Get the best
freelance copy for your next Bus.-to-Bus. Copywriting
By R . Bly — CCA Professional Lifetime Member
and Dr. Andrew Linick—The Copyologist®,
Founder and Chairman of the Board
Business-to-business copy persuades
your readers by giving them useful information about your
products/services being advertised. The more facts we can
include in your copy, the better.
When we have a file full of facts at our
fingertips, writing dynamic, powerful copy is easy. We simply
select the most relevant facts and describe them in a clear,
concise, direct fashion.
When copywriters don’t bother to dig for
facts, they fall back on fancy phrases and puffed-up
expressions to fill the empty space on the page. The words
sound nice, but they don’t sell because the copy doesn’t
inform, or convince a prospect to take immediate action
Here’s our four-step procedure for getting
the information we need to write persuasive, fact-filled,
benefit copy for you.
Step #1: Send us all previously published
material on your product/service.
For an existing product/service, there’s a
mountain of literature you can send as background information.
This material includes:
- Tear-sheets of previous ads
- Article reprints
- Technical papers
- Copies of speeches
- Audio-visual scripts
- Press kits
- Swipe files of competitors’ ads and
Did I hear someone say they can’t send me
printed material because their product/service is new?
Nonsense. The birth of every new product or service is
accompanied by mounds of paperwork you can give the copywriter.
These papers include:
- Internal memos
- Letters of technical
- Product specifications
- Engineering drawings
- Business and marketing plans
By studying this material, we should have 80
percent of the information we need to write the copy. And we
can get the other 20 percent by picking up the phone and asking
questions. Steps #2-4 outline the questions we need answers to
about the product/service, the audience, and the objective of
Copyright © 1999, © 1991 by
Step #2: About your product or
- What are its features and benefits?
(Make a complete list.)
- Which benefit is the most
- How is the product/service different
from the competition’s? (Which features are
exclusive? Which are better than the
- If the product/service isn’t different,
what attributes can be stressed that haven’t been stressed
by the competition?
- What technologies does the product
- What are the applications of the
- What industries can use the
- What problems does the product/service
solve in the marketplace?
- How is the product/service positioned in
- How does the product/service
- How reliable is the
- How efficient?
- How economical?
- Who has bought the product/service and
what do they say about it?
- What materials, sizes, and models is the
product available in?
- If a service, are different programs
available and what are they?
- How quickly does the manufacturer
deliver the product?
- What service and support does the
manufacturer or your company offer?
- Is the product or service
Step #3: About your
- Who will buy the product/service? (What
markets is it sold to?)
- What is your customer’s main
concern—price, delivery, performance,reliability, service,
maintenance, quality, efficiency?
- What is the character of your
- What motivates your buyer?
- How many different buying influences
must our copy appeal to?Two tips on helping us to know your
audience: If we are writing an ad, what magazine(s)
will it appear in? We need to familiarize ourselves with
the chosen media. If we are writing direct mail, what
mailing lists will be used? We need to study the list
Step #4: The copy
Your objective may be one or more of the
- To generate inquiries
- To generate sales
- To answer inquiries
- To qualify prospects
- To transmit product/service
- To build brand/service recognition and
- To build company image
In summary, before we begin to write copy, we
need to study your product or service—its features, benefits,
past performance, applications, and markets. Digging for the
facts will pay off, because in business-to-business direct
response advertising, specifics sell.
CCA’s GUARANTEE TO YOU: The copy we write is
guaranteed to please you. If you are not
satisfied, we’ll rewrite it, based on your specific
guidelines, at no extra charge. Revisions must be
assigned within 30 days and don’t include changes made in
the original assignment after copy is