Good B2B marketing offers increase conversion and generate more leads and revenue. This presentation covers nine of the most powerful B2B marketing offers. Both positive and negative based incentives are discussed.
These are indeed the two master motivators, and all others are a subset of these behavioral drivers.
Following are nine examples of “carrot and stick” motivational techniques that have proven successful for different types of B2B offers.
Almost everyone is susceptible to greed to some degree. Copywriters who effectively push the greed button sell a lot of products.
Fear has been used in financial marketing to persuade prospects that their current investments are suspect, and in the computer industry to convince prospects that their current technology has shortcomings that leave them in a weak competitive posture.
This appeal is most effective with so-called early adopters of products. Some people have a strong need to own, or at least know about, the newest products and services.
Anticipation accomplishes this by getting the prospect excited about something that is coming in the future. Like curiosity, anticipation is a powerful inducement to early adopters.
People who have children know this as the reverse psychology approach.
The time pressure appeal works better in a supporting role.
Most people (including me) feel a great deal of time pressure in their daily lives.
This is equally true whether you are trying to get your children to do the right things, or to get your prospects to make a purchase.
B2B Marketing Offers that Motivate Action
B2B Offers that Motivate Action
Carrot & Stick Motivators
Napoleon Bonaparte said, “There are two
levers for moving men: interest (the
carrot) and fear (the stick).”
Using the Correct Incentive
Humans can be motivated in a
surprising variety of ways, using the
correct incentive (including message
and offer) for a specific audience is
a big factor in good marketing.
While greed is usually thought
of as a negative emotion, it is
really just the desire to get a
better deal than the next
person, or to enhance our
position at a low cost.
Fear, Uncertainty, and Doubt (FUD)
When using the FUD formula, you are
selling from the negative perspective.
Instead of saying “If you buy our
product, these good things will
happen to you,” FUD copy implies, “If
you don’t buy our product, these bad
things will happen to you.”
If you have the task of generating leads
for a new product or service, create the
curiosity in your advertising by
withholding a little information. A
curiosity-seeker who is satisfied does not
respond to advertising.
As noted marketing expert Jeff
Walker explains, your prospect is
always looking for ways to ignore
your marketing message and you
need to construct your message in
such a way to override this impulse.
Status or Exclusivity
As soon as you tell your child he
can’t have something, his interest in
the forbidden object increases
dramatically. Likewise, for many
individuals, the desirability of a
product rises in direct proportion to
its difficulty of attainment.
Time pressure creates a sense of
urgency by saying “buy me today
because it will cost you more
tomorrow” or “only the first 200
respondents can take advantage of
Marketers who show people how
their products and services will save
them time and/or make their lives
easier (at work or at home) have a
significant selling benefit.
The financial hot buttons of your
prospects can be pushed two ways:
1. By demonstrating how your
product or service will save
2. By demonstrating how your
product or service will help
generate more income.
Many people have a thirst for
knowledge and this can be a strong
appeal in your promotional copy. They
want information on how to do their
jobs better, make their companies
more profitable, and have a successful
business and home life.
While fear can be a strong short-
term motivator, interest (positive
rewards) is usually more
effective for long-term changes.
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