What Content is the Most Effective?

What content works best for attracting new B2B leads?

Research reports, according to a new survey by content creator Ascend2.

The firm asked more than 400 marketers to rate a variety of devices for their ability to generate leads.

Thirty percent of marketers chose research reports as the most effective device.

Twenty-eight percent chose Webinars and twenty-six percent chose white papers.

A research report can act like a prospect-magnet, provided it asks the right questions and answers them in an honest way, according to the firm's blog.

Reports that don't focus on customers' "common pain points" or that merely recycle your opinions won't woo prospects, the firm says.

Clarity Trumps Persuasiveness

Does your value proposition get lost in a ton of puffery?

If so, you're turning off prospects.

Your value proposition, not the way it's stated, is the key to winning customers.

If you're "talking up" your product at the expense of clearly expressing its value, go back to the drawing board and simplify your copy.

In 2011, Dr. Flint McGlaughlin, Managing Director of Jacksonville Beach, FL-based MECLABS, tested two versions of a Web site.

Version A provided an exhaustive list of product benefits, describing each in glowing terms. It wrapped up with a call to action that asked prospects to link to another page with purchase directions.

Version B—half the length of Version A—listed only the product's most appealing benefits and leaped right into the purchase directions.

Version B, "by reducing the amount of information contained in the copy and clearly focusing on just the core aspects of value," according to McGlaughlin, enjoyed a response rate 200% greater than that of Version A.

"When it comes to crafting effective copy, clarity trumps persuasion," McGlaughlin says. "Get clear about your value proposition."

In Media Res

Attention-grabbing copy leads with a bang; namely, the thing that matters most to your prospects.

Let prospects know from the first few words they read that you can help them reach their most important goal.

Don't start with throw-away statements, in the mistaken belief you need to warm them to you.

You may remember from school there's an ancient technique for literary narrative called in media res, dating way back to Homer's Iliad.

Latin for "in the middle of things," in media res plunges the audience into a crucial situation right at the start of a story.

The chain of events leading to the situation is never related; or is revealed only later in the narrative.

The technique works, because it involves the audience immediately.

Remember in media res when you begin your next email, Web page, ad, brochure, script or sales letter.

The Power of Control

Part 7 of a 7-part series

Control is another powerfully persuasive word you should use when pitching customers, says Kevin Hogan, author of The Science of Influence.

People desperately need to feel they're in charge of situations, able to shape outcomes, and prepared to counter threats.

So let customers know they're in control. 

They'll listen to you.

The Power of Your Customer's Name

Part 6 of a 7-part series

Your customer's name is a powerful persuader, says Kevin Hogan, author of The Science of Influence.

Inserting it into a verbal or written request can increase your chances of getting compliance.

You instantly win favor, because you're honoring your customer's individuality.

But exercise caution, or you'll creep her out.

Don't wear out your customer's name. Excess will arouse suspicion. 

Insert her name only where it's natural to do so, such as the opening and close of your request.

And be sure to pronounce or spell the name correctly. 

A flub can be fatal.