1. If you are trying get a prospect’s attention then your message to him/her needs to hit the mark.
2. It should be short enough that they will read it … too long and you lose their attention.
3. It should be “compelling” … ie. something that interests the reader.
4. They should NOT have to work to understand the message.
5. Do NOT ask them to go to some other website to read stuff that you think will then convince them of your value. Establish value FIRST and then its OK to bring on more messages.
6. Your messages should not be about YOU … they should be about your PROSPECT. What is of interest to THEM!
It seems so easy doesn’t it? Its amazing how often people miss the mark.
An old mentor of mine used to be a fan of the “so what” test. Read the message and then ask so what? If the answer isn’t (a) clear, and (b) relevant … then its pretty much useless!
Some useless messages …
“Other companies in your industry use this” … so what!
“It is a “state of the art” solution” … so what!
“It is the latest thing” … so what!
“We will improve your operations immensely” … Really (I hear “blowhard” and an attack on how poorly things are run today)!
Sales is a valuable and honourable profession that gets a black eye from poorly trained people … go get some sales training!——————————————————————————————————————————
Kevin Dee is the founder of Eagle (a Professional Staffing Company)
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