The Power of the Copywriter / Chapter 4

Chapter 4

Getting to the Point Quickly for B2B

Of course not all of these methods are going to be useful in every context. If you run a serious B2B organization offering specific services, then you might find that these strategies are a little too desperate and a little too spammy. Big organizations will prefer a much more moderate approach to sales and a far less familiar turn of phrase.

Remember: you need to match the tone and style of your text to the tone of style of your audience and niche.

The examples we addressed in the previous chapter are mainly aimed at selling directly to customers who are looking for a way to make more money, or to lose weight.

But if you’re a more traditional business then, how do you go about grabbing attention quickly and keeping people on your page?

The answer is simple: get straight to the point.

In fact, you can try using a structure that is popular among businesses for persuasive writing and sales. It’s called AIDA.

AIDA stands for:

  • Awareness
  • Interest
  • Desire
  • Action

In other words, you’re going to assume that your audience doesn’t know who you are or what you’re selling and thus your first objective is to explain that. Only then do you make them interested by explaining in more depth and then try to get them to want whatever it is you’re offering.


[BUSINESS NAME] supplies EPOS solutions for small businesses. We design cutting edge software for your till system so that you can serve customers more efficiently and increase your turnover. Mobile app and eCommerce integration can help modernize your restaurant, hotel or high-street store and impress your clientele.

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Now the visitors immediately know what is being sold, who it is being aimed at, and why they should care! If the visitor has a till system and is in the market to improve it, they know they should click to read more!

The Power of the Copywriter

Brief Introduction

Chapter 1

The Basics of Good Writing

Chapter 2

How to Get Rid of Typos and Errors Forever

Chapter 3

Grabbing and Holding Attention

Chapter 4

Getting to the Point Quickly for B2B

Chapter 5

The Value Proposition

Chapter 6

Encouraging Action

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