B-to-B Copywriting: 10 Modern and Classic Techniques

6. B-to-B direct marketing won’t work without a special offer. “There’s a high perceived value in relationship to cost,” Bly said, referring to one B-to-B marketer’s offer to open a Swiss bank account with an order. That didn’t cost the marketer anything, but the concept of a Swiss bank account gave its customers a high perceived value, so it was a success.