WearGuard - B-to-B with a Consumer Twist (2007 words)

Consumer-style Creative

Since WearGuard speaks of its business customers as "consumers," its approach is to create consumer-style catalogs for its b-to-b market.

As Abrams explains: "We don't use dry, spec-oriented 'just-the-facts' product descriptions. We write benefit-oriented copy. We focus on the features and benefits, and try to convey what our product will do for them." Following is an example: