The merchant already has a website or company profile. Ordinary copywriters may aim to “write better than the existing copy”, and then the merchant will approve it. The merchant is the person the copywriting needs to satisfy.
However, we are different. The company profile or website content is written for the clients of the merchants, especially of multinational groups or huge enterprises, rather than for the merchants themselves. We even imagine the reading target as the purchasing executives of the “Fortune 500 list of companies”.
The target audience of B2B copywriting is business owners or supervisors. They are skilled at making wise purchases, have a wealth of experience, and take precautions. Before making a purchase, they took numerous factors into account. They are not looking for sweet words, but content that is valuable to their own business. We write B2B content to meet these requirements.
Hyper-Region Labels Sdn Bhd is an example. It is one of Malaysia’s labels and offset printing companies under Japan’s internationally renowned Oji Holdings Corporation.
They abandoned the existing company profile, redesigned the company profile as well as the website, and rebuilt a brand-new image, while the target audience is the multiple large enterprises in the world. Regarding what and how to write to gain their clients’ confidence, the answers are written in their content.
