Beyond doubts, a copywriter’s role in B2C Writing is undeniable. Whether your B2C writing is for sales or information, there is always the place of the copywriter whose job is to get into your customers’ heads while providing answers to their questions. However, most B2C businesses still wonder how the copywriter fits into this model.
Who is a Copywriter?
A Copywriter is a writer who specializes in sales techniques and persuasion through the use of words. Their job consists of writing persuasive texts known as “copy,”- mainly used to promote products or services.
The responsibilities of copywriters in B2C writing depend on their job title. Usually, they work as part of a creative team in advertising or marketing agencies to become creative directors. A copywriter can also work in the marketing department of a company or as a freelancer.
The Copywriter in this Digital Age
Initially, professional copywriters specialized in writing sales letters.
Sales letters are advertising letters sent in the mail with a specific offer to the recipient. Over time, copywriters began to write other content and use other offline media, such as advertisements in the press or advertising spots on radio or television.
However, the internet evolution meant a significant expansion of this creative writer’s functions and content. Banners, online ads, emails, subscription pages, and sales pages are just a few examples.
Much of the content that Copywriters currently write has nothing to do with advertising; that is to say, they are not a “copy” per se.
The Basic Role of a Copywriter
A Copywriter writes creative, informative, and persuasive advertising texts, whose main objective is to generate sales.
A Copywriter turns a product or service into the solution to a problem.
A good copywriter is quite an interpreter. His primary skill is to understand a product or service’s characteristics and communicate them attractively and convincingly.
That is the difference between a copywriter and a technical writer.
While the copywriter writes the advertisement for a washing machine, the technical writer writes the instruction manual.
Business-to-Consumer (B2C) Model
It is the process of selling services and products between businesses and end-consumers directly. Companies that are involved in making sales directly to their consumers are called B2C companies.
At the end of the 1990s, due to the increased awareness of “dotcom,” B2C became popular. B2C was used to refer to retailers who sold to their customers using the internet.
B2C, as a unique business model, is different from B2B in which trade happens between two businesses or more.
More About the B2C Model
The B2C model is one of the most widely used sales models. In 1979, Michael Aldrich pioneered this sales model when he used the television to reach consumers.
Traditionally, B2C described mall shopping, infomercials, eating at restaurants, etc. With the advancement in the internet, a new stream of B2C was created, known as e-commerce.
B2C Writing in the Digital World and the Role of the Copywriter
Five kinds of online models B2C used to reach consumers:
1. FEE-BASED: Here, for consumers to directly benefit from services offered, a fee is usually charged. One company that engages this model is Netflix.
One of the copywriting tools that trigger consumers and prospects’ psychology is the term “FREE.” It means that for a product of value to be trusted and bought, there has to be some form of free service given.
Although Netflix charges a fee for using her service, It still offers some content for free. The copywriter then serves as a director on what services should be offered “bait” for the much valuable ones.
2. ADVERTISING-BASED B2C: Here, businesses make use of free content to drive visitors to a website. These visitors are also called prospects.
On getting to the website, they are then met with a colourful display of online ads, making them push the button and make a sale.
It is also called lead generation. A Copywriter is skilled in generating leads through different methods, e.g., free videos, how-to guides, cheat sheets, free reports, etc.
3. COMMUNITY-BASED: Online communities such as forums, social networks (e.g., Facebook) are essential in the B2C model. They offer a platform where businesses can reach their target audiences since they already have a group of people with similar interests.
As part of his training, the copywriter first begins with market research, which would lead him to the very “hotspots” where he can find prospects. By locating these platforms, coupled with emotion-evoking copy, a copywriter drives traffic to a company’s website and generates sales.
4. DIRECT SELLERS: It is the most common B2C model where consumers directly buy from online sellers. They include small businesses or simplified stores which sell from different producers/manufacturers.
In most products’ sales, to successfully achieve maximum profits, there have to be product descriptions. Many things provoke the “buying” response from within customers, a good product description.
The copywriter also helps to craft compelling product descriptions that drive sales for online retailers.
5. ONLINE INTERMEDIARIES: This model uses marketplaces that bring sellers and buyers together. These liaisons don’t own any of the products or services sold. Some examples include Etsy and Trivago.
Everything about a marketplace has to be “salesy.” In other to keep those prospects visiting the marketplace, these businesses need to apply the power of copywriting. The same goes for the sellers on these platforms.
No business can thrive without employing the service of a copywriter at one time or the other.
In these times, it doesn’t seem easy to find the right hands for the job, but that’s why we are here to provide the best writing service at your fingertips. You can always send us a message HERE about your copywriting needs.