Whether you are developing a brochure, writing a sales letter or email, or visiting a client on location for a sales presentation, be sure your every message to prospects includes these key elements:

1. Make your presentation relevant to the prospect.

Examine carefully to whom you are communicating. If you communicate "above" or "below" your prospect, they won't see the relevance of your message -- and no matter how strong a case you make, they won't connect with your message.   What is their position level and role in the company?  What is their experience level or background in working with the subject area of your service?  What is their comfort level discussing various technical terms, industry jargon, etc.?

2. Answer the "So What?" question in the mind of the prospect. 

Communicate your marketing message in the most simple way possible, addressing the most meaningful touchpoints of interest to the prospect.  What is the challenge they need to meet for their company?  What is the most pressing problem they need solved?  To draw the most interest to your service offering, center your message on the real issues your prospect has, and how you can specifically deliver the solution.

3. Answer the "What's In It For Me?" question in the mind of your prospect. 

This is the personal angle of your message.  Remember that you are selling not only to a company, but also an individual(s) who specifies, recommends and makes a buying decision. How does your solution make life easier for your contact?  How is their decision going to help them personally inside their company -- with their peers, superiors, etc.  

4. Answer the "Why Can I Trust You?" question in the mind of your prospect. 

Your business service is making a promise to the prospect to solve a problem.  Your message should demonstrate how you are going to fulfill that promise.  Give the prospect confidence in how you will accomplish your solution by explaining how you will do it. Offer case studies or testimonials from other clients to strengthen your credibility.

5. Guarantee your service. 

A business buyer is taking a risk to use your service. Reverse this risk for them upfront by offering some sort of guarantee that you will perform as you are stating.  Whether is trial of your service, a money-back guarantee, or a promise to get things right until they are satisfied, make sure you have some sort of guarantee to ease the fears of your prospect becoming your next client.