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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.
Brand copywriter/creative director Jennifer McCay develops persuasive copy and branding strategies for individuals, small businesses and large corporations through her company, Avenue East Communications, Inc. Jennifer is the publisher of the Avenues to Marketing Success Newsletter, which delivers tips on copywriting, branding and other marketing topics every other week. To subscribe or find out more, head to http://AvenueEast.com