Blasting empathy & value? You're making yourself easier to delete.
But there is a way to stand out and spark curiosity of customers with better sales copywriting tactics.
Jeff Molander
Sales communication speaker & coach
Your customers' inboxes are flooded. But this time everyone is blasting empathy and value.
We have a problem.
Given the COVID-19 crisis, messages are using the same words -- pushing the same opportunities and challenges relevant to coping with and overcoming the crisis. Example: WFH/work from home messages are pummeling our inboxes.
Messages are using identical empathetic openings, as seen below and reported by SalesLoft.
These patterns are making deleting/spam-binning your messages easier. Anything covid-19-related is reaching saturation point.
Cold email empathy pattern:
[ first name ],
Hope you are remaining safe...
(choose one): in | during
(choose one): the | this
(choose one): current | new | weird | challenging
(choose one): environment | time
[ insert your same-old value prop / pitch ]
Follow-up empathy pattern:
[ first name ],
I know this is not the right time to pitch a product. Sales are going down gradually...
[ insert your unsolicited 'value' ]
"Using my new methodology I even took a meeting request the next week. Most importantly, I'm receiving meaningful responses from decision-makers more often and my messages are being opened more than once (ranging from 2-29 times)."
"I sent two emails this morning---to two prospects who went radio silent on me. BOTH wrote back in about 20 minutes. I mentioned this tactic to my partner. He sent a message to another prospect. Struck gold. 20 minutes later he had a response too."
You continuously present the type of hard questions that any professional should be asking him/herself on a regular basis. It's difficult ... unpleasant and makes us think about things we'd rather gloss over. But we only get better by addressing mistakes and learning from them. I appreciate voices like his and yours that stimulate hard thinking and, by extension, growth.
Discover a new way to structure messages to stand out & provoke conversations.
Founder
Jeff is a successful entrepreneur, having co-founded the Google Affiliate Network and global digital agency, Performics as VP, Sales & Marketing. He has served as adjunct professor of digital marketing at Loyola University and is a sales prospecting trainer to small business and corporate audiences across the globe.
He is addicted to understanding what makes people want to start conversations with strangers. When he's not working you'll find him hiking, fishing and with his family.
Copyright -- Communications Edge Inc.
