Hi folks:

Do you write killer B2B copy -- or do you simply know where to find the best B2B copy on the Web? If so, I'd really appreciate your help.

Here's my situation. I'm a reasonably successful B2B business writer focused largely on high tech stuff -- the geekier the better. My clients have included Microsoft, Sybase, Nokia, IBM and many of their billion-dollar peers. (See http://www.sybase.com/detail/1,6904,1023184,00.html for an example.)

I've recently landed a full-time gig which may require me to pull off some direct response writing. For one thing, I will be updating a large corporate Web site which includes an e-commerce component. I'll also be asked to write some direct response e-mail messages.

To gear up, I've subscribed to several newsletters from industry greats and lesser-known B2B specialists, I've begun to read blogs like Michel's religiously, and I'm searching actively for mentors. ( I owe my previous career as a business journalist to one tough old editor.)

On top of all this, though, I realize that I'll need to build up a good swipe file, and I'm not finding it easy to do.

As you may know if you've been in this world, high-tech copy usually doesn't hit the rhetorical heights that top business to consumer material does. It's usually listless, jargon-filled stuff that puts everyone to sleep -- even the people who write it! In many cases, I doubt it drives a single sale.

There's lots of reasons, most of which I understand, why you can't use the same voice when you're communicating with CIOs and systems administrators as you would when you're selling, say, a hot consumer info-product. But I have to believe it's still possible to grab their attention quickly and get them to MOVE.

Can you help me find sample B2B e-mails and Web sites (particularly in high-tech niches) where the writer has hit a home run?

Thanks in advance for anything you can offer. And by the way, thanks for being here. This board kicks butt!

-Anne Zieger

Anne,

I can't answer your question directly. As you know, selling to corporate suits is a whole different ball game than selling to consumers. For one thing, their level of involvement is lower.

However, here are some thoughts. There is more to selling than just the pitch or copy - other variables are involved. It pays to understand the buyer decision making process and where your prospects are on its spectrum when your copy hits their eyeballs. More specifically, do they have a recognised need and want for what you sell, is it something they are willing to spend money on and do they have the money to spend. Or do you need to expend energy convincing them on any of these points.

Another variable is the offer, and more specifically, the "value proposition". Can you demonstrate that what you offer has a tangible value e.g. if it's software, can you prove that it saves/makes X dollars per year, creates opportunity etc?

HTH,
Jane

Hi Anne,

Bob Bly is the go-to guy for B2B copy. Check out his portfolio at Bly.com

Best,
Jerry

Anne,

I just want to second what Jerry said. Bly also has a free report on his site on B2B direct marketing. It's 51 pages and has lots of information.

One of the tidbits from the report that has stuck with me is the difference between B2B and B2C marketing. Bly says the difference is that the business buyer already needs what you're selling and is ready to spend money on it.

I hope that helps,

Ayla

Hi Anne,

I've been in and out of corporate environments for about 20 years so I might have some helpful insight. Here's some ideas:

1. Employees are people to. They surf the internet just like everyone else. They have the same desires and needs as everyone else. They can be triggered just like everyone else. I'd stay with what works.

2. Thinking we have to be conservative with them is a myth, imo. I believe they respond to compelling copy just like anyone else. They may be conditioned to respond a certain way by "business" communication like Emails. Look at any of the Email threads that go around where someone uses a crazy subject line, it can go on for days even weeks.

3. Bold copy gets a reaction which is better than boring copy that doesn't. It can be good or bad, hopefully if it's well written it's good. TPS Reports don't excite anyone. An OASIS (Organization Arousal Security Impact Study) probably would get everyone's attention. As we all know those are reports of the dangers of sleeping on the job.

Cheers

Michael Stelzners Writing White Papers course/book is by far the most brilliant piece of work I've found on B2B.

3 years later? Not sure if she's still worried about the answer

Kyle wrote:


Oops! I didn't see that.

Well, I hope it will be useful to someone anyway.