Our telemarketing representatives have less than 30 seconds to deliver a clear message and define the benefits a new subscriber should consider if he/she were to say “Yes, I want to receive your publication”. If our rep did not successfully portray the value, or adequately motivate the prospective subscriber to say YES, they are facing an uphill battle; they are now less likely to hear a “yes” no matter what they have to say for the next 2 to 5 minutes of the conversation.
To get a message across and convert a higher percentage of the people we talk to, it helps know to who they are and what they care most about. Having a clear understanding of the industry they work in and their job function enables us to create a better targeted message; one that is clearer for the prospective subscriber to understand, and easier for them to act on in the first ~30 seconds of a conversation.
For example, consider the potential with DMNEWS magazine. The publication delivers the latest marketing techniques, industry news, and tips. However, the topics/articles that will be of interest to a CEO of a hi-tech company are very different than the topic of interest for creative personnel at a financial company, or a merchandising management professional in a manufacturing environment. How do you design your telemarketing message for the most impact with these different audiences?
When your organization produces content with complete knowledge of your target audience, it makes all the difference in how the message/content is interpreted. A writer knows that there are a variety of different audiences that may receive and read the content. Making that content relevant to all audiences is nothing short of a challenge.
According to Colorado State University, in this online resource, there are three groups to consider when communicating a message: the layperson, management and the experts. Understanding the makeup of each of these classifications can improve your ability to deliver your message. Similarly, knowing your audience and designing a different benefit statement can increase conversion and ultimately reduce costs.
When you write content to the lay audience you would need to have more background than the other two. You may want to give more detail to this type of audience. They may relate better to the human aspect.
The managerial audience would be described as a group of readers who need concrete information to make an informed decision. They may not need as much detail as the lay audience, but could use more hard numbers.
Those who would be called the “experts” will look for a targeted language. They are well-educated on the topic and expect to have information within the message that is detailed and specific to the theme. They have a certain expectation of the message and need the necessary information to back it up.
For the same reasons that writing your content to your target audience should not be a one size fits all approach, you need to pay closer attention to the benefit statement you make about your publication to the different subset of the audience. In doing so, you effectively increase interest in subscribing to your publication.
The same methods apply to writing the telemarketing script. It may take some extra work to design a branch script that will deliver a unique message to the different audience group, but it is well worth the effort.
The next time you get ready to set-up your new name telemarketing campaign, talk to your telemarketing vendor and together figure out the best process to target subset of your audience with custom messages. Taking the time to figure out the best messages for each part/element of your circulation may make all the difference between a successful campaign and a costly one.