How to Create Messages That Convert

Here’s how to create sales messages that invite prospects to care and motivate them to learn more.

Have you ever seen an infomercial?

Infomercials take you from not thinking about it to taking out your credit card in under 5 minutes.

Here’s the infomercial formula in the context of The Record Vacuum by Ronco.

  1. A person with a job to be done. Audiophiles who are enthusiastic about high-fidelity sound reproduction.
  2. The villain. Dust and static electricity distort the sound.
  3. Current solution. Keep records in the sleeve.
  4. The cost of inaction? Damaged needles, scratched records, static electricity build-up.
  5. What’s better? Automatically wipe away dust particles. Protect records. Prevent damage to your needle. It gives you all the quality sound you paid for.

Why am I talking about infomercials?

Feeling the before version of your prospect’s infomercial is the best way to create messaging that converts.

When you join the conversation already taking place in your prospect’s head, they subconsciously think, “You get me, what do you have?”

Yet, most salespeople spend 90% of their time learning about the after version of the infomercial. Their product. The solution.

The after version or solution has no value without problems the prospect can relate to.

Instead flip it.

Spend 90% of your time learning about the before version of your prospect’s infomercial. You should be able to feel the suck. Yes, it’s a feeling.

What can you do to ‘see’ and ‘feel’ what it was like for customers to get the job done before ‘hiring’ your product?