Business-to-Consumer (B2C) and Business-to-Business (B2B) marketing have their differences, but not realizing that both B2C and B2B marketing are speaking to an individual can hinder your B2B results.

In B2B marketing, the copy highlights:

 - Increasing revenue

 - Saving money

 - Increasing productivity

 - Increasing quality

It’s important to keep in mind that you’re not trying to sell to a “business” – there are people within that business that make the purchasing decisions. Yes, the purchase is for the business, but the marketing copy needs to speak to the individual decision makers as well, to show them how your product/service meets their rational and emotional needs.

How do you meet the individual’s needs as they make a purchase for their business?  Look at your product or service from the individual’s perspective.

Does your product or service…

…make their job easier?

…save them time?

…save them money?

…make them look like a rock star to their boss?

Highlight these benefits in your marketing copy to reach the individual making the business purchase.

What has swayed you to purchase a product or service for your company?