Simple Sales Message Tutorial

Want to know more about the different types of sales messages you can use for your online business, and what the purpose of each one is? Look no further! We’ve got a 7 step tutorial on how to create, and use, sales messages to help your business!

A 7-Step Tutorial on Sales Messages

Your sales message is the core of your sales and marketing efforts.

Here’s how to write one and make it more useful. I hope you’ll find it useful.

1. What is a sales message?

A sales message consists of two sentences:

  1. Benefit: The value your offering provides to your customers.
    Example: “Our clients hire us to provide [benefit(s) to the client.]“
  2. Differentiator: Why your offering is better than those of your competitors.
    Example: “They hire us, rather than somebody else because [something unique that the competition doesn’t have but the customer values.]“

It’s important to explain not only what your offer can do for your customer, but also why your offer is better than other offers. Setting yourself apart from the crowd is key when you want to make the sale!

Notice that both of these sentences position you, the seller, as a catalyst that helps the customer achieve the customer’s goals, and then positions your firm as the only catalyst that can do the job right.

2. When and how to use sales messages.

Your sales message forms the core of four sales tools: 1) marketing emails, 2) sales emails, 3) elevator pitches and 4) cold-calling scripts.

For each tool, the sales message is followed by an “ask,” which identifies the next step for the prospect (customer) to take:

  1. Marketing emails: the “ask” is usually a pointer to free content.
  2. Sales emails: the “ask” is for a response to the email.
  3. Elevator pitches: the “ask” is for a meeting to discuss things further.
  4. Cold-calling scripts: the “ask” is for a brief conversation, usually followed by a longer, scheduled meeting.

These different “asks” are helpful when you need to approach your prospective customer in different ways when looking for different outcomes. 

3. Marketing emails versus sales emails.

Because marketing emails and sales emails are both emails and both contain the sales message, many people confuse them. They’re actually quite different, though.

A marketing email is a form letter mailed to a large list of prospects.

Marketing emails are customized automatically by plugging database fields into the body of the email. However, when the recipient opens and reads the email, it’s obviously a form letter.

Because they’re impersonal, even a well-written marketing email will usually have a response rate of below 5 percent.

A sales email is a personal message sent to an individual prospect.

Sales emails are usually built from a template, but the sender crafts the sales message to specifically appeal to that particular prospect.

When the recipient opens and reads the email, it’s obviously NOT a form letter.

Because sales emails are personalized, prospects are more likely to respond after opening and reading them. A well-written sales email can easily have a response rate as high as 90 percent.

Customers are more likely to respond when you write to them directly. Personal communication is key!

Read steps 4-7 here! — A 7-Step Tutorial on Sales Messages |

Are you interested in creating or using sales messages in your online business? What are some ways you’ve sold products in the past? What worked well, what didn’t? Leave a comment below to start a conversation today!

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