Freelance writers can find a variety of avenues to ply their trade. While you may be familiar with writing for customers directly, you may not know about business to business copywriting. Explained in easy terms, you may find this to be a form of writing that is a good choice for you.

Copywriting, in its simplest definition, is using words to promote a business, person, or idea. Business to business copywriting would be defined as using words to encourage one business to purchase from another business. Copywriters who can write compelling copy which entices the business purchaser to spend are in demand. This may not be a field you’ve considered in the past, but you may want to consider it now.

Businesses are often looking for people who can describe their services or products in a clear and concise manner. However, rather than selling directly to consumers, they sell their products and services to other businesses.

You may not have heard of business to business (B2B) copywriting in the past, but chances are you’ve seen it in action. Have you worked in an industry which marketed itself to another? Think about drug companies and doctors offices across the country. The pamphlets, research, and samples which are sent to encourage a doctor to prescribe their medicine is one form of B2B marketing. Now, imagine being responsible for writing those pamphlets and the impact it could have for the company you work for.

B2B copywriting is somewhat different from copywriting for consumers. Often you have to learn jargon particular to the field you’re working in or terminology that will elicit a response. However, if you can master this type of copywriting, it can be quite lucrative.

B2B copywriters are in high demand particularly if you’re skilled in getting inside the head of the B2B buyer so they will purchase for your client. Mastering this tone and style may take time but the effort can be well worth it.

What type of copywriting will a B2B copywriter need to know? There are four major areas:

1.    Direct sales and lead generation
2.    Edu-marketing
3.    Teaching the sales force to sell
4.    Brand awareness and publicity

You can expect to write sales letters which are directed, personal, and make it possible to emotionally connect with the potential buyer. The letter generally makes a promise about the services or products offered and then ask the buyer to make the purchase.

Brochures are another form of copywriting you might be required to do. The format is less personal and more factual but lists the benefits of the product in question, compares a product with competing products, and attempts to lend credibility to the claims made in the letter.

Business owners know the worth of being able to turn to a B2B copywriter for all of their written materials. They know the power of the written word and how it can make or break their business. Because they know the value of having a skilled copywriter available to them, they generally pay well for your services. With the number of business searching for qualified copywriters, now may be the perfect time to learn this skill and branch out into this form of freelance writing.

Posted under Articles and Tips