Which is more difficult in direct marketing: B-to-B or B-to-C? I think most marketers would say consumer direct response is more challenging. But in the increasingly complex multichannel marketing environment of the 21st century, I now think B-to-B has the edge when it comes to difficulty of execution for three reasons.
The search engine Google is a boon to freelance copywriters, giving us fast access to much more information than we could ever dig up at those old-fashioned data depositories we used to call "libraries." As a result, it's easier to write stronger copy today, because specifics sell, and Google gives us all the specifics we need.