When writing to an audience of companies who focus on business to business sales, your content must be different from writing for consumers or the B2C market.
You are speaking to each individual but they also have company responsibilities they need to adhere to.
While emotions might be good to capture attention and connect with the business client, it’s not enough for them to identify with your product or service and move toward buying, like writing to consumers.
Business clients have the companies bottom line, and budget they are looking out for, along with their pride in making a good decision.
Your content; emails, white papers, web pages, any print marketing you run needs to have a mix of features-benefits-emotion for your business audience.
You can start with these steps
Focus on the problem—What problems are they having? How can you make those problems seem worse than they are? This is your chance to connect emotionally. Use statements and questions starting with You, stay away from any mention of your company or services.
Example Headline: Makes copies 75% faster with no jams.
Example lead paragraph: Are you wasting your afternoon making copies? Do you often have to stand at the copy machine to make sure it doesn’t jam, causing you to start your job all over again? Your time is more valuable. You could be returning client phone calls, helping them and strengthening relationships. Instead, you often find your time sucked away waiting on copies.
How does your company solve the problem—Here you want to point out the features of your product or service written in a benefit focused way.
Example: The new X-tech copier makes single sided copies 75% faster than the leading copy machine brand. In blind tests, the X-tech machine beat the leading brand copy machine:
Example: Not only do you get crisp, clear copies faster than the leading brands, you can purchase the X-tech for $200 less and it has a 10 year parts and labor warranty. Saving you money immediately and over the next 10 years.
Example: Mrs. Jones with Extreme Staffing said “We’ve never had a faster copier. Our supply budget over a two month period has gone down due to using less paper and toner.”
What action do you want them to take? Do you recommend they look at more education by providing them with a report or website? Are you asking them to make a purchase? Do you want them to contact you? YOU NEED to be clear about your action item and you need to have the next steps in your content. Don’t leave them hanging once you have them engaged.
Example: To see how the X-tech machine can improve your copy quality and efficiency, take our short survey on usage. We can give you an estimated amount of money you will save by switching to this machine. Click here to take the survey. (with a link, of course)
You don’t have to worry about giving away too much. If you content is always full of useful information, they will contact you to help them with their problem.
Use these steps when writing your next marketing piece to have more customers contacting you to buy.
Marketing? Are you doing your research yet?
Are you considering a new website, starting a blog or rolling out new marketing pieces for 2018?
Who have you consulted with?
Staff or Co-Workers? Designers? Marketing companies?
Have you talked to a copywriter?
Why would you do that? An excellent question.
While DIY co-workers, Designers and Marketing companies all have their place in creating your brand, website, layout of marketing pieces, if they don’t have an in-house copywriter…you are wasting your time.
A copywriter writes the content for your website, blog, sales and fundraising letters, brochures, flyers, postcards, social media accounts, white papers, case studies…notes to your insurance company about your rates. Whatever needs to be written, a copywriter is the person you want writing it.
You should look for copywriters trained in direct-response copywriting, meaning every thing they write has a specific flow to move people through the buying cycle.
Their writing should talk about the problem, paint a picture of the benefit of your product or service, provide proof your product or service has helped others, and push them to take action (call you, email you, visit a website…buy from you).
While you consider changes for the new year, consult a copywriter to write your content in a persuasive way and maximize the effectiveness of your marketing for 2018.
As a direct response copywriter, I can help analyze what you are currently doing, what your goals are and projects which can help move you toward those goals and how writing good content for all mediums can increase your sales.
Contact me today to start a conversation.
Eva is a marketing copy and content writer. Her goal is to help businesses set themselves apart and grow!