13 Elements of a Successful Sales Message
2016 12 07 | BY Dexter Nelson
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13 Elements of a Successful Sales Message

One of the best decisions of my life was to become a student of marketing and become a salesman, and today I want to share something powerful that I’ve recently learned from a friend and mentor, an 8-figure earner, Chris Record.

He is the founder of TecAdemics, a school that provides structured education for Internet marketing, and is currently offering, (for a limited time), free access to pure, value-based training (no upsells, no pitching, etc.).

Please click here to learn more after you’re done reading for more information.

13 Elements of a Successful Sales Message

13 Elements Of A Successful Sales Message

In no particular order, I’ll be covering 13 different elements that you can use in your sales pages, video sales letters, and in all of your online marketing to help convert more visitors into buyers and create more success as a salesperson.

Who is this for?

This is for anybody, who at some point will be looking to sell their own products or services online.

This includes:

If you’re looking to become more persuasive and convert more sales effectively from your sales page.


The key to standing out in a world where everyone is selling something is to sweeten the deal by offering a bonus if they purchase the product through you.

For example, have you ever seen multiple people in the same space trying to sell the exact same thing?

Of course you have. It happens all the time.

Bonuses allow you to stand apart from the rest, and if your bonuses is really good, you will find that some people will be more interested in the bonus, than the product you are actually selling.

Now, here are a few tips.

  1. You don’t need to overdo it. Keep it simple.
  2. Keep the bonus relevant to the product you are selling.
  3. The bonus should have a perceived cash value that adds significantly to the sale.
  4. Don’t hype the value.
  5. Come up with something real.

To put it another way, your bonus should be a “no brainer” to buy from you.

If it’s your own product you are selling, try breaking off a piece of the product offering and call it a bonus.

The customer is getting the same product, but this time they feel that they are getting a bonus along with their product.

For example, if you are selling a 10 video series, perhaps make it a 7 video series with 3 bonus videos.


Customers feel more confident to purchase from you when there is a guarantee. Of course you should never guarantee results, but if it’s your own product you may want to consider giving a refund period on their purchase.

An example of this might be a money-back guarantee.

This will help close prospects who are on the fence about to purchase, but having doubts and reservations make a buying decision.

What you’ve done is remove the risk. If they feel like they can give your product a try, then if it doesn’t work there isn’t any risk because they can get a refund.

Or maybe they aren’t quite sure if they like it, but with a refund period, then they may be willing to at least willing to try it.

On average, by offering a refund you will likely get more sales as a result, because a refund is making it worth it.

And always be very specific about the refund details, terms, period, etc.

Now, one really important tip.

You never want to guarantee a result, especially a financial result. It’s not okay to say, “I guarantee you’ll make x amount of money,” for example.

Not only is it not okay, it can also be illegal, so definitely stay away from guarantees like that.

In my business my guarantee falls in line with the refund policy and a trial offer.

“We offer a risk-free 14 day trial with a 100% money back guarantee if you aren’t happy for any reason,” and then we have terms and conditions that apply.


The idea here is that you want to create a sense of urgency or scarcity, because people tend to not procrastinate when there are limitations.

So, give the prospect multiple reasons why your product offering is not something they can simply walk away from.

You don’t want them to think they can take as much time as they need to make a buying decision.

One of the biggest sales objections is procrastination and delay. “I want to talk to my husband/wife”, “I need to think about it”, and so on.

Now, while that may actually be true for a few people, and that’s okay, for most people it’s nothing more than an excuse.

Create some limitations that create the need for them to take immediate action, such as limited availability, only a few spots left, price is going up soon, only elite leaders own this, doors are closing soon, the bonus you are offering is about to go away, etc.

If the prospect feels like there is a limited time for them to make a buying decision, then they will be more likely to take immediate massive action and buy it.

Urgency and scarcity are some of the most effective selling points there are.


This one is actually pretty straight forward.

Most marketers make the mistake of only asking the customer to purchase the product one time on the page, but yet they take the time to repeat several other things, like product features, or testimonials, or video overviews, etc.

If you are going to take the time to repeat more features, the very least you can do is also repeat the call to action for the customer to purchase.

If you are writing a long sales page, it may be wise to insert a call to action with an order button at least 3x throughout the page.

The reason is that you don’t know, at what point a prospect might be ready to buy.

For example, your prospect might be ready to buy half way through the page, but now they have to watch videos or read more in order to get to the buy button, and you might lose them.

Close frequently, even on webinars, conference calls, sales pages, etc.


Proof is one of the most powerful selling factors that you have in your tool belt, and is almost mandatory.

Think about it this way.

If your product doesn’t work, then why are you selling it in the first place?

And if it does work, then you should be screaming about those results every chance you get.

Proof is about building belief in your prospects.

Your prospects will be more likely to buy from you if they BELIEVE that the product truly works, and you can demonstrate this by showing them examples of proof to help them overcome their skepticism and doubt.

Show that the product works for you, but also show that it works for other clients and customers.

Show a range of results, such as small results, medium results, and large results, so that you can relate to a much larger demographic of potential customers.

A couple things to remember about proof.

If you have an offer, and send 1,000 people to that offer but only 10% buys from you, chances are that you failed to make your product relevant to everyone in the marketplace.

This is why we want a range of proof, so that many people in your market will be able to relate. More on this in the next topic.

The second thing to remember about proof is that it must be real, and you will often require documentation to back it up.

It must be real because, especially today, not only because it’s the right thing to do, but because people aren’t stupid, and you will be found out sooner or later.

We live in an age where so much stuff is fake that “real” is one of the most powerful tools in your arsenal. And, you’ll need documentation in most cases, for example, if your proof is a financial result.

Let’s say you have a student that made $10,000 in less than 30 days using your product or service and someone decides to investigate… like the authorities.

Then what?

It’s best to not even lie. Document everything.


Many times people get confused on the difference between proof and testimonials.

Proof can be screenshots that show that the product offered is getting results, but testimonials are a more powerful way to get 3rd party endorsements of the product you are selling, to help increase belief in your prospects.

Or to put that another way. Proof is where you show a result – a picture, a video, etc.

A testimonial is someone endorsing you or your product.

Do your best to get a range of testimonials that not only share the power of the product you are offering, but that also tell customers why they should be doing business with YOU, and why your previous products have been amazing, and every other angle you can hit to help get them comfortable to purchase.

Why would we go through all of that trouble?

The first reason is the one that was mentioned before – relevance.

If you are a successful person, what’s to stop the average person from thinking, “Sure, Dexter can make this work. He’s been in business for a while and studied this stuff and he’s making money. Of course he can make this work. But that will never work for me”.

I’m a 39 year old business man who’s been working from home for years.

What if my market included older people who think it’s too complicated or requires them to be tech savvy? What if my market included single moms?

I have to find a way to bridge the gap and make my products and services relevant to them, so I want a wide range of testimonials like young couples, single moms, middle-aged business types like myself, or older men and women.

Variety run the gamut, and if I want to sell to the masses in my marketplace, I have to be able to be relevant to as many people as possible.

The other reason is this.

It’s the Internet. People don’t just buy from random people.

Most of your potential customers probably won’t know who you are yet so testimonials are vital to help bridge that gap.


Up until this point, we’ve talked about physical elements of successful sales messages. Now we focus on the emotional aspects, and triggering the buying response in people, and understanding why they choose to, or not to buy.


Have you ever decided to not buy something because you believed that the person didn’t get you, or understood your situation?

A lot of people are like that, and in fact many will only buy from specific people because they feel that they just “get them”.

To go a step further, many people simply need to understand that it’s not their fault.

For example, a lot of people get told “get to work” or “stop being lazy” because they aren’t getting the results they want in a business. They’ve bought training after training, course after course, and more.

The opportunity to let your prospects understand that you know they have a problem, and that you know they aren’t to blame for whatever reason, (lazy, poor, etc.), but that something outside of their control has been blocking them from success will most likely get the sale.

You want to make sure you understand their situation as much as possible so that you can build rapport with them.


Who are you? Why should people listen to you?

People don’t want to trust random people on the Internet and probably the best way to build trust is through authority – your own, or by borrowing someone else’s.

You need to figure out a way to build authority so that you grab your prospect’s attention and open their minds to your message.

Why are you qualified to offer them this solution? Why should they trust you enough to send you money on the Internet?

Again, it’s the Internet. People don’t see random people and just send them money, so you have to close that gap.

One of the best ways to create authority is to leverage the credibility of others through your message, such as pictures and videos with other people that are celebrities or credible people they might know or might have heard of.

There are actually plenty of examples of how to build authority.

You can leverage your education and that degree you earned. You can build a strong social media presence, and more.

Like many companies, you can buy authority. There is a reason why celebrities get endorsements.

One of the ways I like to build authority is through blogging. For those just starting out, going to company events and taking pictures with leaders is a way to build authority.

Get creative and figure it out!


An extension of acknowledgement is understanding.

You have to let your prospect now that you understand what it’s like to be in their shoes. This means showing them empathy, sympathy and understanding.

Maybe you share a mutual suffering with them. For example, let’s say you know the problem well because you’ve faced it personally and you know first-hand just how bad the consequences can be.

When you illustrated that you understand the problem well, and have fixed it, then they are drawn in to find out how they can fix the problem just like you have.

To have empathy and show sympathy and not just acknowledge, but understand their problem is important.

It gives you the ability to say, “I know how you feel, because I have felt the same exact way,” is a powerful way to lead into a solution.

This isn’t just building rapport, but creating a connection with the person.


I learned a very long time ago from another well-known marketer that people move in one of two ways: toward pleasure, or away from pain.

Anthony Robbins shares the same idea, but in a slightly different way when he said that people are motivate by two things – the gain of pleasure or the avoidance of pain.

Moreover, the greater of the two motivators is avoidance of pain.

That being said, understanding your prospect’s position is extremely important, but it’s not enough. Sometimes you need to push some buttons in people, so that through pain, they will make a buying decision.

So always be sure to have some type of pain agitation that pushes their buttons and reminds them of the pain that they are facing and how bad they want it to go away.

Sometimes, that’s what it takes to motivate people to action.

Your product or service can help remove that pain from their lives, and you want them to take action.


Promises and guarantees aren’t the same, but they do work together.

Don’t make the mistake of thinking that if you just provide a solutions that the prospect will quickly pull out their credit card and buy – there is much more to the process.

Once you know their pain, and you have related to them, and you have a solution to fix it for them, now it’s time to really gain their trust by promising you can fix it.

This is much different than promising a financial result, which you shouldn’t do, and, the promise you make should be in alignment with the refund term you are also offering.

For example, I’ll promise this product can fix this problem for you in 30 days or I’ll gladly refund the entire purchase price for you because I believe that much in my product.

For example, with my service Music Sense I have a refund guarantee, but I also make a promise to all of my members.

I promise you that I will never lie to you and I will always do my best to serve you. If at the end of 30 days you don’t see beneficial results from using my service, I will refund every penny of your purchase.

Notice that I didn’t promise anything other than to not lie and always do my best to serve them.

I made my promise as a direct result of what happens in the music industry. There are a lot of shady things that happen, and my promise was made to connect with them on a level that alleviates that fear and build trust.


I once had a hosting/development client recently tell me he’s not going to buy because, “I can’t justify spending that much money on marketing” – that was my failure because I failed to include this very step.

It may not be so blatant as to say I can’t justify this as it was in my case, but if you’ve ever had a prospect tell you, “I can get that for free somewhere else” or “____ is selling this for $100 bucks less” or something similar, price justification is exactly what this is about.

It doesn’t matter if your product is super cheap or super expensive.

You need to find ways to justify the price of the product so that the potential buyer can become comfortable enough with the price to be okay to purchase it.

For example, you may even want to illustrate how great of a deal it would be at double the price, or triple the price.

Or, show them that the price they are about to pay is an outrageous deal and extremely valued.

Compare the price to other options, such as paying someone to do it for them, or maybe compared to related products in the marketplace.

Have you ever seen price comparisons on sites for car dealerships, insurance companies and more?

Some of them show you the price of the competitors and their price, then use being the cheapest to justify their price.

Others use bonuses, and justify their price with something like this.

We may not be the cheapest, but you get more for your dollar with us than with anyone else”.

I like to combine the two approaches because it allows me to stand out from the rest.

What I do is find others who are doing the same thing I am doing for a higher price, then find ways to add what no one else is doing and include it in the price.

That way I can say, “Even though I don’t have the lowest price, we offer more than anyone else, and on top of that, there are EXCLUSIVE options you won’t find anywhere else guaranteed!

I’ve found that when I combine bonuses, (especially exclusive bonuses), with a guarantee, and if the bonus add enough value, most people don’t care about the cost.

That’s how I can charge $5,000 ($417 per month) for a year of marketing to small startups as a private consultant and people happily pay it, when others try to be a better deal by being the cheapest.

Being a better deal doesn’t have to do anything with the price.

I also leverage authority. I ask my clients to refer me to others who need marketing, so when a prospect calls me, I have instant authority with them.

Justify your price and amaze them with the extra bonuses and extra value that you are throwing on top of their purchase!


This one is big. If you have done a good job with pain agitation and acknowledging their problem, then a prospect should have a heightened awareness of their problem, and it should become painful for them to leave the page without purchasing the product.

This is because all they can think about is that they will continue to live with that pain because they didn’t take action.

In some cases, maybe they weren’t even aware that the pain existed until you brought to their attention.

In fact, the truth is that a lot of people are numb to their pain. That’s why they continue doing what they’re doing and never think about it seriously.

But now that they are aware, there are consequences of not purchasing, such as continued failure continued hours of wasted time, continued stress, continued debt, and so on.

Or they can buy your product to avoid those consequences and get their life back on the right track.

If they don’t buy and leave your page, their problem is made worse because they already knew of their problem and had the opportunity to fix is but didn’t, so in a way their problem is made worse.

If you’ve ever sat on a sales page and know you need that item or that training or whatever, and you didn’t take action on it, only to come back later and it’s gone (limitations), then you know how this feels.

So those are the 13 elements of a successful sales message.

What do you think? Will this change how you sell?

Chime in below and let me know.

BONUS #1: Download this article as a PDF here >>
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Dexter Nelson
Entrepreneur & Small Business Owner


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