B-to-B Insights : Make an Offer

When offering anything free-a whitepaper, webinar, even a brochure-say that it is free. Do not substitute the weaker "complimentary" when writing to a high-level business audience because you think "free" is not professional or will offend them. It won't.

A health care agency sent a mail piece inviting doctors to attend a symposium. It did an A/B split test of two versions; the only difference was that version B offered a free pocket diary as a gift for attendance. Version B outpulled version A sixfold. Busy doctors were persuaded to give up an afternoon by a free pocket diary that costs about a dollar!

Does the buyer have to agree to sit through a presentation or demonstration, or complete a survey? If he is not required to take further action once he accepts the offer, note this in your copy by saying: "There's no obligation ... nothing to buy ... and no commitment of any kind."

Bob Bly is a freelance copywriter and the author of more than 70 books, including "The White Paper Marketing Handbook" (Racom). You can find him on the Web at www.bly.com, e-mail him at rwbly@bly.com, or phone (201) 385-1220.