Lyden's Lab for Strategic Copywriters

Copywriting that Builds Trust, the Bridge to More Sales

In a recent post on CopyBlogger, The #1 Conversion Killer in Your Copy (and How to Beat It), author Sonia Simone uses the illustration of a troll that hides under a bridge, ready to spring out and scare your prospect from acting on your offer. This is an excellent metaphor for one of the most common obstacles to copywriting success -- lack of trust. 

Prospects will respond to or buy from those they trust. And it's trust that bridges your offer to your prospect's readiness and willingness to buy. Does your copy remove the obstacles (the trolls) to earning your audience's trust? Read Sonia's post to learn more.

Other related posts:

• What If Auto Dealers Advertised to Build Trust
• The 4-Stage "Law of the Harvest" Sales Cycle & The Trust Continuum
• What Happens When Copywriters Shortcut the Sales Process

About the Author: Sean M. Lyden is a nationally recognized feature writer and columnist on sales, marketing, automotive and technology topics. As a ghostwriter and copywriter, Sean has served clients such as General Motors, SunTrust Service Corporation, Morgan Stanley, Embedded Linux Consortium and Shaw Industries. He’s also co-author of the book How to Succeed and Make Money on Your First Rental House (published by John Wiley & Sons). Follow Sean on Twitter.

 

© Sean M. Lyden, 2010, All Rights Reserved

How to Write a Cold Call Script that Leads to Warm Receptions

There's an active discussion at the SalesBlogcast.com group on LinkedIn on the topic: "What is the Best Way to Turn a Cold Call into a Warm Reception?" I thought you'd find value in my response, as it relates to copywriting along the Trust Continuum. In it, I share a cold call script I wrote and tested for several years as a corporate fleet rep. It's an approach that helped me (who hates to make cold calls) generate a steady stream of qualified leads. I also have used this script in an email format to "cold call" a prospect, with the subject heading "Inquiry."

As you read the response below, try to identify copywriting principles that would explain why this script works AND look for ways you could improve or adapt it to better fit your personality. I'd love to hear your thoughts and ideas....

A Low-Key Approach to Get Your Foot in the Door

Here is an approach that has worked very well for me.

1. Give the prospect the opportunity to identify him/herself as the right person to speak with.

• "I'm hoping you can help point me in the right direction.
• My name is [insert name] with [insert company name].
• We do[offer/provide/etc... then give one sentence description of your product/service].
• Who would I speak with about offering a competitive proposal on your [accounting software systems, HR benefits package, corporate insurance policies, etc.], would that be you?

2. The contact may respond, "No, actually that would be John Smith." At least now you know you're not wasting anyone's time speaking with the wrong person. Then you approach John Smith:

• "Joe Wilson pointed me your direction" . . .
• My name is [insert name] with [insert company name].
• We do[offer/provide/etc... then give one sentence description of your product/service].
• To confirm . . . Are you the person I would speak with about offering a competitive proposal on your [accounting software systems, HR benefits package, corporate insurance policies, etc.]?

3. If person identifies him/herself as the contact, then you can proceed to your proposition and call to action, appropriate to this early stage in the sales cycle. This may be to:

• Schedule an appointment to demo/ present your product or service
• Get permission to place on your email list
• Get permission to send more information.

 

When you take the approach that you're NOT trying to make the sale on the first contact, you relieve pressure off both you and the prospect. This gives the prospect time to warm up to you and be more inclined to listen to your ideas.

 

About the Author:Sean M. Lyden is a nationally recognized feature writer and columnist on sales, marketing, automotive and technology topics. As a ghostwriter and copywriter, Sean has served clients such as General Motors, SunTrust Service Corporation, Morgan Stanley, Embedded Linux Consortium and Shaw Industries. He’s also co-author of the book How to Succeed and Make Money on Your First Rental House (published by John Wiley & Sons). Follow Sean on Twitter.