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Selling Through Writing: Tips for Effective Sales Content

Discover 12 tips for selling through writing, from crafting persuasive headlines to using a conversational tone and strong call to action. Learn how to maximize the impact of your sales content and attract quality candidates and clients.

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Selling Through Writing: Tips for Effective Sales Content

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  1. Why we Love to Hate Business Development and Sales calls? A Breakfast Briefing for the NRF Grainne Martin

  2. Factors Preventing Success

  3. Common Areas Limiting Beliefs • Sales • Rejection • No One Else is doing it!!!

  4. Your attitude dictates your ability to access your skills

  5. Beliefs Feelings of certainty that affect how we feel on a moment to moment basis • Repetition • Authority • Emotional Intensity

  6. Empowering beliefs

  7. Sales Cycle Placements Planning CRM Qualified and Quality Requirements Leads Generation Reactive and Proactive Sales Activity

  8. Motivating the client to listen

  9. Don’t waste time on time – qualify your leads!

  10. “Pull” selling NOT “Push”

  11. Engaging Conversations

  12. Overcoming Objections Formula • Listen • Acknowledge • Specify • Reassure • Present • Close

  13. Listening for buying signals

  14. The service mix that makes you different

  15. Keep it simple…. ALWAYS BE CLOSING

  16. Thank You

  17. 12 tips for selling through writing Stephen Flanagan @TalentAttract1

  18. Marketer for 20 years • Copywriter since 2002 • Worked in Hays for 8 years • Managing Partner of TalentAttract, exploiting employer branding to attract & retain top talent @TalentAttract1

  19. Where do you get the opportunity to sell through writing? CVs to clients Client html emails Regular client emails Job specs for candidates Candidate emails Job ads LinkedIn posts Other social media posts @TalentAttract1

  20. 1 The headline is the most important part of any piece of copywriting It’s your only chance to grab the reader and get them to click through or read on. 80% of headlines are read, only 20% of the main body. @TalentAttract1

  21. Try to bring personality to your words @TalentAttract1

  22. Be persuasive @TalentAttract1

  23. 2 Think of whom you are writing to and what appeals to them HR is playing an ever-increasing role at the forefront of a successful business. However, that role is ever-expanding. Now you’re expected to add marketing to your skills, including commercial writing. In this candidate-driven market it’s getting harder and harder to hire a superb sales manager. Yet, every day without that crucial hire is directly affecting your bottom line. @TalentAttract1

  24. 3 When addressing your reader, write in the second person, not the third. We are looking to you, as an IT leader, to bring a start-up mentality to our exceptional tech team. You will inspire, coach and develop, whilst rolling up your sleeves and coding when needed. @TalentAttract1

  25. 4 Don’t use really long complicated sentences all the time as they start to read like a monotonous tone especially if there is no punctuation and they become tiresome after a while and make the reader lose attention like you’re already starting to do. Use short sentences. Like this. @TalentAttract1

  26. 5 Remember the benefit, not just the feature I’ve been a professional copywriter for the past 15 years. I’ve written hundreds of recruitment ads. By writing a compelling and persuasive recruitment ad, I can guarantee you more quality candidates. @TalentAttract1

  27. 6 • Avoid • Using • Bullet • Points @TalentAttract1

  28. Use paragraphs, speak in conversational tone, tell a story. A perfect example of my tenacity and sourcing skills is my first assignment with Bleach, the luxury fashion online platform. They had been unsuccessfully looking for a senior social media manager for 6 months. The brief was very specific, including experience in high fashion and native English language. After exhausting my search in the UK, I turned to New York researching advertising opportunities. I sourced three candidates through extensive screening and video calls. They all reached second interview stage, including the successful applicant who secured a six-figure salary. @TalentAttract1

  29. 7 Personalise as much as possible @TalentAttract1

  30. 8 Use a variety of words @TalentAttract1

  31. 9 Inspire, excite, motivate. Cycling through the lush, tropical landscape of Ubud, or observing the magnificent Great Migration in Botswana. Soaring in a seaplane over the spectacular atolls of the Maldives, or watching the Caribbean sunset, sipping a refreshing, planters punch. Imagine if you could book this for yourself, or for a customer, with the same excitement and motivation? You can; as a travel consultant with Destinology. @TalentAttract1

  32. 10 Finish with a strong call to action I can appreciate you need to find a quality chef as soon as possible. If you’re happy with my proposal, I will have a completed ad and a cost-effective advertising strategy, back to you by Friday. @TalentAttract1

  33. 11 Allways spel chek! @TalentAttract1

  34. @TalentAttract1

  35. 12 Finally…. Think about what you would say on the phone and write it down. This is the basis of your written sales content. @TalentAttract1

  36. Thank you @TalentAttract1

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