Does Your Value Proposition Suck? Here’s How to Craft a Killer Sales Message

I was checking social media the other day when I saw a girlfriend of mine post a “for sale” ad on Facebook attempting to sell her kids’ play kitchen.

My first thought was that my kids already have a play kitchen so I’m all good. Whoa – that’s a relief because I’m a sucker for recycled deals!

Still, it was a sales message so I clearly felt compelled to inspect the post further (can’t help it, hazard of the job).

The sales pitch went like this: “Selling this beauty. $75. Looks like new. Brand new it was $250. Private message me if you are interested.”

Before I know what I’m doing, I find myself evaluating her sales message and telepathically her free consulting advice.

Let’s break down her sales message and see what lessons we can learn here…

What Was Right

1) She included photos.

People love pictures because imagery evokes emotion. So, take extra time and care when selecting the visual design of your marketing materials.

2) The “deal” is clearly defined.

She makes the savings clear. It is imperative that your buyers know what they get when they buy from you vs. buying from your competitors.

(Note: you don’t always have to beat the competition in price, but you do have to offer a superior product and/or experience for the money.)

What Was Wrong

1) Failure to emphasize “easy”.

In our case study, the play kitchen for sale was already assembled but this fact wasn’t highlighted by the seller.

Did you hear me all you weary parents? Here is a cool toy your kids will love and it is Already! Assembled!

Customers want easy. They want products that work right out of the box. They want plug-n-play. Emphasize the ease of immediate use of whatever you are selling.

2) No link to reviews.

Today’s wired buyers simply don’t take the seller’s word for it that they are going to love the product, even if (like myself, in this case) they know the seller well.

They want to hear from 346 absolute strangers. Link me to Amazon, baby!

Whenever possible, make sure you provide reviews or links featuring third party testimonials that support your sales message.

Facebook likes, comments, Tweets, and Instagram photos from customers all add valuable social proof to your sales proposition.

Remember: you are the salesperson and buyers will not always trust what you say. But they will place their trust in other buyers who they imagine are just like them.

3) Lack of value clarity.

If you want someone to buy from you, you must offer a clear and compelling value proposition for the product. The only value mentioned in the ad is that this toy kitchen is a “beauty”.

Is that really the value of having a kid’s play kitchen?

Have you ever said, “I just don’t know what should go on that wall in my formal living room, it seems so bare… Wait, I know! A big, plastic kid’s play kitchen! They are so beautiful!”

Ridiculous, right? The value of a kid’s play kitchen is anything but beauty.

A killer sales message might say, “Will keep the kiddos busy for hours so you can get some much needed mommy time” or “Teach them a love of cooking early with their very own play kitchen”.

This is a biggie. When crafting your killer sales message, start with the buyer first (not the product!) and look at the value proposition through their eyes.

What is the true value to them?

How will your product improve their life?

Once you identify the value, make it clear in your sales message. The value of the sale must resound so clearly and compellingly that the buyer will struggle NOT to buy it.

Make buying a no-brainer. Buyers want value, they want social proof and they want a clear “why”.

Once you answer those questions in your killer sales message, that’s when you get to change someone’s world!