Your Sales Message

Most entrepreneurs always have their own story to tell in the hope that this will entice customers to buy whatever it is they are selling. However, I have also noticed that most of the stories that these entrepreneurs tell are about them, it is actually all about them and their success. They basically play the role of a hero or the protagonist in the story. The entrepreneurs act as the person who saved the day, they are the customer’s hero. However, have you ever thought that your prospects want to be the hero in this story?

Here is one example of a message that is all about the vendor. To give you a brief background this message comes from an online software solutions company that targets Fortune 500’s and ad agencies. The message goes like:

We are an online software solutions company who offers expertise in the
full-range of services required to bring interactive projects to life. We
interface seamlessly with world-class companies, advertising agencies and their
third party vendors to make certain that all areas of an online initiative are
up and running smoothly. We understand how to form powerful connections between
brands and their intended audiences through technology. We also help companies
streamline their internal and external marketing & communications through
the use of new tools and techniques.

Some customers will understand the message like this:

The first part of the message is already unclear and confusing. It seems like this company is selling software and service. The phrase “full-range services” is pretty broad. I really do not know what services are included with “full-range.” The definition of full-range might be different from how the entrepreneur defines it and what the customer is expecting. Bringing interactive projects to life is like something we have seen in movies. I honestly do not know how a software business can do this. Notice that the word “seam” was used here, it is actually not needed. Seams as defined by merriamwebster: the joining of two pieces (as of cloth or leather) by sewing usually near the edge. I do not think a website posses any seams.

There are a lot of online entrepreneurs trying to sell excellent products - but failing! They are failing because they are overlooking the importance of getting their message understood by their prospects. If you do not make sure that your message is clear for your visitors, there is no telling how many sales might be slipping through your fingers.

When it comes to your online business, your sales message is your one and only chance to communicate directly with your potential customers and tell them why they should buy from you over someone else.