Wouldn't it be fantastic if you had a crystal ball and you could read your prospects' minds you knew what they were thinking when you were making your sales presentation. You knew why there were considering product in first place. You knew what they thought about your product in comparison with others. You knew what questions and objections were going through their mind.
In a face-to-face sales presentation you have ability to gauge their body language and to ask feedback. With direct mail you simply don't have that luxury.
So, how do you know what they're thinking? And how do you write copy that addresses their questions and turns those objections into buying signals?
This is what I do.
After going through a special process where I put myself in buyer's shoes and research products' offerings along with what competition is offering, I'll then say to myself, "If I was in market for xyz product what additional information do I need and what would prevent me from buying it?"
I'll then write down a list of questions and address each of these questions in order of priority throughout communications piece.
Here are some typical questions that I will address when writing copy that sells B-2-B services?
1. My situation/business is unique, do you have experience and/or intelligence to deliver a solution that meets my unique needs?
2. Do you understand my industry?
3. Do you understand my clients?
4. Do you have track record to make me feel confident that they will generate results for me?
5. Are you well-versed regarding most cutting-edge techniques
6. I've always performed this service internally, why should I outsource now?
7. How can an external company understand my business as well as I do?
8. What do your clients think about you?
9. The competitors are cheaper so why should I go with you?
10. Are your services appropriate for my size of business or my level of expertise?
11. I'm not biggest fish in sea, so how do I know that you won't treat me like a number?
12. Your competitors have been around a lot longer so why should I go with you?
13. I've always done okay doing what I'm doing, why should I change tack and use your type of service now?