Wednesday, August 4, 2010

The 7 Key Differences Between Business to Business and Consumer Marketing

by Bob Bly


When asked if he could write an effective direct mail package on a complex electronic control system, a well-known direct response copywriter replied, “No problem. It doesn’t matter what the product is. You are selling to people. And people are pretty much the same.”

He’s wrong.

Yes, there are similarities. But there are also differences in selling to business and professional buyers vs. the general public. In fact, here are six key factors that set business-to-business marketing apart from consumer marketing:

1. The business buyer wants to buy. Most consumer advertising offers people products they might enjoy but don’t really need. How many subscription promotions, for example, sell publications that the reader truly could not live without? If we subscribe, we do so for pleasure – not because the information offered is essential to our day-to-day activity.

But in business-to-business marketing, the situation is different. The business buyer wants to buy. Indeed, all business enterprises must routinely buy products and services that help them stay profitable, competitive, and successful. The proof of this is the existence of the purchasing agent, whose sole function is to purchase things.
2. The business buyer is sophisticated. Business-to-business copy talks to a sophisticated audience. Your typical reader has a high interest in – and understanding of – your product (or at least of the problem it solves).

Importantly, the reader usually knows more about the product and its use than you do. It would be folly, for example, to believe that a few days spent reading about mainframe computers will educate you to the level of your target prospect – a systems analyst with six or seven years experience. (This realization makes business-to-business writers somewhat more humble than their consumer counterparts.)

The sophistication of the reader requires the business-to-business copywriter to do a tremendous amount of research and digging into the market, the product, and its application. The business audience does not respond well to slogans or oversimplification.

(see the rest of the story at:

http://www.makepeacetotalpackage.com/bob-bly/the-7-key-differences-between-business-to-business-and-consumer-marketing.html

14 comments:

Unknown said...

Awesome post!!....It seems that you've put a great amount of time into your post and I want a lot more of these on the internet these days.it certainly was very informative for me.Thank you so much...



instructive

financial advisors ct said...

This is just one of the main reasons why I really love visiting this blog. I always found a very informative post about financial issues.

Retirement Plan said...

This is just one of the main reasons why I really love visiting this blog. I always found a very informative post about financial issues.

Retirement Plans said...

This is just one of the main reasons why I really love visiting this blog. I always found a very informative post about financial issues.

Anonymous said...

UPDATE ALL SOCIAL NETWORK

http://www.updateallsocialnetworks.com

Facebook, Linkedin, Tiwtter, Bitly, TR


This is the simple and most effective way to get your message out to your friends or customers.
Update your favorite social networks plus send text messages to your friends and customers mobile phones.

Wealth Management Australia said...

I found your blog to be very interesting and I will definitely follow your blog in future. Private Wealth Management

Powerpoint Templates said...

This is a good one. I am happy that I came across it. Thank you for sharing.

Anonymous said...

Each time I used to always check blog posts within the first hours in the break of day, because I like to get information increasingly more. investment management hong kong

Anonymous said...

This is really an excellent blog as well as its content. debt consolidation

Unknown said...

Nice and impressing blog.you have included some excellent information about finance. It will really help me . I will come again to get more information. Thanks to share this one .good luck for future . keep up great work .
Asesor financiero

Unknown said...

I've often thought about hiring a financial advisor here in Cary NC to help with my small café. Do you think that's a good idea? I don't even know what to look for when hiring someone, though.

Unknown said...

Having a good handle on these things is paramount. I really think that having a good financial advisor in Columbia, SC has done wonders for us.

Unknown said...

Do you all have a good financial advisors in Myrtle beach South Carolina? Im looking for one.

Unknown said...

Oak Harvest Financial Management Group is composed of highly qualified individual financial advisor houston, each marked as certified by the U.S. Board of Certified Financial Planners (CFP Board). Before an advisor gets the “CERTIFIED” marking, he has to agree to submit himself to rigorous proficiency and behavioural testing. One of them is to complete a comprehensive college course with approved financial planning curriculum. Then he needs to pass a 10-hour certification test; undergo bi-annual up training course for 30 hours. Most importantly our financial advisor Houston passed the Board’s Code of Ethics and Professional Conduct Tests. Intensive background checking is another requirement that needs to be passed. All criminal, civil and personal records must be disclosed for public scrutiny and for the Board to find out.
We want to assist you with your needs, give us a call at 281-822-1350. You can also visit our corporate address at 7670 Woodway Dr., Suite 165, Houston, TX 77063. In our care, you are valued like a family.