The title of a recent blog post by Brian Carroll, “Learn the New Rules for Selling to Crazy-Busy Prospects,” got my attention.
In this post he invites his readers to a complimentary Webinar on Thursday, June 24 at 2:00 PM CST (that’s tomorrow) featuring Jill Konrath, author of “SNAP Selling: Speed Up Sales and Win More Business with Today’s Frazzled Customers (May 2010).” I’m sure it will be a valuable and informative event.
The focus of Brian’s blog and expertise which he shares on B2B Lead Generation is B2B selling and the complex sale. It’s an important topic.
But the title of his post hit me for a different area of marketing.
For marketing to generate a lead — or nurture one — we need to “communicate” with prospects in writing. Whether it’s an email, a direct mail letter, a product brochure, Web site, data sheet or any other communication, we must remember that the folks reading our B2B communication are crazy-busy.
How do we communicate in writing with these folks? I follow these four tried-and-true rules:
1. Make sure the reader/prospect gets the entire message by reading only the headlines and subheads, without having to read a word of body copy. A quick scan of the message should communicate the topic, big benefit(s) and the call to action.
2. Never write any paragraph, anywhere, that is longer than four lines.
3. Communicate the message as quickly as possible. The crazy-busy don’t have time to read, and if the message looks long and wordy, they’ll stop reading it and move on. Email marketing messages should be 250 words or shorter. Direct mail letters should fit on one page.
4. Always include a strong, clear prominent call to action. All communication, including Web pages, must tell the reader/prospect exactly what they are to do and when they are to do it. Yes, adding the words “now” or “today” makes a difference.
The crazy-busy don’t have time to wade through complex messaging. To reach this group, marketers should always keep B2B communications short, clear and direct.