Marketers divide their world into consumers and business people.
There is some disagreement about this, as you can see by reading the direct mail you receive yourself. There seem to be two extreme views on the problem. One points out, rightly, that business people are human beings - or even, to go further, that business people are also consumers. Therefore, you should speak to them in exactly the same way as you would to an ordinary consumer. This leads to letters identical in tone to those one would send out to sell a housewife a kitchen product.