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How to Write B2B Ads That Catch Customers
by: Steve Koons Are your business-to-business
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If not, then you should take a look at this article and get those
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Don’t just fish for customers, catch them!
ALWAYS include your company name in the first sentence, preferably
as the first word. Don’t start out with ‘we’.
And briefly state what you do right away. For example: “Solinc
designs plastic injection molds.” You want them to know who
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You need a ‘hook’ to reel in your readers. There are
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Which is better: “Solinc designs injection molds.” Or
“Solinc expertly designs high quality, precision injection
molds.” Now they know who you are, what you do, and why you
are special.
Ask a question about why your reader should choose you and answer
it. Questions such as “Do your customers demand high quality?”
“Are you looking for a total solution package?” Then
tell them that’s what you deliver, you’ve got what they
need.
Clearly state what you do step-by-step. Use bullets, numbers or
short dedicated paragraphs. Make a list of your products and services.
Then tell a little bit about them. Don’t forget to use your
adjectives here. Give them a ‘line’ to find the bait.
Give them some food for thought. It’s time to ask them another
question. This time ask them about a problem they might have that
you can solve. For example, “Are you completely satisfied
with your current supplier?” “Are you frustrated with
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reliable service?”
Give them a call to action. This is your ‘sinker’.
Offer them the answer to their questions by contacting you today.
Don’t let them get away.
If you follow these steps you are on your way to catching some customers.
But you need a few more pieces of bait to land the big catch.
Include your keywords and company name throughout the text. This
can help your ad land in the search engines. Avoid using the words
‘we’ and ‘it’ and ‘our product’.
Use ‘you’ often. It pays to include your potential
customer in your ad.
Be entertaining or subliminal, but don’t be boring! This
can be a bit tricky in some areas of business, especially manufacturing.
A good trick is to use a product noun as a verb and couple it with
an adjective. An example would be for injection molds. Not the most
entertaining subject, but: “Inject some speed into your production
with high quality molds by Solinc.” And you’ve got a
line with pull.
Be sneaky. Some B2B sites don’t allow you to put in your
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or “at” in your addresses your potential customers can
find you.
And finally, be polite. Never use all caps or more than one exclamation
point at a time, be careful of poor grammar or bad spelling. Show
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Don’t forget, practicing and proofreading lead to good ad
copy, which leads to good sales.
About The Author
Steve Koons works in the marketing department of Solinc Die and
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http://www.injection-molds.blogspot.com
http://www.solinc.net
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