4. Point out a fear or problem reader may have.

"You may feel safe in your own home, but did you know that burglaries are on rise in your neighborhood? This may be ideal time to install that home security system you've been thinking about."

This method may seem sly, but advertising industry has been doing this to us for years. Remember how Listerine convinced all of us we have "halitosis"? (It's clinical term for bad breath, but it sounds like plague!) Direct marketers call this "pushing "touch" button. This method isn't appropriate for all topics, but you'd be surprised at how many situations you can use it in.

5. Mention someone reader knows.

"Your friend *Jenny Smith* told us you could use a little 'R&R.' That's why we're inviting you to grand opening of our new 'Bath and Beauty' Web store, featuring home spa products to help you relax."

If you operate a referral program, this is an extremely effective way to reach out and touch your prospects. I wrote a letter using this format for a prominent day spa in New York City, and it generated quite a bit of attention. Why? The reader immediately sees name of someone she knows — letter makes an instant, personal connection.

(TIP: Ask your clients for names of a few people who may be interested in your products/services, offering them an incentive if those people respond. These types of referral programs take some time to generate, but they're worth it!)

One Final Note:

Remember that your number-one goal is to "hook" your reader right away! We're all bombarded with tons of e-mail and snail mail every day, so you have a limited amount of time to grab our attention.

Your best bet is to keep your e-mail sales letters within one or two computer screens, and your snail-mail letters to one or two pages.

(c) 2002 Alexandria K. Brown

ABOUT THE AUTHOR

The lesson here is that it's probably best to leave shop talk in shop and write for your customers using words in their vocabulary.

3. Forgetting to ask prospects to buy what you're offering! Isn't point of B to B marketing to get business people to purchase what you're selling? There is no need to be over top with your call-to-action, but it is important that you include one.

If you're hesitant to ask for buy, keep in mind that most business people are aware they're being sold to moment they read promotional materials and accept this as a part of doing business.

Selling to "timid" office workers? Find a way in your copy to speak to their hearts, then ask them politely to consider what you have to offer.

Is your audience a group of somewhat stuffy financial types? Show them financial benefit of what you're offering, as well as what they'll save when they purchase from you. Then ask them to buy in a way that appeals to their analytical minds.

A word of caution: If your B to B marketing is targeted toward professional marketers, that's even more reason to urge readers to purchase; if you don't, they might not take action because of their over-exposure to marketing messages of all kinds. Just use approach best-suited to type of marketing that they handle every day.

The bottom line? Don't forget to ask people to take action, regardless of what that action is.

Of course, there are other ways to boost results of your B to B marketing, but these copywriting tips will have you headed in right direction in no time flat. Make sure to use them for all of your upcoming campaigns.