Describe a specific instance where you created written content for a business audience. How did you adapt your tone, language, and messaging compared to writing for a consumer audience?

Situation

In my previous role as a marketing assistant at a furniture supplier, I was tasked with creating an email campaign targeting procurement managers of small hotels. The goal was to introduce our new line of durable, contract-grade mattresses.

Task

I needed to draft a series of emails that would resonate with these business buyers, focusing on long-term cost savings, warranty, and bulk order logistics, rather than the emotional or lifestyle appeal we used for retail customers.

Action

I researched common pain points of hotel procurement, such as maintenance costs and guest comfort. Then I wrote subject lines and body copy that highlighted features like our 10-year warranty, fire-retardant materials, and volume discounts. I avoided casual language and included specific ROI calculations, like cost per sleep cycle. I also collaborated with our sales team to include a testimonial from a hotel chain we supplied.

Result

The campaign yielded a 25% open rate and 8% click-through rate, which was above our B2B average. We received inquiries from three hotel groups, and one eventually placed a pilot order of 50 units.