And why you must address them.
In B2C copywriting it’s important to appeal to the consumer’s needs. Since we are all consumers, it’s not too hard to identify those needs – by and large we all have a need for acceptance, security, love and money. Making that emotional contact is key to making the sale.
In B2B copywriting you must still connect with the prospects needs… but with a difference. In fact, there are usually two sets of needs…
- The Business needs
- The Individual’s needs
For example, the HR manager considering whether to buy a new software system wants her company to be successful. But she’s thinking about her own needs too. On one hand the new system may involve a lot more time in the initial set up, especially if it’s going to be deployed internationally. On the other hand if the system is successfully deployed and and shows productivity improvements she could be up for a promotion. Not to mention she and her staff would spend less time on paperwork and more doing what they enjoy.
But what happens if she recommends the expensive system and it fails to deliver?
Her career could effectively be stalled… or even over. She could lose not only her job, but (and sometimes even more important) her credibility. There is huge risk. And it means she will be seeking assurances in your copy and, if you are pitching the solution, your presentation and arguments.
This is why B2B copywriting (indeed any pitching of a new service to the B2B audience) must address both business and individual needs equally – and effectively.
So what are some of the needs of businesses and individuals?
These are their Primary Needs.
Business Needs
- Survival
- Profit
- Growth
- Customer Satisfaction
- Innovation
Individual Needs
- Job Security
- Career Advancement
- Personal Income
- Smaller/more manageable workload
- Lower stress
- Risk Avoidance
We will look at these in a little more detail. For now, note that even though these needs may seem to conflict, in reality none of them are mutually exclusive. They overlap and influence each other. The needs and their influence can vary from industry to industry or company. For example, in the Financial services industry, Compliance, as well as risk, is a top concern. So, if you are pitching the latest Social Media tools, you will need to both understand and address that need for this target market.
As marketers or service providers it is crucial to understand and address both business and individual needs. Your copywriting or your marketing presentation or pitch must address each one in a way that completely reassures your prospect.
But it’s not just your prospect you have to convince.
There are other players too.
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