To Close More Deals, Use Memorable Messaging to Control Your Buyer's Attention

Marketing Strategy — Thu., Oct. 20, 2022 When your sales cycle is complex and lengthy, you might feel anxious that your leads will pull out. To remain memorable during the consideration stages, it is essential to invest in messaging, narrative, and point of view. Harvard Business School's Gerald Zaltman explains that 95% of purchase decision-making takes place in the subconscious mind. To please your buyer's irrational brain, you can influence their cognitive biases by telling the truth and using real before-and-after stories. You can also draw your reader in with hyper-relevant messages and keep their attention by focusing on their interests. Finally, when your service is complex, simplify your copy and make it easy for buyers to understand your value. Use bullets and boldface, reduce unnecessary jargon, and unpack what each of your data points means. That way, you can persuade your prospects and get them to choose you. ... continue reading below