Address it to me, with love…
… or don’t do it at all!
This simple rule applies to every aspect of your sales and marketing communications.
Whether you’re replying to a new enquiry, writing a mass email marketing campaign, creating a new blog post or preparing a new sales proposal…
Always communicate as if you’re addressing an individual with a specific need in mind, and do it like you care.
Better still, try to write your communications in response to an actual person with an actual need, and sign post this person to the communications for their direct benefit. Then broadcast your communications to a wider world for all to benefit.
In this way, you can guarantee that every communications has a point and an audience who will directly appreciate the effort. And whether a wider audience engage with the communications or not, you’ll have at least justified your own time and effort for doing so.
In fact this very blog post has been written for the benefit of a good contact of mine (Michelle Collins) with whom we were discussing our best ideas for ‘closing new opportunities’ that have yet to commit.
Just think about it…
You’ve got a pending opportunity awaiting the ‘go ahead’ and all you can do is wait and hope.
How do you think that client would feel if you sent them a link to a blog post you’ve written for their direct benefit demonstrating an intimate understanding of their current needs, laden valuable insights and ideas exploring how you would solve their problem and generate positive results? I know I’d be impressed!
Worst case scenario, they’ll appreciate the effort and you’ll have written a blog post that others will invariably benefit later in time.
Here’s some other possible examples:
Address the need in the subject line, like you’re emailing a single person with a specific need that you know in intimate detail. Keep the body copy short and sweet. Get to the point quickly and give a clear, singular benefit that demonstrates you ‘get it’… with a clear call to action.
Save on the waffle, it will only prove you don’t really ‘get it’ and/or you’re too self indulged to care!
Address the specific need on the first page, together with a concise synopsis of your specific solution. Demonstrate how your process is perfectly aligned to their specific challenge and outline a pricing structure that reflects their value, not yours.
Save the marketing blurb and credentials for another time, when the client actually cares enough to ask for it!
Twitter / social media.
Engage with your followers, ask questions, sign post interesting links to specific people. Demonstrate that you’re a real person with real interests and people will love you for it.
By all means broadcast if you must, but recognise this is a longer game plan infinitely harder to win!
Address clients like you know them and write a line about something you’ve shared in the last 12 months to show you care. And if you are going to buy them something, why not spend the time to buy a present that shows you understand what they really like.
Anything less than this will only demonstrate you don’t really care, having the opposite effect of what you intended!
Even generic tools like your website and sales literature deserve this treatment.
I am more likely to buy from a company that clearly demonstrates an intimate understanding of my world & needs, than a ‘we help everyone’ company.
If necessary give this person a name, draw a picture of them and keep this picture next to your workstation whilst you write.
Do this and I guarantee you’ll see a marked improvement in sales and marketing engagement, and enjoy vastly more fulfilling interactions with people.
You’ll also have more fun writing them and find you’ll want to ‘engage’ more often!