5. Write the Body Copy
In B2B sales letters and emails, the body of your correspondence should be succinct. It shouldn’t be too long, or it will risk being too cumbersome for your corporate reader. However, it shouldn’t be too short either, or it will risk being too vague and uninteresting.
Here are the elements that might be present in the body of a B2B sales letter or email:
Introduce the Seller
In the body of the sales letter or email, you may briefly introduce yourself as the seller. Questions that you might want to answer include the following:
- Who are you?
- What does your business do?
- What is your mission?
- What makes you the right person/organization to deliver this service?
Remember that even when telling a little bit about who you are, you must make it relevant to the buyer. Sales letters and emails that end up being too “me, me, me,” fail to persuade readers to act. What about who you are will be useful to the customer?
Prove Your Credibility
Once your reader knows what you do, it’s time to prove how well you do it. What experience do you have providing the product or service that you are offering? What previous customers can you mention to establish credibility with your buyer?
If you’re new to the market, say so – you can twist novelty into something that goes in your favor. Do you offer any guarantees or trial periods you can reference so that they know it will be safe to test your product out? Does your newness make you affordable? Up-and- coming? Modern?
Remember that part of proving your credibility is showing your buyer that you’ve researched their company and understand their needs. Expert knowledge of your lead’s business, the service you’re providing, and quantifiable evidence all make for a great argument in your favor.
Introduce Your Proposal or Offer
What are you proposing your prospective customer? What do you have to offer?
If you have a complex product and want to entice a follow-up response, you can give a general proposal, but hold the specifics on the offer. Remember that B2B sales letters
and emails generally are not a “one and done” affair. Lean towards cultivating an ongoing discussion with your prospective buyer, rather than trying to fit your entire product offering into a single written exchange.
Highlight Select Benefits
What are the benefits of your product or service? Sure, there are several, but you want to highlight the benefits that will be most relevant to your buyer and let them know specifically what these benefits can do for them.
For example, instead of saying this:
“Our Chatbot is a new, popular, must-have feature.”
Try something like this:
“Our Chatbot is easy to set up and can help you lower service costs and speed up handle time.”
By choosing the benefits that are most relevant to your reader, your prospective B2B customer will be able to more easily visualize what your product or service can actually do for their company.
Every sales letter and email needs a call-to-action phrase to inspire the reader to do what the writer is asking of them. Calls-to-action must be specific and easily completed. For sales letters and emails to corporate decision-makers, the call-to-action is generally a request for a follow-up exchange or meeting.
The call-to-action in B2B correspondence must not be pushy. You must entice action without demanding it – request action without insisting. Remember that for B2B correspondence, building a relationship with your reader comes first. That way, even if your reader doesn’t need your service this time, your sales letter or email might be the beginning of an effective a long-term correspondence. Here are some ideas for common B2B call-to-action phrases: