#1 B2B Marketing Strategy: 6 Secrets to Success (2019)
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#1 B2B Marketing Strategy: 6 Secrets to Success (2019)

– In this video, you’re gonna
learn the secret to success in any B2B marketing campaign. I’m gonna break this strategy
down into six easy steps that you can begin implementing
in your business today. Now, these are some of the same steps some of the most profitable
organizations live by. The essence of success or failure in any B2B marketing
campaign is the ability to grab someone’s attention and then influence them to take action. This is done through copywriting. The biggest sin in business is
not understanding copywriting because copywriting is in fact
communicating what you sell. You can have the exact same
service as someone else, but how you deliver, write, and articulate your marketing
message can determine who generates more revenue. Think of it this way. The difference between a
$1 bill and a $100 bill is the message on that piece of paper. Now, people wanna buy from you, but what they really want is the assurance that you understand their pain. They want the assurance that you can and will solve their problem. At its core, business
is simply two things. It’s innovation, and it’s marketing. It’s the ability to create
something that someone wants and tell a story in a way
that’s compelling enough to push them to take action. Copywriting is using the
written word to start, enhance, or extend a relationship in print. Now, here are the six steps to position your business
for growth with copy. Step one is to identify your ideal client. Identifying your ideal
client can be broken down into the following questions. Do they have a need for your services? Do they have the ability
to purchase your services? And do they have the authority? Are they that key decision-maker? Now, with LinkedIn Sales Navigator, various different ad platforms, you can refine your criteria
to meet your ideal client and begin that one-on-one conversation with value-driven copy. Now, good copy’s 80% research
and then 20% writing. There’s no need to use
those sneaky sales pitches or complicated jargon. This is simply gonna break rapport and cause them not to trust you. Envision yourself as having
a one-on-one conversation with that prospect. And when it comes to copy,
you wanna be very personal. The amount of revenue you
generate is in direct proportion with how well you
understand your prospect. The businesses that fail are the ones that are so focused on themselves. Instead, focus on the pain points and the needs of that specific buyer. Now, step two is to create an
irresistible compelling offer. These days, everyone sounds
the same as everyone else. You get that LinkedIn connection, followed by that
nine-paragraph sales pitch. You have to have the
massive differentiator as everyone else. What your audience truly wants, the pain points, the
frustrations they have, that all goes into your messaging. Now, look at this, if you
have a $100 bill and I ask you for a $10 bill in return, you’re always gonna say
yes to this offer, right, ’cause it’s an irresistible offer. This is called selling
money at a discount. It sounds simple, but we want
our services and products to have that same effect. You spend X with me, and you’re gonna receive
Y value in return. Now, this could be a guarantee, bonuses. The list goes on. When the offer’s so irresistible,
logic goes out the window. It’s understanding what
your competition offers and then delivering more
value at a lower price. Now, step three is
differentiating your benefits and your features. There’s a big difference
between a feature and a benefit. A feature’s what it is. A benefit is what it does. The feature of a drill is a drill bit. The benefit is the hole
that the drill produces. People aren’t buying a drill
because they want a drill. They’re buying the hole. This info can be turned into
benefit-driven statements, bullet points, headlines
for your website, emails, and even the messages you
deliver on social platforms. You can highlight more
features and benefits by analyzing the angles of each and how they would directly
affect different audiences. What may benefit one person isn’t necessarily gonna benefit another. Now, step four is
attention-grabbing headlines. Now, some of the best headlines
ever written can be found in the checkout aisle at
the local grocery store. These magazines have limited time to grab your attention and capture it. You want your headlines to be
compelling and benefit-driven and then ultimately pique curiosity. It’s vital to use emotional words. The purpose of a headline
isn’t to make a sale, but it’s to get someone to
read that first paragraph. Each paragraph should persuade the person to continue reading on to the next one. Think about the last TV drama you watched. The purpose of the end was
to leave you in curiosity for the next episode. This principle can be applied
to your sales copy as well. Step five is to eliminate all objections with preemptive credibility. You want to stack up your credibility. Now, this can be business history, research backing, testimonials. You wanna incorporate all
this into your sales copy. And then throughout your copy, the objections answer themselves. What other people say about
you is infinitely more powerful than what you can say about yourself. Now, here’s a neat tip. Use your frequently asked
questions page to your advantage. Think of all the possible
objections you may have and then turn this into a
frequently asked questions page. This page can be used to
demolish all objections. For example, let’s take this question, “How do I know if your service works?” Your answer could be, “Don’t worry. “All of our services are backed “by a 30-day money back guarantee. “And by the way, check out this link below “and see what five of
our current clients have “to say about our services.” Now, step six. You wanna have a very
clear call-to-action. You wanna make it simple
for them to take action. For example, click this
link, book a call today. People love to procrastinate. You wanna give them a reason
to act and a sense of urgency. Answer the question, am I giving them a
reason to act right now? Am I giving them a reason
to take action right now? Now, to close, copywriting,
it’s not necessarily writing, but it’s closing in print. It’s the ability to persuade and influence someone to take action. The core of copy is
tapping into your passion. It isn’t so much about writing than it is connection with your passion, something you truly believe
in, and then deliver in a way where people hear your real voice, and then you persuade them to take action. Mark Twain once said, “There’s two reasons a
man will buy something, “the reason he gives you
and then the real reason.” Now, how are you gonna use these six steps in your business today? Let me know in the comments below. And if you learned
something from this video, please click the like and
share button below as well to spread the knowledge with others. (bright music)

About Ralph Robinson

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