Tool Box
Issue No. 37 - October/November 2007
B2B marketing: be clear
by Kimon Lycos
An old TV show from 1957 has a lot going for it, not least that it is a brilliant example of how to create B2B advertising which is memorable, compelling and relevant.
Have Gun – Will Travel, is about a western gunfighter who could fix your problems for a fee by filling your problems with hot lead.
The character, Paladin, posted his “advert” in saloons. It bore the simple words, “have gun – will travel” above a picture of a knight chess piece and his contact details.
What I like about “have gun – will travel” is that it says a lot using little effort. The reader is completely clear about what’s on offer and how to get it.
More than that, what isn’t said speaks the loudest. By being very clear and very simple, using the right words in the right media, the promoter has said a lot about the service, uttering few words.
Within business-to-business marketing communications you can never lose sight of the fact that you are communicating to a very special type of customer. It is someone who is making a buying decision, not for himself or herself but for a company, and that decision can have serious repercussions for the buyer if they get it wrong. Not least of which, they could get fired!
Consider how most technology and engineering companies choose to communicate: clearly they do not have the message receiver in mind. Rather than being memorable, compelling and relevant — have gun – will travel — they let f...
