When it comes to writing your sales pitches, whether you’re writing a convincing blog, a short introductory message or your “script” you don’t want to sell like a preacher. You need to write a sales copy that doesn’t preach, but convinces people that you can solve their problems.
Why does preaching harm you?
When I mention preaching what comes to mind? Do you envision some priest screaming from the hills that the rapture is coming and you can be saved with three easy payments of £199 excluding VAT? Well maybe not that extreme but that’s what you can sound like to someone on the outside looking in. The solution your problem fixes doesn’t need to be sold as the greatest thing since air, but it does have to be sold as the go-to solution. But, selling it as the best product or service in the world will open it up to a lot of scrutinies.
Preaching Creates A Credibility Issue
There is something about being told I need something that makes me want to run away. I hate being told what I need and don’t by the person selling it to me. I think to myself “yes, Mr SnakeOil I agree with you, I do need to buy your product”. But, how can people sell without actually telling people to buy? Doesn’t that eliminate the call to action on any sales copy? No. Instead, you need to think about your approach a little more in-depth. Consider your approach to purchasing. Do you research your products, see what you need and purchase accordingly? Or would you just follow the first salesman you talk to? I understand I’m asking a lot of questions in this article, but those are the same questions you need to ask to refine your sales pitches.
Stop Asking Uncomfortable Questions
Speaking of questions, stop asking questions that make people feel uncomfortable. Questions such as “Why haven’t you tried this yet?”, or “What’s stopping you from doing this?”. Sometimes people don’t have the purchasing power to make your dreams come true, but they may have the ability to connect you with the right people. Preaching pitches doesn’t always need to be promoting work, it could come in the form of tearing down others for their actions. Don’t make them feel bad for not having the ability to purchase or the time to read your blog about a very specific facet of their business they never think about.
Keep It Short
This takes us onto the length of your writing. You need to respect people’s time when it comes to your messaging. Not everyone has the time to read a 100-page essay about your company and product. Even if they tell you they’ve read the documents you sent over, they probably haven’t. So keep your sales copy concise and to the point. If you write a sales copy that preaches like a 2-hour sermon you’ll just bore your leads into ignoring you.
If your sales copy is struggling to convert take a look at your writing and ask yourself those important questions. Is it too long, or am I being too pushy and expecting too much from people? Keeping it simple and engaging is the key to a good sales pitch. But, most importantly, write sales copy that doesn’t preach.
