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