Book Excerpt: 'Writing Copy for Dummies'

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Ch. 16: Writing to Sell to a Business, Not a Consumer


Your B2B copy will differ from consumer copy because B2B marketing is different -- and the marketing is different because the underlying sales process is different. How so?


For starters, much more money is usually at stake; therefore, the decision-making process is much more complicated, involving, as you see in the following sections, multiple decision makers, many incremental steps over time, and cooperation with a team of salespeople.


While consumer purchases are almost always an individual or a family decision, B2B purchases almost always involve a team effort. For B2B marketers, that means that instead of creating one pitch to one person, you make multiple pitches (or create various marketing materials) to address the issues of different team members.


http://www.dmnews.com/pdffiles/kranzchapter.pdf


Wiley, the Wiley Publishing logo, For Dummies, the Dummies Man logo, A reference for the Rest of Us!, The Dummies Way, Dummies Daily, The Fun and Easy Way, Dummies.com and related trade dress are trademarks or registered trademarks of Wiley Publishing Inc., in the United States and other countries, and may not be used without written permission. All other trademarks are the property of their respective owners. Wiley Publishing Inc. is not associated with any product or vendor mentioned in this article.


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