How to Craft A Sales Message That Sells

So you want to craft a your own sales message that let’s you:

  • Persuade people to take their wallets out and give you cash?
  • Introduce an new product or service into the market?
  • Sell courses, coaching, consulting or other professional services?

And a whole lot more?

Well, I got some good news for you, because I’ll help you right here, in this post.

Let’s cut to the chase and get started…

First, who are you talking to?

Your message actually writes itself once you understand your customers.

So get to know your customers first – and when you write your copy (sales message) it cuts through the noise and they want to do business with you.

Some people call this their ‘target market’ or ‘niche’. I don’t care what you call it. You have to know, beyond doubt, who you are going after.

If you say “…but Andy! I sell to everyone!” then good for you. But nobody is good enough to that message for you – a message that is high-impact to everyone.

SIDEBAR: Pick your market. Then, pick a segment withing that market.

  • Super General: “Everyone”
  • Still to general: “People who want to get into shape”
  • Niched: “People who want to lose weight”
  • Sub-Niche: “Men, who need to lose those last 10lbs”

What do they desire (or want to avoid?)

This step is pretty obvious…

  1. You know who your talking to
  2. Now, you must uncover why they would want what you got

This step is much easier once you niche down to an individual in the previous step.

Now, you can dig into what keeps them up at night, what their nagging frustrations, insecurities and fears are through the day. What they dream or wish thing could be like that they don’t want to share.

You need to know who they are.

So when you deliver your sales message, they trust you and when you offer something they buy it.

Listen, if you don’t know “who” you’re after and “why” they desire it, then why are you here? I suggest you stop and go do an art project or something if you like “putting stuff together” for the sake of it.

Marketing is a science, NOT a ‘creative expression’.

For example, my clients have this in common:

  • Nearly all have been screwed by past results from marketers, copywriters, business coaches.
  • They still don’t know and they need an expert to do things for them… a trusted adviser/partner.
  • Most their problems can be solved with a cashflow injection so they want a flood of customers/clients.

Now, you’re ready to craft your sales message

If you know who your talking to, deeply, then you’re ready for this next step.

We’re going to craft a message that gets them to take the action you want them to take.

  • Getting an email from a sign-up form?
  • Getting them to schedule a phone call?
  • Getting them to schedule a face-to-face meeting?

Well here’s a “starter” formula to help you craft this irresistible message step-by-step.

1. Make sure they’re paying attention.

That’s the first part – you have to call their attention.

And it’s quite simple.

For example if my ideal client is female personal trainer, I’d say, “attention: female personal trainers.” Do you see how effective that is compared to an ad that says, “attention… everyone!”

You wouldn’t buy medicine for “everyone”. The same thing applies to your message.

2. Say something to keep their interest

You got their attention now keep it.

Say something you know is irresistible to them like, “how would you like more personal training clients coming to you without being too desperate, cheesy or too salesly?”

So that’s your headline.

Copywriting tip: Notice, that headline is written based on words I’ve heard female trainers use when describing their problems when getting clients. This headline wouldn’t work as well for male fitness trainers.

3. Now is your chance to connect with them

Right after you keep their interest, you have a brief moment to tell them why it’s important to them and give them an opportunity to trust you. Here’s how:

Pivot the headline into a conversation using the “if, then” statement.

“If you want X (in your headline) result, then this will be the most important messaage that you’ll ever read. Here’s why.”

And then, you introduce yourself briefly for example:

“Hi, I’m Andy, and I help people solve X problem. Do you have this common problem?”

And then create some trust.

Steven Covey’s book, “the 7 habits of highly effective people” mentioned you should listen more than you speak if you want to build a deep connection.

Obviously they’re not here to speak for themselves, BUT, if you manage to explain their problem better than they can explain it themselves, they’ll trust you.

We do this by you go through their challenges that you KNOW they have because you know who they are.

So describe some of their challenges here as if they would describe it themselves (from their perspective).

4. Show them a way out of their struggle

DO NOT offer your product yet.

That would be a mistake.


Because, in the previous step you exposed their deepest, darkest challenges… and it would be cruel to take advantage someone who is currently vulnerable.

Some people might resent you for taking advantage of them at this state.

You have to ease into it – by showing them a light at the end of the tunnel. For example:

“Wouldn’t it be nice to wake up to a calendar of booked appointment already booked because you have an automated sales funnel that does all the work for you?”

Then, introduce your product or service in the form of a solution.

  • Tell them how this product or service that will solve their problem
  • List all the cool benefits and results this it will bring for them and how it solves their problem.

You can say, “That’s why I have this service, it will help you solve this problem.” Then list what it will do for them, “It does A, B, C, so you can get X, Y, Z.”

Then, finally, at last! You tell them you’d like to offer it to them.

At this point, they want to know, “how much will this cost me?”

5. Show value first, then the cost.

Here’s how you do this without scaring people away…

You reveal the price first by it’s intrinsic value. How else will they know your product’s worth unless you tell them? So build up the value by:

  • Comparing it to something of lesser value.
  • Reveal how much time you spent working on it.
  • Tell a story of the trouble you went through developing this.

You build your value, so when reveal the price, it’s juxtaposed to the intrinsic value and they feel like the price is lower than the actual cost.

They should feel like it’s, “worth every penny”.

6. Reverse the risk of doing business with you

Any time you ask for money people start to feel ‘things’ like:

  • “Am I going to be played a fool (again?)”
  • “Will this be embarrassing if my family or friends find out?”

Things like that.

So after revealing the price, we immediately take away any risk for this person. There are many ways to do this. Here’s an example:

“It cost X. But you might discover this isn’t for you after you try it out. So for any reason you feel we’re not a fit, the product doesn’t work well, or you just don’t like my new haircut… just let me know and I’ll give you all your money back. Yes, I’ll really do that just for you.. you have zero risk here.”

Depending on your market and audience, you can tone this down or up.

7. Make a quick Takeaway

Don’t underestimate how much people want what they can’t have. Since the grass is always greener on the other side so once you remove the risk, do a takeaway.

  • “But… this isn’t for just anyone.”
  • “I only work with people who take action.”
  • “You’ve got to put in a little work to get it done, it’s not a magic pill.”

You want them to validate themselves by saying, “ohh definitely, this is for me!” It challenges them a bit and you come off less desperate.

8. Bonuses, social proof & testimonials

You can do some bonuses if you like, or you add testimonials and social proof. You can say, “this isn’t for everyone… BUT… here are some comments from people just like you – and here’s what they have to say (ref. Crossing The Chasm by Geoffery Moore).

These things are designed to push them over the edge of desire and belonging.

9. Add some scarcity

After adding testimonials and social proof… you can throw in some scarcity – because it’s a universal law of persuasion and this is a great time to use it.

  • “This won’t be available for long because of X”
  • “We can only offer this until it get’s too hard to manage”
  • “So listen, I’m only doing this for a limited number of people…”

People have a tendency to take action within a time frame. So add a deadline, make it real. You can play with language a bit but just don’t lie.

Your goal is to take away their ability to say, “Great, everything sounds great! But I’ll do this later.”

10. Give a Call-To-Action

The end of the pitch is your call to action.

Lost of people don’t have one. Make sure you have one like:

“Look, here’s your chance to make a serious commitment in your life to get the X results and move away from X pain, so step into the action you need right now with this product.

Note: many people mess up here. Remember, you are done with all that “soft persuasion” stuff. It’s time to sell and sell hard. The worst thing you can do is be meek at this point in the game.

“You know it’s important to you, and if you’re serious about this then you need to buy this now. If you don’t, there’s a good chance your competition will learn this “X”, or you’ll end up back in square one which is “Y” as your dream of “Z” get’s push back another year, again. This is something you need so please don’t hesitate to call now (or sign up, or ‘press the buy button’).”

They have to have confidence in your confidence here.

11. Your Secondary Close (or P.S.)

Sometimes, people will scroll all the way down to the bottom and start reading from there.

I’m one of these people 🙂

Since you know this now, you can restate your offer in this section in the form of a P.S, a FAQ section, or just a final paragraph close. Be sure to restate the whole sales message in this section (e.g., the offer, the price, the deadline, etc.)

And there you have your key elements to a solid sales message. If you’re missing any of these elements in your copy, then go back and see how you can implement this.

Closing Thoughts + FREE Gift

Communication is done through language.

And when it comes to digital marketing your copy or the words you in your sales message is critical to make someone want to buy something.

You can have all the funnels in the world, all the ads and landing pages, autoresponder sequences… but if that architecture and that sequence isn’t filled with actual sales copy that converts into money… it doesn’t matter what you do.

So Here’s My Challenge (and gift) For You…

Go back to your business and write your sales copy using this outline and steps:

  1. Know your customer
  2. Know the transformation they want
  3. Write your sales message using the structure I’ve outlined for you in this article.

If you do this, you can create advertisements that will… Double, Triple… Even 10X results what you’re getting now if you’re not using a format like the one here.

In fact, if you…

Send me your sales pitch…
I will personally review of it for you, for free.

Reach out now, because I’m not sure how long I’ll be doing this.

If you’re even remotely interested in getting more people to pay attention, connecting with you, and taking action on your offer – then follow these instructions carefully:

  1. Click here to join my FB Group (currently open)
  2. Once you joined, introduce yourself and post a link to your sales pitch/page
  3. I’ll shoot you a quick video analysis of your pitch for free and share it in the group.

Take this as an real opportunity to build one of your most powerful assets – a powerful, high-converting sales pitch – and jump on this opportunity now while it’s still here.

Do this right now.

I’ll see you inside the group.

– Andy

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