Why Timing can Define the Success of your Copy

by / Monday, 29 September 2014 / Published in Small Business Marketing

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Timing is something that is easy to understand, yet often very difficult to handle effectively on a repeatable basis. That being stated, the effectiveness of copy can vary greatly depending on the stage at which an prospective lead is introduced to it. Take for example an onboarding letter that would have been welcomed by a new customer. While potentially useful at the beginning of a lead pipeline, it is likely to be ignored after arriving a week after the fact, and while this may seem like an extreme example of how timing can go wrong, it’s not so far fetched to assume that  the margin of time outside of which copy loses its peak efficiency is more slim than that. Setting up the means to quickly deliver pertinent information and then grow a burgeoning relationship through interpersonal interaction allows business owners to move their businesses forwards with a focus on retaining as much business as possible.

Automated emails are a good way to ensure key information is delivered on time, but you should consider a more personal touch as you progress with relationship building. When it comes to delivering important time sensitive information to a new lead or customer, an automated email can help to ensure that the customer will receive what it is that they need without the need to add it to a to-do list. Using CRM tools like Salesforce can help here since you can set an email to automatically trigger after certain stages, such as entering their customer profile into your system. Outside of these automatic emails, you should strive to keep as much of your customer interaction organic and personal, since they will crave interaction with a real person and they may relate information that can allow you to better serve their needs, something that customers appreciate and stand a good chance of relating to other prospective customers through word of mouth.

Plan and analyze the path of your visitors through your site. Outside of your direct contact of your customers, you should also think about the copy on your website which is generating leads for your business. By looking at information on the traffic of your site, you can go deeper to look at the typical path that a user takes through the site including what page they usually enter from, then where they go from there. When you notice that there is a path that typically draws users towards conversions, you should step back and look at why that might be the case, then attempt to create the same kind of logical progression from page to page over other paths that visitors might take through your website.

Photo Credit to Tax Credits on Flickr

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