6 tips for effective B2B copywriting

In order to influence your commercial development, you have various actions to take. One of them is copywriting or the art of convincing. This can concern your campaigns, whether by email or by LinkedIn or even by... Too often, we see prospecting emails that are too long and poorly written. So here are various tips in order to have a powerful copywriting.

What is copywriting?

Definition

Copywriting is a method that consists in writing persuasive texts in order to capture your prospects or readers and encourage them to take action. Thanks to psychological levers, you will thus guide your leads through your sales funnel and push them forward until they take action.

Why do copywriting

You have several reasons that will push you to integrate copywriting into your strategy as a key factor in your business development.

First of all, this will impact your email campaigns and therefore your opening and response rates, directly affecting your return on investment (ROI). In addition, being built on emotions and needs, your copywriting will also impact the heart of your targets and strengthen your brand image. It is therefore a good way to increase the engagement of your prospects and customers.

It turns out that it is also an excellent way to convince and push your prospects to action without creating push content, which loses in effectiveness over the years. Thanks to this, brand content has been booming in recent years. Copywriting is therefore a subtle mix between the two because it allows you to convince your target audience without directly promoting your offer and based on real demand.

Finally, your copywriting can also be a good way to differentiate yourself from the increasingly tough competition. You can choose to have a strong brand image through your copywriting that ensures that your message will be remembered by your prospects.

So here are 6 tips that will allow you to have a powerful and effective copywriting for your commercial development.

6 tips for your copywriting

Promote a short message with powerful copywriting

As I said before, many emails are too long while a good prospecting email consists of 3 to 5 lines with only 3 parts. The first is your catch phrase, it should explain a problem that your prospect may have. Second, you should provide an authoritative draft solution to the problem presented. Finally, you must include a call to action to discuss, make an appointment... By promoting a short message, you must ensure that your message will be read in its entirety. You will also show that you respect the time of your reader who generally occupies a position of responsibility and therefore has a busy schedule.

The subject of your email

The subject of your email will be the first impression the prospect will have and will make whether or not your email will be opened. It is therefore an essential point. So you need to be clear, relevant, and engage your reader without using Spam words that would land you in the spam emails of your customers. You must create urgency and exclusivity, so you must find the right balance so as not to be too specific but not to disappoint your interlocutor with an email subject that is off topic.

Personalization through copywriting

Copywriting allows you to personalize your emails so use them. Whether to show that you know the market, to put the name of your prospect, their first name, the name of the company... You can also personalize your messages by adapting your tone to that of your target. The real purpose of personalization is to create a connection with your prospect and to show that you know their market. There is no point in making individual messages, you just need to segment well to have a type of profiles that have points in common!

Set the pace

It is very often said that it is better to keep sentences short and it's true, it will have an impact and create momentum in your messages. However, alternating between short, medium and long sentences will give rhythm to reading and be even more impactful! Of course when I say long sentences, don't use sentences of 3 or 4 lines either!

The addition of CTA (Call To Action)

A well-designed CTA will guide your reader to action. It must therefore be clear, relevant and easily identifiable. It should allow you to trigger the action you want your reader to do, such as making an appointment to discuss, going to your site...

A/B Test

A/B testing is a technique used to compare two versions of the same interface. This method was originally designed for websites, popularized by google and amazon among others. Then, this technique was democratized in the field of prospecting. Indeed, in order to go faster and to compare what works best with your target, you can set up this method. The aim will be to test your prospecting email for example by just modifying the subject to see which one allows a better opening rate. You can also modify your text to see which one generates a better click or response rate...

This method is very effective, it allows you to test your prospecting actions more quickly and to perfect them.

Chez Prospilot, we apply all these techniques in order to have a prospecting email that is different from other usual emails. Our aim is to come up with a message that is relevant, concise and intriguing. The aim is to arouse interest in your reader without necessarily saying too much to arouse their curiosity and make them make an appointment to discuss their many questions.

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