3 Tips For Using Headlines To Improve Your Sales

By Scott Bennett, Director, North American Partner Management, Barracuda MSP

Developing customized content can be an invaluable sales tool, but there’s also a lot of exceptional content available for free – if you know where to look and how to use it.

One of the best ways to engage, inform, help, and bring value to your customers and prospects is by providing content on your website, email newsletter, or even in a hard copy format. While original content is necessary for boosting your SEO (search engine optimization) with the major search engines, learning how to leverage the latest headlines from major media sources and trade publications can be invaluable, too. Plus, it’s free. Following are three tips for finding and using the latest news and other kinds of articles to improve your sales process.

1. Highlight examples that fit the customer. Using a headline about the security breach at a latest big-box retailer often doesn't resonate with smaller customers. That means you're going to have to work harder to convince them that just because they feel like they're too small to matter to cybercriminals, it's not the case. A better approach is to choose articles that include similar size and types of customers as the ones you want to educate. For instance, if you're looking to engage with a small medical practice, this current piece from Clinical Oncology News, titled “Cyber Security Looming Larger for Med Practices” could be an appropriate conversation starter. Not only is the article timely, but it also addresses healthcare practices of all sizes and offers several tips to end users ranging from security solutions to security awareness education — all of which your MSP could provide.