I always find it interesting to look at the work done by our predecessors in B2B marketing
Click on one of the categories in the Vintage Ad Browser, and you will get to see some of the advertising work done by those B2B marketers that came before us in what then was called “industrial advertising.”
Speaking of B2B advertising from the past, one ad that never grows old for me is this one from McGraw-Hill:
The copy reads:
“I don’t know who you are.
I don’t know your company.
I don’t know your company’s product.
I don’t know what your company stands for.
I don’t know your company’s customers.
I don’t know your company’s record.
I don’t know your company’s reputation.
Now—what was it you wanted to sell me?”
I believe McGraw-Hill was right and still is. When prospects are reading your ads, emails, or any other of your marketing communications, this is what they are thinking.
You’ll need to address these issues before your prospects will be in a position to buy your product or service.