Posted by Scott Bywater in copywriting Feb 27th, 2013

Should you write differently if you’re selling business to business than if you’re selling business to consumer?

Interesting question, isn’t it?

And the answer is YES.

And No.

You see, no matter who you write to, you need to create an AVATAR.

A picture in your mind of who that person is – their fears, their concerns, their problems, their inner desires, their age, etc.

If you can do that – you can communicate one-to-one far more succinctly.

So of course, if you’re selling photocopy machines to business owners or whatever, you’ve got to address those concerns and tailor your copy accordingly.

The same way you need to tailor your copy to a mother when you’re selling nappies.

Or an overweight middle-age person when you’re selling a flab-burning program.

Or a car-owner when you’re selling your mechanical services.

But apart from that, it’s pretty much the same.

You don’t need to change the length.

You don’t need to change the way it’s written.

You don’t need to change the type.

Why?

Because whether you’re selling business to business or business to consumer.

YOU’RE SELLING TO A HUMAN BEING FIRST

If you are the marketing manager of a big, multi-national corporation, do you have fears? Do you have desires?

Do you have frustration? Do you have the same weird emotions that the rest of us do?

Of course you do.

And that’s what copywriting is all about.

Remember.

You never sell to a business.

You always sell to a human being.

Want proof?

Then let me ask you: what is one of the most conservative industries on the planet?

Even stuffy, perhaps?

Don’t tell my brother in law (he is one), but many would say accountants.

Peter Johnson invested $6,000 for a mail out to accountants which generated $187,000 in revenue in 12 months – a return on investment of over 3,000%.

If you’re selling to business owners, there’s no reason you can’t achieve similar results.

Get the full scoop on how he did it by clicking here.

Scott Bywater

Scott Bywater

Direct Response Copywriter at Copywriting That Sells
Do you want to learn the easiest way to get more customers fast? I have just completed my brand new guide "7 Ways to Get More Customers" which includes a swag of "Advertising Cheat Sheets" for getting results fast. Everything is outlined so it's as easy as 1, 2... 3. Download it for free by visiting http://adcheatsheets.com/
Scott Bywater

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