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


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