As most of my readers already know, I critique sales messages as a free service for readers of my free weekly newsletter.
Every day, I get several sales message examples, almost all of which are like this:
As I've pointed out before, there's a huge problem with these messages: they are all about YOU. When you send this kind of marketing message, what the customer sees is
It's like listening to some bore at a party who goes on and on about himself and then says: "But enough about me; let's talk about what YOU think about me!"
Get Inside Your Customer's Head
Unless a customer contact is a professional buyer whose specific job is to select between commodity vendors, your customers are only interested in two things: 1) themselves, and 2) their own customers. Mostly themselves.
So stop talking about yourself. Stop asking customers to figure out how your offering fits into their world. Stop pretending you're so fascinating that customers will beat a path to your door.
Instead, use your imagination to see the world from the customer's perspective. Here's how:
Write down your answers and use them to craft your sales message. It's really that simple.
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