Prospects like to lurk.
And when they like what they see, they want to know more.
But for some reason, most prospects resist jumping on a phone call with you. Why? They fear being pressured to buy.
I’ve found that long form pieces are a good way to give prospects more information — when they’re ready for it.
Long-Form
Longer pieces can hook the reader with thought-provoking, in-depth coverage of a topic or sub-topic that’s interests your market. These formats can be used to set up a sales meeting or keep prospects engaged until they decide to buy. They also can be passed along to the real decision maker to raise your credibility.
Examples
Whitepapers | E-books | Case Studies | Reports | Guides | Resources | Videos | Educational Webinars |How-to Manuals | Business books | Research Papers
Sort-Form
Shorter copy works better for impulsive readers and are effective as an incentive to capture the reader’s email address. The idea is to make them easy to consume in 10-15 minutes.
Examples
Short Articles PDFs | Infographics | Checklists | Mind Maps | Lists |
Bait pieces should be written with a specific response in mind — a next step, such as a phone interview or other action designed as a step in a sales process.
Want to grab your prospect’s attention or raise your credibility? Let’s talk about adding a Long Form piece to your sales funnel.
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