Four Key Themes That Make 
B-to-B Ads Effective 

Wondering what makes certain types of business to business advertising so effective? Well here are four ideas to keep in mind as you're developing your next campaign.

Assurance
Emphasis on the firm's competence, through references to affiliation with trade groups, awards won, length of time in business, etc.

Empathy
Individual attention the firm provides customers. Ads can play up the personalized aspects of product or service delivery

Reliability
Dependable performance. This can be conveyed by pointing to procedures or equipment that suggest the firm will deliver on promises.

Responsiveness
Willingness to help customers. This is communicated by stressing "eager" personnel, prompt service or quick turnaround.

(Taken from The Marketing Report)

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