HOW-TO: Create a Compelling Sales Message That Works Everywhere

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A well-crafted sales message can attract new customers, boost sales, and encourage repeat buyers. But does your mind go blank when starting to write a sales email, letter or social media post? Do you have great ideas that somehow just don't make it into the real world?

If so, you're not alone. This workshop will help! We'll cover a systematic approach to creating a compelling, persuasive sales message that can be used in ALL of your marketing materials.

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HOW-TO: Create a Compelling Sales Message That Works Everywhere

  1. 1. HOW-TO: Create a Compelling Sales Message That Works Everywhere +Chris Mohritz | chris@mohritz.co | #IdeaToOperations
  2. 2. OUR JOURNEY ● Why create a core marketing message ● Where to use it ● How to create it We’ll jump right in Feel free to ask about my background after session
  3. 3. MY GOAL Everyone leaves today with a view into how a core sales message simplifies marketing, and concrete steps to create one
  4. 4. CREATING A CORE MARKETING MESSAGE Set Yourself Up For Success
  5. 5. KEEP IT SIMPLE Website Infographics Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Videos Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Email Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Social Media
  6. 6. WHY THIS ROCKS ● ● ● ● ● ● ● ● ● ● Write it once, use it over & over Set of reusable concepts Repeatable message-to-market match Used across multiple channels & media No second-guessing required Consistency is important Provide a better customer experience Step-by-step guide (actually get it written) ADHD-friendly (stop-and-go writing) More effective (more sales)
  7. 7. METHODOLOGY IS BASED ON... David Frey's Foolproof Sales Letter Formula http://10x.to/sales-letter
  8. 8. WHAT GOES INTO IT 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. Capture their attention Identify their (big) problem Show the solution to their problem Present your relevant credentials Show the benefits of your solution Give social proof that it can work for them Make a compelling offer Inject scarcity to prompt action Give a guarantee to minimize risk Make a call to action so they know what to do next Give a warning to agitate the problem Close with a reminder of the benefits
  9. 9. THE 12 STEPS ARE DESIGNED TO... Connect on emotional level and overcome buying resistance… ● ● ● ● ● ● ● "You don’t understand my problem" "How do I know you’re qualified?" "I don’t believe you" "I don’t need it right now" "It won’t work for me" "What happens if I don’t like it?" "I can’t afford it"
  10. 10. APPLYING A CORE SALES MESSAGE Getting Maximum Value
  11. 11. NOTE ● Use sparingly ● Best applied with authority-building ● Can use bits & pieces or full letter
  12. 12. ALL MARKETING MATERIALS ● ● ● ● ● ● ● ● Direct mail letters Web landing pages Infographics Sales presentations Website copy Promotional videos Email / autoresponder sequence Social media posts
  13. 13. OFFER TO HELP THEM ALONG WAY
  14. 14. ACROSS THE BOARD Website Infographics Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Videos Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Email Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Social Media
  15. 15. AT EACH LEVEL
  16. 16. HOW TO CREATE A CORE SALES MESSAGE The Easy Way
  17. 17. CHUNK IT FOR FLEXIBILITY 1. Capture their attention Lorem ipsum dolor sit amet 2. Identify their big problem Lorem ipsum dolor sit amet 3. Provide the solution to their problem Lorem ipsum dolor sit amet 4. Present your relevant credentials Lorem ipsum dolor sit amet 5. Show the benefits of your solution Lorem ipsum dolor sit amet 6. Give social proof that it can work for them Lorem ipsum dolor sit amet 7. Make a compelling offer Lorem ipsum dolor sit amet 8. Inject scarcity to prompt action Lorem ipsum dolor sit amet 9. Give a guarantee to minimize risk Lorem ipsum dolor sit amet 10. Make a call to action Lorem ipsum dolor sit amet 11. Give a warning to agitate the problem Lorem ipsum dolor sit amet 12. Close with a reminder of the benefits Lorem ipsum dolor sit amet
  18. 18. DON’T MAKE THEM THINK ● ● ● ● Consider their entire experience Take them one step at a time Tell them what to do next Each step has a single goal (the next step)
  19. 19. STEP 1: GET THEIR ATTENTION
  20. 20. STEP 2: IDENTIFY THE PROBLEM ● Tell a story ● How does it feel to have this problem? ● Make them say: “That’s exactly how I feel” “There’s nothing worse than getting home in the evening and not having your garage door open. It’s dark outside. You trip on the porch step while search for your front door key…”
  21. 21. STEP 3: PROVIDE THE SOLUTION ● ● ● ● They’re feeling the pain, now... Introduce yourself Introduce your product or service How can you relieve their pain?
  22. 22. STEP 4: YOUR CREDENTIALS ● Successful case studies ● Popular companies or people you’ve done business with ● Length of time you’ve been in your field of expertise ● Conferences where you have spoken ● Important awards or recognitions ● Make them feel: “they understand my problem, they’ve helped others, they can help me”
  23. 23. STEP 5: SHOW THE BENEFITS ● Not features ● People only care about what it will do for them ● Include at least one hidden benefit “A hot tub not only soothes & relaxes your muscles, it gives you an opportunity to talk to your spouse without interruptions.” (greater communication, better marriage)
  24. 24. STEP 6: GIVE SOCIAL PROOF ● They want it, but they don’t believe you, so... ● Build credibility & believability ● Testimonials with pictures, etc.
  25. 25. STEP 7: PRESENT THE OFFER ● Key to the sales letter ● Make them think: "I'd be stupid not to take this deal" ● Combine great price, great terms, free gifts "Looking for a new car? Get a rock-bottom price, a low interest rate, & a free year of gas!"
  26. 26. STEP 8: INJECT SCARCITY ● Most people take their time ○ They don’t feel enough pain to make a change, or ○ They are too busy & just forget, or ○ They don’t feel that the perceived value outweighs your asking price, or ○ They are just plain lazy “Our supply is limited to only 50 (items) & will be sent on a ‘first come, first served’ basis. After they’re gone there won’t be any more available.”
  27. 27. STEP 9: PROVIDE A GUARANTEE ● Make offer irresistible ● Take all risk out of the purchase ● People fear being ripped off
  28. 28. STEP 10: CALL TO ACTION ● Don’t assume they know what to do to next ● Clearly & concisely spell out how to take action “Pick Up the Phone and Call Now!” “Tear Off the Order Form and Send It In Today!” “Come to Our Store by Friday and…”
  29. 29. STEP 11: GIVE A WARNING ● Continue to build emotion ● Make them feel what will happen if they don’t take the offer "Continue to struggle day-to-day to pay bills" "Work too hard for too few customers" "Lose the chance for valuable bonuses" "Keep getting what they’ve always got" "See other companies get the business"
  30. 30. STEP 12: CLOSE WITH A REMINDER ● ● ● ● Always include a PS (1-3) Remind them of your irresistible offer Restate the call to action Remind them of the limited availability
  31. 31. RECAP 1. 2. 3. 4. Get their attention Identify the problem Provide the solution Present your credentials 5. Show the benefits 6. Give social proof 7. 8. 9. 10. 11. 12. Make your offer Inject scarcity Give a guarantee Call to action Give a warning Close with a reminder
  32. 32. ADDITIONAL RESOURCES Always Be Testing. Always Be Improving.
  33. 33. KEEP IT SIMPLE David Frey’s 12-Step Foolproof Formula: http://10x.to/sales-letter (framework) The Gary Halbert Newsletter: http://www.thegaryhalbertletter.com (tweaks) Infographics http://blog.crazyegg.com/2013/02/13/art-of-the-sales-letter/ http://rayedwards.com (optin)
  34. 34. GOAL CHECK ● Core sales message makes life easier? ● Steps to compose the message?
  35. 35. COMING UP Friday: ● Outsourcing: Outspend Your Competition Next Week: ● HOW-TO: Get Highly-Qualified Leads & Build Authority With LinkedIn In 2 Weeks: ● Holiday Break (12/24 & 12/31)
  36. 36. Questions? Feedback? chris@mohritz.co

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