The Sales Message

LEARNING OBJECTIVES
1. D I S C U S S A B A S I C S A L E S M E S S A G E A N D
IDENTIFY ITS CENTRAL PURPOSE
2. D E T A I L T H E M A I N P A R T S O F A S A L E S
MESSAGE AND UNDERSTAND THE
STRATEGIES FOR SUCCESS

In General
The sales message appeals to emotion and gets

attention.
Reason and facts should also be included.
Basic information about design and features in
specific concrete ways need to be given. (dont give
the owners manual)
Avoid too many abstract terms or references, as not
everyone will understand these.

Format for a Common Sales Message

Attention Statement
Use humor, novelty, surprise, or the unusual to get

attention.
Example:
Wall Street Journal

Introduction
Build interest by appealing to common needs and

wants, and include a purpose statement to set up

expectations.
Example:

This letter -- every word of it -- is

about how my company can help your

company make more money and be
more competitive.

Body
Establish credibility, discuss attractive features, and

compare with competitors, addressing concerns or

potential questions before they are even considered.
Example:
American Express

Conclusion
Sum it up and offer solution steps or calls to action,

motivating the audience to take the next step. The

smaller step, the more likely the audience will
comply. Set up your audience for an effective
closing.
Prevention Magazine

Residual Message
Make the sale, make them remember you, and make

sure your final words relate to the most important

information, like a contact phone number.
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