Any advertising that sells products or services to businesses, industries, or professionals, not to consumers, is business-to-business advertising. Products and services featured in these ads are bought by business people for their professional, not personal, use.
People buy high-tech products for solutions to specific problems.
Very few high-tech ads are designed to sell the product directly. Their purpose is to build a comfort level for the buyer to feel good about the product and the company.
Good advertising copy should focus on the client 1st, the product 2nd, and the company 3rd.
Advertising promotions vary from a single page ad to several pages targeted to certain audiences that need the company products.
Business-to-business advertising copy typically addresses these audiences:
Users, like secretaries or mechanical operators who want to try out a product.
Choosers, like purchasing managers who have the power to place an order.
Proprietors, like directors who have the authority to issue the purchase orders.
These advertisements need to quickly list the unique features and benefits of the products and company in an organized 1 to 2 page copy that keeps the reader interested and wanting to find out more. The ad must give more information about the product, not the company, and the reader should learn something from it.
For example: an advertisement of a new computer and the company that makes it should include pictures of the product, all the features, what advance technology is included (i.e.,faster speed processor), how the user can benefit from this new machine (less processing time), and that the company will be around to support it and stand by what they sell. Also include the company logo, web site, and contact information.
This will keep your business to business audience looking forward to your next advertisements.
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