Mind your Language!
Do your marketing messages speak to your prospects in the right way, their way? Or do you have a “one-size fits all” mentality to your emails, direct mail and webpages?
Do you have a structured telesales script that treats all callers the same, no matter what sector or market they are in?
You know as well as I do that buyers always react badly to set-pieces of material that they come into contact with; who of us hasn’t switched off when we listen to the robotic telesales person, failed to read that sales email or direct mail in its totality because it starts to bland and so unrelated to what you need, or ignored that sales webpage, because on scanning it you see absolutely no relevance to your own situation, business or market segment your in.
All messages to your target market needs to be relevant – it doesn’t need to be hugely relevant, but enough to keep me interested in what you have to say, and it isn’t difficult to achieve!
Here are some very approaches for customising your sales and promotional messaging:
- Only target prospects who look and feel like your best customers – we have worked with so many businesses that talk about “ideal customers” or “best fit prospects”, but very few of them actually do what they preach.
- We all love to hear and see relevant stories to our own, so where you know the sector your customer is in talk about customers you might have that are in the same or similar sector to them! Use your success with existing customers so prospects can see that they can be successful with you too!
- Use the language that your prospects use; don’t call your products the “Rufferler 2000”, when 99% of your market calls them ‘Widgets’!
If you follow these simple tips, then more of your prospects will convert into customers.
Try testing different sales messages and see which brings the best results for your lead generation activities.
Online? try A/B split testing.
Good Luck