On the topic of marketing content, you may have heard the terms B2B and B2C. These qualifications describe the intended audience. B2C means business to consumer. Dental office blogs, for instance, are B2C. The business is the dental office (B); the consumer is the patient (C). B2B writing is content composed by a business, to a business. In dentistry, an example is a product manufacturer (B) publishing content for practice owners (B).
Great copywriters will tell you that one of the most important parts of writing is knowing the audience for which the content is intended. We use different positioning and vocabulary in B2B writing than in B2C because consumers are very different from businesses.
In today’s blog, you’ll learn:
- Key ways that B2B and B2C content differ
- Specialist copywriters vs generalist copywriters
- The tragedy of using B2C tactics for B2B content
- Where to find writers for B2B and B2C copywriting
Key Differences Between B2C and B2B Writing
Writing for dental patients, B2C writing, should appeal to the patient’s emotions, underscoring both their desire for a set outcome as well as the benefits of using the service or product. For a dental blog about implants, the writer would convey points like the health and emotional benefits of having dental implants and the longevity of the patient’s investment. The writer should also assume the patient knows little about implants and thus not incorporate industry jargon or acutely scientific terminology.
B2C sells to one person: the reader.
In contrast, B2B writing focuses more on educating the purchaser (the business), using logical selling points about the product’s/service’s features. Let’s say a dental implant manufacturer needs to sell a new type of implant to general dentists who perform implant surgery. The manufacturer’s copy should explain how their implant system stacks up against competitors, citing research and polls. Using industry jargon and scientific language is important in B2B writing because it conveys authority and knowledge.
B2B sells to an entity, and in many cases, more than one person contributes to the purchasing decision.
Specialists vs Generalist Copywriters
In some circles, a B2C writer is known as a generalist, someone who can write on various topics. B2B writers are sometimes known as specialist writers, because they tend to focus on writing for a particular industry: medical, education, apparel, food service, manufacturing, etc.
Of course, Identiwrite’s copywriters are specialized in dental procedures, materials, and technology. This sets us apart from unspecialized writers who compose content for all industries. Some of our copywriters are better suited for B2C, and others demonstrate equal proficiency in B2C and B2B writing.
The Tragedy of Using B2C Tactics in B2C Writing
If your writer doesn’t understand which tactics to employ for your project, the result can be disappointing. A B2C blog for parents of kids who need braces should appeal to the parents’ emotions and explore the lifelong benefits of orthodontics. If the writer relies heavily on scientific evidence, uses industry-specific terms, and disregards the importance of eliciting an emotional response from the reader, an excellent opportunity will be lost. While parents may want to know facts and stats, the bottom line is, most parents want what’s best for their kids.
On the flip side, if a clear aligner manufacturer composes a newsletter for US-based dentists but leaves out the facts, statistics, and supporting evidence of presented claims, the content could do far less than impress. The content could make the dentist (reader) lose all faith in the product.
In short, the wrong approach can lead to lost revenue.
Where to Find Your B2B or B2C Dental Copywriter
Few agencies offer the level of dental copywriting Identiwrite has achieved. Our writers are trained in and continually research dental materials, procedures, and technology. We match a writer to a client based on the writer’s greatest strengths and the client’s greatest needs.
To discuss your dental copywriting project, call Riese at 972-679-6885 or email [email protected] today!