Industrial Marketing is, like all selling, about creating and communicating benefits for the buyer.
You can see how this technique works in a case I helped with on Usenet as well as in the samples at www. copywriter .co .uk.
"Marketing an industrial water treatment product
I'll be handling the marketing for an industrial product, specifically a
line of water-treatment chemistry in the Midwest on behalf of a small (<
$3 million) manufacturer. Service and reliability has been a strong suit
of this firm with existing customers but little name recognition
beyond current customer base. These chemical products are used for the
prevention of hard water scale formation in industrial process equipment
(e.g. boilers) which may otherwise cause a bunch of problems. The business
is competitive, three or four national companies have 50 % of the market,
particularly in large refineries and chemical plants. The rest is handled
by small regional companies which feature superior service and target
small to medium industrial customers. Customers feel vendors are pretty
much the same (they're really not, there are some real "snake oil"
companies in this business) , until they have a problem at which time they
flail about trying to figure out what went wrong and look for a new vendor
to help them. Switching costs are high for the customer. My gut is to
launch a direct mail campaign targeted to decision makers so when they DO
have a problem, they call us. Otherwise, I'm at a loss as to how to get
them to switch or consider switching.