Get to the Point Already
Even though this particular example applies to salespeople, there’s something here for marketers as well. B2B marketers might not be the ones making the call, but they are most definitely sending out emails, setting up landing pages and forms, and managing entire online marketing campaigns. So when you send a prospect a white paper or email, make sure that you get to the point, and explain exactly what it is that you can do for them.
Make sure that you don’t fall back into the typical marketing meandering. Your emails and white papers should be concise, provide clear value to the lead, and make it very clear what you have done for past clients and what you will be able to do for future clients. You need to take into account that most of your leads have lives at least as hectic and as busy as yours. If you’ve done your research and what you are selling is actually a good fit for your lead, don’t let a watered down message keep you from getting through.
