Weather Alert  

Coastal Flood Statement issued December 13 at 5:33PM EST until December 14 at 2:00PM EST by NWS Upton NY * WHAT...Up to one half foot of inundation above ground level expected in vulnerable areas near the waterfront and shoreline. * WHERE...Southwestern Suffolk, Southeastern Suffolk and Northeastern Suffolk Counties. * WHEN...During the times of high tide Saturday morning through Saturday afternoon. * COASTAL FLOOD IMPACTS...Brief minor flooding of the more vulnerable locations near the waterfront and shoreline. * SHORELINE IMPACTS...Breaking surf of 9 to 13 ft along the Atlantic Ocean beachfront will cause significant beach flooding and erosion during the times of high tide Saturday into Saturday Night. Scattered areas of dune erosion and localized washovers are possible during the times of high tide Saturday morning into afternoon.

A Few Key Differences Between Business-to-Business and Consumer Marketing

LongIsland.com

Advice from Angela Kambarian Despite some similarities, there are considerable differences between business/professional buyers and the general public. There are a few important factors that distinguish business-to-business marketing from consumer m

Print Email

Advice from Angela Kambarian

Despite some similarities, there are considerable differences between business/professional buyers and the general public. There are a few important factors that distinguish business-to-business marketing from consumer marketing.

1. The business buyer wants to buy.
Consumers often purchase products just for pleasure, not because they really need them.
Business enterprises must buy products and services to stay profitable and competitive. Therefore, most companies have experienced purchasing agents on staff.

2. The business buyer is more sophisticated.
So, business-to-business copy should be tailored to a sophisticated audience.
It requires tremendous amount of time and research.

3. The business buyer will read a lot of copy.
She/he needs information or advice that can increase profits or solve problems.
They will respond better to a more specific and detailed letter. So, don't be afraid to write long copy in mailers, ads or brochures.

4. The purchase of business products in multi-step
Copywriters working on consumer direct response, usually produce an elaborate package that does most of the selling.
But in business-to-business direct marketing, the concept of package or control does not exist. It's a multi-step process. A VP of manufacturing does not clip a coupon and order a $35,000 equipment by mail. First she might ask for a brochure, then a sales meeting, then a demonstration, then a 30-day trial. Then a proposal or a contract.

5. Business purchase is a team effort.
You do not consult with a team when you want to buy a hamburger, soda, or bottle of shampoo. One person makes a decision.
There are a lot of players involved in a business purchase.
It's rarely an impulse buy. Many people impact the decision--from the purchasing agent to company president, to technical professionals, etc. And each of these audiences has different concerns and criteria.
So, make sure your copy will address the needs of all parties involved in the process.

Conclusion
Business-to-business copy cannot be superficial.
You need clarity and detail. It should not only explain what your product is, but also educate your reader