Let’s be honest, It is really tough to persuade your target audience with a simple cold email.
Right?
Well,
What you really need here is persuasive B2B copywriting.
Emphasis on persuasion because the audience in the B2B space doesn’t buy a product only if you tell them it can help overcome a certain problem.
Example: Use BaseCamp for your remote project management needs
Someone said, ‘People Pay for the outcome.’
And that statement stands true
You need to make sure that your target audience knows:
- What is the USP of your product?
- What makes you stand out from your competitors?
- What credibility does your product hold?
The biggest mistake marketers make while trying to close prospects is assuming that:
- People should trust their product
- Other products haven’t worked out
- Their product can cater to all their needs
These assumptions are one of the biggest reasons why in many outreach campaigns marketing copy goes straight from Problem to Product.
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It can also lead to fewer sales because:
- B2B products are high ticket sales
- The product description lacks empathy
- There is no believable solution for the product (no reviews, no testimonials)
- It lacks credibility
- It doesn’t stand out as a leader
So...
How can we avoid these mistakes and create a B2B copywriting strategy that works?
These are our top 6 tips you can implement in your sales scripts, marketing copy, social media campaigns, and assets:
1. Identifying the Problem
Once you’ve identified the problem your prospect is facing, you have to make sure you understand and listen carefully.
This stage helps you start a relationship and build trust with your prospect.
2. Showing Empathy
Identifying the problem makes this step a lot easier because now you can address their pain points; Empathizing here is key because it can help build trust.
It is always important to understand that you know the specific pain points of your customer associated with the problem.
3. Providing a new way forward
At this stage, provide them with a secret solution that can help them solve their problem.
It should be more like a prescription that helps them solve the issue.
4. Relating to the problem
Now that you are aware of the problem they are facing, the pain points, and have successfully helped them with a solution or a remedy.
It’s time you start relating to your clients’ same problem and how you helped them, share the solution and the benefits they got from the product/service.
The results they achieved.
It makes you stand out as an industry leader and builds credibility for your business and product.
5. Finding the right fit
The second last stage is to outweigh any other alternatives that your prospect can choose from, and showcase your product as the best way to solve their problems.
In this stage, you can start by suggesting temporary alternatives to the issue, which can be in the list of choices but those come with their ...pros and cons.
Services that they would like to take upon but the alternative is rather slow, risky, or difficult.
But they can always choose to take the reliable road by choosing your product which helps them overcome all the pain points and also has its added benefits.
6. Launch
Once you’ve found the right product fit.
You can now interest them in booking a demo call for a product tour and understanding more about the product.
What Influences the B2B Buyers Decision Making Process?
If we talk about a B2B decision-making process.
It includes a lot of different motivations that are factored in before making a decision.
The two motivations of a B2B Buyer are:
1. Emotional
To make themselves stand out so they can manage and maintain a good reputation among their team members for being reliable.
2. Rationale
To complete certain milestones and set KPIs that influence the company’s overall growth.
Based on these motivations, A B2B buyer will also take many other decision-making criteria’s into consideration like:
- Cost of the product
- The pricing model of the product
- Value of the product
- Productivity benefits
- Reviews
- Customer Service Quality
- Sales Representative’s responsiveness rate
- Reliability of the product
- If the product meets current and future requirements
- Sales Representative’s Soft Skills (Attentiveness, Communication, and Knowledge)
- Sales Representative’s Attitude (If they were too pushy or optimistic enough to provide a valid solution)
However, B2B purchases differ in terms of the product offered.
Here are a few other factors that affect the B2B buyer journey:
- The amount to be invested
- Comparison between competitor brands
- The priority level of the product or service
- If the product is a new purchase or a re-purchase
Bottom Line
To attract more leads in B2B you just need to make sure your copy is persuasive has empathy, and is creatively flawless to tap right into the reader’s emotions.
