Now the point in creating these materials is not to go into  exhaustive detail about the technology  and systems behind the solution but instead  find a compelling story about the solution that grabs decision makers and makes my client’s company the inevitable choice after reading the material.

So where to find that story? As usual it was locked away. Locked away in the clients’ expertise and knowledge. Often it takes a non-expert who has more distance from the topic to unlock the story.

Whether on the C-suite level  or on a manager level, clients know more about their business than any outside writer does. But they are often so close, so deep into the details, they can’t see the compelling story. Or they  let the story get bogged down in  details and side issues.

A good way to start writing for such a client is to first  read all the available material. And I certainly did that for my fund management project. But the real secret in unlocking the story is to talk to the expert(s). An interview with carefully planned questions is the best way to capture the elusive core of the story. Ideally the interview should be recorded with a transcript so you can go over it again and again.

The interview can be tricky and needs to be done right. Certainly come in with a  list of standard questions. For example: What do you think the prospect’s problem is? What makes your solution unique?

After listening closely and absorbing the material I find it beneficial to bounce some ideas off the client. Such as:

“As I hear it, the main story here is……… Does that sound right to you?”

Or,  ”so what we need to do here is convince the prospect that ………….Correct?”

This kind of feedback points the expert to the story itself and not the details.  And it gives the expert something to react to.  It leads him to clarify the most important issues.

Then always ask for  some success stories. You’re not looking for complete case histories (unless that is the task), but summaries that are part of the overall narrative.

Often the  expert gets animated here because he or she  is relating how the solution works in real life situations. In that animated state, the expert reveals key parts of the story. And that’s gold for the writer.

(photo: Johan Larsson   Flickr)

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REASON #1: The B2B buyer is vastly more sophisticated. For instance, because the Internet makes comparative pricing information publicly available, it is not at all unusual for a buyer in a B2B transaction to know more about the product category and the competition than the sales professionals who are trying to sell that type of product.

REASON #2: The stakes are much higher. B2B buyers and decision-maker are being paid – often quite high salaries — to understand what they’re buying and how it will be used. They can lose career points and get fired if they make a wrong decision, something that never happens when a consumer purchases a consumer product.

REASON #3: B2B selling requires more knowledge. It’s not enough just to understand a product and be able to present it coherently. B2B selling generally involves diagnosing a customer’s challenges and then coming up with a customized solution that may very well involve a long-term business partnership.

REASON #4: B2B selling demands better people skills. When consumers buy a product, typically there’s only one or two decision-makers involved (like a husband and wife). Corporate buying decisions can involve dozens of decision-maker, influences, stakeholders, and nay-sayers.

REASON #5: B2B selling involves more patience. While even “big-ticket” consumer sales (like homes and cars) can be completed in a day or a week (at most), many B2B deals involve weeks and months of intermittent activity, meetings, phone calls, back-and-forth documents, along with all the politics and persuasion that characterizes large bureaucracies.

Here’s the entire article http://bit.ly/dXhbQp

What do you think? Is it massively harder?

More at  http://bit.ly/fJ8I6s

Videos for your website

According to Brogan, “93% of people have a daily opt-in relationship with at least one consumer brand. 15% on Facebook. 4% on Twitter.”

For more on Brogan’s take on email, click    http://bit.ly/cTX3vg

Facebook released some studies on the value of a “liker.” There are a number of benefits, but to me this appears to be the key one:

“ They are also more interested in exploring content they discover on Facebook — they click on 5.3x more links to external sites than the typical Facebook user.”

In other words, ”likers” are more likely to go to your website – which means more chances to have them join your list.

See Facebook’s suggestions: http://on.fb.me/9axsRw

Reportlinker released a report that  describes and analyzes the size and dynamics of the global market for RFID products and applications. More http://bit.ly/9GdcYi

Autoresponders often work best as text emails , providing a more intimate feeling. They should feel and read as if they are written for one person as opposed to a broadcast message.

Often b2b autoresponders are simply used as a one email follow-up to people who have opted in to receive a report or other offer. That’s missing multiple opportunities to engage the prospect and bring them closer  to a meeting.

Or because good consumer autoresponders can be so engaging, writers sometimes write the same kind of autoresponder for a b2b audience, even though the degree of personal revelation  found in consumer emails doesn’t quite fit b2b marketing.

It’s clear that b2b autoresponders are misunderstood or relegated to a marketing afterthought.

So what  should b2b autoresponders be?

Like consumer  autoresponders, b2b autoresponders are follow-up emails to someone who has opted-in to receive some kind of offer – usually free. The follow-up emails should always be a carefully constructed series of emails, generally about 4-7 (though they can run much longer) . And the emails  should be related to the offer that was downloaded.

But b2b autoresponders differ in tone and objective from consumer b2b. Generally the goal of consumer autoresponders  is  get people to buy a product online. B2b autoresponders are  designed  to stimulate a call from the recipient  or act as a prelude to a phone call from the sender.

Effective consumer autoresponders are often quite personal. While  B2b autoresponders are not as personal they should  be personable. Stories and analogies are fine  but they need to be shorter and should relate directly to the product or service. They can contain news and observations of what’s happening in the field.

In short, b2b autoresponders are more on point than consumer autoresponders.

Let’s take an example.

A company marketing executive signs up to receive 3 videos explaining  a new  software platform for his industry.

Each autoresponder email follow-up is  a bit of a tease for the ensuing video. . . what it’s about, what the recipient will learn and why it’s valuable. Each email should be enticing enough so the recipient clicks the link to the next video.

But the series should not end with 3 emails introducing the next video.  Emails 4 and 5 can talk about  people and companies who have been using the software,  like  mini-case  case studies.  Or they can talk about a problem in the industry and how a new software platform solves it.

The last few  emails can add urgency and scarcity to your promotion.

If  the emails follow a downloaded report or white paper , each follow-up can talk about one important aspect that’s contained in the report. You can mix in references to case studies, but make them seem more like telling anecdotes in the email rather than  formal case studies.

You may argue that the recipient has downloaded the report or white paper and already has this information. Don’t be too sure. People  often download a report then forget about  it. Or they do a quick skim and miss some of the most important points. 

The b2b autoresponder is a workhorse.  Follow-up emails not only remind the recipient about the report (or white paper, video, etc.), they also provide deeper understanding and broader context. Through the autoresponder series you are adding value to the report and in doing so also adding perceived value to the emails you send.

Respect the b2b autoresponder and what it can do for your company and  you’ll reap the rewards.

Check out B2b copywriter

1.  The problem or challenge
Define the problem clearly. Detail the situation the company (or customer) was in. What does the customer have to overcome? What stood in the way?  Grappling with a problem adds conflict – an essential element to any good story. To heighten impact, conflict needs to be meaningful  so highlight the stakes involved. Why was it so necessary for  the company  to overcome this challenge?

2. The customer or company
Whether the case study centers on a person or a company, they become a character a protagonist in the story. Add details that develop the character. How long in business? Does the person have an intriguing background? What about setbacks, ups and downs?  When the reader becomes interested in a character (person or company) the chances for a successful case study are much higher.

3. Process
What did the customer go through to find a solution? Highlighting the solutions that did not work is a way to contrast your  product or service with the competition.

4. Discovery
How did the customer find out about solution? The discovery moment is not just another fact. It’s a classic moment in storytelling that adds dimension to the journey the protagonist went through to find an effective solution.

5. Solution
Here is the opportunity to put a spotlight on your product, service or company. Show what it can do. Detail some of the top features and benefits, but be careful to keep it educational instead of promotional.

6. Implementation
How long did it take before the solution was up and running? How much training was involved? Were there any rough patches? These are details your potential customer wants to know and answering them honestly will only add to your credibility in their eyes.

7. Results
Of course this is the part of the story that people really want to see. Be as concrete as possible. Use measurements that are  meaningful to the audience or which paint the solution in a brighter light. For instance, EBITDA may be very important for some audiences while revenue gains may have more impact to others.
 
The specifics of  case studies will differ, but  making sure your case studies  contain all these essential elements can help ensure  they do the job you want them to do.

For case studies for your company, go to B2B Copywriter