SAUCE:

Throughout school, we were taught to follow a specific method of writing: INFO, OFFER, PROBLEM, GOAL. This involved starting with the subject, explaining the premise, proving it, and then closing with a restatement of the original information. At NLC, we believe that flipping this approach when marketing is much more persuasive and successful. Try writing it the traditional way, then FLIP THE SCRIPT using our method of GOAL, PROBLEM, OFFER, INFO. You are very likely to see stronger reactions and more engagement immediately!

 

The GOAL-PROBLEM-OFFER-INFO Framework

Regardless of whether you’re writing for B2B or B2C, this GOAL-PROBLEM-OFFER-INFO framework can be a helpful guide.


 

HOW TO FLIP THE SCRIPT

 

(GOAL) Begin by painting a picture of the desired outcome: We love the analogy of "Sell the Sizzle, Not the Steak" (Sell the “sizzle” - aka benefits- before the details about the “steak.” - aka offer). This helps the reader visualize the benefits and envision how their life could be improved.

(PROBLEM) Empathize with the Problem:  Once you’ve captivated the reader’s attention, it’s time to acknowledge and empathize with their challenges. This demonstrates that you understand their situation and that you’re not just trying to sell a product or service but build a healthy and aware partnership.

(OFFER) Presenting the Solution: Introduce your solution as the answer. Explain the methods, reasoning, and benefits behind your approach, clarifying why your offer is the logical choice.

(INFO) Closing with a Strong Call to Action: Finally, you should introduce yourself and your company as the experts who can deliver the solution. A strong call to action is essential to guide the reader toward the next step, whether contacting you for more information or purchasing. If you offer guarantees and remove the risk to the client, your message will receive a more powerful response.


 

Example:

B2C:  (Our faux company offers financial consultation for the public)

(GOAL) Imagine a world where financial worries are a thing of the past. A world where you’re free to pursue your passions without the constant stress of money. A world where unexpected expenses don’t send you into a panic. A world where you have the financial security to create the life you’ve always dreamed of.

•  (PROBLEM) Are you struggling to make ends meet? Are you worried about unexpected expenses, affording retirement, or saving for your children’s education? Are you overwhelmed by debt and unsure how to get back on track?

(OFFER) At ACME Financial, we understand that everyone’s financial situation is unique. That’s why we offer personalized financial planning services tailored to your specific needs and goals. Our experienced financial advisors will work with you to:  

o   Create a comprehensive financial plan: We’ll develop a customized roadmap to help you achieve your financial objectives, whether paying off debt, saving for a down payment, or planning retirement.

o   Develop a budget: We’ll help you create a realistic budget to track your income and expenses, identify areas where you can save, and allocate funds towards your goals.

o   Manage debt: If you’re struggling with debt, we’ll help you develop a plan to pay it off as quickly and efficiently as possible.

o   Invest for your future: We’ll help you invest your money wisely to grow wealth and achieve your long-term financial goals.

o   Protect your assets: We’ll help you safeguard your assets through savings disciplines, insurance, and estate planning.

(INFO) Don’t let financial stress hold you back any longer. Schedule a free consultation with ACME Financial’s experienced advisors today and start taking control of your financial future. Let ACME Financial be your trusted partner on the path to financial freedom. xxx-xxx-xxxx, URL, Email


 

 

Example:

B2B: (Our faux company offers high-quality pharmaceutical products to medical distribution providers)

 

(GOAL). Expand your medical distribution business without constantly worrying about supply chain disruptions or quality control issues. With ACME Pharmaceuticals as your partner, you can enjoy a seamless, reliable supply of high-quality pharmaceutical products, allowing you to focus on what matters most: growing your business.

(PROBLEM) Supply chain disruptions and quality control issues pose significant challenges to distributors. These disruptions can lead to increased costs, stockouts, and damage to your reputation. Foreign providers do not necessarily have the oversight and safety regulations equivalent to the USA’s. Communication is often sporadic, or you are provided with many contacts representing each product line.

(OFFER) ACME Pharmaceuticals offers a unique partnership opportunity that can help you overcome these challenges. With a proven track record of  35 years in the pharmaceutical industry, ACME is a trusted and reliable supplier, and all of our products are made in the USA. Our team of highly-trained technicians follow strict quality control procedures and adhere to the highest industry standards. We are also subject to rigorous oversight by the FDA to ensure the safety and efficacy of our products. We welcome and regularly report highlights and emerging approaches to surveil, characterize, and advance pharmaceutical quality. Our goal is your safety. We also assign a client satisfaction representative who is your only contact for ease and cohesive communication. Our commitment to your success is unwavering.

(INFO) Contact ACME Pharmaceuticals today and protect your downline clients. For a limited time, we invite new partnerships and a free no-risk consultation to learn how ACME can help you achieve your business goals and ensure a reliable supply of safe, high-quality pharmaceutical products made in the USA. xxx-xxx-xxxx, URL, Email


 

By flipping the narrative and focusing on benefits and solutions first, you can create a more engaging and persuasive message that appeals to your target audience.

 

If you’d like assistance creating a brand message narrative that draws your audience and highlights the benefits of working with your company, contact our owner, Rebecca Rausch, and set up a free, no-obligation consultation appointment today! Our Brand Message Proposals are a popular product that serves as a verbal style guide for your brand, keeping it consistent across all platforms and solidifying your presence in the market.


Visit Linktr.ee/neonlizardcreative for more information and to make an appointment.

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