Wednesday, 16 September 2015

Your pitch - are you a ‘we’ or a ‘you’.

Your pitch - are you a ‘we’ or a ‘you’.

That’s to say, in your promotional materials – web, brochure, blog, e-mails, correspondence etc – do you wax lyrical about yourselves, your skills, your corporate longevity, the latest XY 31/B casting machine you have just installed and so on.

Or do you tell your audience, customers, prospects, readers how much they’ll benefit in terms of their own success, security, value, loyalty by buying the product or service from you.

[This as a 'we' copy example - but not quite. This landing page knows it is 'we we'ing' - but in order to emphasise the 'you' as you'll see below.]

There may well be a place and justification for corporate specifications to be stacked up and compared by the reader, but it’s not the headline, front page news you thought it was. You might be excited about your new XY31/B casting machine, but why should I be.

The lead proposition prospective clients want to know is – have you thought about us, the client, do you really know what we need? And why we need it? And how, with it, our lives / businesses will improve?

[Agreed, this is B2C, but there is no reason why B2B should ignore it - your prospects and customers are people too.]


Corporate websites, particularly B2B, are often overlooked linguistically. The message is too often ‘we’ ‘we’ ‘we’, set amongst a list of ISOs and professional associations. Yes, important, but it ‘docks the sale’ not ‘floats the boat’.

Most towns and cities have a particular street where all the estate Agents, Solicitors or Building Societies have offices / outlets. The Internet and the Inbox are the same. Drive past and try to spot the difference. Which do you choose? What distinguishes one from another?

Well it’s branding, headline, message.

Your branding is the ultimate corporate ‘we’. But your headline and proposition can change, pitch, consider, with that all important empathy turning the ‘we’ into the ‘you’.

Your business will enjoy a positive difference and increased inbound activity if you use ASPIRUS Words to review it and your e-mail CRM.

To find out more about WORDS and MARKETING services from ASPIRUS Words, just click one of the two images below:

Tuesday, 8 September 2015

Are your CRM prospects tired of blank e-mails too ?

Have you considered how much easier your busy life would be if you could actually see the gist of the e-message in the browser to support the subject.

In the brain sharing business communities where many heads, thoughts, techniques, support services really are better than trying to do it all yourself, you might just miss an e-mail that really would have been useful to consider.

But when so many of them look like this:

…understandably you’ll move on.

What have you missed though. And, heaven forbid if your own e-mail marketing fails to strike a cognitive chord with your intended reader because they fail to be moved by a blank screen.

It really is easy to get it right as you’ll see, it just needs a little ASPIRUS thinking.

Too many e-designers of marketing departments use HTML designs with big picture graphic intros to head the proposition. Even using template design platforms such as Mail Chimp and Dot Mailer can deliver 'nothing' if you lead with a picture or corporate graphic... / they get a blank box with a red X in the corner.

It really is natural to want to have a logo, branding and visuals in the message - after all a picture does paint a thousand words, doesn't it. But the words can only be visualised if the e-mail is opened and the images enabled.

Your audience is less likely to open your e-mail if they can't instantly see relevance. The only way to achieve this and lift open rates is to lead with text - the right words - saying the right thing - to the right people.

The right words

The right message

The right audience

Satisfy all three and your open rates will increase dramatically.

By making an articulate, clear offer on Injection Moulding tooling to IM tooling buyers - WITHOUT a blank box with a red X in it we achieved a fabulous and relevant open rate. Click to enable images ...

and you can do all your branding a product / service visualisation just half a scroll down the screen.

To find out more about WORDS and MARKETING services from ASPIRUS Words, just click one of the two images below: