Freshness Sells

Like copy for consumer catalogs, b-to-b copy must be audience-appropriate, says Fletcher. For example, if you’re selling software, use product descriptions that are suitable for the purchasing decision-makers at your target demographic companies. Are IT managers responsible for buying your software, or is it administrative assistants? Bear in mind that whomever does the actual buying probably will have to justify his or her purchases, so any copy you can offer to make that task easier for your customers would undoubtedly be most appreciated.