{"id":15077,"date":"2018-04-17T16:10:10","date_gmt":"2018-04-17T15:10:10","guid":{"rendered":"http:\/\/blog.intercom.com\/?p=15077"},"modified":"2020-07-30T12:56:59","modified_gmt":"2020-07-30T11:56:59","slug":"write-the-perfect-sales-message","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/write-the-perfect-sales-message\/","title":{"rendered":"Write the perfect sales message with these 7 rules"},"content":{"rendered":"

When was the last time you made or received a sales call to or from someone you didn\u2019t already know?<\/p>\n

While the death of cold calling may have been exaggerated, in the past 5 years the preferred medium for sales messages has rapidly moved to email, messaging and live chat<\/a>. In this era of business messaging, the written word has become even more crucial for building relationships between buyer and seller.<\/p>\n

Sales letters were the precursor of email marketing<\/p>\n

Which is why, when I happened upon Dan Kennedy\u2019s The Ultimate Sales Letter<\/em><\/a> on Amazon recently, my mouse paused and I found myself clicking to download. Sales letters sent through the mail were the precursor of email marketing<\/a> and Kennedy\u2019s is the classic tome on the tactic.<\/p>\n

Back in the 1990s people like Kennedy made a good living producing direct mail campaigns selling everything from silver coin investments and self-help courses to PC consultancy. It was also long before the concept of collaborative selling, so the book features some questionable sales advice that wouldn\u2019t fly today e.g. concealing the price, the value of intimidation, shock tactics etc.<\/p>\n

But Kennedy was a self taught writer and dispenses some great advice on crafting prose that converts. So to save you trawling through all 200 pages, I\u2019ve picked out the top nuggets of timeless sales writing advice from Kennedy that we can all learn from today.<\/p>\n

1. Make sure your sales message is seen<\/h2>\n

It was a revelation to me that a perennial downside of email \u2013 non delivery \u2013 was also a problem with snail mail. In shocked tones Kennedy informs his readers that \u201c10 to 30% of properly addressed third-class mail never reaches its intended recipients!\u201d. The issue was postal workers dumping commercial mail that they saw as junk. The 21st century version of that problem is Gmail and spam filters. Just as sales letter writers went to great lengths to make their mailers look like personal messages, personal human-generated email<\/a> and sales messages will always perform better than anything robo-generated.<\/p>\n

2. Make sure your sales message is read<\/h2>\n

We\u2019ve all been the recipient of annoying automated email sequences from sales people who won\u2019t seem to take no for an answer. Kennedy\u2019s advice on going from \u201cannoying pest to welcome guest\u201d is timeless \u2013 get your reader\u2019s attention<\/a> by opening with something important or valuable to them. Could you say that about sales messages you write to prospects who visit your site?<\/p>\n

3. Demonstrate the value not the price<\/h2>\n

Your pitch should ‘build value’<\/p>\n

While The Ultimate Sales Letter<\/em> offers some questionable advice on dealing with price, it does say your pitch should \u201cbuild value\u201d so that the price starts to look like a bargain. As Kennedy puts it \u2013 if you can demonstrate a return<\/a> on investment \u201cyour job becomes selling $1,000 bills for $50.\u201d<\/p>\n

4. There is no formula for ideal length<\/h2>\n

Yes, we all want to be able to follow a playbook that guides us on the road to easy riches, but life is not that easy. You need to write to the length that allows you tell your story successfully rather than to a predetermined format or word count. But Kennedy\u2019s best insight is this: writing short so that everyone will read it is counterproductive. Instead you should write in the style and length that will appeal to the buyer, not the non-buyer.<\/p>\n

5. Don\u2019t get hung up on style or grammar<\/h2>\n

When you sit down to write a sales message you\u2019re competing against your peers, not professional writers, so don\u2019t sweat the details. Kennedy advises letting your own personality come into your writing, so that you \u201csell in print as you would in person.\u201d \u201cWhen you go to the bank to deposit all the profits your sales letter produced, nobody will ask whether you dangled a participle or split an infinitive,\u201d he concludes.<\/p>\n

6. Don\u2019t be afraid to repeat yourself<\/h2>\n

Basic psychology suggests people accept new ideas and information as valid through repetition or shock. Assuming you want to avoid the shock tactics, Kennedy provides a helpful list of 6 ways you can repeat the same information without sounding…repetitous.<\/p>\n

Inject as much enthusiasm as possible in your first draft<\/p>\n

    \n
  1. In a straightforward statement<\/li>\n
  2. In an example<\/li>\n
  3. In a story, sometimes called a “slice of life”<\/li>\n
  4. In testimonials<\/li>\n
  5. In a quote from a customer or expert<\/li>\n
  6. In a numbered summary<\/li>\n<\/ol>\n

    7. Write passionately and edit logically<\/h2>\n

    In Kennedy\u2019s experience people buy by emotion and then justify their choice with logic. You can apply this logic by injecting as much enthusiasm as possible in the first draft of your sales message<\/a> and then editing it with a cold clear eye.<\/p>\n

    I\u2019ll leave the final word to Kennedy, who in subsequent editions of his book addressed the rise of new-fangled sales channels like email and the web: \u201c\u2018What works’ does not change significantly whether carving it on a rock, having it put on papyrus by a calligrapher, or posting it on a web site.\u201d<\/p>\n

    \"customer<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

    In this era of business, the written word has become even more crucial for building relationships with buyers. Here are 7 tips to help you craft the perfect sales message.<\/p>\n","protected":false},"author":84,"featured_media":15090,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[1],"tags":[652,184,3319],"coauthors":[350],"class_list":["post-15077","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-capture-and-convert","tag-sales","tag-sales-advice"],"yoast_head":"\nHow to Write the Perfect Sales Message [7 Rules] | Intercom<\/title>\n<meta name=\"description\" content=\"In this era of business messaging, the written word has become even more crucial for building relationships between buyer and seller. 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