Think about this the next time you create a sales letter or landing page.
If the reader of your marketing message already has a relationship with your business, take a direct approach in your writing. If they have never heard of your business, (perhaps for a lead-generating campaign or for a new product you are introducing), take an indirect approach.
What do I mean by direct and indirect?
- An indirect approach does not jump right into saying what you are writing about. Perhaps (s)he will read a story, getting into the action and the emotion before the solution (your product or service) is offered. Example: “Imagine yourself wearing a slinky, form-fitting, red dress, on the balcony of a private rail car…”
- A direct approach get’s right to the business of telling you about the offer. Example: “Here’s a hair moisturizer that keeps your hair soft and grows it in 7 days or less.”
As one in charge of sales and marketing, you the small business owner may or may not actually write your marketing message. However, it is always good to know how to do it, so that you can knowledgeably direct its creation.
In conclusion, the next time your small business has a sales page or landing page written, think direct or indirect approach.
To solid customer relationships,
The fact that closing deals seem to happen slower nowadays does not mean potential customers stopped needing what your company offers. It may simply mean that they need more information to move their interest toward closing the deal.
To give potential customers the information they want, then, let us start with your existing marketing. Most likely, your business already has a website. You keep in touch with past customers using email. You might even attend trade shows on a regular basis.
Questions: Have you reviewed your website to see where copy needs revamping? Are you making sure that your email marketing builds and maintains customer relationships? Are you incorporating white paper best practices in your trade show marketing? The point is…always be improving.
After you have improved the performance of your existing marketing, bring in the reinforcements. This means you might need more:
- Sales Presentations
- Case Studies
- Online Videos
- Articles and press releases
- Direct Mail Packages
- Brochures and Marketing Slicks
- Email broadcasts and more
To close deals quicker, make sure your existing marketing gets results. Then, add marketing tools that help move your potential customers toward closing the deal easier.
Moreover, remember, a good copywriter can help you to develop all these marketing materials.
To your B2B marketing success,