Salespeople and BDRs write every day. In an era where even a hint of spam leaves prospects cold, your writing matters and has a huge impact on your success.
Sure, AI removes the guesswork and gives you a better understanding of your prospect. But it’s down to you to use that information to spark interest, build trust, and incite action. Here are some brass-tacks practical tips to follow for crafting standout sales writing every day.
Without a plan, your writing will lack direction. Make the time to proactively work out what you’re trying to say and get your main points down as simply as possible.
Try hand-writing or typing some bullet points to get the juices flowing. Now you have a basic outline to work from.
Considering your reader’s needs is often the difference between crafting an email that makes them shrug and delete — or nod in agreement and reply for more info.
According to our friends at Salesloft, positive email reply rates increase 4x when an email is personalized.
Use 6sense Sales Intelligence and our recommendations to meaningfully engage your target accounts at-scale. You can see how our BDRs do this here.
Usually you want the reader to take an action. Make it clear what you want them to do.
Do you want a call, a coffee, or your prospect to sign on the dotted line? Make your calls to action as explicit as possible.
Start with your end goal in mind to keep your copy relevant and focused.
Remember you’re writing to a person, not a business.
David Ogilvy, the famous copywriter, advised, “Write the way you talk. Naturally.” He wasn’t suggesting that you fill your writing with ums, ahs, and disjointed sentences.
He meant using the kind of words you’d say in a natural conversation with your reader.
This helps you strike the right tone and makes your writing more personable.
Standing out in the business world is surprisingly simple: Use normal language in place of tired metaphors, clichés, jargon, and “business speak.”
The easiest way to do this is to swap formal words for normal ones:
Utilize – Use
Enable – Let
Require – Need
Attain – Get, hit
Objectives – Goals
Using this approach, a stuffy phrase such as “Commence initiatives to attain revenue objectives” becomes the more accessible, understandable, and actionable “Start programs to hit your targets.”
Have you ever been cornered at a party by someone who constantly talks about themselves? Don’t be that person in your emails. Focus on your reader. Always ask yourself, What’s in it for them?
There’s an easy way to make sure your writing isn’t too self-absorbed. Always use more you, your, or you’re and a lot less I, we, or me.
Your prospect doesn’t have time to wade through masses of text. Keep your writing succinct. Some tips:
A short word will do the job just as well, if not better, than a long one.
If a word or phrase doesn’t add anything to your text, cut it.
Generally, use short sentences and short paragraphs.
6sense users can leverage our keyword and account insights to briskly research and understand a buyer’s unique needs. This makes it practically effortless to succinctly address their needs in emails.
B2B professionals don’t read their emails anymore. Not with any depth, anyway. These days, people skim words they consume on a screen.
Keep your paragraphs tight. Like, super-tight. Here are a few examples to improve the readability of your text:
Embolden or italicize, but don’t overdo it.
Break up text with headings and subheadings.
Don’t be afraid of white space.
Use numbered lists, bullet points, and indentations where appropriate.
Use images, tables, and examples.
Breaking rigid grammatical and writely rules is fine if it makes your writing better, or easier to understand. Here are a couple of rules worth forgetting:
Never use a conjunction at the start of a sentence: Using conjunctions like And, But, So, If and Because at the start of sentences makes it easier to split long sentences. This creates more succinct, conversational writing.
Do not use contractions: Contractions aren’t all bad. In fact they’re not bad at all. They mimic everyday speech, create a friendly flow to your copy, and make your writing easier to read.
Take some time away from your work (even just a coffee break) and come at it with a fresh perspective.
Indulge your urge to read it over in one go, this gives you a feel for flow. Read it out loud, too.
Kill your “writer’s ego.” Ask how each line or section of writing helps your reader. If it’s not adding any value, cut it.
Does it address the right audience, and give the reader a reason to read on?
Are points backed up by evidence? (Such as stats, videos, quotes, etc.)
Is there a clear takeaway or call to action?
Is it written in plain English and structured in a way that’s easy to read?
Cut unnecessary words and change passive sentences.
Check for spelling and grammatical errors.
Finally, if it’s important, run it by someone you trust.