3 essential marketing writing rules to gain the trust of your prospects

When your prospects go into a sales call with little to no research, they want one thing from your marketing team: trust. The key to building that trust is how your marketing copy addresses their problems, presents solutions, and offers information they can’t find elsewhere. Let’s break down three rules to follow to help your copy hit the mark and turn prospects into customers.

Men, minivans and major decisions

Because my wife and I have four children – and it’s practically required by law – we own a minivan, which our children named “Hercules.” For five years everything was fine until about a year ago when things started to deteriorate: oil leaking, squealing noises when we drove, and tires wearing down faster than normal.

The mechanic at the dealership told me, “Your head gasket isn’t sealing, so it’s leaking oil and the control arms need to be replaced.” » He could also have said: “Your flibber is not connectigazoink tight and it is leaking fluid. ” I don’t know. I’m not a car guy.

What I do know is that I’m expecting $3,000 in repairs, and I’m not sure Hercules will be worth that much. I had another research project added to my file: checking the resale value of Hercules and comparing it with the cost of repairs and the cost of a new or used vehicle. Then I have to decide whether to keep Hercules because he paid for everything or sell him and buy a new car.

This type of in-depth research into a major purchasing decision is rare. With the internet at our fingertips, you would think that everyone would research every purchase, but that’s not the case. A recent study showed that while 96% of prospects conduct some form of research, only 25% of prospects conduct in-depth research before a sales call.

Think about it: 75% of the leads your marketing team worked hard to acquire go into a sales call with little to no research into their problem, your business, or the solutions you offer.

This is a significant opportunity. You and your competitors are all playing the same game, and your prospects set the rules. Until now, no one knew what it was, but you will know after finishing this article.

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The rules of the marketing game

Customers who go on a sales call with little or no research always expect three things from your team. If your marketing copy can knock this message out of the park before you even start a conversation with your sales team, it will go a long way in building trust and credibility and will make getting a “yes” much easier.

Rule 1: Understand and express problems better than your prospects

Your prospect expects you to understand and express their problems better than they can. This means your team needs to understand the ins and outs of it from every angle. If your team can’t understand and explain the situation better than your prospects, it’s the first time.

Rule 2: Know all the available solutions

Prospects expect your team to know all the potential solutions. A cognitive bias called the “halo effect” makes prospects believe that if you can express their problem better than them, you must also have the solution.

This assumption – and the confidence that comes with it – fades quickly if you can’t demonstrate your knowledge of all available solutions and where each works or fails. This is often the most critical moment. This is where you cement trust and showcase your expertise. If your team can’t clearly explain the differences between the solutions, it’s strike two.

Rule 3: Provide unique information

Your prospects expect you to provide them with information they can’t get elsewhere. The real value comes from synthesizing ideas into personalized solutions, combining your understanding of the problem and potential solutions and applying them to the prospect’s situation. If your team can’t let your prospect say, “I never thought of it like that before” or “Wow, I would never have come up with that solution,” that’s strike three.

Without these three elements, your sales and marketing teams will fail to build trust and credibility, and they will not win the sale. Unfortunately, data shows that one in two sales and marketing teams are walking away.

Dig Deeper: Are these email subject lines misleading, clever writing, or bad data at work?

Play the game: Victoria’s Secret vs. HubSpot

Now it’s time to see what these rules look like in play.

Victoria’s Secret: an unsexy crisis

In 2021, Victoria’s Secret was criticized by social media influencers, such as women’s soccer star Megan Rapinoe, who condemned the lingerie manufacturer and retailer for “defining sexiness through the male gaze.” Victoria’s Secret took business strategy advice from a professional footballer and stripped away everything that made the brand “sexy” and replaced it with “inclusivity.”

The result was devastating. In 24 months, they lost $1.3 billion, or about $2.5 million per day. The change in strategy was the equivalent of Wile E. Coyote using the rocket that exploded right under him.

The company’s fundamental error was misunderstanding its customer’s core problem. People turn to Victoria’s Secret to help them feel sexy and empowered. Instead of completely changing course, they should have demonstrated their understanding of the problem and solutions and provided insight.

This might look like ad campaigns featuring stories of diverse women using Victoria’s Secret products to feel sexy and confident in different situations.

This would show that the company understands the problem women face. This could show the alternative solutions they were considering. This could highlight why women chose Victoria’s Secret over other options in their unique situation.

This could show millions of women how Victoria’s Secret can do the same job for them.

Now let’s compare Victoria’s Secret to HubSpot, whose marketing does an exceptional job of playing by the rules.

HubSpot: Most Valuable Player

HubSpot doesn’t just sell tools. It has built an entire ecosystem focused on understanding and solving the problems its target audience faces.

His blog discusses these challenges, showcases competitors’ tools or alternative strategies, and offers unique insights into how readers can resolve their issues. HubSpot’s annual “State of Marketing” report also provides exclusive data that prospects can’t find anywhere else.

Through these efforts, HubSpot has established and strengthened its credibility as a partner in making marketing more effective. It works because HubSpot first shows that it cares about its audience’s problems, proves its expertise, and offers unique and useful solutions.

Dig Deeper: Does your email copy persuade or sell?

Batting: Why Every Piece of Content Matters

In marketing, every piece of content is your turn to play. Your prospects want you to knock it out of the park, but you can only do that if you follow the rules:

Demonstrate a deep understanding of their problems. Mapping of all available solutions. Provide personalized information they can’t find elsewhere.

When you do, you go from just being a player to being a most valuable player and a trusted coach.

This is why your copy is so important. When he plays by the rules, it’s the first step toward establishing your credibility and building a long, lucrative relationship. Any van dealers trying to bid on me better follow the rules!

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