Business texting, like any business communication, is a dance between selling and information, between friendliness and respect, between brevity and thoroughness. In this dance, the difference between you and a mass marketer is how much attention you pay to your partner.

A mass marketer isn’t concerned with a personal connection or a tailored approach. You can be different.

An attentive conversational texter asks: is my goal a response, a time for a call, a yes or no? Am I adding value? Do I sound like a human? Once you know your objective, figuring out what to say, directly, without flash, comes easy.

Here’s how to send conversational SMS campaigns without sounding like a dreaded mass marketer.

Personalize your conversational SMS campaigns

Make a warm connection, even when you’re sending messages to hundreds of contacts.

Here’s a simple formula you can use to make it personal:

your prospect’s name who you are what value you offer your ask.


So you might send:

Hi {{contact.first_name}}, it’s Josh from TextUs. Just wanted to say thanks for connecting. We love helping teams like yours communicate faster. Have 5 mins tom afternoon?

Use meaningful details, segmenting by how you got your contacts’ info (a trade show or a mailing list, for example), or by their interest areas.

Remember the first message is just a warm touch. While you want to get to that phone call, texting isn’t just another excuse to get prospects on the phone.

Read the room

Empathize with your market, and stay attuned to your contacts.

Marketers who text in bulk can feel impersonal because they aren’t paying attention to who they’re texting or the responses they receive.

Make sure the text you’re sending specifically addresses the needs of your prospects. You can do this by referencing their organization directly in the text or sending a link to a resource that addresses their field of expertise.

Add value

A great way to address your prospects needs and push the conversation forward is to provide rich value in your messages.

Think of each text as a chance to prove you’re a knowledgeable resource. Come bearing a curated gift to your prospects’ expertise, like a link to a helpful guide or video.

Let them know who you are

You’re only a cold texter if you haven’t introduced yourself.

If this is the first text you’ve sent to a contact, acknowledge that, just as you would if you were approaching a stranger in a store. Cold texting can cause a disconnect if the sender is overly friendly and fakes an intimacy that doesn’t exist.

Here’s a couple of example on how to toe the line between too cold and too friendly:

“Hi {{contact.first_name}}, thanks for stopping by our booth at the conference. You were asking about business texting for your shop.”
“Hi {{contact.first_name}}, a colleague passed your info to me and said you were looking for business texting software.”

Name the connection, then provide the value.

Don’t be a robot

Business texting has changed over the last decade. Remember those spammy texts with “unbelievable” offers, if only you’ll text back a 5-digit code? Now, conversational texting is about being personable and offering value.


Be direct, be clear, and write like you’re speaking to a peer you don’t know yet.

Be brief

No need for paragraphs or multiple texts in a row. Get your information across quickly and succinctly.

Take care of your database

Check your database integrity. Periodically, inventory your text lists to make sure you have correct numbers and prospects in the right segmentation. You’ll avoid awkward spamming while maintaining clean organization.

Value your prospects’ time

You know what it feels like when you get a conversational text that doesn’t speak to your needs. (It’s annoying.)

Be prompt and reply to your prospect when they touchback. Treat your prospect like their time is valuable. Be a resource, just as you would if you had nothing to sell.

Originally published here.