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Let’s pretend this 1 sentence defines all of capitalism:
I understand your negative present and can shortcut you to a positive future.
B2C and B2B treat this promise differently.
B2C is about those bookends – the negative present and positive future. Make someone feel their own pain. Show them a brighter tomorrow. Watch them reach for their credit card.
B2B is trickier.
Companies know their negative present. They live it every day. They can see their positive future too. That’s why they have strategy meetings and quarterly goals.
B2B prospects care about your shortcut. Your mechanism.
(Quick reality check: “cheaper” isn’t a mechanism. Neither is “safer”, or “trusted”).
Your mechanism needs to be special. Something that takes the same negative present as everyone else but processes it in a way that’s yours alone.
Something that prospects can grasp (but haven’t seen before).
Explaining the mechanism is usually Sales’ job, not Marketing’s.
So before you reach out to B2B prospects:
- How to explain your mechanism?
- Why should prospects be interested enough to hear about it?
Because in B2B, that’s the whole ballgame.