If you’re marketing your services or products to corporate clients, having powerful sales copy is critical.
Why? Because your marketing materials will often precede your opportunity to speak directly with a client. So these materials need to be clear. They need to be concise. And they need to include these 9 must-have ingredients.
- Your Audience – Who are your services designed for? Let the reader know right away, “Hey, this is for YOU Human Resources director… or YOU overwhelmed supervisor… or YOU mid-size company owner.” When your ideal audience sees you are talking directly to them, they will keep reading.
- Your Understanding of Their PAIN – What’s keeping your audience up at night? Once you let your audience know you’re talking to them, immediately get into the PAIN POINTS your audience is experiencing. Be as descriptive as possible. Use the exact same words you’ve heard your clients use to articulate not just what’s not working but also how they FEEL about what’s not working.
- Your Service — What do you actually do? Be as specific as possible. No mumbo jumbo, jargon or gobbledygook. Point blank: How do you deliver your services? Are you a coach? A speaker? A consultant? A strategist? A writer? A nutritionist? The key here is to be brief. You just want to provide enough information to give context for the rest of the information you’re about to share.
- Your Benefits — What’s in it for your clients? If they hire you, what RESULTS will they experience? Here’s a tip. On a sheet of paper draw a “before” stick figure of your client on one side of a page and an “after” stick figure on the other side of the page. Then, under each stick figure, brainstorm a list of characteristics of them before they work with you and characteristics that describe them after they’ve worked with you. Use the best words you come up with in your sales copy.
- Your Credibility — Why should clients listen to you or, more accurately, put their career in your hands? While it’s true that all humans tend to hire folks who they “know, like and trust,” it’s also true that the bar is much higher in corporate to make fact-based decisions. So you need to explain your experience and credentials you bring to the job.
- Your Proof — Do your services work? It’s one thing to write a brochure saying that your services are great. But how can you prove it? Can you offer any statistics? Proof points? Client testimonials? Include as much as you can.
- Your Program — How does it work? If your prospect has made it this far into your copy, then they now want to know more details about working with you. What programs or services do you offer? What’s the vision for how you and your client will work together?
- Your Guarantee — What’s your client’s risk? When working with corporate clients you may not be able to provide a 100% money-back guarantee like you might when working with smaller clients, but there are other things you can consider. For example, part of your process with corporate clients might be regular check-in meetings that happen every two weeks. Or maybe you break your services down into three-month increments so they don’t feel like they are committing to something long term.
- Your Call to Action — What do you want your prospect to do next after reading your materials? Schedule a Skype call with you? Meet with you in person? Watch a video on your website? Schedule a demo? Talk to someone on your team? Schedule a date to get started? Be as specific as possible — not just about what you want them to do, but exactly how they go about doing it. If you say, “Call my office to schedule a strategy call…” then provide the phone number. Don’t make them go search for it.
If you want more must-have tips like these or if you are still unsure as to how exactly you should market your product or service to the corporate market, then you’ll definitely want to sign up for my online program: “7 Week Corporate Launch Pad: How to Get Started Landing Lucrative Corporate Clients for Greatest Impact and Maximum Profit.”
This program includes everything you need to know to build a solid client base of Big Business! I share ALL my strategies and secrets that I’ve used, and my clients have used, to successfully get started marketing and winning contracts from this multi-billion dollar industry.
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Known as The Corporate Agent, Angelique Rewers, ABC, APR, teaches micro business owners and solopreneurs around the world how to grow their small business by working with Big Business. Get her FREE CD and articles at www.TheCorporateAgent.com.
