Before you learn about the essential copywriting techniques for B2C marketing, you need to know the exact difference between B2B and B2C marketing.
In B2B marketing, you are targeting customers who are usually buying on behalf of another company and more than one person is involved in the purchasing process. In addition, there are more factors that come into play like the purchasing behaviours, opinions, budgets, etc.
These buyers usually buy in bulk and for long-term use.
On the other hand, B2C marketing involves targeting consumers directly. Such customers often have a clear idea of what they want and are quite certain about what they are looking for. They are in complete control of the purchasing process. They research a product, take a decision and purchase it. This is why copywriting for B2B and B2C marketing is quite different.
Essential copywriting tips for B2C marketing
If you are able to understand the difference between B2B and B2C marketing and the copywriting that is involved for both these marketing types, then you will be able to target your audience more effectively.
Keep the tone light
Average consumers are not industry experts or well versed in the processes involved to create your product. They just need to know how to use it and how your products can make their life easier.
So you need to keep the tone of your copy light-hearted and engaging instead of professional and informative required in B2B marketing. Customers base their decisions on their emotions so your copy needs to appeal to them on an emotional level.
Tone down the adjectives
Most copywriters make the mistake of over-describing and adding too many adjectives in their copy. Adjectives used sparsely and in the right context can be effective and interesting to read. However, overuse of adjectives can be tiring. People in fact prefer verbs to adjectives.
For example, if a reader reads about how awesome, intelligent and hard working an entrepreneur is, the copy won’t have much of an impact.
On the contrary, if you tell your readers that the entrepreneur started a successful company, leads a highly skilled team, etc – it makes more of an impact.
Use power words
There are some words in the dictionary that can have a huge impact on people and can persuade them to buy your products.
These words are known as power words and are essential to know for any copywriter. Some of these power words are ‘you’, ‘free’, ‘new’ and ‘instantly’. When you use these words in your copy, it makes it seem like you are addressing your customer directly. Also, words like ‘new’ bring in the novelty factor and there is no doubt that people love new things.
Call to action must be clear
Once you have incited the curiosity of your customers with the power words, you need to tell them exactly what to do next. Sometimes, copywriters fill their copies with too many calls-to-action that can confuse the customer. Keep your calls-to-action consistent and simple and mention it a few times in the copy so that customers do not have to spend a lot of time finding them. It also helps if you highlight the calls-to-action in the copy.
Make your copy emotional
This does not mean that your copy needs to be melodramatic and sappy. You need to be able to strike a chord with the customers. The best way to do so is to describe a scene and the resulting emotions or hint at the current frustrations that the customer is probably feeling and how your product can alleviate them.
You can also evoke memories – especially childhood memories – which are always effective. If you are able to evoke emotions in your customers, then your customers will also be able to remember your copy better.
Choose active over passive voice
The active voice not only makes the copy shorter but also makes it simpler and easy-to-understand. The active voice also makes the copy look more urgent and induces a sense of urgency in your customers who read the copy.
Structure it well
People need to be able to get the key points from your copy without having to spend a long time reading it. So make sure that your copy can be easily skimmed allowing readers to understand the key point in a quick glance.
The easiest way to do so is by including main points in the subheads and highlighting the subheads. Use bullet points and lists and keep sentences short. You can also use text formatting like bold, italics, underlines, highlight colours, etc. to make the important points jump from the page.
Source : Biz-Community