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Step 1.Your headline must capture attention by presenting a benefit that your prospect needs. Coming up with this headline doesn't have to be complicated. The quickest and easiest way to figure this out is follow a few of the blogs, news-feeds, etc., that your prospects do. Ask yourself, "What do they worry about? What keeps them up at night?" This step can be accomplished with a few minutes of digging each day for just a few days.
Once you have a pretty good idea of what worries your prospect has, give your prospect a face - imagine that you are talking to one person.
Craft a headline that follows the secret formula developed by Agora Publishing. The formula is the headline must be Unique, Useful, Ultra-Specific, and Urgent.
Step 2. Begin your body copy by presenting either a problem that your product solves, or a story of someone who had a particular problem that your product/service solved.
The idea here is to start creating an emotional link between your prospect's problem and your product/service as the solution.
When selling to a business customer, you need to take into consideration the buyers needs, both the business ones and the personal ones.
For example, if you are selling an employee training course to managers - you need to address how your course will improve employee performance, but you also need to also show how using this course will make life easier for the manager - perhaps a promotion, or more time off, etc.
Step 3. Build trust. Words are cheap. You must back up your claims through unbiased commentary, such as customer testimonial letters, case studies, lift notes, etc. Even better yet, if you have any trials conducted by independent firms, agencies, or outfits, that prove your point, include them.
Also, when making claims, use specifics, rather than generalities - instead of saying over 95% of our customers buy from us time and time again - say "95.6% of our customers choose us when making repeat purchases."
Step 4. Once you have laid out your case for your product or service, tell your prospect what the next step is and what action they need to take.
Here is where many marketing campaigns fail to deliver. This step is left out and so when the prospect reaches this point (assuming that they have spent the time to do so), if this information is not here, most prospects will stop - they won't spend the time to figure out what to do next - they are super-busy and don't have time to waste on such matters.
So, even though it may seem obvious what needs to happen next, spell it out anyway. Leave no doubt in your prospect's mind.
Step 5. Make your document scannable. Most prospects don't have the time to read a lengthy document. Break your document into smaller sections by adding sub-heads that highlight what each section is about.
Your prospect can then quickly move through your marketing piece, ignoring sections that don't appeal to them, slowing down to read what does appeal to them in more detail.
Ideally, your sub-heads should almost tell your story to the point where a prospect will want to take action just by going through them.
Apply these five steps to all of your marketing communications and you will begin seeing an improvement in your results - making both you and your company more money.
Bonus Tip: Keep your style conversational - that doesn't mean it needs to read like you are writing a personal letter to your best friend - but no one likes to read through dense 'corporate speak' and they won't. So, write as if you were having a one-on-one conversation with your prospect.