How to Implement a Compelling Copywriting Strategy for B2B Prospecting

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A few years ago, cold prospecting consisted of visiting potential clients without an appointment to present products or services.

This on-site prospecting was carried out by technical sales representatives who travelled around their area in search of new business opportunities.

The downside to this on- site approach was that it was expensive and time-consuming. Still, it allowed sales reps to engage in direct conversation with their prospects, creating the initial contacts essential to any closing prospect.

But the arrival of digital prospecting in the 2010s, followed by campaign automation around 2014-2015, has completely changed the rules of the game.

And while it's now easy to automatically send hundreds of messages to specific prospects, it's much harder to start a conversation remotely.

And if you're a prospecting professional, you've probably experienced that creating vp design officers email list impactful messages that help you achieve your business goals takes some mastery.

However, writing good prospecting messages is not that complicated, as long as you follow a rigorous and organized methodological process.

And that is exactly what we are going to analyze in this article.

What is copywriting in prospecting?
Copywriting is often said to be “the art of selling with words .”

But this definition is too often taken literally when it comes to prospecting.

Applied literally, it means writing and sending sales pitches to potential customers in the hopes of eliciting a direct close.

Unfortunately, in reality, this approach doesn't work because at this stage, the leads we're soliciting aren't yet ripe for closing.


And yet, most prospecting messages sent out sound like sales pitches.

Example of a sales message :

Hello Mr. {{lastName}} ,

I am Pierre Durand from BOOST RH and I am contacting you to discuss your recruitment needs.

Specializing in the placement of high value-added employees, we are ready to take on the most challenging recruitment challenges for {{companyName}} !

Our rates are based on a 100% success-based approach, ensuring you a risk-free service for your ultimate satisfaction.

Would you be available this week for a 30 minute call?

Kind regards,