Quick Tip:
One Thing You Must Know About Business-To-Business Copywriting

In his book "The Complete Idiot's Guide to Direct Marketing," Bob Bly points out that business-to-business (B2B) copy talks to a sophisticated audience. Typically, the prospect has a high interest in – and understanding of – your product and the problem it solves.

The B2B prospect usually knows more about the product and its use than you do. Don't be fooled, for example, into thinking that a few days spent reading about medical software will educate you to the level of your target prospect, a software engineer with six years of experience.

When you write copy for the B2B market, make sure you do a tremendous amount of research. This audience doesn't respond to oversimplification. Oversimplifying marks you as a novice.

Dig deep into the market, the product, and its use. Become the expert your prospect expects to deal with … and you'll be well-suited to making money in the very lucrative B2B market niche.

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Published: June 14, 2004

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