1) Don't create image ads

Soft, fluffy corporate ads designed to build awareness and create an image for your company are ineffective at generating B2B sales leads. Instead, focus your advertising's message on the benefits and applications of your products or services. It’s okay to include a blurb about your company, especially if you’re unknown and going against well-entrenched competitors.

2) Put benefits in your headlines

If you put a benefit in the headline you'll have a better chance of catching the reader's attention and generating an inquiry or request for more information. If after reading the headline a reader can ask "so what?" you probably described a feature instead of a benefit. The answer to "so what?" is probably the benefit.

3) Talk about applications

If your product or service is ideal for specific applications, say so. When readers recognize their application for your product or service they will be more likely to respond. For example, you're more likely to get an inquiry from someone in a medical records department of a hospital if they notice that your barcoding software is idea for tracking patient's medical records.

4) Make your ads easy to skim

Everyone seems pressed for time these days, including the folks reading the trade publications you advertise in. With this in mind, make it easy for readers to "skim" your ads and still get the message.

5) Testimonial ads boost response

Testimonial ads can boost the number of B2B sales leads an ad generates by up to 700%. Your prospects expect you to be biased. However, they trust their peers to tell it like it is. You can use this to your advantage by including quotes from satisfied customers in your advertising. But to be believable, you must be specific, providing the full name, title and company affiliation of the person being quoted. If you use statistics, reference the source of the data.

6) Fractional ads in every issue are more effective

If you want to generate B2B sales leads, your advertising needs to be present when your prospects are looking for solutions to their problems. With a limited budget, it’s better to run fractional ads in every issue than to run only a few full-page ads.

7) Make them an offer they can't refuse

If you want prospects to respond, you have to give them a convincing reason. Keep the phrase "what's in it for me?" in mind as you're crafting your ad's call to action. That’s what your prospects are thinking as they decide whether or not they will take the time or effort to respond.

Consider offering application notes, case studies or white papers that show how other buyers solved their problems using your product or service. Or, if you can cost-effectively offer samples or a demonstration CD, you will generate more inquiries.

8) Focus on the prospect

Focus on the prospects’ needs, describing benefits using words like "you" and "your" rather than "we" and "our". For example, the statement "You will get the work done 25% quicker" is much stronger than "Our product is 25% faster than the competition."

9) Ask for the order

You won't get the order unless you ask for it. Create benefit-oriented offers such as "call, write, fax, e-mail or visit our website today to request your free Component Selection Guide, designed to help you quickly determine which products best meet your barcoding needs." Notice that choosing a term like "Selection Guide," as opposed to "brochure" or "catalog," offers the reader a benefit.

10) Give them a compelling reason to inquire right away

You'll increase the number of inquiries received if you make a time-conditional offer. For example, try something like "If you are one of the first 500 to inquire, we'll also send you a free booklet entitled, "Fifteen ways to cut your inventory costs." Or "Request more information before December 31st, and we'll include a coupon good for $500 of free accessories."

11) Match your offers to where the reader is in the buying cycle

You can significantly increase the number of inquiries you generate by making offers that have appeal to prospects in all phases of the sales cycle of B2B sales leads generation. For example, when prospects are just starting to gather information, they may need literature but are often not yet ready for a sales call. When it is almost time to buy, prospects are usually anxious to speak with your salespeople, reps, resellers or distributors, see a demonstration or discuss pricing.

12) Merchandise your offer

Direct marketers realize that packaging the offer can be as important as the offer itself. For example, if you're offering literature or samples, include in the ad a small picture of what they'll receive if they inquire. If you use a coupon, show a little pair of scissors cutting out the coupon. If you use 800 numbers in your ads, add an image of a telephone and make the numbers big and bold.

13) Make it easy for your prospect to respond

Multiple response devices allow your prospects to choose the method they prefer. People who need your information right away may prefer to call or to go to your website. Some like the 24-hour convenience of faxing or e-mailing their requests. Others find it easier or more comfortable to use the reader service cards, coupons or bound-in reply cards.

14) Drive traffic to your website

Make it clear to readers that they can obtain the rest of the story about your products or services instantly by visiting your website. Then make sure your website makes it easy for them to find this information. For example, add an "Information Request" button on every page of your website. Clicking the button should take them to a form that allows them to identify themselves and their needs, and to request detailed information. To help tracking leads to ads, use unique web address for each ad.