What is the best way to reach your audience and create a relationship with them?

 

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Business buyers are often fairly sophisticated when it comes to the product or service you are trying to sell them. They typically have a high interest level in, and understanding of the product. Or at least of the problem the product is designed to solve. In fact, a great difficulty for those of us who create b2b advertising is that our reader usually knows more about the product and its use than we ever will.

 

As one expert explains, "If I were writing an ad for stokers and I could only have one word in the headline, I would make it the word stokers in large, all caps, 71-point type!"

 

Business-to-business marketing is usually aimed at a fairly sophisticated audience. With the growing illiteracy rate in America, there's always a question when writing to consumers of how well educated prospects are, how well they can read, or even whether they can read at all. That's why consumer marketing strives to be simplistic and frequently aims at the lowest common denominator. However it's fairly safe to assume that the average middle manager, engineer, systems analyst, or corporate executive has a college degree or at least some higher education..

 

 

 

This might be an express delivery service, messenger service, or a flock of trained carrier pigeons. But the point is, you have to buy something to satisfy the need for fast information delivery. The microcomputer is another example. Consumers don't really need personal computers, so it's a tough sell. Early computer ads proclaimed the personal computer could do marvelous things such as store all your recipes on a computer disk.

 

But people were perfectly happy storing their recipes the old fashioned way on index cards, so sales didn't boom. Businesses, on the other hand, weren't interested in computers per se (indeed, the thought of learning to use a personal computer has terrified many a brave entrepreneur or executive), but businesspeople definitely did want to get documents typed faster, manipulate customer lists more efficiently, produce better looking reports and proposals, and automate inventory and accounting. All of which could be done with the personal computer.

 

So, business became the primary target market for the personal computer because business buyers needed to find a better way to increase office productivity. What does all this mean to the business-to-business marketer? Remember, consumers aren't looking to buy, but business prospects are. So the marketing approach can be more direct. If the business buyer is looking to solve a problem, you can often create a successful ad or mailing just by identifying the problem in your headline.

 

Example: "How to Cut Heating and Cooling Costs by 50 Percent" was used to appeal to building owners who were spending too much money to heat and cool their buildings. If business buyers are look¬ing for a specific product or service, you can often get their attention just by identifying the product or service in the headline.

 

Wouldn't this gain your attention if you were in the market for a stoker?

 

 

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