Getting Started With Writing Lead Generation Materials

Black-and-white drawing of an old steam engine with lots of belts, pulleys, bolts, and pipes.
Generate some leads. (Illustration: markinv)

A big part of both online and offline marketing is lead generation.

This is especially true for any businesses that sell their services to other businesses (B2B). That’s because sales and marketing in these businesses usually involve more relationship building and long sales cycles.

Nevertheless, generating leads is also a top priority for many companies outside of B2B, such as real estate agencies and financial service firms.

Writing lead generation materials poses a challenge for many people because it’s not like other types of marketing. A lot of marketing falls into one of two categories: sales pitches or brand building. But with lead generation you need to strike the right balance between educating prospects and getting them to take the next step in the sale process.

If you’re working on a lead generation project, here are a few things you can do to improve your results.

Choose an Effective Format

There are many options when it comes to lead generation, but the best ones are usually focused on educating the prospects. That’s why white papers, case studies, blogs, and newsletters are smart choices. You can also drive people to your lead generation content with social media, press releases, advertisements, email campaigns, and similar tools.

Many businesses will put together a content marketing funnel made up of several different parts. For example:

  • Maybe their main lead generation tool is an in-depth white paper that prospects get in exchange for their contact information.
  • But in order to promote the white paper, the businesses will use online advertising and guest blogging.

Don’t Miss: How to Create Content for Every Stage of the Buyer’s Journey

Make Your Headline Strong

No matter which lead generation format you choose, you need a strong headline to get people to read your content.

You want to grab their attention and pique their interest. However, don’t mislead them—the headline should be relevant to the content. Ideally, the headline should provide a clue of what someone can expect to get out of reading the piece.

Some writers try to trick people into reading their content with misleading headlines, but that can backfire because the reader feels duped and taken advantage of. Respect the reader’s time and you can’t go wrong.

Another common mistake is using vague or mysterious headlines. These usually don’t work because people are busy, and there are many things competing for their attention. As a result, they have time to read only a small percentage of the content they come across.

The headline helps them determine if something is worth their time. It’s basically a little promise that says, “Here’s what’s in it for you if you read this.”

What’s the main goal of a headline? It’s very simple—to get the reader to give your content a chance and read the first few sentences.

Don’t Miss: How to Write Magnetic Headlines

Get the Reader to Take Action

Lead generation materials should typically be educational. At the same time, you’re not writing a textbook—you ultimately want the reader to do something, such as schedule a consultation, ask for more information, or make a purchase.

Start off by thinking about what you’re hoping the reader will do after finishing the content. What’s the next step in the process if they’re interested?

Once you’ve answered that, you can include it in your lead generation materials. You don’t want readers to guess what they’re supposed to do next, so just tell them. This isn’t the time to be shy or vague. It doesn’t need to be aggressive, but it should be extremely clear.

Focusing on these things will help you generate more leads for your business. At Super Copy Editors, we’ve worked with a number of clients on lead generation projects. Contact us today to learn more about our copy editing services.

Dave Baker

View posts by Dave Baker
Hi, I'm Dave Baker, founder and copy chief of Super Copy Editors. I have more than two decades of professional proofreading and copy editing experience, including work for The Nation magazine, The New York Times, and The Times-Picayune of New Orleans, where I shared two staff Pulitzer Prizes after Hurricane Katrina. Today, I have put together a hand-picked team of copy editors, and we especially love working with ad agencies, marketing departments, and education companies to make their text as polished as possible. Learn more here.

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