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Why Small is the New Big for B2B Copywriters

Why Small is the New Big for B2B Copywriters

July 17, 2014 | By Steve Slaunwhite | 2 Comments

Great Dane looking at a Chihuahua sitting, isolated on whiteWhen I started writing copy for Business-to-Business (B2B) companies over 15 years ago, my plan was to land at least one big,whopping corporate client. I figured a large multinational company with billions of dollars in sales would have plenty of work for me.

And I was right.

I eventually landed UPS, a huge Fortune 100 company, as a client. They regularly spent millions of dollars each month on advertising and marketing. For many years, nearly half my freelance income came from that one account.

But things have changed in the freelance copywriting and corporate worlds since that time.

It has become much harder to find your way into the corporate fortress, figure out who it is you should be talking to, get a meeting with that person (good luck), and then convince him or her to give your copywriting services a try.

The competition is also more fierce. A few years ago, a corporate marketing communications manager might get a couple of calls or letters a week from freelance copywriters looking for work. These days, that number has increased by at least a factor of 10.

Now, don’t get me wrong. The effort is worth it. Landing a big corporate client can provide you with a steady flow of work that can be the foundation of your business.

But over the past couple of years, I’ve noticed an emerging niche in the copywriting market where there is little competition and yet a lot of work available.

Small B2B companies.

By small, I don’t mean mom-and-pop shops. I’m referring to companies with annual sales in the $2.5-$20 million range.

Why are companies like these such a great niche for copywriters right now?

Over the past few years, the volume of marketing communications these smaller B2B companies need to produce to remain competitive — everything from emails, ads, and web pages to brochures, case studies, and white papers — has, in my estimation,doubled. Perhaps even tripled.

So, they need a lot of stuff written.

At the same time, these smaller B2B companies don’t get targeted by freelancers as often as corporate marketing departments do.In fact, one of my best clients, a small B2B company owner, told me recently that he gets just two or three inquiries a year from copywriters. I’m certainty not worried about someone stealing my client!

Finally, I’ve noticed a trend amongst these small B2B companies. They are increasingly outsourcing copywriting work to freelancers, rather than tapping their already strained in-house resources or going through an expensive ad agency.

It all adds up to a lot of demand. Yet, for the moment at least, not a lot of copywriters are taking advantage of it.

So if you — as a trained B2B copywriter — were to approach small Business-to-Business companies in your area, you would have an excellent chance of getting your foot in a few doors. You might even be able to quickly position yourself with these companies as the local go-to B2B copywriter.

This strategy has certainly worked well for me.

I no longer write copy for UPS. Instead, my biggest client these days is a small B2B company that produces business development programs for Realtors. They may be miniscule compared to a Goliath like UPS. Yet, I get tens of thousands of dollars in freelance work from them each year.

So small really is the new big for B2B copywriters. Big as in big opportunity!

Now, how many small B2B companies are located near you?

Before I wrote this article, I did some research on InfoUSA.com, an online business information service. According to their data, there are approximately 900,000 companies in America that sell B2B products or services and have annual sales in the $2.5-$20 million range. Obviously, the distribution across the country is not even, but no matter how you slice it, you can expect to find thousands of these companies in your State.

That’s a lot of potential clients in your local market.

And although a small B2B company can’t give you the volume of freelance work that a large corporate client can, you can still do very well. In fact, landing just two or three of these companies as clients can fill your schedule with all the good-paying projects you can handle.

One caveat, however. These companies may be small, but that doesn’t mean they settle for just any copywriter. They want to work with professionals who are good at what they do and trained in the best practices of writing high-performance B2B copy.

So, if you’re a trained B2B copywriter, consider introducing your services to smaller B2B companies in your area. But do it quickly. The window of opportunity is wide open right now and there’s no telling when it will close.

About the Author

Steve Slaunwhite

Latest in B2B Copywriting

2 Comments

  • This is great advice. Steve, you are dead on…the fact is that there are so many small B2B companies within 25 miles of me, I have no excuse for not landing a profitable handful of them. Time to get busy. Thanks.

  • Thank you, Steve. This is contrary to everything else I’ve been reading all of these months, but is where my gut keeps telling me to go. It’s nice to have some validation to help overcome to worry I am going in the wrong direction.

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