Do mag-a-logs work for B2B?

I don't know if there are many going around, but you or I could find out. The point is, you're asking the wrong question.

The question should be: How can I make magalogs work for ME?

Who is my customer and what do they want?

In fact the whole B2B vs consumer marketing is mostly hype sold by lesser marketers, there are in fact very few differences as businesses don't buy stuff, PEOPLE buy stuff

Hi Drez, I haven't written any B2B magalogs. I have seen some but unfortunately I can't remember where. Actually I think it was for Hammer Nutrition trying to get retailers to offer the product.

My feeling is that magalogs will work well with B2B. At the end of the day you are still writing for the one person who is reading your copy.

After doing business development and B2B sales, my conclusion is that there is little difference in B2B and B2C. The problem with getting to B2B clients is getting past gatekeepers.

Something else I've experienced is that B2B clients want to look good in the eyes of their superiors or make buying decisions with political interests in mind.

But...absolutely, you can sell to anyone if they have an interest, and you have the right message, at the right time, with the right offer. Cliche, I know (but true).

Who are you going after? Certainly, there is different messaging between business owners/CEOs, VPs, Directors, etc...

But really, with all this stuff selling the benefits will eventually end with results as long as the offer is good and you're reaching the right people.

Like I said, I've never written a B2B magalog, but my guess is it could work well.

Ah, some good information there mate. Firstly, all marketing pieces lose their pulling power over time, now faster than in years gone by. Boosting the offer, updating the copy to become more current, etc, can revive an ad or letter.

Your client may want to change to a magalog but this does not mean it's a good idea. I'm not saying it won't work, but you're the marketing expert, you should at least have an influential input, if not the last word.

As for formats, I'd put up a long form sales letter of mine to a targeted list against any glossy brochure type piece anyday. Whatever you guys go with, make sure it's a direct response piece. If he wants glossy he can pay for it, but he'll pay through the nose for it if you don't include direct response principles

What type of businesses are your client's market?

Are they likely to want committees to look at the sales literature?

If not - if it's likely to be individuals - then I don't see why you shouldn't just view them as individuals.

After all, once they get home, they just sit and read like the rest of us.

Even at their place of business.

If that's what he wants, why not write him a magalog and tell him to test it?

"The question should be: How can I make magalogs work for ME?"

-- Great attitude.