Smart Prospecting That Works Every Time!: Win More Clients with Fewer Cold Calls

Simplify Your Approach

Speaking in plain English, describe what you are selling as simply as possible: the Reader’s Digest ninth-grade reading-level⁵ version. Stay away from acronyms, jargon, techno-speak, and the lofty words written in brochures by the marketing department. When you’re writing, say it out loud to your spouse, your grandmother, and your 15-year-old cousin. If it’s understandable to them—meaning that they can tell you what you’re selling in their own words—you can use it in the opening statement. If they don’t get it, go back to the drawing board until it’s clear to anyone not familiar with your business.

What you say in your message is also crucial. Here it’s time for the KISS strategy: keep it short and sweet. Keep the focus ...