You have a great product that you know people need and you have even gone the extra mile to identify your target customer, now it is time to reach out to them and convince them that you are the right person to offer them the product or service they require. This is the part that is somewhat intimidating for sales professionals and business owners, especially when you have to convince people you cannot see either by email, phone calls, newsletter or your website.

Crafting a sales message is a very important process because it would take your customers on a journey to knowing what they would get from your product or service, how they would get it and the value they would derive. It has to be compelling enough to get them to take action immediately or make a plan to take action sometime in future.

Consider the following when crafting your sales message:

  1. Choose a theme/headline: your headline should be able to catch the attention of your prospective customer and elicit their emotions instantly. It should encapsulate what your products or services are about in a few sentences. For example, if you offer swimming lessons, a compelling headline to a potential customer could be; ‘Swimming with dolphins is not just for the movies’. The potential client would be curious enough to open your letter or read your email or even listen to your presentation to find out what the heck you are talking about.
  1. Organize your thoughts: your sales message should have an introduction, body and conclusion like a normal essay. Decide what your introduction would be and what points you would put across. Your body should provide more information about your products and the benefits that can be derived with examples of people who have derived such benefits. Your conclusion should have a compelling call to action.
  1. Choose your flow: decide your writing or speaking style. Conversational styles with engaging tones are usually more appealing. People also like story telling as it engages their imagination and gives them a real life scenario to compare their current status with. Think of a story of someone with the problem you can solve that used your product or service and got a solution.
  1. Decide your hooks: Your hooks are the examples you would use to grab the customer’s attention. They are also a way to address the customer’s specific problems and show how your product would provide answers to them. For example if you are selling a hair growth cream, your hook can be a question like; ‘are you tired of have scanty and thinning hair that sheds continuously? Our Hair growth product would provide your hair the nourishment and strength that it needs’.

Call to action

  1. Have a call to action: never conclude a sales pitch or message without a call to action. A call to action is when you tell the potential customer what to do with the information you have provided. You could tell them; click here to make a purchase, reply these emails to get more information or call this number to make an order. Always guide your potential customer on what you need them to do so that you can make the sale.

Now it is time to put this tips into practice and craft a compelling message that would bring in the sales!  Let me know how it goes, I would be glad to hear from you.


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