Any sales message can be created and placed before its audience but will it elbow its way to gaining attention? Thousands of well-constructed sales messages get lost every year and never justify their distribution costs. What does it take to get noticed? The answer lies in that intangible expression 'creative concepts' that mystical, magical something that turns a drab boring statement of benefit into something attention getting and memorable. How does it happen, when does it happen and why does it happen? Not an easy question to answer.

The process starts with the brief, a distillation of the benefits to the purchaser of the product or service. The creative process is the searching of the imagination to find a way of delivering that message in a powerful memorable way relevant to the audience.

Creativity within the B2B marketplaces, in many ways has a particularly hard job to do. Often the buyer of a product is not the user and the money he is spending is often not his own. He is a professional spender of company money and as such is very accountable. However he is aware that the eventual user of the product/service may support a preference. User or chooser both are susceptible to messages companies put out about how their products can effect the ease, efficiency and cost of carrying out certain work. Also most product sales are not an end to the matter, after sales support, ease of maintenance, cost of maintenance and repeat purchasing are all components in the decision to buy. All these components can be brought to the attention of both users and choosers. And the more precisely and cleverly it is done the more likely the message will affect the success rate of future sales.