How To
7 min read

Personalize and Automate Your Sales Content to Succeed in 2022

Kelly Moser

July 20, 2022

Today the internet is filled with more content than we could ever hope to consume in our lifetime. 

So how do you stand out from the masses? And more importantly, how do you find the time and resources to develop high-ranking sales content to attract leads? 

With the help of the best AI writing tools, you can automate and personalize your sales content in under five minutes.

It sounds too good to be true, doesn't it? 

Let's look at the best ways to automate and personalize high-quality sales content to maximize lead generation and close more sales in 2022 and beyond. 

Sales content vs. marketing content

Before we get too far into the details, let's quickly review the difference between sales and marketing content. 

The slight distinction comes down to the specific stage of the buyer's journey. 

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Marketing content focuses on the awareness and consideration stage of the buyer's journey and is any material that your company or organization creates to share with people who aren't current customers. 

Marketing content typically includes:

Often, marketing content doesn't have anything to do with your product. The aim is to help you engage with your target audience, provide value, and build relationships. 

On the other hand, sales or product-led content helps buyers in the decision stage and highlights specific aspects of your product or service.

Sales content can take the form of: 

  • Product comparisons
  • Case studies
  • Testimonials 

By comparing your products or services, you can provide your potential customers with a breakdown of all the benefits across your product offerings. 

Take Infinity Dish, for example. Right away, customers looking specifically for the American Heroes Channel (AHC) know they should choose the "Americas's Top 250 Channel". To help simplify the customer's decision, they created an easy-to-read table comparing their TV packages by price and channel. 

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Sales content isn't just about promoting your product — it's about providing valuable information that helps prospects make informed decisions about whether they should buy from you.

6 benefits of personalized sales content

We've all received gimmicky sales emails that were clearly mass-mailed. 

They are a waste of time and energy for both the sender and the recipients. 

Personalization goes beyond simply inserting a customer's name in an email subject line. It requires understanding your audience so you can send them relevant messages based on their unique interests and behaviors at the right times. 

When done right, this strategic approach to sales content can yield six key benefits:

1. Customers feel understood and valued

When you treat a customer as an individual, they feel understood. The first step in creating personalized content is to listen to your customers and understand their needs. A great way to do so is by diving into your customer analytics.

When you can show them that you genuinely care about what they have to say, they'll feel respected and valued by your brand.

2. Build trust 

If you want your customers to trust your company's ability to deliver what it promises, then personalizing their experience will go a long way toward establishing that trust.

When you tailor a message to the individual, they'll perceive it as being more relevant. And when prospects feel like they are heard and understood, it builds trust. The trust from knowing your sales team is listening and cares about their needs will make them want to work with you even more.

Another excellent way to build customer trust is through video testimonials and social proof.  

With personal testimonials, you can showcase previous experiences and how users benefited from your product or services. It can be through text or video, but personal testimonials give a human touch to your offer. 

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For example, HelloRache does an excellent job sharing testimonials on their website homepage, which can help boost sales by as much as 34%.

Social proof is highly effective because people are more likely to buy from your business if they know others have already had a positive experience. Testimonials build trust by instilling positive reassurance, reducing purchase anxiety, and closing the gap between the decision stage and the purchase.

3. You can be more helpful

Personalized sales content provides a direct line to the customer, allowing you to speak with them in their own words and language. You can tailor the content to each customer, making it more relevant and helpful. 

With personalized sales content, you can better understand what your customers need and suggest products and services more likely to meet their needs.

For example, suppose one of your customers is interested in a particular industry or product category but has been struggling with finding information about it on your website. In that case, personalized sales content allows you to reach out directly with helpful resources for them.

Or, if a user searches for something like "courier services near me", your service should be the most appealing to stand out from other offerings. To increase your chances of a conversion, you can use geolocation and personalized email funnels to provide the right information to them at the right time in the decision stage.

In this way, you're able to be more helpful than ever before because now your messages are specific enough to address real customer concerns in an informed manner. 

4. Customized solutions are welcome

Customers don't want to be sold a solution — they want to buy one. That's why you need to customize your sales content.

Customers want to feel like their problems are being heard and addressed as individuals, not as numbers on a spreadsheet. They also want to know that you take them seriously and understand what they're going through. 

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When customers feel like they aren’t rushed or pushed into something they don't need or can't afford, they appreciate this gesture of respect so much that they are willing to go above and beyond for the relationship with your brand to stay intact.

70% of consumers say that a company's ability to understand their individual needs impacts their loyalty.

5. You'll close more deals

When customers establish trust and feel connected to your brand, they're more likely to act on your sales content. 

When they don't feel heard, they can be put off by even the best offers in the world. And when customers don't trust you? There's almost no chance they'll buy from you, especially if you're selling something expensive or complicated. 

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6. Your pipeline is smarter and more efficient

Personalized sales content helps you build a more competent and efficient pipeline by making sure you're constantly sending your prospect the right message at the right time. Also make sure you are GDPR compliant by sending it to their work emails and not personal emails.

With personalized sales content, you can:

  • Avoid wasting time on unproductive leads
  • Send the right message to the right person at the right time
  • Provide value and make a positive impression on your prospects
  • Increase your conversions

How to automate your sales content

At this point, it's clear that personalized content is essential to grabbing the attention of your target audience and building trust. But does that mean you have to create unique content for every lead? 

The answer is yes and no. Yes, each message should be unique and tailored specifically to a lead. But, thankfully, with the help of technology and automation tools, you don't have to write thousands of individual emails. Phew.  

Creating sales content is time-consuming, but it doesn't have to be. Let's dive into two tools to help you automate your sales content. 

1. Customer relationship management software

A customer relationship management (CRM) system helps you keep track of all your customers, their purchases and preferences, and their sales and service history.

You can use this information to get to know your customers better and provide them with more personalized products, services, or experiences. CRM systems help create marketing campaigns based on where customers are in the buyer's journey.

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Additionally, CRM systems track your sales pipeline and create a better plan for future sales growth based on accurate projections of past performance. They also make it easier for your team members to work together toward common goals by providing them with access to all the same information at once — and making sure that no one misses any important details along the way. 

There are several CRM software options to choose from. The most popular is Salesforce, the dominant player in this space and the only one that sits in the SaaS (software as a service) category.

Regardless of which particular CRM you choose, you'll be able to automate your sales content by:

  • Automatically creating new leads based on sign-ups through your website or email list
  • Triggering emails when someone takes specific actions
  • Understanding of your customers' needs and behaviors
  • Adopting an efficient way to manage your customer relationships
  • Accessing accurate and timely data

2. AI writing tools

Ok, a CRM sounds excellent. But what about the time-intensive content side of things? That's likely where you are investing the most time and resources. 

Not anymore, thanks to artificial content generation. 

AI helps you write content for your website, blog, or any other digital project in minutes instead of hours or days. 

AI writing tools analyze the information you provide and write content appropriately for your given purpose. 

For example, if you have a website about dogs and cats, an AI writing tool can take your data on dog breed statistics and cat breed statistics and write an article about which breeds are most popular among American families.

Use AI writing tools to generate sales and marketing content, like blog posts, email subject lines, and sales landing pages.

Check out this CopyAI demo on how to write sales page copy with AI. 

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Content marketers are already using AI in many ways:

  • Creating personalized emails based on user responses
  • Generating case studies 
  • Building a customer showcase email with real testimonials

So, stop wasting time and money on content generation. Leverage AI writing tools to help you create personalized content that converts. 

Wrapping up

The key takeaway is that today's customers expect to be treated as individual people, not members of a faceless target audience. 

They want personalized content tailored to them and their needs. They want to feel listened to, understood, and cared for by the brands they engage with — and they're more likely to buy from brands that give them that feeling. 

But don't waste your time manually creating custom content to appeal to each customer. Invest in the appropriate software, like CRM and AI writing tools, that streamlines your sales process and helps deliver personalized content for you. 

With the right combination of personalization and automation in your sales content, you are on the right path to scoring higher-quality leads in a shorter amount of time. 

Sit back, relax, and watch the sales roll in. 

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