American Writers & Artists Inc. explains one of the best opportunities for writers in the coming year: Business-to-Business (B2B) copywriting.

1. The Growing Opportunity
in Business-to-Business
Copywriting
American Writers & Artists Inc.

2. What is B2B?
Business-to-Business refers to companies that
sell products and services to other companies.
One example is a cardboard box maker who sells
boxes to a shipping company. Another is a
subcontractor who provides car stereos to a car
manufacturer.
There are an estimated 8 million B2B companies
in North America alone.

3. How is B2B Copywriting
Different?
B2B copywriting is more “informational” than
Business-to-Consumer, or B2C, copywriting.
Instead of asking for a sale, B2B copy is more
about building a relationship between the
company and the prospect.
A copywriter writes clearly and in a straightforward
manner about the product or service. There's no
hype — it's not sales-y.

4. Types of B2B Copywriting Assignments
Lead Generators — These are little ads, postcards, emails,
or letters B2B companies send out to prospects to generate
interest in a product or service by offering a free sample, a
report, teleconference, or presentation package.
Websites and Landing Pages — These projects should
convince a prospect to submit their name and contact
information (in exchange for a free report or e-newsletter
subscription) so that the B2B company can follow up with
them.
Print Ads for Industry Publications — Unlike ads for
perfume or cars in consumer magazines, these ads don't
just capture attention, but provide solid information about a
product or service, and they also offer a way to contact the
company.

5. Types of B2B Copywriting Assignments
Company Brochures — These publications outline the features
and benefits of a product or service. They can be handed out to
prospective clients — at a trade show, for example.
Emails — B2B companies use emails to send out special offers,
newsletters, announcements, catalog updates, service bulletins,
seminar invitations, and more.
Case Studies — One of the most popular types of B2B projects,
these are success stories (telling how a product transformed a
client's business) written in an “editorial” style. Generally 2-4
pages long.
White Papers — These are like "how-to" guides for potential
clients. They show the prospect how to do something innovative
or solve a problem in their industry. The solution is the B2B
company’s product or service. Typically, white papers average
6-8 pages in length.

6. Why the Demand for B2B
Copywriters is Growing
B2B is a $6.5-trillion industry, with more than 8
million B2B companies in North America. They
need copywriters to help them sell their
products and services.
$55 billion is spent each year on marketing,
according to the Direct Marketing Association.
Much of that money goes to pay copywriters
who help B2B companies market in a variety of
online and offline formats.

7. Demand is Also Growing for
Online B2B Marketing
Spending on B2B social media marketing will
grow by 21% in 2013, according to industry
watcher AMR. And the use of lead generation
sites will grow 17% in the same period.
An eMarketer survey found that 85% of B2B
companies marketed using a website and 72%
used email.
eMarketer also found that 45% of B2B marketers
expect to increase their ad spending in 2014 —
that means more work for copywriters.

8. Income Potential for B2B Copywriters
Copywriters working for B2B companies can easily make
in the six-figures annually. Here are some sample fees
for certain types of projects:
Case studies: $750-$2,000 for 500-1,000 words
White papers or special reports: $2,500-$5,000 for 510 pages or $3,500-$7,500+ for 10-15 pages
The home page of a website: $500-$750 for one page
In-depth product or service descriptions: $250-$500
each
Executive bios: $250-$500 each

9. Income Potential (continued)
Ghostwriting blog posts: $250-$500 per post
Product descriptions: $250-$500 per description
Emails — such as a short stand-alone promotion or
other announcements: $250-$750 each … Long emails
pay even more: $500-$1,500 each
A newsletter article: $500-$1,000 for 500 to 700 words
A long sales page or “landing” page to generate
leads: $750-$2,000+
A promotional email to promote a white paper or
other special offer: $250-$500 each

10. How to Kick-Start Your B2B
Copywriting Career
American Writers & Artists Inc. is hosting a FREE online
event to educate writers — newcomers and experienced
freelancers — about the many opportunities in B2B
copywriting.
It will feature several B2B copywriting experts explaining how
to write effective B2B copy … and how to break into the
industry.
For more information about this FREE event, and to sign up,
go here:
www.b2bwritingsuccess.com/signup/summit/