How to Write B2B Ads That Catch Customers
Are your business-to-business ads working for you? If they are
not making sales, are they at least generating interest in your
company? Are they making an impression on your potential
customers by making you stand out in a crowd? If not, then you
should take a look at this article and get those ads working
hard for you.
Don’t just fish for customers, catch them!
1. ALWAYS include your company name in the first sentence,
preferably as the first word. Don’t start out with ‘we’. And
briefly state what you do right away. For example: “Solinc
designs plastic injection molds.” You want them to know who you
are right away. Also, many B2B sites don’t allow visitors to
view the total ad without paying or registering. You want
everybody to at least be able to search for you on the Internet.
This can also help your ad to appear on some search engines.
2. You need a ‘hook’ to reel in your readers. There are probably
plenty of other ads right next to yours so you need to get them
within the first sentence or two. Use some great adjectives.
Which is better: “Solinc designs injection molds.” Or “Solinc
expertly designs high quality, precision injection molds.” Now
they know who you are, what you do, and why you are special.
3. Ask a question about why your reader should choose you and
answer it. Questions such as “Do your customers demand high
quality?” “Are you looking for a total solution package?” Then
tell them that’s what you deliver, you’ve got what they need.
4. Clearly state what you do step-by-step. Use bullets, numbers
or short dedicated paragraphs. Make a list of your products and
services. Then tell a little bit about them. Don’t forget to use
your adjectives here. Give them a ‘line’ to find the bait.
5. Give them some food for thought. It’s time to ask them
another question. This time ask them about a problem they might
have that you can solve. For example, “Are you completely
satisfied with your current supplier?” “Are you frustrated with
late deliveries?” “Are you looking for faster and more reliable
service?”
6. Give them a call to action. This is your ’sinker’. Offer them
the answer to their questions by contacting you today. Don’t let
them get away.
If you follow these steps you are on your way to catching some
customers. But you need a few more pieces of bait to land the
big catch.
Include your keywords and company name throughout the text.
This can help your ad land in the search engines. Avoid using
the words ‘we’ and ‘it’ and ‘our product’.
Use ‘you’ often. It pays to include your potential customer in
your ad.
Be entertaining or subliminal, but don’t be boring! This can be
a bit tricky in some areas of business, especially
manufacturing. A good trick is to use a product noun as a verb
and couple it with an adjective. An example would be for
injection molds. Not the most entertaining subject, but: “Inject
some speed into your production with high quality molds by
Solinc.” And you’ve got a line with pull.
Be sneaky. Some B2B sites don’t allow you to put in your email
address or URL in the ad copy. However, if you spell out “dot”
or “at” in your addresses your potential customers can find you.
And finally, be polite. Never use all caps or more than one
exclamation point at a time, be careful of poor grammar or bad
spelling. Show your potential customers you care.
Don’t forget, practicing and proofreading lead to good ad copy,
which leads to good sales.
