How to Write B2B Ads That Catch Customers

Are your business-to-business ads working for you? If they are not making sales, are they at least generating interest in your company? Are they making an impression on your potential customers by making you stand out in a crowd? If not, then you should take a look at this article and get those ads working hard for you.

Don't just fish for customers, catch them!

1. 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 you are right away. Also, many B2B sites don't allow visitors to view the total ad without paying or registering. You want everybody to at least be able to search for you on the Internet. This can also help your ad to appear on some search engines.

2. You need a 'hook' to reel in your readers. There are probably plenty of other ads right next to yours so you need to get them within the first sentence or two. Use some great adjectives. 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.

3. 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.

4. 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.

5. 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 late deliveries?" "Are you looking for faster and more reliable service?"

6. 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 email address or URL in the ad copy. However, if you spell out "dot" 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 your potential customers you care.

Don't forget, practicing and proofreading lead to good ad copy, which leads to good sales.

Steve Koons works in the marketing department of Solinc Die and Mold and lives in Seoul, Korea. To read more of his stuff visit his blog: http://www.injection-molds.blogspot.com http://www.solinc.net

In The News:

Advertising as politics?  The Times of India Blog
Bad advertising, better futures  The New Indian Express

How To Tame The Buying Beast Inside Your Customer

What if you can understand and control your customer's mind?... Read More

Advertising Through Moms

Moms have a very powerful influence on what their families... Read More

Business Ideas: 5 Uncommon Ways To Generate More Online Business

Sometimes, it is not an obvious business idea that will... Read More

Power Headlines for Promotion Success

Do you send email to your Online audience to let... Read More

Sex in Advertising: Does it Sell?

We're surrounded by advertisements that desperately compete for our attention.... Read More

The TV Shoot, The Spoiled Brat, And A Painful Lesson

It was two days before our shoot. I was in... Read More

How to Save Money by Making Your Own Sign

In the sign industry we commonly refer to the material... Read More

Not Another Calendar! - Choose Advertising Specialties That Sell

As I was searching through a kitchen drawer the other... Read More

The Inside Secrets Of Free Publicity For Your Business

Product publicity is the "secret pathway" to business success... Read More

Media Planning: Smart Choices for Your Success

Media Planning for SmartiesYou say you're ready to advertise. How... Read More

Hit Them With Benefits

More about advertising from BIG Mike McDanielIt makes no difference... Read More

Why I Like The Ads I Hate!

It's been said that the antidote to liking/loving is not... Read More

7 Unique Ways To Get FREE Advertising

1. Give Testimonials When you purchase a product or service... Read More

Yellow Page Advertisers: Your Calls are Going to Decrease - Heres the Remedy

Response rates to Yellow Page advertising are decliningThere's no getting... Read More

More Cheap Tricks for Promoting Your Business

In a recent article, I shared five of my top... Read More

Trade Writing - For Cash!

Often considered as "plain Jane's" of the print world, trade... Read More

Do You Really Need a Brochure?

Traditional brochures typically tell the story of your company, i.e.... Read More

Bad Seduction - Advertising Techniques That Dont Work

I just read some advertising suggestions on an Internet marketing... Read More

Diamonds Are For Evil

The task of executing successful advertising campaigns for products made... Read More

Advertising Agency In Boston: Tips and Tricks

The big news on Wall Street last year was the... Read More

Advertising Inserts

One of the best and easiest ways to advertise without... Read More

Non-profit Coupon Books and Coupon Mailers for Small Businesses

Many groups like the Chamber of Commerce, ASB at the... Read More

The Not-So-Hidden Persuaders: The Power of The Media Upon Us All

In 1957, a perspicacious young journalist from Pennsylvania named Vance... Read More

Crazy Ads? Maybe Youre Just Out of The Demo!

My father called me to complain, again. He's 82 and... Read More

What Makes A Winning Online Ad?

Most people who have been involved with sales & marketing... Read More