Every business makes use of sales messages. Any time you use copy—written, audio or video—to move a prospect toward a sale, you’re using a sales message.
A killer sales message identifies a problem or need, and explains how your business or product solves the problem or meets the need. It’s the secret to effective landing pages, promotional emails and social media posts, so its importance can’t be overstated. Once you’ve crafted an authentic and convincing sales message, everything else tends to fall into place.
Here are 5 strategies for writing a killer sales message that helps convert prospects into customers.
1. Write Like You Talk
We’re bombarded with countless sales pitches each and every day—on cereal boxes, restaurant takeaway containers, and even bathroom stalls. Consumers are increasingly wary of what they read and see —particularly online—and tend to be resistant to “salesy” language.
Instead of trying to follow a sales message template, write from your heart. Use the voice and tone you use in your normal day-to-day interactions. Use a casual tone to show that you’re a real person, and don’t be afraid to share personal stories or anecdotes. Remember: People want to buy from other people, not nameless, faceless brands.
2. Tell the Truth
Hype is rampant in sales copy. How often do you hear claims like “We have the lowest prices in all of the Midwest!” or “Lose 20 pounds in a week with no exercise!” Hype can be as benign as a slightly ramped-up claim, or as harmful as a bold-faced lie.
Either way, using hype in your sales message is a recipe for losing the trust of your prospects. Talk about the biggest benefits of your product, and articulate how it solves a problem or meets a need. Share stories or case studies to drive home your point. But at all costs, avoid lying or writing anything you wouldn’t say to someone’s face.
3. Talk in Their Language, Not in “Biz Speak”
What words or phrases do your prospects use to talk about their needs or desires? What are their preferred modes of communication? (Written, audio, video, etc.) What is the average reading level of your target demographic?
Use language and formats that make sense for your audience. Your goal isn’t to impress them with how well you know your product or industry. It’s to communicate with them in a way that they understand. Avoid industry jargon, and use language that’s understandable and familiar to your audience.
4. Be Specific
Sweeping statements like “We are the #1 rated restaurant in Miami” may sound great at first, but without specifics to back them up, they don’t end up meaning much. Wherever possible, use cold, hard facts, research and specifics to back up your claims.
Use numbers and data where possible, and share relevant and specific details about your product to answer any potential questions or concerns your prospects may have. These specifics instill confidence and make your products and business immediately more credible.
5. Get to the Point
What’s better: long copy or short copy? The answer will depend on your business, audience and niche. However, one thing is certain: concise will beat out wordy every time.
If you truly need 2,000 words to get your message across, no problem. But avoid bolstering your copy with additional examples, explanations and statistics just for the fun of it. Tell your readers exactly what they need to know, and then leave it at that.
When it comes down to it, writing a killer sales message is more about being authentic and straightforward than about writing the “perfect” copy. Stop stressing out about following a certain copywriting template or formula, and write from the heart. Authenticity will win every time.