We seem to think that with a bit of segmentation and buyer persona analysis we can group our prospects and customers into a couple of nice looking columns on a database.
This of course is not how it is in the real world. It's a very good idea to undertake thoughtful targeting, but sadly everyone we are in contact with is at a different stage of THEIR buying cycle.
|What are you trying to tell me?|
However you can overcome this by making sure you use certain key messages throughout your marketing communications. Sometimes you just need one or two, in others like long tail direct mail items you need all of them.
The key messages you have to have working for you all the time are:
- I'm here
- I'm relevant to your needs
- I'm very good at what I do
- I'm risk free
- I'm really easy to deal with
- I'm an asset to others
Take a look at the landing page of your website, or the last direct mail piece you sent out.
The challenge is to make sure that above the fold on your website homepage, or within the body of the headline and first two paragraphs of any direct mail going to prospective customers, you can include all of the above messages.
So you could use the following as a template.
If You're Looking for a UK Based B2B Copywriter - Then You've Just Found One
Thanks for visiting the website of Simply Great Copy, my name is Chris Crossland and I've specialised in all media B2B commercial copywriting for the past 30 years.
I make two really important promises to new and existing clients - I will work on the project until I get it right, so no limit of the number of revisions as along as the brief stays the same and when my invoice is settled you own the copyright and the IP.
You are always welcome to comment and amend the work we create together and I will always justify my approach.
Check out the attached client testimonial list - if you want to contact any of them to find out why they work with me, please do.
The next call is yours to make - you can contact me on etc etc
Image courtesy of Stuart Miles at FreeDigitalPhotos.net