a single source, nothing corroborates it
Sell whoever signs, since craft only keeps them
In business software the person with budget is not the designer or engineer using it, so the copy has to answer whether it earns money, saves money, saves time or makes them look good. Design, interface and architecture do the retaining, not the closing, which is why a strong value proposition beats a beautiful product at the first sale.
The method
- 01
Aim B2B copy at the budget holder rather than the designer or engineer, and answer four questions: does it earn money, save money, save time, or make them look good.
- 02
Rely on the value proposition to win the first sale and on design, UX and architecture to retain it - the craft does not close the initial deal.
Sources
- Why you're not making salesJustin Jackson · justinjackson.ca · You need to appeal to the person with the checkbook · undated
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in copy
- Keep the personality that drives some people off7 unconnected
- Interview buyers and write the page in their sentences6 unconnected
- Re-aim one durable claim at today's worry5 unconnected
- Answer the predictable objection with a specific4 unconnected
- Say the thing only you could have said4 unconnected
- Tighten the headline until only your segment fits4 unconnected