Sometimes, you think everything is running smoothly with your buyer.
You’ve had your conversations, they’re interested in your work, they’re buying in… things are looking good!
Next, you spend some time carefully crafting an email to your buyer.
You review your notes, you lay out your proposal and theory and insights, you ask a few pertinent questions…
And then you send it if off, proud of a job well done, happily awaiting a positive response.
And then: crickets.
But wait… didn’t you do your due diligence?
Did you not carefully calibrate your messaging to their world and the goals and challenges they have?
Well… yes, you did.
So then why no reply?
Very often, it’s because you said too much.
Meaning, you’ve put so much density and content in your message, that you trigger procrastination.
The buyer reads your email, sees all the thinking and processing they’ll need to do, they’ll feel overwhelmed, and they park your message away as ‘I’ll deal with this later’.
Except each time they open the email, they get the same feeling of overwhelm for the sheer volume and density of notions, and so they keep putting off sending you a reply.
In other words: you’ve ‘sold them a problem’ – meaning they have to do a lot of mental processing, and hey: brain cycles are costly.
Much of the communication we put out there is far too complex, too complete, to filled.
Instead, keep your messaging simple, to the point, short, and above all, remember the golden rule of copywriting:
One missive, one message.
Say less, to get more.
Meaning: give people the single most important notion you need to get across, and keep everything else for next time you talk.
The more notions and ideas and questions you load into your message, the bigger the chance that you won’t get a reply.
One missive, one message.
By the way:
One of the perks of working with me, is unlimited email access, for help with your messaging and proposals and sales processes.
Any time you need some feedback, or you want me to edit a message, or you’re unsure how to respond to something:
You just send me an email and I’ll be there to help you move forward with your sales.
To get that kind of help – plus weekly deep-dive coaching sessions – you can apply for 1 on 1 coaching here.
