I sat in my office chair, slightly stunned by what I’d just heard my client say.
We were discussing the development of a marketing project and specifically, the points of a product page.
The audience: C-level executives. And I had done my research to discover their most pressing concerns.
My copy reflected that. But my client didn’t want it.
Instead, I just heard him say, “Well… this page? It really should be all about us.”
The Marketing Problem
Are B2B marketers grasping at straws? Or maybe circling the drain?
The reason I ask these questions is because I’ve been studying B2B, B2C and Internet marketing over the past decade.
And what I’m noticing is a gap.
In fact, the gap only seems to get bigger every year.
B2B marketers are losing ground.
And the reason they’re losing ground is because of three mistakes.
Mistake #1: The Wrong Focus.
Too many businesses put the focus on themselves first. You can see this all throughout their marketing.
A dead giveaway is when you arrive on their website and the first thing they do is talk about their product or service.
It doesn’t convert.
First, talk about your target market’s problem. Really get that nailed down. Then talk about the solution. But not one millisecond before convincing your reader that you know exactly what he or she wants.
Mistake #2: The Wrong Language.
B2B companies are famous for using the “I” pronoun.
“We” are the most successful in XYZ field…
“Our” solution is best-of-breed…
“We” know what you need and it’s us…
Unless you’re putting a personalized sales letter or email out there, get rid of all the “me-me-me” language. The most powerful word in sales and marketing copy is YOU.
Mistake #3: The Wrong Approach.
This is something I’ve not read a lot about but do notice it in winning copywriting packages.
These packages are the ones that have brought in millions of dollars in sales.
And it often has to do with the approach.
B2B companies often want to be seen as “the trusted adviser.” They think this approach will persuade a prospect that they know best and you can trust them for an effective solution.
However, how does trust usually begin?
Not by someone preaching at you.
It happens when someone understands you.
It happens when a co-worker, for instance, suddenly walks by your side as you left a frustrating meeting and says, “I know exactly how you feel. Remember last month? They shot down my idea and two weeks later our competitor ran with it and now is wildly successful.”
How does that make you feel?
Vindicated. Understood. “I’m not alone.”
And what does that do for the relationship between those two co-workers?
It builds trust.
It all begins FIRST with understanding.
Internet marketing is astoundingly successful for a simple reason.
They spend the time understanding their market – their fears,
frustrations, hopes and dreams.
Most B2B marketers spend their time planning campaigns and learning what the next marketing trend might be.
And a lot of B2B companies are stuck in the 1990’s when it comes to their marketing.
They think throwing a company brochure on their website will suffice as their marketing strategy.
Or publishing a blog post once a month.
Meanwhile, the Internet marketers are developing sales funnels and complex systems that are rocking the Casbah (and the cash register).
Their systems take a prospect from merely investigating the company into a full-blown buy-in. Complete commitment.
And if done right, a very healthy lifetime customer value (LCV), to boot.
I’m not sure how long it will take B2B companies to notice this new evolution of marketing (and the outrageous moola that it’s generating).
But anytime I see huge profits, I pay attention.
I want to know the “who, what, where, when and why.”
If you’re ready to investigate and try a new approach that few B2B companies are doing, schedule a quick call with me.
It’s radical therapy, but one that works.
I believe we can shift that life support status to “amazing recovery.”
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