A sales message is a CLEAR explanation of how your product or service solves a specific problem in a way your buyer quickly understands.
The key component being they UNDERSTAND what you are selling.
Too many messages are clever with wordplay- they may even sound impressive, but unless your business/product/service has a name that is easy to read, write, speak and spell, and unless people actually “get it” you’ll find it hard to get your point across- let aone make the sale (!).
Why Sales Messages Matter
Every business understands the notion of branding guidelines- the same logos, fonts and colours, but very few if any businesses have MESSAGING Guidelines – the same words, terms, assets and arguments.
It’s important that everyone in your business communicates the same message – not word for word, but the very basic logical notion of what you offer. Any variance here can affect your buyer’s decision to choose you.
Buyers Cannot Buy What They Do Not Understand
Selling is all about communication – if someone doesn’t understand your offering then, even if they really need it, they physically can’t buy it from you. Understanding is the foundaton of all sales communication and the basis of creating a Clear Sales Message™.
Why Confused Buyers Often Delay Decisions
It all comes back to making defensible decisions and minimising the potential risks they are facing by knowing they can trust you to deliver what they need.
How Sales Messages Affect Conversion
For all of the reasons above. A buyer has to understand your offering, know if they can trust you and have their specific questions answered – if a buyer is unsure they are more likely to drift to a “clearer” competitor than spend time trying to buy from you if they are unsure…
Why Clarity Creates Confidence
When you know What To Say To Sell™ and you have an “answer for everything” you are much more confident and in control in a sales conversation and this will resonate with your buyer.
What Makes A Good Sales Message?
Clarity
Simplicity
Relevance
Differentiation
Buyer Understanding
Emotional Connection
Why Most Sales Messages Fail
Too Much Complexity
Generic Language
Weak Differentiation
Trying To Sound Clever
Talking About Features Too Early
Cognitive Overload
Why Confused Buyers Don’t Buy
Confusion Creates Hesitation
Complexity Often Feels Like Risk
Buyers Quietly Disengage
Mental Effort Affects Decisions
How Buyers Process Sales Messages
Attention Comes First
The Brain Looks For Clarity
Buyers Simplify Information Mentally
Emotion Influences Understanding
Simplicity Reduces Friction
How To Improve Your Sales Message
Simplify The Language
Explain Outcomes More Clearly
Reduce Unnecessary Detail
Focus On Buyer Problems
Make Your Value Easier To Understand
Use Real Examples
Remove Internal Jargon
Sales Message Examples
Weak Sales Message Example
Improved Sales Message Example
Clear vs Confusing Messaging
Generic vs Differentiated Messaging
Common Sales Messaging Mistakes
Saying Too Much
Sounding Like Everybody Else
Assuming Buyers Understand
Using Vague Language
Explaining Instead Of Clarifying
Sales Message vs Value Proposition
What Is The Difference?
Why Businesses Confuse The Two
Why Both Matter
Sales Message vs Marketing Message
Attraction vs Explanation
Awareness vs Conversion
Why Messaging Changes Throughout The Buyer Journey
How To Explain What You Do More Clearly
Reduce Buyer Friction
Use Simpler Words
Prioritise Understanding Over Cleverness
Focus On The Problem First
Why Clear Sales Messages Increase Conversion
Clarity Reduces Hesitation
Simpler Decisions Feel Safer
Buyers Prefer Easy-To-Understand Offers
Confidence Increases Action
Related Sales Messaging Concepts
Simplify
Readable Text
Message Drift
Decision Tree
Differentiation
Cognitive Overload
Wordplay
Trust Signals
Frequently Asked Questions About Sales Messages
Why Do Buyers Not Understand What I Do?
What Makes A Sales Message Effective?
Why Is My Sales Message Not Converting?
How Do I Make My Business Easier To Understand?
Why Do Buyers Lose Interest?
How Do I Differentiate My Message?
What Is A Clear Sales Message?
Why Does Simplicity Increase Conversion?
Sales Message: How you communicate the value of your products or services to your clients.
A sales message or value proposition is how you communicate to your clients the value of products and services you offer.
It’s the answer to the questions “what do you do?” and “why should I choose you?” – arguably the most important elements of how you sell your products or services.
With the right message, you can present your products and services with confidence and clarity, knowing that what you are communicating will resonate with your potential client.
A poor message can deter clients and prevent sales through lack of engagement and clarity. (See the costs of a poor sales message)
Clarifying your message will improve engagement because it focuses on the client’s perspective and their needs in an easy to understand manner. (See the Three Principles of a Clear Sales Message.)
All businesses, products and services exist to satisfy a client need. If you identify the client needs and focus your communication towards it, you are in the best position to succeed.
Above all else, a Clear Sales Message should be exactly that. Clear and easy to understand.
So if that’s what a sales message is, why would you need one?