• Virginia Magrì

Sales Message Strategy: How to Win Over Your Potential Clients


Website users’ attention span caps at around eight seconds. That is the equivalent of the average time it takes to tie one shoe lace. Convincing your audience of your business’ great qualities and the reasons you are better than the competition all within the span of eight seconds sounds intimidating and almost impossible. Almost.


Crafting the perfect sales message is your chance to attract, inform, and convince your audience in the limited time that you have their attention. This post will cover why a sales message is important and the key factors to consider when choosing what to say and how to say it.


Why Your Sales Message Matters


Before explaining the secrets behind a successful sales message, the first question to ask is why it is important. What will happen if you don’t have a well-written sales message?


Without a well-written sales message, a potential consumer will have nothing convincing them to stay and learn more about your product. The eight second attention span will be wasted, and they will move on to find services elsewhere.


The best way to understand the importance of the perfect sales message is to take note of your own experience as a consumer.


Think about the products that you have bought recently. Reflect on the ways in which the marketing affected you and eventually convinced you to commit to the product. It may have been a quick process or you may have taken time to check out other options and deliberate. In the end, however, you chose what you chose, and all of that is due to a successful sales message.


Three Key Elements to Consider


There is a lot that goes into the sales message. First of all, it involves balancing an appeal to emotion and logic. It should be enticing and credible at the same time. It should encapsulate everything that your business is without confusing the audience.


While this may seem like a lot, taking the time and effort to create a perfect sales message is the key to ensuring that potential customers convert into long-term clients.


Here are three key elements to consider when writing your sales message:


Attract: This is easier said than done. Attracting your target audience requires an understanding of who they are and what they want. It is not enough to say, “tell me what you need and I will do it for you!” The perfect sales message will anticipate your audience’s problems and attract them with a solution they didn’t even know they needed.


Inform: This is where there is going to be a lot that you will want to say, especially if you are a multi-faceted business offering a variety of services.


It’s tempting to throw all of your amazing qualities and services into the sales message, assuming that the more you offer, the more likely a consumer will choose your brand. Ironically, this is not the case. Keeping the message simple and clear will avoid any potential confusion and ensure that your audience understands the message the first time.


This section should focus on establishing credibility and answering potential questions about what you offer.


Convince: The final part of your message needs to not only convince your audience that you are the right decision, but that you are different, better, and more valuable than the competition. Consider that maybe your target audience has already been convinced by someone else, why should they jump ship to come and work with you?


Potential Client vs. Client


The difference between a potential client and a client is the process that takes place directly after your sales message is read. Will the potential client click “Learn More” or will they move on to consider someone else instead? Taking the time to create the perfect sales message guarantees that potential clients will choose to continue learning about you, even after the eight seconds are up.


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