In Their Shoes

A couple common mistakes marketers make today are found in their wording. 

The words you put forth carry a lot of power and ultimately lead to whether or not you catch a prospect’s attention and whether or not they respond. Choosing the right words to deliver your message gives you a better chance at the outcome you are looking for. 

The first mistake is in the choice of words. For the best results choose words that will appeal to your prospects' wants and needs rather than your own. Positioning your audience and an outcome that will benefit them at the center of your message will more likely lead to the results that you are looking for.

For example:

“Would you like to be nominated for our awards event this season?”

vs.

“Are you interested in using our event this season to boost your outreach?”

The first message gives you the benefit of their presence at your event while the second offers them the direct benefit of publicity and potentially more business. In the end, the same outcome comes from both statements, their presence at your event, but the way the second message is worded offers them the benefit and therefore offers you a higher chance at a response.

Another common marketer mistake is giving away too much information in that first message. 

Your outreach to prospective clients should be an introduction that leaves them wanting more from you, a message that requires them to reach out to you for information and answers. A carefully crafted first message will grab their attention while leaving them wondering how to gain the benefits you are offering.

For example:

“Would you like to nominate for our awards event this season? If so, it is a $250 fee and nominations close next Friday.”

vs.

“Are you interested in using our event this season to boost your outreach?”

Statement #1 answers questions they may have about your event putting them in a position less likely to reach out for more information while statement #2 leaves them wanting more information. Framing a message to entice a reply will open the door for future communication with clients who are interested in what you have to offer!

So remember this, the words you chose and the way you frame your opening message will determine the outcome you receive. Appeal to your prospects' wants and needs and you just might find that you fulfill your own!