When writing to business prospects, remember that business decisions are often made by groups rather than individuals.
Therefore, your product must be positioned in a way that it will appeal to several different people who make decisions based on separate and distinct criteria.
The end-user thinks in terms of quality, the financial officer in terms of costs-effectiveness, and the company president in terms of productivity and image.
One way to write successfully to business prospects is to segment your target audience by job title and send each an appropriate customized letter that addresses their individual needs.
However, depending on your budget, you can often address each audience in the same letter by using bullet points in your copy, with each one calling out a different feature of the product and proving benefits that will match each decision maker’s needs.
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For more ideas on copy, get my book The New Multichannel, Integrated Marketing: 29 Trends for Creating a Multichannel, Integrated Campaign to Boost Your Profits Now.
You can order it here.
If you have any questions, or would like more advice or help on business-to-business marketing, please call me at (310) 212-5727 or email me at email@example.com.