I was given a task to write an engagement email, to be sent to our subscribers.

The mail’s content needed to be about “How to help the sales team make a transition to CRM from Spreadsheets?”

What I managed to write was decent, but not great.

Then, I sought help from one of our founders who has 15 years of experience in sales.

He is beyond amazing with words.

His suggestions did magic to the copy.

And, I am here to share that magic with you all.

Old Subject Line (Good):

Having Trouble Moving Sales Team From Spreadsheets To CRM?

 

New Subject Line (Great):

When salesperson says: Spreadsheets are easy but CRM is not.

 

Example of a Good Copy (Email Content):

It is not easy to change the habits and leave your comfort zone.

• Ability to maintain notes about clients, notes that can help to move the clients closer to the purchasing decision.
• Ability to find a touch base with clients, who have not given work in recent months. Who knows, pinging them might open up new sales opportunities.
• Ability to take a 360-degree view of deals in progress. Hence, prioritizing to move high-value deals to closure.
• Ability to assign tasks and reminders about following up with a certain client. A slip of the mind may cost you a deal.

• Constantly reminding the sales team about the benefits of the CRM.
• Help the sales team import their data from excel into the CRM.
• Weekly connect with each member of the sales team to attend to any problems they might have with respect to CRM.
• Conducting the restricted access tasks on behalf of sales representatives.
• Anything else needed to bridge the gap.

 

Example of a Great Copy (Email Content):

Morning caffeine is good. I drink it every day. One day I thought, I will not have my morning coffee. I will have something healthy?

Oh boy, by the evening I was feeling ‘cranky’. It is difficult for me to change my habits.

When I start my workday, I look for the sales data. I open my excel. I have been using excel since I started my career in sales. It has data listed in the way I want it. My spreadsheet has color codes in it (do you use color codes?). I know the important rows and the ones which I can ignore. It is like my morning coffee.

This CRM is like a healthier alternative ‘say- Green Tea’ to my morning coffee. I know it is healthy for me, but I am so much used to my morning coffee. It’s super challenging for me to make the shift.

However, if CRM can help me move prospects closer to purchasing decision, or to find otherwise lost business opportunities, or prioritize and close more high-value deals. I would be greatly motivated to switch to this green tea called CRM.

But, addictions are too sticky to get rid of. There will be times I would want to go back to my old habit. I shall need somebody to stop me from giving up. A companion who will help me make this transition smoother. A companion who will be able to withstand my mood swings. A companion who will keep me from deviating. A companion who won’t leave until I reach my goal to quit caffeine.

Here is a little hack that helped me and my sales team cross the barrier.

We brought in a person who is dedicated to helping the sales team to make the best use of CRM. He constantly reminds the sales team about the benefits of the CRM. He helped the sales team import their data from excel into the CRM. He stays in touch with each member of the sales team to attend to any problems they might have with respect to CRM.

This whole exercise brought in a tremendous increase in our revenue.

Would you be interested to quit your morning caffeine ;)?

Best,
Aditi | Copywriter @Concurate.

 

From Good To Great:

A good copy is the one that just tells a solution to the problem.

A great copy is where you enter a conversation into the reader’s mind. Empathize with him. And the solution comes in the natural flow of that conversation.

Could you spot the differences in the two copies?

Would be happy to read your thoughts in the comments section.

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Today, when you write a content piece, you don’t want it to sound like 4 other content pieces that talk about the same thing with just some iterations. You don’t want your content to get added to the category of Mirage Content, but you want to focus on crafting engaging content that your readers love to get back to every time.

So, what makes the content great?

Here is a secret formula, just for YOU!

1. Simple Language

2. Conversational Tone

3. Thorough Understanding

4. Visually Attractive

5. Make it Believable

6. Keep it Original

7. Proof Reading is a MUST

Simple Language :

Use easy to understand words

Don’t try to impress with Hi-Fi Vocabulary.

Keep the sentences short.

Even a layman should be able to understand what you are trying to convey.

The best example that’s coming to my mind for this is the scene from a super hit Bollywood movie called “ 3 Idiots”. If you can recall the scene where the definition of “machine” was given by the two students Chatur(Omi Vaidya) and Chanchad (Amir Khan). What Chatur said was technically correct but difficult to comprehend. However, what Chanchad said was correct as well as easy to understand even for a layman.

P.S. Even if you have not watched the movie please take a look at the two definitions of the machine.

Complex Language	Simple Language
Machines are any combination of bodies so connected that their relative motions are constrained, and by which means, force and motion may be transmitted and modified as a screw and its nut, or a lever arranged to turn about a fulcrum or a pulley about its pivot, etc., especially a construction is more or less complex consisting of a combination of moving parts, or simple mechanical elements, as wheels, levers, cams, etc.	A machine is anything that reduces human effort. ….. Anything that simplifies work, or saves time, is a machine. It’s a warm day, press a button, get a blast of air – the fan… A machine! Speak to a friend miles away. The telephone… A machine! Compute millions in seconds. The calculator… A machine! We’re surrounded by machines. From a pen’s nib to a pants’ zip – all machines.” (Mimes zipping and unzipping pants) “Up and down in a second. Up, down, up, down..

Conversational Tone:

 Which one of the following two do you think is easier?

Presenting a seminar?

Or Talking to your friend?

I am sure talking to a friend is a lot easier. Talking is something we have practiced over and over since the time we began to talk. Hence conversations are easy to conduct as well as to understand. Write as if you are talking to your readers. Just the way I am talking to you right now.

Don’t JUST DO IT! But DO IT RIGHT!

 Thorough Understanding:

 Can you give a speech if you have not prepared for it? No.

Can you write a speech if you don’t know the agenda of speech? No.

 Can the content of your speech be good if you do not understand the agenda of the speech? No.

 But can you give a phenomenal speech if you know your agenda and have a thorough understanding of it? Absolutely!

So, let’s say you are being given a recording of a webinar to write a summary for. Will you be able to write it’s summary if you do not understand it well. No! Right?

So let me share a very simple approach which can work wonders for you. The approach is best explained in the flow chart below: 

Visually Attractive:

 Look at the following two places.

Place A:

Place B:

If I ask you: “Where would you like to go for a holiday out of two places shown above?”

The obvious answer is: Place B.

We are naturally programmed to pay attention to beautiful things. Be it a stunning landscape , a cute baby, a handsome actor or a charismatic actress. Our eyes automatically get drawn to them. It’s the very same with the content. If we make the content appealing by using catchy images, funny info-graphics the readers are bound to get attracted.

Make it Believable: How?

 Will you believe if I say it’s night when you can see the bright daylight?

 No! right? Because your eyes can verify that it’s not true.

Will you believe if I say that sugar is spicy?

No! right? Because you have eaten it many a time and your tongue has verified that it’s not true.

So, Never furnish the wrong information as it can always be cross-verified.

Well, trueness is one aspect. There is one more important aspect to it. And that’s “How will people believe in your claims and capability?”.

They will believe in us only if we provide them proofs for our accomplishments. Let me explain:

Will you believe if I say: “I am a great artist.”

NOT unless I say: “I am a great artist and here is a picture of my latest work. My work also got exhibited in the Hussain art gallery. Here is a link to my work.”

You will believe me to a great extent once you see my work at the mentioned link. Right?

So, the point is trying to get and incorporate some case studies, factual data in any form for the content to increase its credibility.

Keep it Original Because

 CHEATING is not allowed!

GOOGLE knows it all!

 You respect READER’s time!

 FRESH tea always tastes better!

Proof Reading is a MUST:

Wrong Spellings or grammatical errors or incorrect meaning (different from what needs to be conveyed) create a bad impression.

And Bad Impression is something we absolutely don’t want.

Happy Crafting Engaging Content !

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