Joe Sacco

Bob Bly is a freelance copywriter who has written copy for more than 100 clients including IBM, AT&T, Praxair, Intuit, Forbes, and Ingersoll-Rand. McGraw-Hill calls Bob “America’s top copywriter” and he is the author of 90 books, including “The Copywriter's Handbook.” Find him online at www.bly.com or call (973) 263-0562.

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.

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