Will your B2B prospect take time to read your message?
Just read this great article: “Three Tips to Engage the ‘Short Attention’ White Paper Reader.” by Jonathon Kantor in a guest post at Savvy B2B Marketing. As the title implies, it talks about tactics you should follow in your white 
papers to improve their chances of being read.
He’s right. The little time our business prospects have to read anything should be very much on our minds when conducting B2B marketing. Want prospect to pick your email to read out of the often hundreds received daily? Want your letter read? Want your prospect to ask for, and then read your offer?
In Jonathon’s article you’ll see that current research shows that shorter is better for white papers, as long as they are not too short. This should be true of your other marketing tools as well. Here are the best practices I try to follow when writing marketing communications:
Email: 250 words
Subject lines: 40 characters with spaces
Direct mail lead letters: 1 page
Paragraphs: No longer than four lines
In today’s busy work environment, to get a message read, we need to get to the point — and do it fast.
Tags: Copy Length, Length of email, Length of letters, Subject Lines
B2B Marketing Messaging | Susan Fantle | 
August 12, 2009 6:30 pm
3 Comments
Other Links to this Post
-
Twitted by BabcockJenkins — August 14, 2009 @ 9:16 am
-
bizsugar.com — August 14, 2009 @ 9:26 am
-
Twitted by eMagineUSA — August 16, 2009 @ 4:51 pm
RSS feed for comments on this post. TrackBack URI
Subscribe