B2B Web Strategy Blog – eMagine

Nine mistakes to avoid in writing online B2B lead-generation copy

February 23rd, 2010 Posted by: Bill Gadless

Ambal Balakrishnan has done us a great service by collecting the thoughts of several experts on the subject above, then posting the collection in ClickInsights.  His experts:  Michael Stelzner, Stephanie Tilton, Cindy King, Michele Linn, Jonathan Kranz.  We’ve picked out a “top nine” here;  for the rest – plus more depth – just click on over:

• Failing to incent the prospect to read on.  Within seconds, you need to grab your readers’ attention and explain what’s in it for them.  (Tilton, Linn)
• Leading with the product pitch; or focusing on your product vs. the offer.  Start off building affinity with readers, by talking about problems and trends they care about;  this draws people into your work and allows you to eventually make your pitch.  But remember, your sole objective is to encourage a response to your offer.  (Stelzner, Tilton, Linn)
• Not targeting the right stage in the sales process.  Is your reader simply in the awareness/research phase?  Does (s)he need motivation to make a decision?  Is he comfortable with his decision?  If you target the wrong stage, your copywriting will not work.  (King)
• Lack of focus.  When all stakeholders insist on loading their messages into your lead generation piece, the result is a camel that should never see the light of day.  A lead generation piece has one goal: to get readers to accept your offer.  It is not the place to expand your brand, share your mission or articulate your values.  (Kranz)
• Assuming they’re just like you.  Always ask yourself, “is this phrase (tem, jargon, buzzword) something the reader will understand?”  If not, kill it.  (Stelzner, Linn)
• Verbose or dense copy.  Pacify the skimmer by using short sentences, bolding, subheads, bullets, etc.  (Stelzner, Tilton)
• Asking for too much registration information.  The more fields you ask readers to complete before serving your offer, the fewer conversions you’ll get.  Ask only for the bare minimum.  (Linn)
• Omitting a clear and compelling call to action.  Vague calls to action don’t get the desired result. Instead, present a benefit-oriented offer sure to spur a response.  (Tilton, Linn, Kranz)
• No offer.  You can survive just about any other mistake, but this one is lethal.  No, “For more information,” or “To learn more,” are not offers.  A discount, a demo, a free trial, an e-book, free shipping – these are offers.  Be sure you have one.  (Kranz)

Entry Filed under: B2B Web Strategy,Lead generation