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

HOW-TO:
Create a Compelling
Sales Message
That 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 in
Feel free to ask about my background after session

MY GOAL

Everyone leaves today with a view into
how a core sales message simplifies
marketing, and concrete steps to create one

CREATING A CORE
MARKETING MESSAGE
Set Yourself Up For Success

KEEP IT SIMPLE
Website

Infographics

Lorem ipsum dolor sit amet

Videos


Email


Social Media

WHY THIS ROCKS
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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's
Foolproof Sales Letter Formula
http://10x.to/sales-letter

WHAT GOES INTO IT
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.

Capture their attention
Identify their (big) problem
Show the solution to their problem
Present your relevant credentials
Show the benefits of your solution
Give social proof that it can work for them
Make a compelling offer
Inject scarcity to prompt action
Give a guarantee to minimize risk
Make a call to action so they know what to do next
Give a warning to agitate the problem
Close with a reminder of the benefits

THE 12 STEPS ARE DESIGNED TO...
Connect on emotional level and overcome
buying resistance…
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"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"

APPLYING
A CORE SALES MESSAGE
Getting Maximum Value

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

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

ACROSS THE BOARD
Website

Infographics


Videos


Email


Social Media

HOW TO CREATE
A CORE SALES MESSAGE
The Easy Way

CHUNK IT FOR FLEXIBILITY
1. 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
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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 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
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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
gifts
"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
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Always include a PS (1-3)
Remind them of your irresistible offer
Restate the call to action
Remind them of the limited availability

RECAP
1.
2.
3.
4.

Get their attention
Identify the problem
Provide the solution
Present your
credentials
5. Show the benefits
6. Give social proof

7.
8.
9.
10.
11.
12.

Make your offer
Inject scarcity
Give a guarantee
Call to action
Give a warning
Close with a reminder

ADDITIONAL RESOURCES
Always 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)
Infographics
http://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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HOW-TO: Create a Compelling Sales Message That Works Everywhere