There are some important trends in B2B marketing that are making quality copywriting more important than ever.
Here are the facts:
The story these stats are telling shouldn't be a surprise to you (since you are already here).
But here's why I believe B2B is getting more difficult, more expensive, and what you need to do about it.
The business buyer
It comes down to understanding the person you are selling to.
The buyer. Or buyers (the committee of people who you need to tick-off the purchase).
These are the people who's skin we have to crawl under to figure out what's important to them. So we can make the right offer, in just the right way, at just the right time. To begin to understand their thinking, we need to consider their day to day life.
Imagine the business buyer you are trying to reach and sell...
Check out the below image:
This is their mental state when your email lands in their inbox.
Will they read it?
Well that depends on a few 3-second snap judgements they'll be asking themselves:
- What is this?
- Is it for me?
- Why should I read it?
- Why should I read it now (as opposed to later)?
- What problem does this solve for me?
- What problem does it solve for my company?
- Where's the proof?
- Why should I trust you?
- Who is this company?
- Why should I be interested in this now?
- What guarantee does it have?
- How does it work?
- How much of my time is this going to take up?
- And on and on...
The job of the copy
Your copy must pre-empt and address every one of these questions and more. While doing it in the shortest time possible.
This applies to every piece of your copy - including web pages, emails, phone scripts, brochures, white papers, presentations and more.
And to get the sort of well thought-out, researched and expertly crafted copy needed to address all these objections, you need the help of a skilled copywriter.
That's where I come in.
Successful lead generation gets prospects to put up their hand as someone interested in your product or service.
Hence the term was coined 'hand raising free offer'.
The idea of a hand raising free offer is the creation of a tool that your prospects will value. You build something which assists your prospects to move in the direction of their goals/desires.
Then you give it to them for free.
By accepting your free offer, they identify themselves to be in the market for what you offer. In other words, they qualify themselves as a lead.
The secret to creating a successful hand raising free offer
To create a lead-gen offer that gets response, you need to focus on understanding your prospect and the problem they face.
Once you really understand the problem, you can craft a hand raising free offer that begins to solve their problem.
Ideally this tool starts solving their problem (to get them engaged), but hold back enough that they still need your service to get the result.
Done right, a B2B lead-gen offer can:
- Engage your prospects: by getting them to identify themselves as a lead
- Motivate them to action: by providing information that moves them closer to removing their problem or achieving their goal
- Positions you as an authority: by expressing your expertise and making you the only logical choice
- Increases trust: by proving you know what you're talking about (reducing price resistance at the same time)
Is your sales team as efficient as they could be?
Or are they wasting too much time on repetitive tasks; such as writing client emails, or building sales presentations?
And are they missing out on sales due to poor quality sales presentations, with problems such as; omitting important information, poor grammar or spelling mistakes that are putting off potential customers?
Here's how high quality sales collateral can help your sales team sell more right through the sales funnel:
- Template emails: from prospecting, to keeping in touch, to closing the deal. Important emails can be templated, saving your sales team valuable time spent writing them over and over (getting them more time in front of clients)
- Product fact sheets: assist the sales team to express the right product features and benefits when explaining your product or service to potential customers
- Brochures: leave behinds like brochures and catalogues need to keep selling your business even when the sales person has left the building
- Sales presentations: persuasive copy and design that nails the important points home
- Sales proposals: lock-in the deal with proposals that cover all bases and get prospects over the line