Apples & Oranges

B2B_B2C

I’ve been fortunate to have been able to get involved in some B2C projects lately–both on the research and writing fronts. The new B2C projects have been mostly in the CPG industry and, interestingly, the target for most of these projects has been the same: mom. Wow, what a very different audience than the payments processing customers for whom I’ve been researching, designing and writing since July 2013 at Vantiv!

I’m always thankful for the great volume of B2B projects I’ve had over the past 2 years of freelancing, but have been eager to expand my skills into the consumer side of things.¬†Writing for consumers is so¬†incredibly different than writing for B2B industries. I really like that image I found for this blog; the old “apples and oranges” adage is certainly applicable here.

Much of the B2B writing I’ve done is more on the technical writing side–like a whole lot of system documentation and instructions at Vantiv. In that kind of writing, getting your point across very clearly and efficiently is most important. In consumer-facing writing these characteristics, of course, continue to be important–but it’s also key that your writing grabs the attention of your audience. For virtually every product or service consumer marketing is trying to sell, the competition is stiff. B2C marketers have literally mere seconds to capture their target audience’s time and attention. With the continual onslaught of information in today’s technological age, consumers’ attention span has grown increasingly short.

This kind of short-form writing has been a new challenge for me–one that I’m excited to tackle and know that I am improving in with each day! I hope to continue to take on a wide variety of projects throughout 2015–and beyond.

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