Free Guide
Be Careful: They Don't Want You (Yet)
Get Noticed by B2B Prospects with emails, ads, and slides
10 counterintuitive, battle-tested, and ready-to-use tips that get you noticed in inboxes and online.
A Different Game
B2B is a different game.
Damn, that's a lot of hurdles, just to get a contract signed.
Your audience is rewarded for skepticism. Your customer universe is tiny, limiting test opportunities. Buying decisions involve multiple stakeholders, long sales cycles, and professional communication constraints.
But you can do it, by standing out in B2B-safe ways.
10 Principles Inside
Ten ways to get noticed without getting reckless.
- 01
Give hope
Prospects don't act on problems, they act on the belief a problem is solvable. Lead with the version of the future where theirs already is.
- 02
Shortcut them
Skip the slow build-up. Show the reader the fastest credible path from where they are to where they want to be, in the first line.
- 03
Skip to the end
Open with the outcome, not the journey. Let the reader decide the details matter enough to keep reading.
- 04
Do their work
Connect your capability to their problem for them. A stranger will not do that work themselves, so do it before they have to ask.
- 05
Assert
Hedging reads as uncertainty. A flat, confident claim earns attention, even from a buyer trained to be skeptical of everything.
- 06
Find safe edges
B2B rewards standing out, but punishes recklessness. Find the boldest thing you can say that still survives a forward to the boss.
- 07
Be against
Nothing clarifies a position like naming what you're not. Pick the enemy your prospect already resents, and stand opposite it.
- 08
Show scarcity
Real constraints, not manufactured urgency, tell the reader there's a cost to waiting. Use the ones you actually have.
- 09
Have fun with math
A number does more work than an adjective. Reframe your claim as a ratio, a count, or a comparison the reader can't unsee.
- 10
Open strong
The first line either earns the second or loses the reader. Spend more time on it than on anything else in the piece.
Questions
Before you download.
What is this guide, exactly?+
Ten specific, usable tactics for standing out in B2B channels, email, ads, slides, without tripping the risk-aversion that governs most B2B buying committees.
Isn't standing out risky in B2B?+
It can be. That's why every tactic in this guide is built around finding the safe edge, bold enough to get noticed, safe enough to forward to a boss without hesitation.
Who should read this?+
Anyone writing B2B emails, ads, or slides who's tired of being ignored, and tired of generic advice that assumes a consumer audience with money already in hand.
Does this work for outbound, or just paid channels?+
Both. The principles are channel-agnostic. Cold email, LinkedIn ads, a sales deck, the mechanics of getting noticed are the same, only the format changes.
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