Tailor your messages across all marketing channels to make the prospect believe you are talking directly to them, the individual, not to a stadium full of people. Strike a friendly, “from-me-to-you” tone in your copy, like you would talk to someone face to face. Whether your brand voice is informal and casual, or formal and precise, imagine you are writing or speaking to one person.
Where possible, use data to personalise the message to the recipient. Technology allows personalisation to be completed easily; add their name in email subjects, use their company name in text etc.
Always remember to talk to your prospect about themselves! They don’t want to hear about you or your company, they want to know what you can do for them. Aim to use the word ‘you’ in your content more than you use the words ‘we’ or ‘I’.
OUT – ‘Hi, The XYZ will be on display at the exhibition. Come past our stand and we can provide a demonstration’
IN – ‘ Hi Anne, we would love to show you how the XYZ product could help you save time and money. Would you like to book a demo at the exhibition?”