Sales and Marketing email isn’t that difficult in B2B marketing. A gullible B2B prospects, for all goal and intuition, is truly an engaged B2B prospect — and that is exactly what B2B people want. After all, engaged B2B prospects are more likely to read your sales and marketing message, which makes them more likely to reach a call-to-action.
Are you ready to edit your copy like a pro? Here’s what you gonna do…
1) Segregate vital information using bullet points
Just as Kurt Vonnegut once wrote, “Pity the readers.” That means writers should go easy with their B2B prospects. Consider that they have to pivot and instantly make sense of every little word and every little mark you feed on them. And they have to read it online, where attention is at stake at any point of time. So you have to help them out.
Bullets and numbered lists will:
- Organize your text, make it more comprehensive and digestible.
- Maintain your key points and other important bits of information.
- Extract the most attention after the headline and subheads, making it an ideal vessel for benefits.
2) Begin the subject lines with “Imagine,” “Remember,” or “Picture this …”
These keywords are triggers. They let the prospect know you’re about to tell them a story, calibrate their memory, or draw them a picture. Business people love that stuff. According to producer Steven Moffat, “We’re all stories, in the end.”
So think of it this way: The keyword “Imagine” at the beginning of a statement or paragraph serves the same intentions as the title sequence of your favorite Netflix show. It signals to you that you’re about to feel something you will enjoy. It builds an anticipatory sensation. It creates suspense. That’ll keep B2B prospect engaged in just about any situation, whether you’re watching TV or reading a sales and marketing email.
3) Add the word “because” as much as possible
“Because” is another trigger keyword. It lets business prospects know they’re about to hear a justification – and a reason why is this? and why is that? –which, according to a researcher and author, Dr. Robert Cialdini.
“A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason. People simply like to have reasons for what they do,” writes Cialdini in his bestselling book, Influence.
Making Sales and Marketing email isn’t easy. It takes some guts and character to change creative work. But keep in mind, you’re doing it for a reason: to make your business email stronger and clearer. In the end, making these changes will take some time and effort, but they’ll build more B2B email opens, more shares, and more conversions.
And trust me, it’ll be worth it.