Sales: Tips on writing compelling sales content
First things first - if the content you create to support your products and services isn't compelling, it's not going to help you to sell. Every single word you write - whether it's on marketing materials, emails, blogs or tweets - needs to work for its living. So what are Big Motoring World's tips to make sure your writing is doing just that?
Whatever you write needs to make people want to act
Your writing needs to be clear and concise, yes, but the most important thing it must do is to get them to buy whatever it is you're selling. If they read it, like it and then forget it, it has served no purpose whatsoever. So, you’ll need to persuade them to see how your product uniquely solves their problems - and then get them to act, practically, to engage with you to do this as soon as they've finished reading.
Understand who you're writing for
Who are you trying to sell to? Where do they read? What do they read? And why do they read? How can you tailor the content you produce, and the channels that you use, to make sure that they engage with it fully? What are their specific problems - and how can your product help? And finally, what do you want them to do as a result of reading your sales copy? These are the kind of questions you'll need to think about before you even touch the keyboard – have a clearly defined purpose for everything you put out.
Make them feel special
Personalisation is critically important - and it's become a lot easier now with the huge amount of sophisticated customer data that's available to help you to tailor your messages. But it's also about that most fundamental part of sales - building relationships. If you can make people feel that they have, in some small way, a personal relationship with you or your brand, then you're on your way forging genuine loyalty among your prospects. A final point here too, about your content. Remember that ultimately whatever content you're creating doesn't always have to be directly about the product or service you're selling (and in fact it shouldn't, as you'll be at serious risk of boring your prospects). It just has to contribute to helping you to sell in the long run. So, that short film of you rock climbing on holiday might not specifically be about the energy drink you've just invented, but giving people an interesting and compelling insight into you and your passions will all help to build both your brand, and the relationship your customers and prospects have with it.