When I review B2B Marketing copy, I can always tell when a Marketer doesn’t fully understand his/her customer or product. You can tell because, generally, the copy is chock full of product features, hype and Marketing buzzwords. To easily create high impact B2B Marketing copy that stimulates buyers to action, follow these two guidelines:

1. Know your customer - Never, never, never begin writing a brochure, email, web page or other customer-facing document before you have a thorough understanding of your target audience. It’s not enough to know your product or service inside and out, and then start putting words on paper without even considering the customer. Understand their role, pain points, decision drivers, emotional drivers, and motivation for addressing that pain point. Then focus on those and how your product or service enables them to achieve their goals.

2. Follow this B2B Marketing Copy Recipe and you’ll quickly crank out short, concise and compelling copy that gets better results. Use the following outline as a template for developing your next brochure or email.

A. Customer Pain Point or Goal

B. Impact or Costs of Not Addressing Pain/Or the Benefits of Meeting Goal

C. Solution or Product Description

D. Requirements for Adequately Addressing Pain or Achieving Goal

E. Your Unique Ability to Alleviate the Pain or Enable Customer to Achieve Goal

F. The Advantages and/or Benefits You Deliver

G. Call to Action

H. Credibility Builders

I. Contact Information

Do you have additional ideas for punching up B2B Marketing copy to share with readers of The B2B Lead blog? Submit a post!