Length matters – Keep it Concise
Present a Powerful Call to Action
EFFECTIVE COMMUNICATIONS CAMPAIGNS FOR PROBATE BUSINESSES LEON MCKENZIE
Length matters – Keep it Concise
In today’ s fast paced society, lengthy messages simply don’ t work. Not only will your potential clients not read them, but they will miss the important information that can help them to take advantage of your services. Keeping your written text between one half page and a full page is a good amount of words – plenty of space for you to convey your unique selling proposition without discouraging people from reading your information. In general, shorter communications, as pithy as possible, will more quickly generate leads than those that are longer and more extensive. Save the details of your probate business for a oneonone conversation. Once a communication is written, let it sit for a while and ask yourself( 1) how it fits into your overall communications strategy and;( 2) if there is anything you can omit and still maintain the strength of the message. This process will help you to gain a highlevel perspective as well as reduce your information to the core selling proposition, giving you strength in the market.
Present a Powerful Call to Action
A powerful call to action is the single most important part of your probate communications campaign. What is a call to action? It is a statement at the end of your letter, mailing, blog post or social media post that asks readers to act, to do something, or to respond. For some businesses, a call to action may involve asking for contact information to receive a white paper on a service or a product. For others, it may involve asking for an email address to be added to a newsletter. In the probate industry, a strong call to action is the final step before potential clients actually make contact with you. Without a carefully worded call to action, you may lose business. Really. Not only does your call to action need to be carefully worded, but it needs to ask for a small, doable step for probate clients. Smaller steps are more successful than more complex calls to action because they don’ t require as much time and seem less risky to people who want to contact you. For instance, asking for someone to provide a first name and an email address is far less of a commitment than full contact information.