The Business of Space Ads
12 Creative Strategies TO Generate B-to-B Leads and Sales
By Russ Phelps
Space ads have helped launch a number of consumer mail-order businesses, including J. Peterman, Banana Republic and Lillian Vernon, to name a few. Less expensive and easier to create than a direct mail package, space ads allow marketers to test the market for a particular product or service.
In the B-to-B arena, where good response lists are less plentiful, space ads can be a cost-effective tool for generating both leads and sales.
Understand the Business Buyer
Before sitting down to write your ad copy, you must first understand your audience. Business buyers are no different than consumer buyers, except that they have a job to do, and tend to be more bottom-line oriented. They often are accountable to a boss, and must justify purchases. So, they want to look good, and may be afraid of making a mistake or wasting company funds.
Business buyers are more likely to buy proven systems, powerful tools and savvy solutions than the average consumer, so speak their language and sell them accordingly.
Forget slogans and buzzwords that don't sell. Launch right into the key sales appeal of your product or service. What does it do better than others? What pressing problem does it solve? How does it save or make money? How does it save time, grief or embarrassment? Tell them what you're selling and why they should buy it.
Ads That Sell
Business buyers are pressed for time and often scan quickly. To grab their attention, use a headline that stops them in their tracks. Promise a benefit, announce a breakthrough, use a testimonial, ask a provocative question, or state your guarantee or offer up front.
Skip the warm-ups and start selling right away. Write all the copy you need to do a complete selling job. Business buyers will read long copy if it's compelling and relevant. Unlike long sales letters in direct mail packages, space is at a premium in print ads, so choose every word carefully.