B-to-B Copywriting: 10 Modern and Classic Techniques
6. B-to-B direct marketing won’t work without a special offer. “There’s a high perceived value in relationship to cost,” Bly said, referring to one B-to-B marketer’s offer to open a Swiss bank account with an order. That didn’t cost the marketer anything, but the concept of a Swiss bank account gave its customers a high perceived value, so it was a success.
7. Position part of your product as a premium. Don’t sell an eight-tape package; sell six and throw in two “bonus” cassettes, he said.
8. Offer abundant proof to offset doubt. Use testimonials, case studies, number of years in business, number of customers, demos or free trials. Use transubstantiation (making something more than what something is), number of units sold, benchmark test performance, method of operation, features, reviews and awards.
9. Use a positioning metaphor. “This copier is the Rolls Royce of copiers,” he offered as an example.
10. Spin reality with negative selling. “This product has none of this, none of that, etc.,” he suggested.