Crafting A Clear Sales Message To Earn Potential Customer’s Trust

A clear sales message that converts is important for more than your business’s bottom line. It’s one of the best ways to build trust with your potential customers from the first interaction they have with you.

It makes sense, doesn’t it? Your sales messages are often the first place your customers come across you. You want to make sure you make a good first impression. The best way to do that? Make sure your message is clear and consistent. You want it to be the same across the board.

Take a moment right now to look at your website, your social media feed, and your emails. Are you clear and consistent across the board? Do you share the same features and benefits? Do you offer the same products? Does your content support what you’re selling? Take a minute to tweak and edit as needed to make sure each piece of your sales funnel is on point. (While you’re at it, check to make sure that some additional information on your site is up to date too such as the copyright year (you’d be amazed at how many sites have copyright dates of 2 or more years back which is a giveaway that the business may not be doing as well as is being projected!), and that there are no broken links. You can use a tool like https://www.brokenlinkcheck.com/ to help find those broken links.)

That is unfortunately easier said than done. How do you know that your sales messages are clear and concise? It can be hard to look at your own writing objectively and see what’s working and what isn’t.

When dealing with a sales page or an entire sales funnel, it’s a good idea to look at your data. Are the conversion rates what you expect them to be? If not, there’s something off. See if you can pinpoint it. Make your changes and test again. Did the numbers improve? They will tell you if the changes you made build more trust or less trust.

Of course, this strategy requires data and that means a fair amount of traffic into your sales funnel. Without it you won’t be able to quickly get the conversion rates that will help you make good decisions.

Another option is to have someone audit your sales messages. Ideally, this person will be someone that represents your ideal target audience. Find a friend or colleague, or even an existing customer that you have a relationship with to read through your messages/website and give you feedback. What made sense to them about your messaging? What didn’t make sense? Is there anything in the sales page(s), the article(s), the email(s), or the short report(s) that made them stop and reconsider making their purchase?

You can get invaluable feedback this way and the testing/tweaking will help you continue to clarify and improve your message.

There’s an added benefit to doing this work that has little to do with building the trust of your potential and existing customers. Being clear in your message avoids confusion. Why is this important? When we are confused, we become indecisive. As they say, “a confused consumer doesn’t buy!”  We start to doubt our initial decision to give a brand or product a try. By avoiding this confusion in the first place, you’ll get more people to say ‘yes’ to your offers and that in turn is very good for your bottom line.

You should also check out your messaging using our “Conversion Equation” calculator that will help to ensure that your messaging will hit the mark and convert with your audience the way that you were intending the message to.