When crafting a selling message, make it simple so that the intended audience knows exactly what the offer is, who it is for, the problem it solves, the value it delivers, and what life will be like if you pass.
We have a brain that filters out anything not immediately and specifically relevant to us. Deep in our brains, automatically, we preserve the maximum cognitive space we can, which facilitates instant response.
I am not a fisherman, in the sense that it is something I do regularly. However, as a kid I was taught to fly fish by my father in the mountain streams of the Kosciusko National Park and surrounds. Two things are relevant to a hungry trout:
- Does the fly look inviting as a feed?
- Is it easy to get to?
Trout do not wait for food to come down the river in the fastest part, the ‘runs’ as we call them. They wait on the edges where the going is easier.
Why? it takes up too many calories, energy to swim against the flow in the fastest part, so they hang around the edges from where they can duck into the fast water and pick off the juicy meals that are easy to get.
It is no different when trying to attract a customer.
Make it easy, and clearly juicy for them, and they might bite. Make it too hard to understand, not immediately relevant, insufficiently ‘juicy’, and their automatic brain filters will ensure the message goes past unnoticed.
Keep the message simple, directed at a specific audience that has a specific problem, and show them the outcome of taking a bite. Do that well, and you might have a convertible prospect.
Get in touch when you have trouble figuring out how to build the ‘juicy’ and where to put it so it gets seen by your ideal customer.
