57% of email recipients consider a message to be spam

frame your value proposition

I receive emails weekly, if not more often, from shysters offering lead generation services. I also talk to clients who have very high enquiry rates, thanks to their high advertising budgets but achieve a low proportion of qualified enquiries. This is the third of 10 THOUGHTS addressing strategies for maximising qualified enquiries and genuine prospects.

I would define a qualified enquiry or genuine prospect as one where there is a better than 50% likelihood of conversion. I also recognise that there is usually a sales funnel, and acknowledge the importance of minimising time wasted on unqualified enquiries in that funnel.

Recent research by Adobe found that – 57% of email recipients consider a message to be spam if it isn’t relevant to their needs. Another study found that personalised emails have a 14% higher click-through rate.

While these findings are specific to email, the implications are equally relevant to all aspects of marketing. They are particularly relevant to marketing designed to drive qualified enquiries or genuine prospects. It is much easier to drive qualified enquiry and secure genuine prospects when the messaging is personalised, and the communication is framed in terms relevant to the target market.

It is important to ensure that the problem being addressed, and the value-proposition being delivered by the brand or business is framed in terms that are familiar and relevant to the primary target audience. Addressed well, framing can ensure that the potential enquirer understands the issue in terms that they relate to and in a way that supports a sale.
To ensure this occurs, it is important to use language that the target audience relates to. There is even the potential to create a unique language or a unique framework that the audience can own.

This requires an in-depth understanding of the target market. The better you understand the audience, the better able you will be able to customise the message and the language. In so doing, you will frame the problem and solution in terms that the audience relates to and will encourage qualified members of that audience to make an enquiry.

Most importantly, avoid jargon and industry language, and remember, using platitudes and hyperbole tend to damage credibility.

Well known Australian advertising identity John Singleton once noted that it is very difficult for a Porsche driving copywriter to write for a blue-collar audience. To address this, he used to spend time on AFL game days in bay 13 at the MCG drinking Victoria Bitter and listening to the ‘punters’ talk, paying careful attention to what they said and the language they used to say it.

This points to the importance of getting close to the audience to ensure that messages and language used in communication can be framed in a way they understand and with which they can engage.


Understand your target audience well enough to frame the problem you can solve and the value proposition you offer in terms that they will engage with and relate to.

Customise your messaging and the language you use such that the target audience views it as targeting them and relevant to them. This will support qualified enquiries.


Marketing Results, Salesforce Blog, Iron Paper, Lead Fuze, Forbes, Sales Fusion, Impact Communications, Demand Gen Report, Gong Labs, Adobe, Aberdeen Group and HBR


MORE THOUGHTS – www.djohncarlsonesq.com 

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