Hugh Farrell

Bob Bly is a freelance copywriter who has written copy for more than 100 clients including IBM, AT&T, Praxair, Intuit, Forbes, and Ingersoll-Rand. McGraw-Hill calls Bob “America’s top copywriter” and he is the author of 90 books, including “The Copywriter's Handbook.” Find him online at www.bly.com or call (973) 263-0562.

There are two schools of thought concerning marketing to business and technical buyers.The first school says, “Copy should be as short as possible, direct and to the point. Bulleted lists are better than sentences and paragraphs. Don’t do any selling. Just give business buyers the facts, data and specifications they need to make intelligent decisions about buying your product. No need to state the benefits. They already know they need the product and why. You just have to convince them your brand is superior to other products you compete against and your product satisfies their applications’ requirements.”

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