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Benefits 2 Business

It’s generally believed that with Business-to-Business (B2B) marketing copy, the more information, the better. Businesses need the facts and features about your product or service to make an informed purchasing decision. The more information you can present, the fewer questions they have, and the quicker they can make that informed purchasing decision in your favor.

But I’ve also heard consultants say that B2B is no place for marketing content that discusses the benefits of your product. The idea is that your marketing content should remain objective, without any frilly talk about benefits. I disagree with that.

The initial focus of your sales efforts may be business-to-business, but eventually it will end up as person-to-person. Someone is going to have to say “yes” and take responsibility for obligating their company to sign on the bottom line. That someone is human and needs to be reassured that they aren’t going to make a decision that will come back to haunt them professionally and personally. Bad business decisions involving a lot of money often bring a promising career to a screeching halt. And your prospects know that.

Therefore, it makes sense to weave benefit highlights throughout the objective discussion of facts and features. Let your prospect know the why in addition to the what. Reassure them with positive real-world stories from other businesses; success statistics; quantifiable results; and the like. Benefits they can relate to… just disguised as facts.

This can be done carefully and effectively, without sounding like you are trying to “gee-whiz” the reader with unrealistic hype. But it must be readily accessible, which is why marketing buzzwords should be avoided as much as possible. Talk to your prospect as a real person, while respecting their intelligence and experience. Keep in mind the personal fears and objections they might have, and deal with those fears and objections proactively in your copy.

“Benefits 2 Business” is just as valid an approach as “Benefits 2 Consumers.” Both involve decisions made by real people with real needs and concerns. Make sure you remember that when making your business case.