Structure of a Sales Message

There are a few structures which you can use to construct a winning sales communication; this is one of them. This outline is based on the AIDA formula, Attention, Interest, Desire, Action.

The adaptation is the concept of Removing Doubt, in terms of how the prospect cannot lose out by being your customer/client.

Outline of an ad e-mail or sales letter.

Target the right prospect (Fundamental).

1. A compelling headline or in the case of e-mail a compelling message (Attention)
2. Graphics (Attention)
3. A proposition leading to an offer (Interest)
4. How will they benefit from your proposition and offer (Desire)
5. How they cannot lose by taking you up on your offer (Remove Doubt)
6. How others have benefited – Optional (Remove Doubt)
7. A call to action (Action)

Regards


Mark Wheatley

Integrated Marketing  Copyright Mark Wheatley 2009 All Rights Reserved