“The world is in perpetual motion, and we must invent the things of tomorrow… Act with audacity. – Madame Clicquot”

If you are a B2B copywriter, pay full attention.

For I am going to disclose the worst mistake in B2B marketing that you commit as a copywriter.

Correcting this little mistake will help you pull up the responsiveness of your prospects to your copy, and needless to say, it will definitely show up in the sales graph in the next quarter.

In fact, this little mistake is so common that nobody even notices it. What’s more? Nobody talks about it.

Curious to know what the mistake is, already?

Well, I will tell you in the next couple of minutes. Just bear with me.

You see, you don’t come across unique tactics like this often. Let’s be honest, these are just solid gold nuggets!

Savor this moment.

Take a cup of coffee.

Spread out on your knotted chair and discover the secret to taking your B2B marketing success right through the roof.

This article will let you build your business brand.

This article will let you attract clients like bears to honey.

This article will completely change the way you view B2B marketing.

I would go as far as to say, this is probably the best article that you read on B2B marketing today, or perhaps, in this whole past week or even a few months.

Are you ready to know the secret that has changed the lives (literally!) of many B2B marketers and has skyrocketed their business to a whole new level.

Want to know more? Read on below.

Because the destiny of your business lies in your hands.

Hold on a second.

I just noticed that I have already written over 270 words, and I haven’t yet said what the biggest mistake is. Are you still curious?

Well, The Biggest Mistake Is…

What I did right from the start of this very article.

I strove to pique your curiosity so that you read on and on.

And frankly speaking, this is how most of the B2C copywriters write.

They start with a promise and slowly unfold the story.

And to apply the same tactic in B2B copywriting is the biggest mistake of all. As Bill Maurer says, “If Dorothy in the Wizard of Oz was a B2C copywriter, she might say: “Teasers, emotions,and hype. Oh, my!”

Many new writers going into the B2B fields – and even experienced writers transitioning to B2B – have difficulty shaking old consumer copywriting habits and models. Many B2C techniques and tools are no longer valid and may prove detrimental.”

Very true, Maurer.

You just cannot try to manipulate your B2B prospect.

Okay, I have to note here that you can start with a curious headline, that’s not a problem. But you cannot milk it for long, if you know what I mean to say.

A B2B prospect is not moved by emotions, as much as they are moved by solid facts and logical arguments. Think about it. Your would-be client is not a 20-year-old who is looking to start a small e-business to earn a cool pocket money through college. Your would-be client is the CEO of a Fortune 500 company. Neither does he have the time to read through a long 400-words teaser, nor is he that gullible to not see through your marketing tactic. He probably uses the same tactics as a part of his daily diet. Whatever a business buys is often expensive and comes with a huge commitment factor. So, a business that will probably buy your product or service is definitely not going to do it on a quick impulse.

In other words, you have to convince them. You have to make them rationally figure out why they should buy your specific product or service, and on top of that, why they would choose you over others.

So that takes us to a new question, “How to write sales copies for B2B clients… without committing this heinous mistake?”

I would have to say, understand your readers first.

What Buys Your Products Or Services?

There are basically four types of B2B clients, according to John F. Tanner Jr. and Mary Anne Raymond in their book “Principles of Marketing”.

Producers are companies that purchase goods and services that they transform into other products. They include both manufacturers and service providers. Procter & Gamble, General Motors, McDonald’s, Dell, and Delta Airlines are examples. Even doctors, lawyers, accountants or your local tattoo parlor fall into this category. They buy goods and services to finish a final product or service. For example, General Motors buys steel to produce cars. McDonald’s requires beef and potato. The doctor requires effective drugs and anesthetics. Your tattoo parlor needs high-quality ink and needles.

Resellers are companies that sell goods and services produced by other firms without materially changing them. They include wholesalers, brokers, and retailers. Walmart and Target are two big retailers you are familiar with. If you find only two or three of them, they will make solid, long-term clients for your company.

Government – the biggest purchaser ever is. It purchases everything you can imagine, from paper and fax machines to tanks and weapons, buildings, toilets for NASA (the National Aeronautics and Space Administration), highway construction services, and medical and security services. Even state and local governments contract with companies that provide citizens with all kinds of services from transportation to garbage collection. (So do foreign governments, provinces, and localities, of course.) Business-to-government (B2G) markets, or when companies sell to local, state, and federal governments, represent a major selling opportunity, even for smaller sellers.

Institutional buyers include nonprofit organizations such as the American Red Cross, churches, hospitals, charitable organizations, private colleges, civic clubs, and so on. Like government and for-profit organizations, they buy a huge quantity of products and services. Holding costs down is especially important to them. The lower their costs are, the more people they can provide their services to.

But that’s not all.

But Actually Who Buys?

Consider the above as just places where you sell.

But ultimately, the decision will be made by a person, who will get hold of your sales message and finally make the decision.

So, if you are to convince that person to buy your product or service, you have to understand that specific person as well.

As Direct Marketing News article says, there are basically eight kinds of B2B content consumers.

Grazers/Sharers (32% of respondents): This is the largest segment of the “researcher” set of content consumers found in larger enterprises. Grazers/Sharers research, consume, and summarize content with the singular intention of sharing the resulting intelligence with colleagues. Research reports and studies are their favorite food for thought because they feel these are more important for executives in the evaluation phase of the purchase cycle. Technical specs and trade journal articles are also high on their list.

Hunters/Gatherers (10%): The smaller complement of researchers are pros. Their job is to research and identify relevant content, but they rarely engage with it themselves. Two-thirds of them are in a constant state of content-gathering, focused on new best practices, trends, and marketplace advancements. They believe that analyst intelligence and insights are most valuable in the evaluation process.

Critical Contributors (25%): They have no budgets and so never pull the trigger on purchases, but they are primary influencers in the buying process. They are more strategic than researchers, reaching out for content that addresses specific problems and needs within their organizations. Critical Contributors are hungry for insights and so seek out a broad range of content, including summarized “quick bites.” They shy away from blogs, preferring research reports and studies, data sheets, and white papers.

Informed Influencers (4%): The biggest fans of infographics and pictograms, the opinions of these influencers are highly valued by the people in the organization who sign the contracts. They want content that is expertly packaged, favoring analyst insights, use cases, and research papers.

Decision Drivers (23%): These content consumers are the holders of the Holy Grail. Decision Drivers are primary decision makers and they seek out and consume content to inform their decisions. Two-thirds say they constantly consume content to stay up to date on new solutions that can have an impact on their organizations. The great majority (77%) favors research reports and studies. Other valued content includes technical specs and data sheets (61%), analyst intelligence (48%), and white papers (37%).

Authority Leaders (6%): They make the calls, and 61% say they rely on outside content to inform them—but they depend on colleagues to supply the goods. Research reports and analyst intelligence are high on their content lists. They are also more highly influenced by industry peers than any other segment.

These are the people who you are going to sell to.

And to be honest, they are not average consumers.

Big businesses ask for tenders.

To make your sales message stand out, you have to cater it in a way that is ingestible by them.

They are busy.

They are professional.

They are logical.

Your sales message has to be like that.


What’s the Most Serious Problem?

When you are pitching to a B2B client, you don’t know who reads your copy.

It can be the lower-rung managers.

It can be the middle-level executives.

It can be the Chief Executive Officer.

And that’s the biggest problem that you face while writing your sales message.

Normally, it is accepted in copywriting circles that a sales copy should target one type of prospect and revolve around one idea.

This becomes a near-impossible feat in the B2B arena if you are to follow the B2C copywriting rules.

What you have to do is, create something that works for all, whoever reads it.

Or better yet, if you can get an idea of who the purchasing person is, you can mold your letter specifically to that first person who reads it.

However, keep in mind that it will definitely be read by a lot more people. But you don’t know them.

Just try to get past that gateway at first.

And just remember this important gold nugget from the book “Advice From The Top: The Expert Guide To B2B Marketing”:

Customers don’t want to be “sold”. What they do want is to solve a problem: their problem.

That decides the fate of your marketing message. Period.