John Tackett

Lead Nurturing: Why good call scripts are built on storytelling

July 14th, 2014

Originally published on B2B LeadBlog

In teleprospecting, it’s not just about what you “ask” prospects; it’s about when you ask them. This is where a lot of teleprospecting gets it wrong. Intuitively, fast, upfront and to-the-point seems like a sound approach and I’m a big fan of brevity.

But, I also believe in timing and sequence, as both can make or break conversion.

In this B2B Lead Roundtable Blog post, we’ll break down a call script used for voicemails from a lead nurturing experiment to better understand how positioning your “ask” at the right time can aid your lead nurturing efforts.

Breaking down your script into sections can help you diagnose problems


In the control for this experiment, the voicemail script could be divided into four sections:

  1. An introduction
  2. The company identifier
  3. The follow-up from previous touch point
  4. The “ask”

Know when to flip (and rip up) the script


The MECLABS research team hypothesized the follow-up section, or part 3 in the control, was buried too deep in script and should be moved up in the treatment.


The team also included a new sentence that further justified the reason for calling. The copy changes were hypothesized to deliver a prospect-level appeal of letting us “work with your consultant” instead of “doing the work yourself.”


The new treatment script aligned every sentence into a carefully crafted argument that increased conversion 31%.

Build scripts to tell prospects your story

Ultimately, the big takeaway here is people arrange their thoughts in story format.

As a consequence, how you arrange the story in your marketing efforts will make the difference between delivering information of true value, or just another frustrating sales pitch prospects don’t want to hear.

Value craves sequence, for sequence is the mother of perfect timing.

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Lead Nurturing Tested [See the full Web clinic replay for more on this experiment plus insights on lead nurturing tactics]

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Lead Generation: The power of copy [More from the blogs]

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