American Express

B2B Playbook

The American Express GMS line is a B2B division that works with aggregator partners like Stripe or Paypal. I worked with B2B agency gyro to write copy for this American Express playbook, which the aggregator partners could then pass onto their small business or micro merchant clients. The goal was to position American Express as a thought leader in the E-commerce field. By demonstrating an understanding of the B2C audience (the small business or micro merchant clients), American Express could demonstrate their value to the aggregator partners selling to that B2C audience.

Because American Express discourages paraphrasing but wants as much information as possible to be cited, this was an exercise in research and strategy as much as it was in copywriting.