Practical Sales Training™ > Selling Communication Basics > The Clear Sales Message™ Test
The Clear Sales Message™ Test
What Is It
How do you know if something is a Clear Sales Message™? For me, two things must both be true. It has to resonate with the person or business, and it also has to work commercially.
Miss either one, and the message fails. Resonance without commercial value just feels nice. Commercial value without resonance gets ignored.
Both parts matter equally. Neither one works alone.
Why Does It Work
It’s one thing to be clever with wordplay, but it’s another for people to actually understand your offering. And it’s another again for them to care about it.
We need both understanding and commercial relevance together. So many messages chase the first and skip the second.
This is where most people go wrong. They focus on being funny, witty, or catchy. Then they forget whether buyers actually get the message at all.
A joke that lands but sells nothing has failed the test. So has a pitch that’s accurate but forgettable.
How Can You Use It
Test For Resonance First
Test for resonance with the actual person or business first. If something doesn’t resonate, it won’t get used at all. So you’ll have wasted your time writing it.
There’s no point using language just because someone told you to use it. Words only work if the person hearing them nods along, and actually relates.
Test For Commercial Fit Second
Test for commercial fit second. A message can feel warm and still say nothing useful about what you sell. So check that it moves someone closer to a decision.
Reject Anything That Fails Either Test
Reject anything that fails either test, even if you like how it sounds. Liking your own wording is not the same as it working.
When It Works Best
This works best whenever you’re reviewing a new line, tagline, or pitch. Use it as a final filter before anything goes out, not a first draft tool.
When It Becomes Dangerous
It becomes dangerous when you trust cleverness over both tests. A line can sound sharp in the room and still fail with real buyers.
Skipping resonance is risky too, even when the commercial logic feels solid on paper. Buyers don’t buy logic. They buy things that feel true to them.
Common Mistakes
Chasing Clever Over Clear
Chasing clever over clear is the most common mistake. A smart line that confuses buyers has failed. It doesn’t matter how proud you are of it.
Copying Language Because Someone Said So
Copying language because someone else said to use it is another trap. Borrowed words rarely resonate the same way twice.
Skipping The Commercial Check
Skipping the commercial check is the final one. A message that feels good but drives no action isn’t doing its job.
The Clear Sales Message™ Test – An Example
Witty Versus Clear
Picture two versions of the same tagline. One is witty and gets a laugh in the meeting room. Another is plainer, but it tells the buyer exactly what changes for them. That plainer version passes the test. The witty one usually doesn’t.
