Do you ever feel like you’re the most convincing a salesperson in the world? While everyone feels a stroke of confidence once in a while, most of the time, we’re all looking for ways to improve. In sales, one area that can always be tweaked is your messaging. If you don’t first have a solid foundation of good sales messaging on your site, your email, and all communications, you can’t hope to close the deal – right?
Here are 5 tips to help you craft better sales messaging, even if you don’t consider yourself a writer.
1. Kill It with Headlines
Whether it’s a subject line for your emails, a header for a page of web copy, or a title for a blog post, you want to grab ahold of your reader and shake them (not too hard; just enough to wake them up!). You want them to scratch their heads and say, “I’d be a fool not to open this email/read this page/click this headline.”
I can’t do this topic nearly the justice that Brian Clark, aka Copyblogger, can, so read up on how to write magnetic headlines.
2. Write for People, Not Robots
We sometimes get caught up in “salespeak,” and use so many sports analogies (“knock this one out of the park!” “hit a home run!”) that we forget who we’re talking to. And trust me: not everyone is turned on by clichéd sports references.
Create a customer profile to help you envision exactly who you’re speaking to with your writing. For example, if you sell pink kettlebells, your customer profile might look like this:
Workout Wanda likes working out at home, and has some disposable income she’s willing to put toward her home gym. She’s a college educated 45 year old woman. She has 2 children, and wants to carve out space and time for herself in her home. Exercising with DVDs, apps, or video games helps her do so.
Now you have an image in your mind of who you’re writing to, which makes it a lot easier to speak directly to Wanda in your writing.
3. Provide Value in Your Emails
And no, another sales promo email isn’t always value. You want to sell, but you don’t want to turn off your email subscribers. Consider what kind of content Wanda wants in her inbox. Maybe that’s daily encouragement to help her hit her workout goal, or weekly articles related to health and fitness.
4. Be Consistent in Your Messaging
You can’t talk about losing weight on your kettlebell Facebook page but then switch your messaging to whole living on your blog. Make the messaging have the same goals. You can talk about health, weight loss, fitness, and nutrition across the board, but make sure you don’t confuse readers and visitors to your site about what you’re trying to get across. Less is definitely more in this case. Focus on a few primary topics you want to share with your audience.
5. Use a Call to Action
In whatever communication you’re drafting, don’t forget the most important component: the call to action. This is what motivates your reader, email subscriber, or website visitor to get off her butt and do something. That something might be:
- Call to set up an appointment
- Make a purchase online
- Sign up to get email updates
- Download a free ebook
Whatever you want your audience to do, lead them there, then tell them what to do (in a nice way). Otherwise, you lose them before they enter your sales funnel.
The more you write for your sales messaging, the better you’ll get at it.
Try this: Make one change, then see what the reaction is. Change a single call to action or headline on your site, and see if you get better signups or new leads. From there, you can make more changes, one at a time, so you always know what’s working and what’s not. Check out sites like Optimize.ly or Hubspot to help you test your messaging strategy.