When it comes to generating sales leads, more effort seems to go into selecting the right marketing channel and making it look pretty and not enough into crafting effective sales messages.

I recently attended a seminar on writing sales copy for the web run by someone who was not only generating a healthy 7 figure income for himself but also clients too. He was very clear that when you compare the sales performance of pretty + poor sales copy Vs ugly + good sales copy, the ugly wins hands-down every time.

When I am helping clients on generate more sales leads from networking, the sales messaging is a key component. As it is so important I thought I would share with you my 5 best tips for crafting effective sales messages.

Tip #1 – Craft different sales messages to suit different buying motivations
It is not enough to focus on a target audience, you need to understand the different buying motivations and craft different sales messages for each. Most small businesses looking to get established should only really be focusing on one primary buying motivation. It makes sales and marketing so much more powerful and reduces marketing costs significantly.

Tip #2 – Craft different sales messages for different stages of the sales process
Many sales messages I see are trying to sell the product or service when their audience do not even know they need it. Once we are clear about the stages of our sales process then we need to craft what sales messages we use at each stage from generating interest to closing the sale. I am not talking about having to follow a script. I am talking about knowing what to say (or write!).

Tip #3 – Focus your sale message on the outcome and not your services
For most businesses, especially those selling business-to-business, we need to bear in mind that our clients and prospects are seeking solutions to problems, even if it is a supply problem or a reliability problem. To use storytelling terminology, we need to sell the happy ending and not the story. Our sales messages may refer to the drama but we need to show them that we have what they want – a solution to their problem.

Tip #4 – Appeal to emotion and not logic
Motivation is driven by emotion and not logic. If you do not believe me try rationalising yourself into getting excited about taking an bath filled with ice cold water and ice cubes in the middle of winter. We need our sales messages to appeal to our prospect’s specific buying motivation and that requires us to know what it is!

Tip #5 – Be consistent and make changes
If something is not working then we need to try something different – but not necessarily massively different. Sometimes just one word can make a big difference to results. Change one thing and then measure the results. If there is no difference then change it back and try something else. Do not change too much at one time as it will be hard to tell what made the difference.