Your prospects are busy. In an age of instant gratification and information overload, they don’t have time for extraneous information.
They won’t read your email, click that CTA, or make the call if your solution’s benefits aren't clear.
Free up your prospect’s time and get results. Optimise your B2B lead generation with these copywriting tips:
1. Highlight ‘pain points’ with your copywriting
Why do we spend money? The short answer—to combat pain or pursue pleasure. Resonate with prospects by highlighting the problems they need to solve.
Show them you understand what they’re facing, and if possible, introduce a problem they don’t yet know about. Once you convey an understanding of their problems, you can explain how your solution solves them.
2. Focus on benefits, not features
A traditional sales pitch promotes the features of a solution first, its benefits second. But times have changed. Prospects are time-poor. They want to cut to the chase.
Be the hero for their bottom line. Ensure your copywriting clearly and succinctly communicate the benefits of your solution first, and ensure they solve your prospects’ pain points.
3. Make it effortless
Don’t make prospects work to discover your solution’s benefits. Craft a compelling message that resonates upon first reading.
Keep videos no more than three minutes long. If your landing page features downloadable data sheets or whitepapers, provide summaries of key points to facilitate quick recognition of their value.
4. Instill confidence with testimonials
Testimonials of your solution provide independent validation. If uncertainty reigns, people look to what others do for direction.
Testimonials provide social proof that similar organisations trust your solution. The best testimonials harness the authority of a respected name—a business that everyone knows and trusts.
5. Make them feel good
It sounds like common sense, but sometimes common sense isn’t that common. Make prospects aware that they’re receiving something of value by responding to your email.
A special offer, a downloadable report, or an exclusive video not only gives them an incentive to click that CTA, but makes them feel valued.
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