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

7. Position part of your product as a premium. Don’t sell an eight-tape package; sell six and throw in two “bonus” cassettes, he said.

8. Offer abundant proof to offset doubt. Use testimonials, case studies, number of years in business, number of customers, demos or free trials. Use transubstantiation (making something more than what something is), number of units sold, benchmark test performance, method of operation, features, reviews and awards.