The Art of Magnetic Sales Messages
“If you just communicate you can get by. But if you communicate skilfully, you can work miracles.” Jim Rohn
Everything you say must sell.
Are you determined to increase revenue growth in your business? Do you feel like you have been overlooked, and as a result suffering financially or not achieving the results you are capable of? In a recent episode of A New Approach to Lead Conversion | The YES Zone LIVE, I delved into a topic that ordinarily is only available in our paid training environment. It is the vital step you must master in order attain success in your business – the art of creating sales messages.
Sales Messages make money.
They are the language of your business. A sales message is any persuasive copy used to influence the way someone thinks or behaves. They provide clarity for two pertinent questions in a customer’s mind:
- Why would I buy your product?; and
- Why should I buy it from you?
The way you speak positions you and your brand; your messaging must be potent, clear and memorable and invoke emotion in your buyer. The way we construct our sentences changes when we are focused on customer-based communication – it is never about us, always about the customer. For example, instead of “We provide…”, write “Clients rave about our…”; or instead of “I am…”, write “When you need…”.
There are significant differences between sales messages and marketing messages. Sales messages provide a direction and influence an action. Marketing is a broad invitation.
Marketing is to the masses, sales is selective.
There are common issues I hear from our clients; they have the expertise yet are unsure how to communicate it. Consider as you read on – is this you?
- Do you feel like you have an inability to articulate what you do?
- Do you fear that what you’re saying isn’t good enough?
- Are you wasting time and money on advertising, copywriting, marketing, networking… Yet achieving underwhelming results?
- Is your website bland and wordy?
- Are you impressed by the sales copy for your own business, but are lost on how to create that for your business?
Don’t be salesy – be deliberate.
Sales messages are used in your:
- Web copy
- Positioning statements
- Email; and
Your sales messages must be targeted: Well-created sales messages will easily attract the ideal client. If what you’re saying isn’t working for you, you must change it. Furthermore, if you’re in a team, continuity of message is crucial – all individuals must speak the same language with confidence and conviction.
The type of messages you create are influenced by your industry and the type of expert you are seen as. They must be developed in line with your vision, your values and your target audience. These three attributes determine the tone, type and level of language you use. For example, if you are determined to be Australia’s leading expert, you would speak like a doctor, with authority and clear direction. However, if you are in the childcare business, you would have a soft and supportive tone in your messaging.
Values are words that convey what you care about most. To captivate the attention of the ideal client to your business, ensure that the words you use are in line with what you value so that you’re attracting people to you that value a similar thing to what you do.
Keep it simple. A confused mind says no.
Your pitch is one of your most valuable tools for sales messages. It articulates what you do in a succinct and compelling way – and in a way that you love and are proud of. You cannot speak with conviction and confidence unless you love what you are saying and know that it is crafted perfectly.
It is used on your website, our LinkedIn profile, video scripting, speaking introductions advertising scrips (radio, print, TV)
Your pitch Grabs Attention, Builds Interest, Creates Desire and Causes Action – your client should respond with “that sounds interesting. How do you do that?”
There is critical thinking that must be done in order to develop the perfect pitch.
- What is your target market? e.g. Small business owners
- What is the biggest problem they are facing? e.g. working hard for not enough money
- What is the fear that is related to that? e.g. losing business or house
- What is your solution? e.g. new approach to selling
There are two kinds of sales messages: Key and Supplementary. Key Sales Messages are generalised across a broader audience, applicable to several different target markets. In order to have the most impact and achieve the best results, you must have Supplementary Sales messages that are specific to your most ideal customer.
With your target market in mind, you’ll have the ability to answer the following:
- What is the biggest problem they complain about openly?
- What is the biggest fear that keeps them awake at night?
- What do you do to help them overcome this issue?
It is critical that your client feels understood and connected to. It is very possible, with clarity, confidence and conviction. No matter what level you rate your sales ability, to improve you have to give yourself permission to do it differently, do the preparation, practice then polish to ultimately prosper.
Sales messages are the foundation for success. Create clarity for yourself and your clients. Put them into The YES Zone and inspire them to buy from you. Become a sales leader.