Day 28: Only 1 Thing

Have you ever been lost when reading an email?

Or an advertisement?

Or even just a long text from your friend?

I’ll speak for you and say it’s a resounding yes.

But did you ever wonder….

Why is that?

It’s because whatever message was trying to be spread, got caught up in the brain of the writer.

What does that mean?

Whoever was writing that message to you, didn’t look it over well enough and realize how complicated it might come across.

When sending any sort of message, especially a sales one:

Stick to conveying 1 idea.

This has recently become an issue I realized I had in my emails I would write for this one brand.

And now I am passing it on to you, whether it be used for sales or just day-to-day conversations.

When you want a message to be effective, you need to focus on 1 thing.

Here’s an example:

Always remember how little attention span we get from each prospect, and when we talk about two different ideas…..

We lost them!

Imagine I’m trying to sell you my used car and I start off with this:

“ Yeah my car is really good for long drives, that’s where it saves the most miles per gallon. But don’t forget about the steering wheel, just got it replaced which means that I could have upped the price but I kept it low just for you. Oh, and the leather seats…. blah blah blah… “

Did you see what happened there?

I had a strong hook:

High miles per gallon = Less money to spend on Gas

And then what did I do?

Instead of doubling down on a benefit that could have persuaded my buyer ( especially if they were in the market for a gas-efficient car ), I started telling them about the steering wheel which did not correlate!

What should I have done?

Elaborate on the core benefit.

If in the case of selling my car, I would focus on its strongest benefit which was the high miles per gallon.

And I wouldn’t just say that, I would demonstrate with my words how it affects you.

Sell through emotion, not features.

“ After spending thousands of dollars to make this car run smoothly, I could tell you the one thing that made it so worth it: buying gas felt like a rare occasion.

It wasn’t just the fact that the gas was so cheap I could use pocket change to cover the cost, but the realization that it happened once a month.

And it’s not like I didn’t go anywhere….

You see,

I took this car everywhere…. ( etc. ) “

Now that wasn’t a perfect demonstration, but you can see the point.

And when we are trying to sell anything to an audience, we need to keep things simple and compelling.

If you want to learn how to do this with your emails even further:

Watch this….