“Once you start trying to sell creativity, you’re always going to run into the problem that the people selling it aren’t as creative as the people making it, and the people making it don’t know how to talk business with the people trying to sell it.” — Dave Pirner
When you’re asked if you can write an effective direct-mail package for a complex industrial process, you might assume it will be no problem… because no matter what the product is, you’re still selling to people.
Well, yes and no.
Although you still are selling a product to a person, writing copy — and devising marketing strategies in general — for Business-to-Business (B2B) is different from marketing Business-to-Consumer (B2C). And experience shows that while there is some overlap, the difference between writing for Business-to-Business vs Business-to-Consumer is significant.
When you market a B2B product, you have to realize that a business’s primary concern — aside from fulfilling its need for a quality product or service — is to streamline the buying process to save time and money. This explains why a B2B purchase is almost always based more on logic than a consumer’s purchase, which is often is based on emotion.
Also, since in most cases the cost of a purchase for a B2B buyer is more expensive than in the consumer market, the B2B transaction often takes more discussion between several key people and decision makers to ensure there is a Return on Investment for the purchase.
Here are seven determining factors that set B2B marketing apart from B2C:
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