Real Examples of Wordsmithing on Social Networks
If you’ve read any of my last blog posts, it’s quite evident that I’m a big proponent of social selling in the blockchain industry. This industry moves at the speed of light because of its architecture, and so do the stakeholders within it. Selling to a category of customers that value brevity and are engrained to eliminate verbose communication is inherently different than traditional online selling.
For social selling to work you need to catch your prospect’s attention in 2-3 sentences (that might even be too long). The process you use for email won’t work here. Here’s an example:
Hey X, super excited for [game name] to launch this quarter! We help top studios like Wilder World, Valeria Games, and ZTX take control of the buying experience and would love to help you simplify in-game purchasing for your upcoming title.
Can we chat about a custom [X] marketplace next week?
In 46 words (vs. the ~80 that works via email) I was able to get in contact with this prospect. I made the tie-in as short as possible, added who we are and how we can help into the same sentence, and kept the C2A shorter than usual. I know that’s super tactical, but it’s important to highlight that when you get into social selling the plethora of results or benefit selling you typically highlight won’t work as well. Show the prospect a chart, say who you are, and ask for a convo. Easy Peasy.
You should look to go even shorter and cut fat everywhere possible. Even messages 2-6 should be shorter than what they are in email.
Hey X, I wanted to msg here since I've been having trouble reaching you via email. Have you or the team thought about a [company name] wide incentive program to attract more users?
When selling on social channels, you should look to remove any unnecessary adjectives, be straight to the point, eliminate redundancy, and be specific in your messaging. Conciseness is super important in email, but when reaching out to prospects who are unresponsive to long text, on a channel that’s already filled with spam, you have to dig a layer deeper and cut more fat.
One more great example that got us in the door today:
Hey [name], we wanted to reach out here since we haven't been able to get a hold of you via email. We saw you're using [competitor name] for points and would love to be a significant cost saver and upgrade the experience to reward deeper [company name] contributions. Can we talk next week?
Follow along here and on X if you’re interested in learning more about navigating sales in our increasingly digital world
