Creative & Copywriting: Tantalize, Tease and Tell (Just Enough) Your Way to Leads

In both consumer and B-to-B direct marketing, one of the most misunderstood processes is creating effective lead generation efforts — whether they take place on the web, in email or by mail.

The key to success? Telling enough, but not too much. This takes self-control on the part of everyone involved, from the creative folks to the clients, but it's worth the effort. How much is too much, and how much will tease them into wanting to find out more? Read on.

Too Much Information?

Here's an example of a consumer lead generation program I worked on for Isuzu — you could substitute any high-ticket item for cars, from large-screen TVs to new homes.

To draw quality leads for car sales, consumers must consider your product as an alternative to what they already had in mind. How can you alter that pattern so they'll take the next step and test-drive? Find out what they're really looking for — which may not be what you expect. We discovered, for example, the features and benefits the best Isuzu prospects were looking for were profoundly different from those who'd purchase Ford Explorers or Jeep Grand Cherokees.

From there, list unique selling propositions, benefits and features, and pare the list down to just a few you can zero in on to differentiate your vehicle from all others. Mention these benefits with copy that stays right on point, and use photography to romance and define the unique features of the product. Keep it short and sweet, and make a really great offer to test-drive.

Telling too much makes consumers lose interest, because they begin to feel they know all they need to know just from your copy. Mention a few key options, but don't provide a complete option chart or they won't come in to kick the tires. When it comes to price, tell only the base price, clearly defined as that.

Show, Don't Tell
For B-to-B companies, the urge to "show and tell" is often an attempt to save their salespeople's time. But in fact, it kills a chance to develop good relationships with prospects, who could turn into customers. If prospects think they already know everything a salesperson is selling, they won't bother to ask questions, crushing your chance to follow up with sales calls.

So, what do you show and tell them? First, highlight what differentiates your product from anything else on the market. Then share the quality and ease of use with testimonials and ratings by companies that rate that equipment. Prospects trust those "five-star" icons if they respect the organization that does the ratings.

A successful way to sell high-end enterprise software is to offer a sample to try via CD or download — but without telling prospects so much that they know how the software works. Tell them what it's for, highlight that unique selling proposition, include some testimonials, but get the prospects into a "test-drive" that encourages them to call with questions.

Another danger of telling too much in tech environments is this: Most marketing writers don't have the technical background that the people who read these materials have. Delve too deeply into a technical description and you might flub it, losing readers who are now convinced you don't know what you're talking about.

Credibility is essential in all direct marketing and selling, especially in a B-to-B environment where purchases aren't easily returned and involve many people inside the company.

The Best Approach

Whether selling to consumers or businesses, outline what's most important for prospects to know about your high-ticket items based on experience, sales force discussions and research. Then, tell only the most pared down and essential story so your sales reps can answer questions about the details. Restrained but competent lead generation supports your sales team and provides high-quality leads that convert at terrific rates. ROI

Carol Worthington-Levy is partner, creative services for LENSER, a catalog consultancy (carol.worthington-levy@lenser.com).