What Should the First Sentence of a Sales Message Say?
It seems logical that the first sentence of a sales message should say something positive and beneficial.
But that's exactly what makes it sound like a sales message or an advert. And the human brain has become very good at disregarding messages like that.
Think more like a newspaper editor
Think of the first sentence of your sales message more like an article headline. Start with something the reader recognises and agrees with — even when that thought is negative.
Consider what people commonly think about salespeople. If I say pushy, fast-talking and persuasive, you can probably guess the profession immediately.
People who sell usually try hard not to be associated with those words. But going straight out with a polished positive sales message can itself feel like a warning flag.
Start where the prospect already is
The first sentence should often acknowledge the negative belief, doubt or frustration the prospect already has about your product, your service or your industry. Once you've shown that you understand that thought, you can move on to the positives.
“Easy guitar lessons.”
The prospect may think: “Yeah right. They're not going to stop my fingers hurting.”
Try instead:
“Our guitar lessons will still make your fingers sore.”
You haven't pretended the problem doesn't exist. You've started by agreeing with something the prospect already suspects. Now they're more likely to listen when you explain why learning is still worthwhile.
“Increase conversions with our sales training.”
The prospect may think: “Yeah right. Not if they forget everything a few days later.”
Try instead:
“I guarantee they'll forget most of our sales training within two days.”
That sounds like an odd thing for a sales trainer to say. That's the point. It joins the negative conversation first. You can then explain what you do about that problem.
So what should your first sentence say?
Don't automatically start with the best thing you can say about your product.
First ask: “What negative thing is my prospect already thinking about this?”
Start there. Let them see that you understand the doubt before you start telling them the good news.