As a top marketing professional, you know the facts about how your customers are consuming information.
This is true about your customers:
- Most of the news they see is on a scrolling mobile screen.
- Every business is telling them they have the next best thing.
- They live in an on-demand access society with their wants at their fingertips.
"Less is more" used to be a phrase for designers to simplify art to the bare minimum. Now, it's how successful marketers convert traffic to customers.
Let's talk about areas any marketer can start to say less and win more.
Hint: Being clear, entertaining and brief in all of your communication is the thesis of every tip. (There was once a sentence here, but it didn't add value.)
What To Say For The Strongest Voicemails and Emails
Start with what is most important to your customer, and I don't guess it's your name and company. So, why are you opening with it and wasting 10 seconds of your prospect's time? Get to the point!
In your well rehearsed 20-second voicemail, open by telling someone how you can make their life better and why they should care.
No email should be more than 100 words. If you're writing more, you are either trying to communicate too much in one message or should attach a document.
Always proof every email before you send it. If you find you don't want to re-read the message, your audience will likely feel the same way.
We just cut out:
Your boring, generic introduction
Time on your voicemails
Your excessive email copy
What To Say For Your Strongest Proposals
Pitch-filled inboxes aren't waiting on another overly wordy email.
Appeal to your prospects most simplistic decision making ability. Cut away everything that isn't needed. Here are some strategic ways you can accomplish this more than tapping the "backspace" button.
1. Make your proposal headers clear and Compelling.
"How It Works" is not engaging your audience to read more. Instead try, "How Your Company Will Drive More Sales Over 9 Months."
Invite your audience into the content and offer them value in your header. Executing this well will save you from needing a verbose explanation below.
2. Find a way to incorporate more imagery.
Use an image to do some of the heavy liftings of communicating your message.
Is it possible to use bullet points, an infographic, a chart/data visualization or logos of companies you've worked with in the past?
Any visuals you can use to break up text will help there appear to be less copy.
Someone should be able to quickly skim over your proposal and understand what you are offering. Don't make your prospects think too hard or you'll be the first pitch in the trash.
3. Keep It Small
An extra benefit of cutting out content will mean smaller file sizes. Then you can ensure your client will get the email without it hitting their filter or taking time to download.
Our team likes to keep all attachments under 5MB.
4. Offer A Rewarding Next Step
"Call me back" and "let me know if you are interested" are boring and vague.
"Let me know if you would like a sample of our delicious cat food and what address we could send it too."
This may be against the theme of "less is more". But, it's a fight for less 'boring' and more 'engaging' which is the heart behind the entire sentiment of the post.
You Need More Less And You Need It Now
Start by simplifying your email, voicemails and proposals. But, don't stop there.
These practices are rooted in principles that work across all channels. Apply these best practices to your blogs, social media posts and all communication pieces.