While sales and marketing writing ultimately share the same goal — to convince the reader they need our product or service — sales content goes to a smaller, more specific audience and it should be written as such. Here are some tips to get you started.
When you’re writing for sales, you’re talking as one person to another. Sounding like a human is more important than ever. You want to be seen as a person, not an entity, so use “I” instead of “we” when talking about actions you are taking. (It’s still okay to use “we” when referencing something Hudl is doing as a company.)
The ideal sales email is short — 150 words or fewer when possible. Write concisely by avoiding inflated, overly-formal language. For example, there’s no need to say “your team will have the ability to” when you can easily say “your team can.”
Write like you’re speaking to a friend. Your email will be more readable and likely see higher response rates. While it’s okay to use a template to save time, start and end on a personal note. Focus on how what you’re offering will specifically benefit the individual you’re talking to, not just their organization.
When you’re having a face-to-face conversation with someone, you probably wouldn’t ask them five questions in a row. Create space for dialogue with your reader by asking one question (or asking for one action) at a time.
- Is it clear what we want the reader to do?
- Is there a shorter way to say what we said?
- Does this sound natural when reading it out loud?