But a business purchase is usually a team effort, with many players involved. Each of these audiences has different concerns and criteria by which they judge you. To be successful, your copy must address the needs of all parties involved with the decision. In many cases, this requires separate mailings to many different people within an organization. Business products are more complex .
Clarity is essential.
Half the battle is explaining, quickly and simply, what your product is, what it does, and why the reader should be interested in it. With a product like ours, most customers don't even know of its existence. In the months to come, we'll explore ways to increase response and profits in this exciting and challenging marketplace. The business buyer is sophisticated. The business buyer is an information seeker who will read a lot of copy.