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.

1. B2B Offers that Motivate Action
Christopher Ryan
info@fusionmarketingpartners.com

2. Carrot & Stick Motivators
Napoleon Bonaparte said, “There are two
levers for moving men: interest (the
carrot) and fear (the stick).”
Fear Interest

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Remember
While fear can be a strong short-
term motivator, interest (positive
rewards) is usually more
effective for long-term changes.
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