Why would I want to banish “B2B” from the dictionary?
Because there’s some mystical fog that sits on people’s creative brains when it comes to writing copy for B2B websites, brochures, emails, anything.
Some people think that, since it’s a “business” product, we must write about “the business.” We must write about what we do, how we do it, how long we’ve been doing it, why we’re the best at doing it, and who we’re doing it for.
And then we turn around and ask the prospect – “So, how many can I put you down for?”
Ugh.
Businesses don’t buy, people buy.
Even in the B2B world, to sell effectively, you need to address the dreams, desires, hopes, pains, obstacles, and goals of real people doing real work every day.
Help people understand why your solution will improve their lives in some way, and you’ll open the door to a potential sale. It’s that simple.
Solve someone’s problem and you make a sale. Even if that problem is for a business, it’s people who’re running that business and living with that problem you’ll solve. So sell to them.
Answer their unspoken question – “Why Do You Matter to Me?” Make clear why they’ll be delighted they chose to work with you when it’s all done and your solution is in place. Show them how your solution makes their dream happen, their pain go away, or enables them to reach a goal.
After you’ve gotten their attention by sharing WHY you matter to them, they’ll welcome the chance to learn what you do and how you’ll do it for them.
Talk about people’s dreams first, then explain how you make those dreams a reality.
We may be working in the B2B field. But the act of marketing, or selling, is still P2P (Person-to-Person). And people want to know “What’s In It For Me?” before they act.