HOW-TO: Create a Compelling Sales Message That Works Everywhere

HOW-TO:Create a Compelling

Sales MessageThat Works Everywhere

+Chris Mohritz | chris@mohritz.co | #IdeaToOperations

OUR JOURNEY

● Why create a core marketing message● Where to use it● How to create it

We’ll jump right inFeel free to ask about my background after session

MY GOAL

Everyone leaves today with a view intohow a core sales message simplifies

marketing, and concrete steps to create one

CREATING A COREMARKETING MESSAGE

Set Yourself Up For Success

KEEP IT SIMPLE

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Infographics

Website

Videos

EmailSocial Media

WHY THIS ROCKS

● Write it once, use it over & over● Set of reusable concepts● Repeatable message-to-market match● Used across multiple channels & media● No second-guessing required● Consistency is important● Provide a better customer experience● Step-by-step guide (actually get it written)● ADHD-friendly (stop-and-go writing)● More effective (more sales)

METHODOLOGY IS BASED ON...

David Frey'sFoolproof Sales Letter Formula

http://10x.to/sales-letter

WHAT GOES INTO IT

1. Capture their attention2. Identify their (big) problem3. Show the solution to their problem4. Present your relevant credentials5. Show the benefits of your solution6. Give social proof that it can work for them7. Make a compelling offer8. Inject scarcity to prompt action9. Give a guarantee to minimize risk

10. Make a call to action so they know what to do next11. Give a warning to agitate the problem12. Close with a reminder of the benefits

THE 12 STEPS ARE DESIGNED TO...

Connect on emotional level and overcome buying resistance…

● "You don’t understand my problem"● "How do I know you’re qualified?"● "I don’t believe you"● "I don’t need it right now"● "It won’t work for me"● "What happens if I don’t like it?"● "I can’t afford it"

APPLYINGA CORE SALES MESSAGE

Getting Maximum Value

● Use sparingly● Best applied with authority-building● Can use bits & pieces or full letter

ALL MARKETING MATERIALS

● Direct mail letters● Web landing pages● Infographics● Sales presentations● Website copy ● Promotional videos● Email / autoresponder sequence● Social media posts

OFFER TO HELP THEM ALONG WAY

ACROSS THE BOARD

Infographics

Website

Videos

EmailSocial Media

AT EACH LEVEL

HOW TO CREATEA CORE SALES MESSAGE

The Easy Way

CHUNK IT FOR FLEXIBILITY1. Capture their attention

2. Identify their big problem

3. Provide the solution to their problem

4. Present your relevant credentials

5. Show the benefits of your solution

6. Give social proof that it can work for them

7. Make a compelling offer

8. Inject scarcity to prompt action

9. Give a guarantee to minimize risk

10. Make a call to action

11. Give a warning to agitate the problem

12. Close with a reminder of the benefits

DON’T MAKE THEM THINK

● Consider their entire experience● Take them one step at a time● Tell them what to do next● Each step has a single goal (the next step)

STEP 1: GET THEIR ATTENTION

STEP 2: IDENTIFY THE PROBLEM

● Tell a story● How does it feel to have this problem?● Make them say: “That’s exactly how I feel”

“There’s nothing worse than getting home in the evening and not having your garage

door open. It’s dark outside. You trip on the porch step while search for your front

door key…”

STEP 3: PROVIDE THE SOLUTION

● They’re feeling the pain, now...● Introduce yourself● Introduce your product or service ● How can you relieve their pain?

STEP 4: YOUR CREDENTIALS

● Successful case studies ● Popular companies or people you’ve done

business with● Length of time you’ve been in your field of

expertise ● Conferences where you have spoken ● Important awards or recognitions● Make them feel: “they understand my

problem, they’ve helped others, they can help me”

STEP 5: SHOW THE BENEFITS

● Not features● People only care about what it will do for

them● Include at least one hidden benefit

“A hot tub not only soothes & relaxes your muscles, it gives you an opportunity to talk to

your spouse without interruptions.”

(greater communication, better marriage)

STEP 6: GIVE SOCIAL PROOF

● They want it, but they don’t believe you, so...● Build credibility & believability● Testimonials with pictures, etc.

STEP 7: PRESENT THE OFFER

● Key to the sales letter ● Make them think: "I'd be stupid not to take

this deal"● Combine great price, great terms, free

"Looking for a new car? Get a rock-bottom price, a low interest rate, & a free year of gas!"

STEP 8: INJECT SCARCITY

● Most people take their time ○ They don’t feel enough pain to make a change, or○ They are too busy & just forget, or○ They don’t feel that the perceived value outweighs

your asking price, or○ They are just plain lazy

“Our supply is limited to only 50 (items) & will be sent on a ‘first come, first served’ basis. After they’re gone there won’t be any more available.”

STEP 9: PROVIDE A GUARANTEE

● Make offer irresistible● Take all risk out of the purchase● People fear being ripped off

STEP 10: CALL TO ACTION

● Don’t assume they know what to do to next

● Clearly & concisely spell out how to take action

“Pick Up the Phone and Call Now!”“Tear Off the Order Form and Send It In Today!”

“Come to Our Store by Friday and…”

STEP 11: GIVE A WARNING

● Continue to build emotion● Make them feel what will happen if they

don’t take the offer

"Continue to struggle day-to-day to pay bills""Work too hard for too few customers""Lose the chance for valuable bonuses""Keep getting what they’ve always got""See other companies get the business"

STEP 12: CLOSE WITH A REMINDER

● Always include a PS (1-3)● Remind them of your irresistible offer● Restate the call to action● Remind them of the limited availability

1. Get their attention2. Identify the problem3. Provide the solution4. Present your

credentials5. Show the benefits6. Give social proof

7. Make your offer8. Inject scarcity9. Give a guarantee

10. Call to action11. Give a warning12. Close with a reminder

ADDITIONAL RESOURCESAlways Be Testing. Always Be Improving.

KEEP IT SIMPLE

David Frey’s 12-Step Foolproof Formula:http://10x.to/sales-letter (framework)

The Gary Halbert Newsletter:http://www.thegaryhalbertletter.com (tweaks)

Infographicshttp://blog.crazyegg.com/2013/02/13/art-of-the-sales-letter/http://rayedwards.com (optin)

GOAL CHECK

● Core sales message makes life easier?● Steps to compose the message?

COMING UP

Friday:● Outsourcing: Outspend Your Competition

Next Week:● HOW-TO: Get Highly-Qualified Leads &

Build Authority With LinkedIn

In 2 Weeks:● Holiday Break (12/24 & 12/31)

Questions?Feedback?chris@mohritz.co

HOW-TO: Create a Compelling Sales Message That Works Everywhere

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