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Keep It Simple: Six Suggestions In Writing Good B2B Lead Generation Content

If you are  following-up consistently with your prospects and customers, you can’t avoid writing copy as part of your  lead nurture or pipeline management campaign  . Even if you outsource your lead nurturing, at some point, YOU will have to write an email, letter, or postcard. So here are some suggestions our senior copywriter put together to help you write clean, effective B2B lead generation nurturing messages:

1. Say it in the simplest terms. People tend to overwrite once they sit down at a computer. They’re usually concerned about sounding professional, looking like an expert and/or writing “correctly.” The result is often a long-winded mess. For every sentence you write, ask yourself if it is relevant and interesting to your readers and  can it be shortened, but also remember a  letter is never too long but only too boring
   • Long-Winded Writing: In order to achieve maximum results in your program, and lose the most weight, you should carefully follow your diet plan.
   • Simple Writing: When you follow your diet plan, you’ll lose more weight.
2. Remember, less is generally more (in most cases but not if it’s interesting and relevant). If you find your message is complex, break it down to the bare bones. You’ve only got about ten seconds of undivided attention. There is no need to give your contacts every detail right now.
   • For example, if you’re hosting a webinar, send your contacts an email with some bullet points, date and time, and how to sign up. If you need to include more information, put it on the registration page. Don’t try to cram it all into the email.
3. Tell compelling stories. Reading a large portion of text can be daunting. Attention spans are short and many people give up after only a few sentences. But…when you have a good compelling story that hooks the reader and takes them on a journey, you’re far more likely to have your copy read.
4. Use bullets. Again, most people don’t want to read a lot of information. But in most cases your contacts will at least skim your bullet points.
5. Use one style of writing, either “tell a compelling storey” or keep it  factual with bullet points, mixing styles often makes it more difficult to digest.
6. Diversify your presentation. Writing is by far the easiest way to get your message in front of your prospects and customers. But it may not be the most effective way. If the message you want to share is really important, try using other media. Create a video. Send a voice broadcast. Use images to relate information. The more senses you can engage, the better. If you’ve only been WRITING to your prospects and customers, you might find you’ve lost a good portion of them.

One last idea…read your message to someone. If they start getting that glazed over look, you know your content is either too complex or not interesting enough. With a little bit of practice, you’ll be writing short, informative messages that captivate your audience and lead to more sales!

And always to a higher response!

Norman

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