Welcome to the 8th edition of Conquer Sales! We have a great topic to cover: Messaging.

This edition will be approximately a 6 minute read.

Messaging is key, don’t even think about prospecting before you’ve worked on your messaging. It’s like going to the gym, don’t skip leg day.

Let’s go through the motion of thinking up our messaging. There’s work to do so let’s get cracking!

This weeks agenda, we’ll go through:

1. Why work on your messaging?

2. 6 Steps to define the ultimate messaging

Why Work on Your Messaging?

Messaging is crucial for business.

It helps your business to connect with your customers.

Consider these points when thinking about the importance of messaging:

1. Acquiring more customers: messaging helps you engage with your customers. It won’t and shouldn’t resonate with everyone, but if done well it will increase your customer base and boosts revenue growth.

2. Convey a clear, strong message: through your messaging, your customers will understand your vision, mission and especially values. Make it count.

3. Connect beyond customers: great messaging is essential to connect with customers, but also investors, potential employees, the press, etc.

4. Drive revenue growth: good messaging will also help in providing a great customer experience, improve your marketing and sales efforts, and drive revenue growth by engaging with customers in a way that resonates.

Bottom line, messaging is essential for your business to connect with your customers, making it inevitable to work on!

6 Steps to Define the Ultimate Messaging

Creating effective sales messaging is crucial to the success of any business as seen above.

It’s not just about what you say, but how you say it.

Your sales messaging must be clear, concise, and compelling to engage your target audience and communicate the value of your product or service.

I’ll outline six key elements to consider when creating a company's sales messaging:

1. Understand your target audience

The first step to creating effective sales messaging is to understand your target audience.

• Who are they?

• What are their needs and pain points?

• What motivates them to buy?

By understanding your target audience, you can tailor your messaging to address their specific needs and interests.

ICP

To do this, start by determining your ICP (Ideal Customer Profile).

Don’t be too broad with your ICP. Your product/service will determine your TAM (Total Addressable Market).

In other words, you need to “spray and pray” to hit quota.

Narrow down!

How to do this would be a whole different topic. Want more?

Buyer Persona

A buyer persona is a detailed description of your ideal customer.

Imagine an actual person.

You should then segment further by including demographic information such as age, gender, and job title, as well as psychographic information such as goals, challenges, and pain points.

Once you have a clear picture of your target audience, you can start crafting your messaging to appeal to their specific needs and interests.

2. Identify your unique selling proposition

Your Unique Selling Proposition (USP) is what sets your solution apart from the competition.

It's the reason why a customer should choose your it over others in the market.

When creating your messaging, it’s important to identify and communicate your value prop clearly and concisely.

To identify it, ask yourself the following:

• What problem does my product or service solve?

• How is my product or service different from others in the market?

• What benefits does my product or service offer that others don't?

Once you have a clear understanding of your UVP, incorporate it into your sales messaging in a way that highlights its unique benefits and advantages.

3. Craft a compelling headline

Your sales messaging needs to capture your audience's attention right from the start.

A compelling headline is key to achieving this. A hook.

Your headline should be clear, concise, and communicate the main benefit of your product or service.

To do this, use the previous exercises we did:

• you identified the key benefit of your product or service,

• you then phrase it in a way that speaks directly to your target audience.

Your headline should be no more than 10-15 words and should convey a sense of urgency and excitement.

Here’s an example for this newsletter:

4. Focus on benefits, not features

When creating your sales messaging, focus on the benefits of your solution, rather than the features. Your Value Proposition.

Don’t feature dump… there’s no better way to kill your call.

Move away from “me, my company, my solution, my features, my…”

Change your mindset to your prospect, their issues, their challenges, and how you can solve those.

Your value proposition should be unique, specific, and measurable.

It should also be communicated in a clear and concise manner.

Features are great but they simply don't communicate the value of your solution.

5. Use social proof

Social proof is a powerful tool in sales messaging.

It’s the idea that people are more likely to take an action if they see others doing it.

By incorporating social proof into your sales messaging, you can build trust and credibility with your target audience.

There are several ways to incorporate social proof into your sales messaging. You can use customer testimonials (I use a tool to gather them), case studies, or even social media posts from satisfied customers.

The key is to show your target audience that others have had success with your solution and that they can too.

6. Test and iterate

Creating effective sales messaging is an iterative process.

It’s important to test your messaging and make changes as needed based on feedback and results.

You might have heard of A/B testing. It’s a powerful way to compare different versions of your sales message to see which one performs better.

By constantly testing and refining your messaging, you can improve your conversion rates and drive more sales.

This will ensure that your messaging is always improving and resonating with your target audience.

TL;DR

For those that didn’t get the time to read more details above, here are the 6 key elements you need to think of to craft your messaging:

1. Target audience: Clearly define the target audience and create a buyer persona that details their pain points, needs, and desires. This will help to tailor the sales messaging to address their specific needs.

2. Unique Value Proposition (UVP): Develop a clear UVP that sets you apart from your competitors. A concise statement that highlights the unique value that you offer.

3. Craft a compelling headline: you need to “hook” your prospect into wanting to know more.

4. Focus on benefits, not features (your value proposition): Clearly articulate the value proposition. What you offer to your customers and specific benefits they will receive from using your solution.

5. Use social proof: no better way to build trust and credibility with your target audience. You want to show them that others have had success with your solution and that they can too.

6. Test and iterate: by constantly testing and refining your messaging, you can improve your conversion rates and drive more sales.

By following these steps, you can create messaging that resonates with your target audience and helps you achieve your sales goals.

Hope you enjoyed this edition, see you in 2 weeks!