How to write a prospect?
Prospecting can be challenging for some people, especially when it comes to writing emails to potential customers or clients. Prospects have hundreds of messages from dozens of sources competing for their attention, so how do they decide which one to read next? And what if you don't know them personally? How would you go about approaching someone with whom you've never had contact before? You could always just send an auto-responder message, but wouldn’t it be better to come up with something more personal and creative? Here's where we'll show you how to use content marketing and email marketing techniques to craft your own unique approach!
What are the four prospecting methods?
There are several ways to go about creating an effective email pitch. In order to get started on this journey, let's take a look at the most common approaches and explain the logic behind each method.
1) The cold call - This type of prospecting involves making direct contact with a business owner or decision maker via phone, mail or email. It's probably the oldest way to prospect, but also the hardest because there's no guarantee that you're reaching the person who should actually make the final decision. On top of that, it requires quite a bit of time and effort. You need to find out as much information as possible about the target company or individual (the "target"), such as its location, size, products/services offered, etc., determine whether they are open to talking to new suppliers or not and establish rapport by showing genuine concern over their needs. If you manage to secure an appointment with the right person, you'd then present your product or service offering and ask for feedback. As a general rule, cold calls are best used for very specific situations and businesses only.
2) Direct response advertising - This kind of approach uses pre-written ads aimed directly at certain audiences based on data collected through various sources (e.g. surveys). For instance, you may want to advertise a promotion exclusively for small businesses located within a particular region, or offer special deals to consumers living in a certain area. These types of campaigns work well for companies whose products or services can easily fit into a predefined category, like travel agencies, jewelry stores, car dealerships, etc. They require less time and money than other forms of advertising and allow you to track results using analytical tools provided by your ad platform provider. Direct response advertising works great for niche industries where demand has been proven. However, due to high ROI requirements, it's usually reserved for bigger brands.
3) Content Marketing Campaigns - A content marketing campaign aims to attract traffic back to your website, blog or social media account, thus increasing engagement rates and boosting sales. According to Hubspot research, 57% of B2B buyers say they prefer reading articles written specifically about them rather than traditional press releases. That's why many marketers choose to concentrate all their efforts on producing relevant content intended to appeal to prospective buyers' interests and passions. Once published online, these pieces become search engine optimized text links which lead visitors straight to the desired page. Unlike promotional materials, quality content does not focus solely on selling anything. Instead, it provides useful insights and valuable recommendations that promote positive emotions among readers and encourage interaction. When done correctly, content marketing generates leads faster than any other form of advertisement.
4) Email Marketing - By sending targeted emails to qualified subscribers using mailing lists, you can reach thousands of potential clients without wasting resources. Emails are easy to set up and maintain and cost considerably less than print advertisements. What's more, once your list grows big enough, you won't even notice the monthly fees going towards running your email marketing program! Since email addresses tend to stay active longer than those acquired during checkout processes, eNewsletter marketing allows you to keep in touch with past customers long after they bought whatever item you were trying to sell them. Not surprisingly, 75 percent of US adults check their inboxes multiple times every day while half of them claim to miss out on important news updates if they don't see new notifications pop up on their devices. Therefore, staying alert regarding changes in prices, promotions, etc., is crucial for successful eNewsletter marketing. Of course, you can still leverage other channels for promoting your newsletter, such as Facebook, Twitter, Instagram, LinkedIn, etc. But here's where things get interesting...
What is the first step in prospecting?
If you haven't heard already, there's a growing trend called customer relationship management software. Basically, CRM platforms allow users to automate tasks related to client acquisition and follow-up process. With good ones, you can spend less time chasing down prospects and instead devote yourself to finding suitable candidates. There are plenty of solutions available today, including Microsoft Dynamics 365, Salesforce Orchard Commerce Edition, Oracle Eloqua, InfusionSoft OmniChannel Experience Manager, etc. We recommend starting off with contacting individuals who made purchases under similar circumstances to yours. Find out everything you can about them -- their industry, profession, age bracket, geographical preferences, buying history, etc. Then, draft a personalized letter tailored specifically to them. Presentation matters! Don't include too many details or try to impress them with fancy wording. Just stick to facts and figures. Your goal is to gather necessary information and gain their trust. Afterward, you can proceed to pitching your product or service.
How to prospect example?
Let's assume you're part of a startup looking to expand its operations abroad. To start with, you might want to consider following these steps below:
Step 1. Identify your target market. Who exactly are interested in your proposed project? Where are they located, what makes them tick, what problems bother them the most, what motivates them, etc.? Write down questions related to your target audience, then prioritize answers according to importance.
Step 2. Create a shortlist of 10 key influencers. Go to LinkedIn profiles of people working in your chosen field, then select 10 professionals with the highest number of connections. Contact them individually and introduce yourself. Ask them to share their thoughts on the subject matter and add value to discussion. Make sure to mention that you recently came across their profile and thought of getting acquainted. Show genuine interest in their ideas and opinions. Be professional and polite throughout! Try to get to know people outside your circle as well. Remember, everyone likes being appreciated.
Step 3. Send personalized letters to selected targets. Before drafting your emails, think carefully about what exactly you're trying to convey. Choose words wisely and avoid jargon. Keep it simple yet intriguing. Use language that speaks to your recipients' hearts and minds. Avoid generic phrases found in countless other solicitations. Focus on benefits associated with your product and describe features that really stand out. Do your homework! Read existing newsletters and reports sent out by experts in the same sector. Study case studies featuring stories similar to yours. Learn about competitors' offerings. Take note of trends in your field and identify emerging niches worth exploring.
Step 4. Craft compelling headlines. Headline optimization plays a pivotal role in attracting potential customers' attentions. Research shows that 80 percent of clicks happen on websites containing catchy titles. Hence, crafting engaging copy becomes extremely difficult unless you invest ample time and energy into studying your competition, analyzing user behavior patterns, identifying hot topics, etc. Start brainstorming until you land upon something original and meaningful.
Step 5. Develop an appealing layout. Design elements that catch readers' eyes. First impressions count! Pay close attention to color scheme and visual aesthetics. Consider adding images to break up blocks of texts and make your document easier to digest. Incorporate videos whenever possible. Test different layouts and compare performance metrics. Only after testing numerous combinations and comparing conversion rates will you understand which combination yielded the best result.
For many people, prospecting can be a nightmare. While it's true that some businesses thrive on cold-calling or networking, if you're not in one of those industries, it may feel like an overwhelming task.
But there are plenty of ways to find leads for business—and even better news is that they don't involve any kind of face-to-face contact with strangers at all. All you need to get started is a computer and an internet connection (or a phone number). Here we'll explain how to send out effective emails so that you can start increasing revenue without ever having to pick up a phone.
First things first—what exactly does "prospecting" mean? In marketing terms, when someone contacts you about something related to what you offer, this is called "prospecting." When you do this repeatedly over time, it becomes part of your overall strategy. And just as importantly, prospecting doesn’t have to be scary. It takes practice, but once you've mastered sending emails to new audiences, prospecting has never been easier!
How to write a prospecting letter?
The most important thing to remember when writing any type of sales copy is to use words that resonate with your audience. You want them to read every word because you only have a few seconds to capture their attention. Use relevant keywords throughout your message, and make sure that each sentence flows naturally from the previous one. Don't worry too much about grammar and punctuation — your readers won't see it anyway. Instead, focus more on making your content engaging by using powerful language.
Here are some best practices for crafting compelling subject lines that will attract buyers. If you already know who you're targeting, try adding names into these sentences. For example, "Hi Jane, would you consider taking our free course?" Or, "Dear Mr. Smith, could you spare 15 minutes today to chat about our product?" This personalization makes your emails stand out.
You should also avoid vague phrases such as “interested parties” or “high quality leads.” These types of statements tell me nothing specific about which lead you're talking about. They're usually used by companies trying to cover themselves legally rather than communicating anything meaningful. A direct approach works far better, especially since your reader probably isn't familiar with legal jargon. Try saying something simple, like, "I'm looking forward to connecting with you soon," instead of "We hope to provide high quality leads to interested parties via electronic mail messages." The latter phrase leaves open whether you sent a spam email or not.
If you're asking users to opt into your list, then take advantage of this opportunity to give away valuable information. Some of my favorite methods include giving away helpful resources, such as ebooks or videos, or offering exclusive access to premium services. Asking for permission helps remind users why you contacted them in the first place. Just keep in mind that you shouldn't ask for too much upfront. People hate being sold to, so don't go overboard. Give away enough value for your subscribers to stay engaged while still keeping your offers limited in scope.
Finally, remember to always add urgency to your emails. Tell your readers why now matters, and show them how quickly they can move through certain stages. Urgency will encourage readers to respond immediately. But again, don't force it. Let your readers decide how long they'd like to wait before moving forward.
As mentioned above, you must be careful not to oversell yourself. Your primary goal is to build relationships, so try to limit your promotional material to no more than two links per email. Additionally, you should never promise results unless you can back them up with hard evidence. Make sure to clearly state what benefits your subscriber will receive, including tangible products or services.
Don't forget to mention past successes or testimonials from happy customers where applicable. Also check out these online tools that automate email follow ups.
How do I write a letter to a potential buyer?
When you're writing a letter to a prospective client, there are several key elements you must pay close attention to. First, choose a good font style that matches your brand identity. You should stick with fonts that look clean and professional. Avoid fancy scripts that might confuse the user. Stick with sans serif fonts like Verdana, Calibri, Tahoma, Arial, etc., and avoid cursive fonts. Second, make sure that you proofread everything thoroughly. Mistakes happen often in the rush to finish a draft, but mistakes here aren't going unnoticed. Thirdly, break down your main points into short paragraphs. Long blocks of text tend to discourage reading. Finally, keep the tone conversational. Nobody wants to be hit with an overly formal memo.
Keep in mind that not everyone reads emails the same way. There are lots of different devices that display text, and the size of a person's screen can vary widely between computers and tablets. Therefore, it's essential to test your email across multiple platforms before publishing it publicly.
How do you write a letter to a potential seller?
It's easy to lose sight of the fact that selling is just another form of communication. After all, most of us were taught that salespeople sell themselves, not the actual product itself. So whenever you're contacting someone about buying something, think about how you sound. We all communicate differently depending upon the situation. Think about how you speak to friends versus family members, and adapt accordingly.
In general, you should aim to appeal to emotions first and foremost. Appeal to logic secondarily. Remember that people buy based on emotion, but justify decisions logically afterward. Therefore, it's important to convey your positive feelings towards your item within the context of a social relationship.
If possible, use real life experiences and stories to illustrate your point. People enjoy hearing other peoples' tales of triumph and failure, especially during tough times. Plus, sharing anecdotes allows others to relate to you personally. On top of that, studies reveal that telling stories actually increases retention rates among consumers.
Lastly, be mindful of timing. Timing plays a huge role in closing deals. Sometimes it pays off to delay an email until later in the day. At night, when people typically log onto Gmail, the inboxes are full of unopened emails filled with spam. But early in the morning, your targeted traffic tends to be less busy.
Remember to keep your voice authentic. Authenticity really sets apart successful entrepreneurs from unsuccessful ones. If you come off as genuine and relatable, people will trust you and listen carefully to what you say.
Just last week I had a conversation with a friend who owns his own home cleaning company. He told me he was struggling financially and asked for advice. Now, I know you probably wouldn't expect me to reply with, "well, I guess you should stop running your own business!" However, sometimes you gotta roll with the punches and help folks out. My response was along the lines of, "Well, maybe you should look into franchising your business. That seems to be working well for other companies." His eyes lit up and he thanked me profusely. I felt bad, though, because I didn't realize the impact my suggestion made him. Not only did he thank me, but he said he'd taken action and hired a franchise consultant right after receiving my email. What a difference it makes when you're genuinely concerned about helping someone else succeed!
Do prospecting letters work?
Yes, absolutely, they work very effectively. Prospects respond to emails every single day. Email newsletters are popular amongst marketers because they can reach thousands of people simultaneously. From what I've observed, however, the majority of emails delivered to my inbox contain promotions and advertisements. So, if you haven't yet figured it out, the chances are pretty slim that anyone will actually read yours.
That brings me to my next point...don't fill up your subscribers' inboxes with pointless stuff. Emails that promote affiliate programs or link to ads are fine, but don't bombard people with a bunch of junk either. Keep your emails focused and clear. The idea is to convert viewers into paying clients, so don't waste precious space promoting irrelevant items.
Email marketing is becoming increasingly sophisticated. Business owners can leverage software solutions to manage entire campaigns. One app that makes managing your email lists super easy is ActiveCampaign. With its intuitive drag & drop editor, ABM combines segmentation, automation, tracking, reporting, and integration into one platform. Another great tool to boost your email deliverability rate is MailChimp. By leveraging features like double authentication, smart defaults, dynamic IP addresses, and DKIM protection, you can increase both engagement and clickthrough rates.
So, yes, prospects DO read your emails and respond positively to your efforts. Once you master the art of building relationships, you'll notice an immediate spike in conversion rates.
Writing an effective salesletter requires more than just knowing how to use basic sentence structure, punctuation, and grammar. You also need to know what makes up a good lead capture page or newsletter headline. And you need to have some idea about who would be interested in your offer so you can send out emails that actually get opened.
If you're not sure where to start when it comes to writing letters for selling products and services, we've put together this guide with sample scripts, templates, e-books, checklists, workflows, etc., designed specifically for those looking to build their own list through direct mail marketing.
This article covers the most common type of sale you'll make--one from which you want to collect data (e.g., leads) on whether or not they're ready to buy now, or at least later down the road. With that said, let's look at exactly what goes into creating a letter to sell a product or service.
How do I write a letter to sell my product?
First things first... You must decide if you're going to approach people via email or snail mail. After all, there aren't many industries today that don't have some sort of online presence. But if you don't currently have an optin form set up, getting started may mean sending something by postcard or envelope instead. This way, you can test two different approaches without having spent any money yet. Just keep track of which method works best for you.
The next step is to choose a subject line. The general rule here is short and sweet. It should grab attention immediately. Make sense? Something like "Free Report" or "Name Your Own Price," perhaps. Or maybe try using one of these catchy headlines that always seem to catch peoples' eyes.
Get rich quick schemes
Free report secrets
Name your price
How much does your time worth?
What is your biggest challenge right now?
Let me ask you...
Why are you reading this?
When crafting the body of the message itself, remember that less is more. Keep sentences brief and paragraphs shorter still. People scan pages quickly nowadays anyway, so why waste space with unnecessary words and phrases?
As far as format goes, stick to simple fonts (Arial, Verdana), clear spacing between lines, bulleted lists, numbered points, and bolded headings. If possible, include graphics or charts. Here again, fewer elements equals better readability. Also, avoid fancy colors unless necessary. They distract rather than draw attention toward important information.
Finally, consider including an introductory paragraph near the top that establishes credibility and trustworthiness. You could say something along the lines of..."Dear Friend/Prospect, As someone who has been helping others improve their lives since 2010, I truly understand how difficult it can sometimes be to find reliable assistance." Next, give them enough helpful info to close them on buying your product or service. Then simply state clearly at the bottom, "...and I'd love to show you how!"
Keep in mind that the point isn't necessarily to convince anyone of anything. Instead, focus on giving away free value while establishing yourself as a trusted expert. Once customers see that you really care about making their lives easier, they'll often feel comfortable opening their wallets wide open too.
What are the stages of prospecting?
So, once you've decided to go after new business opportunities, you'll probably want to break everything down into its component parts before putting pen to paper or finger to keyboard. In other words, lay the foundation for success by breaking each stage down further.
Stage 1 - Lead Generation & Capture
In order to generate qualified leads, you'll need to develop a strategy for finding potential clients--i.e., identifying target markets and demographics. For example, if you operate a landscaping company, then your primary market might consist of homeowners in certain areas who live within driving distance of your office.
After determining whom you wish to reach out to, the trick is to craft an advertisement that speaks directly to their needs and desires. Do not pitch your offering. Rather, provide valuable content related to solving problems or addressing challenges.
For instance, if you run a lawn maintenance firm, you might consider publishing a monthly column called "Ask A Pro" where readers submit questions regarding yard upkeep, irrigation systems, tree trimming, fence repair, etc. That way, whenever your ideal customer sees your ad, he will instantly recognize how his question relates to your expertise.
Once you have identified your target audience(s), you'll need to figure out which channels to utilize to connect with them. These days, almost everyone spends considerable amounts of time surfing social media sites such as Facebook, Twitter, Instagram, Pinterest, LinkedIn, Tumblr, Google+ and YouTube.
One great option is to join groups specific to your niche and begin building relationships with members. Another tactic is to leverage influencers in the industry. By sharing useful resources, promoting events, answering questions, and participating in discussions, you'll likely attract followers interested in hearing what you have to share.
And speaking of sharing...the absolute key to generating quality leads is to consistently publish high-quality content on your blog, website, and social platforms. So long as you remain relevant and consistent, people will come back for more. Plus, they'll tell their friends and family, thus expanding your sphere even further.
Stage 2 - Warm Up
Before moving onto closing sales, you'll want to warm up prospective buyers by providing them with freebies. Think giveaways, samples, discounts, coupons, cheat sheets, reports, guides, white papers, webinar access, private coaching sessions, etc.
By doing so, you allow people to experience your solution firsthand as well as get familiarized with your brand personality. Doing so gives them a chance to become acquainted with you and your team. At the same time, it allows them to get comfortable around you.
Also, you never know who among your contacts might refer future business partners. Maybe they saw a video testimonial on your site, heard you speak at an event, found a case study or review online, etc. Now imagine how powerful it would be if you had sent a handwritten thank-you note to every single person who took advantage of one of your offers.
Stage 3 - Presentation
Now that people are actively seeking solutions related to your product or service, it's time to present your offerings effectively. Start off strong by laying out benefits and features in bullet points instead of full sentences. Use images wherever possible.
Next, explain pricing structures, payment plans, guarantees, deadlines, delivery dates, shipping costs, return policies, etc., succinctly but thoroughly. Avoid vague language that doesn't give prospects a real sense of confidence.
Lastly, establish urgency with compelling statements such as "limited quantities available," "only X number left," "first coupon discount expires soon," etc.
Stage 4 - Close Sale
At this stage, you'll be asking for the proverbial hard wallet. You'll want to move beyond the trial period and turn people into paying customers. To achieve this goal, you'll need to overcome objections and address concerns.
Do this by explaining all aspects of your product or service that matter most to your target demographic. Focus on demonstrating relevance, value, ease of use, affordability, reliability, etc.
Here are some ways to ensure you stay on task during the call:
Write down talking points beforehand and rehearse with your partner.
Take extra breaks throughout the conversation to stretch and breathe deeply. Donate to charity instead.
Ask followup questions until satisfied.
Get feedback afterwards to see if your presentation was successful.
Stage 5 - Follow-Up
Following the initial contact with a client, you'll want to deliver on promises made earlier. Send timely reminders via phone calls, text messages, emails, newsletters, etc.
To prevent forgetting, use a system to record pertinent details such as appointments, conversations, projects, goals, etc. Even though technology seems to advance faster than us humans can keep up, nothing beats personal touch. We tend to forget things quite easily, whereas machines cannot.
What are the steps of prospecting?
Just because you've gone through all the above steps doesn't guarantee results. Many factors influence final outcomes, including timing, budget constraints, competition, response rates, conversion percentages, etc.
But taking notes about what worked and what didn't won't take very long. Simply jot down ideas for improvement, strategies for succeeding, tactics for beating competitors, etc., and revisit them regularly.
Then, modify actions accordingly until you strike gold.
While following this roadmap sounds easy enough, it takes practice, discipline, and lots of patience. Remember, nobody became an overnight hero, nor did they magically appear in front of millions of eyeballs overnight either. So, expect to put forth some effort before seeing positive results.