Marketing & Sales Message

Your marketing & sales message must effectively answer the following four questions:

1. Why should I read or listen to you?

2. Why should I believe what you have to say?

3. Why should I do anything about what you’re offering?

4. Why should I act now?

These are very basic questions, but few sales people can fire back fast answers to any of them. There are all kinds of companies who are the greatest in the world, but can’t give you a really solid explanation of what they do or why it matters.

Your precise answer to these four questions is your Unique Selling Proposition. You must have this message clearly defined and focused. It must be written down and you must be able to repeat it in the middle of the night when your spouse wakes you from a deep sleep. Everything you do should answer those questions in a consistent way, whether directly or indirectly.

Every time you communicate with your customer, you should reinforce the core ingredients of your sales message.

People forget. It’s never good enough to say something just once. Once your prospects have contacted you, they should regularly get things from you that reinforce what you told them the first time, and every time you talk to them, you must communicate your core sales message.

It’s easy to get tired of constantly saying the same thing all the time, and it’s easy to stop doing things that work just because you get bored with them. But you must resist this temptation and consistently, persistently reinforce that message.

Your message will never be consistent unless everyone in the company agrees on what it is. If you change your message every month, you’ll never get real traction in the marketplace because customers will have only a vague idea of what you do.

Original Source: Perry Marshall