B2B prospects, the last time I checked, are human beings just the same as consumers, and they all respond to the same emotional triggers.
In "Mail Order Strategy" (Hoke Communications, 1956), Victor Schwab compiled the following 40 key "emotional drivers" or emotional triggers.
When looking at copy for your next B2B campaign make sure that your copywriter has used some of these key emotional triggers within your campaign messaging to create a motivational desire for your company’s products and services over your competitors.
B2B prospects, the last time I checked, are human beings just the same as consumers, and they all respond to the same emotional triggers.
In "Mail Order Strategy" (Hoke Communications, 1956), Victor Schwab compiled the following 40 key "emotional drivers" or emotional triggers.
When looking at copy for your next B2B campaign make sure that your copywriter has used some of these key emotional triggers within your campaign messaging to create a motivational desire for your company’s products and services over your competitors.
Emotional Triggers that motivate readers to action
A. People want to gain:
1.
Health
2.
Popularity
3.
Praise from others
4.
Pride of accomplishment
5.
Self-confidence
6.
Time
7.
Improved appearance
8.
Comfort
9.
Advancement: social-business
10.
Money
11.
Security in old age
12.
Leisure
13.
Increased enjoyment
14.
Personal prestige
B. People want to save:
15.
Time
16.
Discomfort
17.
Risks
18.
Money
19.
Worry
20.
Embarrassment
21.
Work
22.
Doubts
C. People want to be:
23.
Good parents, boss, employers
24.
Creative
25.
Efficient
26.
Recognized authorities
27.
Up-to-date
28.
Gregarious
29.
"First" in things
30.
Sociable, hospitable
31.
Proud of their possessions
32.
Influential over others
D. People want to do:
33.
Express their personalities
34.
Satisfy their curiosity
35.
Appreciate beauty
36.
Win others’ affection
37.
Resist domination by others
38.
Emulate the admirable
39.
Acquire or collect things
40.
Improve themselves generally
Try out our B2B copywriting tool
Here’s a copywriting tool our copywriting team have created, which reminds them of the key building blocks that make for award winning-communications.
Save the link to refer to when looking at new copy and also to send the link to your own copywriters.
On the whole, B2B eMail and online copy has become shorter as eMarketing grows, and audiences favour information they can absorb quickly.
While graphics have taken on more prominence they also are getting blocked more in B2B eMails; copy is still the main tool marketers use to impart product features and benefits, as well as to close the sale.
Leading text is just as critical to the success of a direct mail or eMail package today as it ever has been. To ensure your opening sales pitch is in top form, consider the following suggestions from three of our top copywriters as well as our Client Services Director and our Head of Digital Consultancy.
1.
Cut out extraneous words and phrases, and make sure you use short, action words, says our copywriter Robin Weekes, editor of various publications, who specialises in electronics, food and non-profit markets
2.
Pay more attention to verbs and nouns and focus less on adjectives, says Jason, our copywriter and journalist for the IT & Telecoms sector. Verbs and nouns move the action along, he explains, but adjectives are often poorly chosen and cloud good copy
3.
"Gain immediate audience involvement by using your lead to ask a question", offers Tobi Andersson, who works with clients in the Business Services, & Finance sectors
4.
Be careful about putting too many offers and too much product information in the lead text. Jane Spence, our Client Services Manager, finds that strong leads elicit immediate interest in the prospect, motivating them to continue reading to learn about the product features and benefits
5.
Naomi Campbell, who now heads up our digital consultancy recommends tailoring the lead text to reflect the audience’s background and personal interests. This helps create the rapport necessary to draw recipients into the rest of the letter. The key, says Naomi, is to do this without it being obvious that you know a little about them via a data file.
Three Copy Tips That Can Boost Sales Leads
As a greater variety of business sectors incorporate direct marketing into their business activities, more two-step and even three-step campaigns are being conducted.
Even though the name of the game in lead generation is to sell the response as opposed to the product or service, companies must ensure they don’t resort to hyperbole in place of good salesmanship that connects the challenge to the solution to the product or service.
Naomi Campbell Head of Digital Consultancy at eMarket2 (and a direct marketing consultant) suggests marketers try the following ideas to drive more leads in their direct mail:
1.
Make full use of the subheading; headlines need to be succinct and dramatic to gain attention. Use the subheading to flesh out the offer a little more and keep prospects reading
2.
Make the offer on both the top and the centre - If you wait until the end of your text to explain the offer, you could lose a great number of prospects too rushed to weed through your prose to find the bottom line. Get the offer on the table early on in your copy
3.
Use photos for credibility - if your offer is tangible, such as a Whitepaper, educational DVD or samples kit, include a photo of it, in the outer envelope, order card or anywhere else in the package that pushes the item. Photos can lend substance to copy, helping to assure prospects that the offer is for real.
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A. People want to gain: 
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