Catalogs are sales tools, designed to generate either leads or direct sales. But the copy in most business-to-business catalogs doesn’t sell. It merely gives straightforward technical descriptions of the products — no advantages, no benefits, no motivation for the reader to call a sales rep, mail a reply card or place an order.
To write catalog copy that sells, you have to understand the reasons why business customers buy from catalogs. Surprisingly, business customers buy for many of the same reasons that consumers do. Below are six of the most powerful reasons managers, engineers, purchasing agents and executives turn to your business catalog:
- To save money. Saving money is the number one motivation for a buyer to order your product instead of your competitor’s. Your catalog should stress cost savings — on the cover, ...(register to read more)