B2B Marketing Offers that Motivate Action


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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.

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  • 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

    1. 1. B2B Offers that Motivate Action Christopher Ryan info@fusionmarketingpartners.com
    2. 2. Carrot & Stick Motivators Napoleon Bonaparte said, “There are two levers for moving men: interest (the carrot) and fear (the stick).” Fear Interest
    3. 3. 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.
    4. 4. Greed 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.
    5. 5. 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.”
    6. 6. Curiosity 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.
    7. 7. Anticipation 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.
    8. 8. 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.
    9. 9. Time Pressure 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 this offer.”
    10. 10. Convenience 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.
    11. 11. Financial The financial hot buttons of your prospects can be pushed two ways: 1. By demonstrating how your product or service will save money. 2. By demonstrating how your product or service will help generate more income.
    12. 12. Learning 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.
    13. 13. Remember While fear can be a strong short- term motivator, interest (positive rewards) is usually more effective for long-term changes. To read the full article click here! www.fusionmarketingpartners.com