My previous post covered the first and most important step in any B2B marketing copy for successful outbound B2B lead generation. That first step is the most important as it must contain the information necessary to make a connection with the prospect.
Here are the remaining steps in order:
Step #2 — Make the B2B marketing offer, then immediately make the first call to action.
The reader is busy and needs to absorb the message in seconds. If the opening line says, “This message is for you,” then the next should present the content offer and the call to action. If the prospect does not read another line, the entire message has been communicated.
Step #3 — Expand on the benefit of responding to the content offer.
The next section is necessary for the prospects who want to know more before responding. This is the place to put a very brief or bulleted list of what they will learn from reading this valuable FREE information, attending this Webinar, accepting this private demo, etc.
The content of this section is often exactly what the product being sold can deliver. But, by not mentioning the product by name, the message does not come off as a sales pitch. If people think they are being “sold” and not “informed,” response rates will drop.
Step #4 — Repeat the call to action and then add a plug, if applicable.
If the information being offered is a published book or a report by an independent third party, that should be mentioned the first time the offer is made. However, if the information is compiled by the B2B marketing company, this is where that company can take a very brief bow. This might be, “This infographic has been compiled by XYZ Company, a leader in ….”
Step #5 — Close the communication.
Traditionally, in direct mail, the close would include a statement of what the prospect would lose by not responding. In the case of offering free information, what is lost is the opportunity to learn what the information covers. The purpose of the campaign is to get the prospect to request the offer. So the close should repeat the call to action and the main benefit.
Step #6 — Always add a P.S.
Since the opening line and the P.S. remain the most-read sections of personal communications, a P.S. should contain the offer or a secondary incentive to respond. Busy B2B prospects need to get the entire message as quickly as possible. Using this tactic in the P.S. helps accomplish that.
Keep B2B marketing copy simple; keep it short
Whatever is written, the message should eliminate any need for the prospect to have to think. Outbound B2B marketing should never make the prospect think — just react and act on what is being offered.