You open an e-mail or letter to read: How are you? We have a great new product. Can we talk? Riveted? Not so much.
Compare that to a note that opens: Would a five-minute investment that leads to an immediate profit be of interest? Our new product guarantees just that. Now you’ve got your reader’s attention. To further your new year’s resolve to build business:
- Write to your reader. Yes, your goal is to get an appointment. But your reader’s goal is getting through his messages. Rather than trying to sell your product or service, focus on selling your solution to the reader’s needs.
- Limit your copy to one page or one screen. Your reader has a finite attention span. Rather than list your offerings’ 20 bells and whistles, shorten them into benefit-driven categories. For instance, cuts time needed by 50% captures more attention than a recitation of duplicates, reduces entries, generates reports, etc. Save the specifics for the sales piece.
- Drive your reader to action. Call me for more details doesn’t motivate urgency. Your competitors traditionally roll out a summer campaign. Let’s talk about how we can help you ‘Spring ahead’ does.
Step back and think about your reader’s needs. Remember, how you position your information can relegate your correspondence to the trash or open the door to further discussion and possible cash.
From Claudia Coplon and Steve Clements, Executive Speak/Write’s skills improvement trainers who can help you prepare and deliver oral and written communications that drive business.
