You probably have heard the terms B-to-B (business-to-business) and B-to-C (business-to-consumer). People talk about them like they are very different. Some people say “I’m in a B-to-B business”.

Not only is that’s wrong, it can be a significant problem for you and your business. It can be costing you a bundle of money.

There is no such thing as B-to-B. ALL businesses are B-to-C. Your customer may be a business owner, but he is still a customer. He may be buying business supplies, printing, telephone equipment – whatever. He is still a customer.

What does this have to do with publicity?

Many people feel they can get publicity in trade journals. They send press releases to specific publications that are read by owners of businesses in that field. For example, they may send press releases about computers to publications read by printers.

Good idea. Trade publications are great sources of publicity.

The problem is that the person sending the press release assumes that the printers understand a lot about the computers because they are business owners.

Big mistake. Yes, they may be business owners, but they own printing businesses, not computer businesses. They probably know very little about computers. They probably know even less about how computers can help their business.

If you send out press releases to trade publications assuming the people reading them are business owners, so they will understand more than a “regular consumer”, you’ll miss the target, miss publicity opportunities and miss out on profits.

There is no difference whatsoever between businesses and consumers – they are all consumers. Some consumers also own businesses.

Don’t fall into that trap. When you write your press releases to trade publications, always visualize the business owners as your customers – which they are.

Next time I’m going to tell you why I despise Paris Hilton – and why I admire her.

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