B2B copywriting, or business-to-business copywriting, involves creating written content for businesses that sell products or services to other businesses. Examples of B2B copy include white papers, blog posts, website content, and newsletters. Unlike B2C (business-to-consumer) copywriting, which targets individual consumers, B2B copywriting aims to inform, engage, and persuade business decision-makers, such as executives, managers, or procurement teams.
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An example of copywriting is the promotional text created for a skin care brand launching a new moisturizer. A copywriter might create a social media ad with a headline like, “Say goodbye to dry skin! Hydration that lasts all day long!” or website copy promoting an offer, “Try it risk-free! 20% off your first jar, today only!” These texts are designed to appeal to customers and drive sales.
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Email copywriting is the process of writing and sending out emails for marketing purposes. An email copywriter needs to create appealing content that will urge current or prospective customers to act, for example, to sign up for a webinar or buy something. Email copywriting includes creating subject lines, preview text, body copy, and a clear call to action.
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