Messaging Maximus for Lead Generation


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Does your messaging speak to the lowest common denominator?

I am speaking of the email blast or direct mail piece that is one-size fits all.
Or the telesales call that is the same for every conversation and simply asks: are you buying?

Buyers react negatively not because lead generation and outbound marketing interrupts their day but because the message is not appropriate and brings no value.

A relevant and timely message will override concerns on privacy and interruption.

Here are some approaches for customizing messaging or honing target segments even if you may not have full visibility on the prospect:

  • Target prospects who look and feel like your best customers;
  • Talk about your customers that are in the same segment as your prospect: size of account, industry, geography or accounts held by a competitor. Note how pain points were addressed and impact achieved. Everybody loves a good story;
  • Use the language of your buyer and explain your value proposition using their words;
  • Target prospects who are flagged based on buying triggers such as office moves, executive changes, corporate expansion / contraction or weak competitors.

With these points in mind, the buyer is much more likely to be receptive to responding. Try testing different messages and see which brings the best results for your lead generation.

Republished with author's permission from original post.

Robert Lesser
I am the founder and President of Direct Impact Marketing, a provider of a sales productivity solution and consulting services to technology organizations. Prior to stepping out as an entrepreneur, I held a number of marketing positions at Dell, IBM, Reckitt Benckiser and Loblaw Companies.


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