So what do lots of B2B mailings miss?

A clue was in the headline. It's "So what".

When a lot of businesses write their own (and when some copywriters do too) sales promo's, they list the features and benefits of their product or service but fail to question the value of the benefit they have written about by using the "So what?" test.

"Our blah blah produces lovely graphs" - So? Whats in it for me.

"The feature blah blah allows you to plot data on a map" - So? What's in it for me?

"Ah!" I hear you say, "this is a B2B mailing, we don't need what's in it for me, it does not work in our market". OK, let me ask you a question: Can the person being written for breathe on a mirror and make it mist over?

Yes, great, then the person being written for has emotions, worries, fears, concerns and wants. You need to appeal to those. Why? Because it sells more. It gets better response. Which brings me to another question - who exactly are they writing for? Again, lots of firms treat everyone the same. They are not. What is THE target market, or job function being written too?

A well constructed list of features and benefits will usually pull some response, but if you want to double or even quadruple response, a well written benefit with a "whats in it for me" (WIIFM) conclusion, targetted for the right audience will.

A B2B mailing may not be as effusive, or "hyped" as a letter to an opportunity seeker or consumer, but as long as you link the benefit you have spent years trying to create through your super new product or service to a "Whats in it for me" closing you can illicit better response. Because that means more sales or leads, more money in the bank and more security for you and your family. That's what you want isn't it?

If you need help with establishing what's in it for them, so you get more of what you want, let me know, webmaster@livewirebusiness.com