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What to say

What problem or need does each of your segmented groups have and how can your business solve it for them?

To work out what to say ask yourself these four questions

  1. What does your market/audience currently think or know about you/your business?

    How to find this out.

  2. What do you what them to think/know?

    Why should they consider buying from you? Every business must have a reason why customers should use it (known as your customer value proposition or USP).

    To develop this you need to understand the particular needs of each of your customer segments.  You then need to be clear how you are better than your competitors at fulfilling those needs.  Try stepping into your client's shoes for a minute.

    Knowing this should allow you to write down your customer value proposition.  Make sure it is concise, single-minded, benefit-led and crystal clear.

  3. Why should they believe this, your proposition?

    Support your proposition statement with facts, testimonials and case studies.  This will deliver confidence, trust and credibility.

    Educating your prospect is part of this process and will increase the chance of a sale.

  4. What is the call-to-action?

    After the headline your the call to action (CTA) is the second most important element in your marketing communications because without it the opportunity to engage with the potential customer is lost.

Do you need a copywriter?

Either find and brief a copywriter, using the templates in the column opposite or if you prefer you can act as your own copywriter.

Read this classic example of a powerful customer recruitment email.  This is what you are aiming to achieve.

Finally, understand when/how often to do the above.