Oilfield Sales Leads: The #1 Reason Your O&G Marketing Messages Don’t Convert
Your mid-sized services company needs more oilfield sales leads, yesterday.
You tried re-building the website and nothing happened. You sent out email blasts and no dice. You drove a lot of traffic to your fancy new landing page, but no one filled out the form. Why?
It’s no small secret engineers run the oil industry. You might have noticed engineers aren’t always off-the-charts good with “soft skills” like “talking to people” and “selling them things”.
Please don’t read me wrong. I am not here to bash engineers. They have a very specific genius that, let’s face it, pretty much runs the world. Without engineers, there would be no oil bidness.
Unfortunately, however, it’s often because of engineers that many oilfield services companies are struggling to get business in the door. Or, more accurately, it’s because engineers were given the wrong task within an organization. In this case, we’re talking about the time engineers were tasked with writing sales copy.
Whether it’s on websites, in email campaigns, on blog posts, or anywhere you want to convert prospects into leads, engineers struggle with the Achilles heal that kills all sales copy writing; the passive voice.
The passive voice is perfectly acceptable in technical presentations and white papers, but it does nothing to move your prospects toward a decision to convert to oilfield sales leads. Let’s look at why.
Oilfield Sales Leads & Bloody Nonsense
Winston Churchill once allegedly said, “This is the sort of bloody nonsense up with which I will not put.” While the quote might be apocryphal, it demonstrates the #1 reason your oil and gas marketing is probably not producing results in the marketplace.
When you speak in the passive voice, your message cannot resonate your readers. Passive voice statements are missing the most important word in sales and marketing; YOU!
Let’s re-write that last sentence as an example:
Before: When you speak in the passive voice, your message cannot resonate your readers.
After: When writers speak in the passive voice, audiences cannot resonate with the messages they are reading.
Notice how just changing a few words changes the entire feeling of how you absorb the statement. When you read the word “you”, you automatically picture yourself as the active character in the sentence. Conversely, “writers” speaking and “audiences” that “are reading” are amorphous blobs.
You don’t resonate with this statement because it doesn’t include the most important person reading it; YOU!
Tell Me If You’ve Heard This One Before
Let’s translate this into a fictitious example that is not hard to find in the oilfield. Actually, I challenge you to find me more than five websites in this industry that don’t read like this:
“We provide best-in-class oilfield services for companies throughout the industry. Our proven solutions have delivered extraordinary results in hundreds of applications. Company Name Inc. is committed to exceeding our client’s expectations and remains committed to customer service once our services are deployed.”
Do you see the problem here? If you said this paragraph fails because it’s written in the passive voice, you are absolutely correct. If you said it fails miserably because it also ONLY talks about how Company Name Inc. is while saying NOTHING about Company Name Inc. can do for YOU, and it did all of that in the passive voice, you’re already a kick-ass oilfield marketer. Please send me an email, I would love to get to know you.
For the rest of you who want to start converting more leads today, you might only have to change one word in your sales copy … a few dozen (hundred) times. Of course, if you need help with that you can email me too.
I would love to help you start delivering highly-qualified oilfield sales leads to your sales team.
Call to Action
Hit Control-f on your keyboard (Command-f for Mac) and see how many times you can spot the word “you” in this article. I bet you it’s a lot. And if you read this far, you see what I did there?