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When people hear that I am an internet marketing and new media consultant very often the conversation becomes all about how to get the persons business more traffic, more attention, better search results and “what can we do with this social media stuff?”.
Yes, they are all valid concerns, but on further questioning the majority of the time I work out these are not their most pressing problems. There is a common issue, a deeper factor, that most of these companies have, and more traffic would only serve to cover up the root cause of their woes, not cure it.
What is this issue? How to get into your prospects brain …
Think about the companies that you know well, the ones you like to work with, buy from. Consider the products you are lusting after, the gadgets and toys your kids are nagging for, and what the media are switched on to.
In most cases, even if the source of the information is all hype and little substance, you have a clear idea in your mind of all of those companies and products.
Those brands have been able to penetrate the noise of daily consumer life and hook into your gray matter firmly and securely.
It’s all about clarity. Clarity of purpose, benefit and positioning.
Your sales messages, traffic and copywriting is not the cause but the delivery system!
So clarity is important, right? Now go to any networking event and talk to people about their own products and services. Either you get well-rehearsed elevator pitches that break down after you question them just a little, or you get stuttering jumbled mumbling where the person seems to know what to say, just not how to say it.
Why can you describe the pleasures and benefits of an iPhone but struggle to describe why someone should consider you over your competition?
The real secret behind sales, and especially sales in written form, is to KNOW with certainty and clarity
- What you do and who for
- Why that is needed and beneficial
- The way you work
- Typical results you should expect
- How you are different, and why that is important
Can you answer these questions simply, clearly and in a way that any prospect would understand and recall?
If not, it doesn’t matter how good your traffic, copy or sales pitch is. If you can though, then you don’t have to be sales person of the year to land more contracts and move more product.
Forget the elevator pitch, just know and communicate your position clearly. Clarity of offer transends media. It will work online, off, on your site, in print literature and in social media.
Start now and see your sales boom! 
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