When it comes to today’s working habits, people tend to move around freely. Senior prospects might not even turn up to the office unless they’re pulled in to a meeting. Mobile business culture means mobile working behaviour, so, when your prospect looks at your content, assume they’re not sitting down.
So, what does this mean for you when you’re targeting prospects by email?
Try this next time you run an email campaign: read a piece of your own sales collateral on desktop, then on your phone. It just doesn’t feel the same, does it? Take it further. Write copy about something weighty, a case study, a new service or a process. Read it, check it and save it down.
Now put yourself in your prospect’s shoes and take a walk. Open the document you’ve just written and view it on your phone. At best it will need a chop, or it might not work at all. What’s going on?
Content that works on desktop doesn’t always work on a smaller screen. People absorb information in time with what’s going on around them, so writing for mobile means writing as if you’re moving with them. Use shorter sentences, shorter words, trim the fat and create content that you know will be easily absorbed.