How Copywriting Skills Can Help Your Sales Team

I am often asked by my client companies to review and edit sales and marketing emails before they’re sent out to individuals within specific accounts the company is targeting. This process, in my opinion, has revealed a potential bottleneck in account based marketing.

Now, I'm not talking about automated email marketing and nurturing campaigns (which would have been crafted by a skilled writer to begin with), but personalized emails sent directly from a sales rep to an individual within a key account; someone who is further along in the decision process.  

Timely Communication is Critical

When a rep has an important lead to connect with, but must first forward the email to an in-house or outsourced copywriter to edit or revise, this can slow the sales process, especially if it happens often.

The sales professional assigned to the account has developed a relationship with the prospect, possesses in-depth knowledge regarding their needs and pain points, and is in the best position to address these issues in an email. Even so, it can be challenging to write an email that contains the sauce for maximum engagement. 

The good news is that there's a relatively easy fix for this. Sales reps who use direct mail and email for lead nurturing can keep the process moving and even boost response rates by learning how to apply a few basic copywriting techniques.

What do you think? It would require a small investment of time and effort, but could sales teams benefit from learning and applying copywriting skills?