There are only three things you should ever talk about in sales.

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There are only three things you should ever talk about on sales calls, in your sales collateral and everywhere you sell.

1. Exactly where your consumers are.
2. Exactly where they want to go.
3. How you guarantee consumers get exactly what they want, faster and with less effort than they could possibly imagine.

Get rid of any big words.

Remove all the technical jargon.

Use their language. Be clear and conversational.

And obsess over the value you provide for them.

The most effective sales messages must have total clarity. You’ve have to:

1. Talk about their problems even better than consumers can themselves.
2. Paint the clearest picture of where consumers want to go.
3. Detail, with crystal clarity, how your solutions are the bridge from where consumers are to where they want to go.

Don’t talk about anything else.

Just those three things:

1. Consumers’ current reality.
2. Consumers’ dream destination.
3. Your solution as the bridge between those two locations.