How Do I Write a Better Sales Message?
Before deciding what you want to tell a prospect, first work out what the prospect is already telling themselves.
And pay particular attention to the negative part of that conversation.
Most sales messages are written backwards
The seller starts with their product and asks:
What makes us different?
What results can we promise?
What positive claim will grab attention?
Those questions matter — but not necessarily first.
Your prospect may already believe your industry is expensive, complicated, unreliable, overhyped or simply not worth changing suppliers for.
Write down the negative conversation first
Before writing the sales copy, list the things a sensible prospect might privately say about your offer.
“I've heard this before.”
“We tried something similar.”
“Changing will be a nuisance.”
“There's probably a catch.”
Don't immediately argue with those thoughts. Look for the one that's both true enough to acknowledge and important enough to matter.
Then build the positive message behind it
If you start by showing that you understand the doubt, the positive claim that follows has context.
You're no longer saying, “Ignore what you think and listen to me.”
You're saying, in effect, “I understand why you think that. Now let me show you the part you may not have considered.”
A simple way to write the message
First: identify the negative belief already in the prospect's mind.
Second: acknowledge it honestly.
Third: explain the positive only after you've established that common ground.
That's the basis of a better sales message.