B2B Marketing: Create Copy that sells to your HVP’s

Have you heard about the power of Copywriting in B2B Marketing? Find the Fundamental Elements here…

The Fundamental Elements of Sales Copy in B2B Marketing

• The copy must be authentic, and tell your ‘story’. Throughout history people have always been (and remain) attracted to stories. People buy from people, and a story in your copy makes you appear approachable and human. You are, aren’t you?

• What others say about you is a hundred times more believable than what you say about yourself. Testimonials are the key to really strong copy that compels your HVPs to take action.

• Your copy can be long and detailed, and your advertisements crowded with words. Many people say to me, “Who’s going to read all that? It’s so cluttered, who’d bother?” Well the answer is simple: it’s designed to only be read by the narrow niche that you have defined as your HVPs. If it’s magnetic to them it can be as detailed as you need it to be.

• It must contain multiple ways to respond.  

• For example:
• Calling a 1800 number to listen to a pre-recorded message
• Going to a website to download a White Paper or Video
• A call to your office number

The one you put first and most prominently is the path you want them to take.

Why multiple ways? Because people are different. Some are quite happy to send letters while others only ever send emails. Some will never go to a website and some of us live on them. Allowing your HVPs to choose makes you more approachable. However, there must be only one, and it must be very clear, call to action. Don’t confuse them with alternatives.

• The sales copy must agree with what your HVPs think about your services and reflect their ‘Worldview’. Others call it agreeing ‘with the conversation already going on in the person’s mind’. The more agreement you can create with your HVPs, the more likely they will follow the path you want them to take.

• The copy must present information about, and the benefits of, using your services – hence it may need to be quite dense and long.

• Your copy needs to do the ‘heavy lifting’ for you. Before HVPs contact your office, the copy (White Papers, videos, etc.) will have already positioned you as the expert in your niche.

• All good copy contains a guarantee, and a bold one at that; one that transfers the risk felt by your client onto your shoulders. You know your service is good, but your client doesn’t until they experience it. So provide an ironclad guarantee with no pathetic clauses that work to make it meaningless (such as ‘you must return the product in its original packaging’, when the seller knows the packaging always gets binned as soon as they open it!). absolute confidence in your services, so they should too.

With guarantees, if your product is good and you are marketing to the right sort of people, then you will rarely be taken advantage of. The additional sales generated more than compensates for the one or two refunds you have to make.

Remember that ALL business copy you write needs to contain:

• Content which is relevant to the audience – your HVPs.
• The benefits of using your services. It should be about what you can do for customers, and not the other way around. It’s not about what you want to sell, but why the reader wants it.
• Subtle but persuasive messages that position your business as the expert in the field
• A ‘call to action’ which prompts HVPs to act now and provides a number of ways in which they can contact you.

Learn more about the complex world of B2B Marketing.

Cheers, Toby  [B510]

Toby is the founder of the B2B marketing company: Lead Creation