2 Fast Ways To Grab Your B2B Prospect’s Attention
No renewable energy company can survive without sales, and no sales are possible without leads.
So how do you get leads?
It all starts with getting your prospect’s attention immediately. If you can’t do that, nothing else matters.
Whether you’re reaching out with a press release, web page, video script, socia media post or online or offline advertisement … the problem stays the same no matter what your medium or format.
The solution is a strong headline.
Sure, a professional presentation, catchy graphic and so on all help. But if you want your prospect to do more than glance at your carefully crafted message, there’s no substitute for a strong headline.
So let’s look at headlines now …
Why You Want A
A strong benefit-oriented headline is crucial. It must do two things very well:
- Communicate a clear benefit, and
- Tell (or ask) your prospects something they can clearly identify as a problem right now or in the near future
That’s because your prospects all busy people just like you.
So you can’t waste their time with a vague headline that’s mysterious or trivial. Show you understand exactly what they need and that you’ve got a solution of great interest to them.
A bad headline:
We’ll Make Your Solar Day Brighter
This is way too mysterious. There’s absolutely no reason to read any more. This marketing piece is destined for the delete button or the trashcan ASAP.
A better (but still bad) headline:
Get Better Solar Monitoring Results Today
That’s still too vague. What does “better” mean? What kind of solar are we talking about here? Why should your prospect care?
A much better headline:
Cut Your Utility Solar Costs 17.3% In 3 Simple Steps
Now this headline is much more specific. It’s targeted at utility-scale solar prospects, there’s a very clear benefit, and it promises a simple solution that shouldn’t take much time to learn more about.
So address your prospects’ needs with laser accuracy and they’ll almost certainly read your headline.
The rest of your marketing piece needs to be both scannable and readable.
How to Get Your Prospect Past
That Critical First 10 Seconds
By “scannable”, I mean that in the first 10 seconds your prospect reviews your materials, he or she can quickly see you’re following up the promise in your headline.
Your prospects won’t be reading your copy word for word in that first 10 seconds.
But they’re going to read your sub-headlines.
They’re going to read your bullet lists.
They’re going to read several of the captions on your charts, illustrations, and photos too.
Plus they’ll also notice at least some of the following if they’re well positioned at strategic points in your piece:
- Sidebars and text boxes
- Pull quotes
- Tables and feature summaries
- Worksheets, checklists, and questionnaires
- Indented paragraphs
- Bolds, italics, Capitalization, and other methods of emphasis
- Informative and eye-catching graphics
How To Go the Extra Mile
With Scannable Writing
Give yourself the best possible chance of transforming a ‘scanning prospect’ into a ‘reading prospect’ by ensuring your sub-headlines tell a complete sales message on their own.
All the biggest points you need to make – your best features, biggest benefits and key differences from your competition … every one should get their own sub-headline.
And if you’re limited by space then use bullets, starbursts or graphics to do the same end to end ‘story-telling’.
That’s how to give your prospect enough useful and clear information to decide he or she should read your entire message.
Then they have the opportunity to see your company, product and offering as essential to their business.
Do you have any questions about catching your prospect’s attention and drawing them into your renewable energy B2B marketing piece? Feel free to Contact Me any time.