People are busy. It’s the number one reason they have for not doing anything. “I’m too busy to worry about that right now…” is heard often in our society. We’re all busy chasing those dollars and trying to have a life in between.
When you own a business or hold a professional or executive position in a company, you get acquainted with this concept quickly. I run a moderately sized copywriting company, and I feel pinched for time more often than not. When you own a business, there’s always more you could be doing.
So, who has time to read your copy if they have that much on their plate? The answer is simple: No one has it. Your job is to motivate them to want to make the time to pay attention to your content, and for most people in this particular demographic, that means being good with words – really, really good. So today, I want to give you some tips for how to write copy for people who don’t have time to read it. How do you get their attention? How do you keep it? How do you deliver value in exchange for their time? Read on to learn more.
Write Intelligent Headlines
Execs and professionals are usually less responsive than average to hype. They want to be informed, not entertained. That said, the information cannot be dry or flat either. Pique their interest with a headline that includes an emotional trigger, includes a power word, and speaks to the benefit they will enjoy by continuing to read. Here’s an example:
“Elevate Your Brand Message and Increase Reach by 60% – Here’s How”
You don’t even have to say how in the headline – just hit on a concept that will catch the attention of an ambitious, upwardly mobile personality. It can be an app, a free report, an expensive suite of productivity software… it doesn’t matter. That headline has all the elements.
“Elevate” is more sensual than “increase.” Think about it: You can relate to the feeling of elevation – moving upward, seeing things from lofty heights, getting the big picture. It works on you at an emotional level.
“Increase” has so many connotations, but in terms of business, it evokes images of earning more money. It’s a power word and one that I suggest using often (in proper contexts) when writing to professionals.
The entire message of the headline conveys a personal benefit. For the business owner, it promises the opportunity to increase sales and engagement. For the professional moving up the corporate ladder, it represents an opportunity to impress the boss. It’s a win/win.
Qualify Everything You Say
Professional types will only be interested in your opinions if you can demonstrate that some thought and research went into them. This is why you should always give credit where it’s due. Even if you’re not directly quoting a source, you should cite where you got the idea, and they should not come from random sources.
Never try to win over an executive with something you found on Wikipedia. There are many more credible sources out there, and when you cite names like Forbes and Wall Street Journal, it has much greater impact than if you just drop an idea in front of them with no way of verifying the validity of the statement. You earn their trust by demonstrating that you’ve done your homework, not just concocted an opinion out of thin air.
Be Succinct and Link to Outside Sources
Remember, the average professional or executive doesn’t have time to weed through lengthy articles, so learn how to narrow your focus to a single idea and present it in a form that provides just enough information to make it worth reading. You can always directly cite sources that expound on your ideas and let the reader decide whether to click through.
Paginate Your Articles
If you do decide to go for longer-form copy, I suggest using paginated (or split-post) articles that present the material in smaller chunks. The challenge here would be creating a headline for each page that encourages the reader to continue reading and employing open loops or hooks (cliffhanger-type statements that tease later parts of the story) at the end of each page to get the reader to click “next.”
Write Like an Expert
If you are a business owner or professional yourself trying to make B2B contacts, you already know that your own credibility is of utmost importance. Write what you know. It’s that simple. If you hire a copywriter to do it for you, be sure he or she knows your business or can be easily taught. If you are a marketer trying to reach a specific professional niche, it is mandatory that you take the time to learn about it before pitching content. If you try to fake it, you will not make it. Period.
Write with Confidence
Lastly, I want to encourage you to make bold statements and present your copy fearlessly to your professional audience. Be confident in what you say and how you say it. Let your voice exude authority in a way that makes your readers not help but trust you, and always give them a reason to trust you. Pull that off, and it can turn into not just one but many lucrative, long-term relationships with some very impressive customers, clients, or fans.