“Your message is the bridge between your product and your customer’s needs.” — Sell It Like a Mango, Donald C. Kelly
A brilliant product can drown in silence if its story never reaches the right ears—or worse, reaches them without resonating. Chapter 7 of Sell It Like a Mango shows that winning sales conversations start long before demos or proposals; they start with a razor‑sharp, customer‑centric message. Below is a step‑by‑step playbook to turn Kelly’s bridge‑building wisdom into messaging that moves buyers to action.
Before you type a single sentence, list the top three problems your ideal customer wakes up thinking about. Talk to them, mine support tickets, scour LinkedIn posts—whatever it takes to hear pain points in their own language. When prospects see their struggles mirrored in your opening line, attention skyrockets.
Customers rarely buy “features”; they buy the better future those features unlock.
A quick mental trick: after every feature, add “…so you can ____.” The blank is the real benefit to spotlight.
Kelly argues you earn (or lose) attention in seconds. Aim for a main message that can be spoken in one breath, such as:
“We cut small‑fleet insurance costs by 25 % without sacrificing coverage.”
If you need commas, semicolons, or a lungful of air, you’re packing too much.
Logic informs, emotion decides. Tap into aspirations (status, security, freedom) or frustrations (wasted time, hidden costs, reputational risk). Even in B2B, a VP of Operations feels relief when you promise fewer 2 AM firefights.
Overselling destroys credibility faster than silence. Use concrete numbers, named case studies, and honest caveats. Prospects respect realism: “Our average client sees a 30 % uptick in qualified demos within 60 days—some take 90 days depending on data quality.”
People remember narratives far longer than bullet points.
Story snippet:
“Last winter, GreenSprout Farms was drowning in spreadsheets just to track produce spoilage. We installed our IoT tags in one afternoon; by the next shipment they’d slashed waste by 18 %—enough to pay for the system twice over.”
Stories like this paint a picture prospects can step into.
Great messaging is a living document. A/B‑test subject lines, monitor reply rates, workshop phrasing on calls, and adjust until objections shrink and yeses grow. Kelly refined his mango pitch weekly at the farmers’ market; you can refine with every send, post, and meeting.
Example:
“Scheduling last‑minute loads shouldn’t feel like roulette. Our smart‑match engine fills empty trucks in under four minutes—clients like Alpine Logistics added ₹2 crore in annual revenue. Got ten minutes tomorrow to see how it works?”
Reflection for This Week
Craft that bridge wisely, and watch more prospects cross it—eager to hear the rest of your story.
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