Career in Sales

Learn How to Write Successful Sales Messages With These 6 Tips

"Length is strength."

If this were a catchphrase for hair-product ads, it would be effective. But when we talk about sales messages, the exact opposite is true.

In 2022, people do not have the time and patience to read through an essay or text to get the main idea of your message. Even slightly wordy sales messages might annoy a potential buyer and jeopardise the deal.

On top of that, studies state that an average consumer receives more than 100 emails per day. Users open just 23% and click on only 2% of them. You won't be able to get into this 2% with lengthy text blocks.

However, lengthy sales messages do not usually happen at random. The person drafting the sales messages might make common mistakes that add unnecessary text to a sales message and make it confusing, uninteresting, and off-putting.

Let's look at these six tips to help you draft your sales messages more effectively.

Six Tips to Craft Successful Sales Messages

Six Tips to Craft Successful Sales Messages

1. Keep a Conversational Tone

Sales messages are supposed to be conversational. Readers are always looking for one-on-one and personalised experiences. So whenever someone reads your sales message, they must feel like you're interacting with them.

Therefore, while drafting a sales message, ask yourself: Does this sound like something you would say in person?

If the answer is no, reframe your message, and make it conversational.


Look at this coffee email from a Lemlist Classic sales executive; it's authentic, personalised, and serves the purpose.

2. Don’t Give Away All Your Selling Points

To drive successful sales campaigns, you must be able to generate intrigue and curiosity. These two aspects are vital, especially in the early stages of your campaign when users are just getting to know you.

So, to create a sense of mystery, ensure that you do not drop all details about your company and offerings into the initial emails. Do not create a wall of lengthy texts that might block the incentives the recipient might have had for responding to you.

Pick one aspect from your offerings and create a sales pitch that brings curiosity to your upcoming sales message trail. For instance, if you're doing an eight-touch email campaign, you will have plenty of opportunities to cover all the crucial aspects of your business. So segment them wisely and plan it such that each email intrigues the user.

3. Sell an Experience, Not Just the Features

Many executives draft sales messages that are long-listed bullet-points outlining fifteen different features of one particular product. Sometimes your readers wouldn't even find one relevant thing for their business. Feature lists like these can be overwhelming and off-putting at the most.

Let's talk about adding benefits to your sales messages. It might work if you state your USP and add benefits to support your claim. But other than that, don’t go overboard with the benefits. Here's what you can do:

  • Set a sentence limit for your sales messages.
  • Take refuge in story-telling. It'll help you include the benefits without sounding very sales-y.
  • Master the art of making the right choice of words worthy of inclusion.
  • Make use of problem-solving statements and the utility of your offerings.

4. Speak Your Customer’s Language & Avoid Too Much Jargon

Speak Your Customer’s Language & Avoid Too Much Jargon

When most salespeople sit down to write something, they sometimes try to write very fanciful technical terms they don't need for sales messages. It is always great to speak your customer's language, but at the same time, you must also think about not stuffing sentences full of important-sounding yet unnecessary terminology. Here, take a look at this example:


We can help you provide a one-stop customer support experience. Our integrated CRM solution can help you access crucial data from various data silos through a single interface and increase your customer lifecycle.


Reduce your overall response time, and elevate the customer experience. Our CRM solution will help you streamline customer data from a single place. No more jumping from one tool to another to manage all customer queries.

5. Simplify Your Sales Messages

"Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it's worth it in the end because once you get there, you can move mountains." - Steve Jobs

Break down your sales messages into small, digestible bits of information. You don't want to overwhelm your readers with too much information. Avoid too much corporate speak - keep it simple. Also, make sure you stay authentic to who you are and not go beyond what your brand represents.

6. Keep It Factual: Don’t Lie

Big talks are meaningless without intent and follow-through. Besides, promises will only work with people who trust your brand — not your prospects. Most people treat promises with scepticism or suspicion.

Besides, some executives talk big in their sales messages, which may later prove to be different from what they offer, and the customer would find it misleading. Therefore, work towards facts — numbers or quantifiable facts that create credibility.

Final Thoughts

Many renowned authors believe that getting too attached to a sentence may hurt the end product if it does not fit right. Sales messages are a lot less personal than a work of art. And only the sales executives with the correct skill sets can craft the right sales messages.

Hence, it should be easy for you to trim excessive words or not serve the primary purpose of the email. We hope these six tips will help you craft truly persuasive and to-the-point sales messages.

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