TOFU, MOFU and BOFU sound like dwarfs names from fairy tales, don´t they? Well, the only one I wasn´t aware of is SERP, so I´m not so lost after all. Thanks, Robyn, cool content as always. See you around, Copy Bitch!
It's funny . . . I don't typically think how we write to a b2b or b2c audience is all that different. At the end of the day, we're talking to humans. The goals--like solving a person's problems, addressing their pain points--are the same for both audiences. The differences are usually in how each audience makes decisions. With b2b, you have often have multiple people weighing in. Sometimes the original person you're engaging with isn't the decision-maker. (They might simply be tasked with finding potential solutions and then sharing a list with their managers or the C-suite. So you might be writing much more educational content up front to engage with this audience.) Often, the sales cycle is longer. (This is especially true for big-ticket items.) But again, we're still ultimately writing to humans. That's my take anyway! Happy to hear your thoughts/approach. Thanks for the comment! :)
Yes! Good ones. I could have made this video twice as long. For those playing at home: EOB stands for "end of business," meaning the end of the business day, which, of course, is up for debate and depends on time zones. When I tell a client EOB (I typically say EOD, or end of day), I try to get stuff out no later than 6 PM. But I know folks who say EOD, and as long as they get something out by 11:59 PM, they feel they're covered. EOW stands for "end of week."
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Super helpful as always, Robyn
Thanks, Fal! :)
Wait... B2B doesn't stand for "boring to boring"? 😁
Ha!
TOFU, MOFU and BOFU sound like dwarfs names from fairy tales, don´t they?
Well, the only one I wasn´t aware of is SERP, so I´m not so lost after all.
Thanks, Robyn, cool content as always. See you around, Copy Bitch!
Ha! Yes, those would make excellent modern-day dwarf names! Thanks, as always, for watching!
I took me forever to understand how to handle B2B copy
It's funny . . . I don't typically think how we write to a b2b or b2c audience is all that different. At the end of the day, we're talking to humans. The goals--like solving a person's problems, addressing their pain points--are the same for both audiences. The differences are usually in how each audience makes decisions. With b2b, you have often have multiple people weighing in. Sometimes the original person you're engaging with isn't the decision-maker. (They might simply be tasked with finding potential solutions and then sharing a list with their managers or the C-suite. So you might be writing much more educational content up front to engage with this audience.) Often, the sales cycle is longer. (This is especially true for big-ticket items.) But again, we're still ultimately writing to humans. That's my take anyway! Happy to hear your thoughts/approach. Thanks for the comment! :)
@@bostoncopywriter very true, this is a beautiful way to picture this entire thing
EOB and EOW
Yes! Good ones. I could have made this video twice as long. For those playing at home: EOB stands for "end of business," meaning the end of the business day, which, of course, is up for debate and depends on time zones. When I tell a client EOB (I typically say EOD, or end of day), I try to get stuff out no later than 6 PM. But I know folks who say EOD, and as long as they get something out by 11:59 PM, they feel they're covered. EOW stands for "end of week."