Section 4. Copywriting Tips

 Basic copywriting tips for letters and emails

put the main point in the first paragraph

highlight and emphasize the main point

make it possible to skim read through subheads

  

1. Imagine you are your customer and ask yourself, ”What’s in it for me?”

2. Figure out what’s in it for them...

3. The words you and because should be used like salt and vinegar on fish and chips.

4. The subject line is  headline

5. First sentence - hook interest

6. Ask them to do something a call to action, they must be able to do it now.

7. Write from the customers point of view, make it look and sound right.

Managing your prospecting campaign

Find a (free) list of potential customers

Call everyone on your list and when you have finished start again.

    

If prospecting is done regularly and in a low key way it will work.

 

The main rule here is to keep it simple and low key with no pressure.

 

Scripts - or not?

 

On balance a script works better but spontaneity is also good. 

No hard and fast rules apply but a script allows feedback and it can be improved.

 

Some reasons to use a script are:

·       You'll slip into a script anyway.

·       You'll sound certain

·       You can test results and modify if needed

·       You can listen better

·       You can make more calls

·       Top sales people use scripts

  

tip...

 

This is one of my prospecting scripts.

 

"My name's GP I'm calling from ABC. We're ...................., do you know about us?"

 

This question allows a test of interest and it prompts a conversation.

 

It also allows them to say no without any hassle on either side.

If it's positive I ask about their work in and show an interest in their company.

 

"Can I send you some information?"

Almost always gets a yes response which allows more questions such as

"How often do you ........?"

If negative…

 

"OK that's fair enough, would you like a bit of general info about us just to keep on file?"

But... I keep the first call as short as possible. I just introduce myself, my firm ask if they’ve heard about us and can I send some background info. I save conversations for later. Unless the prospect wants to talk.

 

What to talk about.

 

You can talk about a service, several products or a single product.

 

Try and make calls very specific and about a specific product.

 

Talking to decision makers.

 

·       Everyone you talk to is important and everyone you talk to is a decision maker

·       This includes receptionists

·       Treat everyone as if they are the main decision maker, believe them if they say no and do what they ask. This is the quickest route to the decision maker and if you bypass people they will block you or disrupt you in some way later on.

 

Companies always have people who are encouraged to say no to sales people. There are always more people who can say no than people who can say yes. Most of these people will give the impression that they can also say yes when they can't.

 

We don't know for sure at first whether we are talking to a buyer or not.

 

But what we do know is that if we sneak past the people who can say no to us getting to those who can say yes; the 'no people' will sabotage us sooner or later.

 

The easiest way to move forward is to treat everyone as if they are the main decision maker.

 

Parts of a prospecting call.

 

1.    Introduce yourself and ask a question.

2.    Try and get a conversation going.

3.    Ask if they are interested.

4.    Offer them some more information.

5.    Send them information that corresponds with the level of interest shown.

 

The Sales Environment.

 

The sales environment should be as relaxed as possible because a feeling of confidence and esteem is important. This allows the salesperson to work steadily and get into a flow.

 

Most sales people hate working alone and they like the buzz of other people. They get a thrill from a success and can support each other when results are not happening.

  

Each person should have their own work space.  Hot desking reduces selling efficiency because it reduces the sense of relaxation. If people share earphones they also share ear infections.

Practical telephone marketing.

 

The process involved in telephone marketing

 

1. ·       Lists and records

2. ·      Attitudes for success

3.         Research

4. ·       Prospecting

5. ·       Developing interest

6. ·       Reaching agreement

7. ·       Keeping in touch with low to moderate prospects

 

Lists and records.

 

All you need to get started is a list of prospects.

 

There's no need to pay as there is plenty of information on the Internet 

A list of companies with just their phone numbers is all you need to succeed.

 

If you have more than a few hundred customers you might want to segment the list.

 

You can segment them however you like. Some of the main ways are geographic, industry type, number of employees and so on.

 

There's no set method just use one that suits you. If it works then stick with it. If it isn't working then change.

Most people will say no to you just allow them stay on the base list. You don't need to keep a detailed record of who you have called when prospecting. Just where you start and finish at each session.

 

When you have finished the list just start again and do exactly the same.

 

When people express a positive interest move their details into an active list. Outlook or similar programmes can help prompt you to take actions allow you and track what you done and what response you are getting.

 

Attitudes for success in selling.

 

  

Try to 'makes someones day' with every call.

 

Always professional - but at the same time be:

 

Conversational, chatty, friendly, informal, low key, inoffensive.

 

Right from the start act like a friend your prospect knows from the pub or the gym etc. 

When prospecting your attitude should be a friendly & professional, you can even play a little bit hard to get.

 

There’s a golden phrase when prospecting,

 

"I'm sorry to bother you."  Then down goes the phone with a click and the dial tone.

Building Interest

Sending information following a first prospecting call.

 

(Note the same factors apply to keeping in touch with buyers who are not ready or need more time)

 

   

When you communicate with someone - 

it’s what happens after the communication that counts.

 

Only at the latter stages of the sales process will anything be decided during a meeting. Even at the latter stages people will often want to discuss your proposal and then get back to you.

 

People need time.

 

Design and plan your communication to have an effect when you are not there.

 

The information you send can vary from a quick e-mail to a full proposal.

 

It's worth remembering that you are building a relationship and when-ever possible you want to encourage the prospect to talk.

email is the most effective communication tool after the phone... But

 

Letters work very well. It is worth the time taken to write a specific letter to someone who has expressed significant or specific interest.

  

Leaflets sent with letters work well and are easy to produce and you can make them up.

 

Handwritten notes included with letters and scribbled on a leaflet or some technical information work particularly well.

 

Product information bulletins, newsletters and innovative ideas can all be put together in house.

  

(Postage notes stuck on letters work).

 

Make notes on a letter look like an afterthought. Send a posh brochure or leaflet and scrawl all over it with different coloured pens.

Use Google Sites to make quick web site/infotorials that reflect the call you have just made and send a link.