Craft the Bridge: How to Define a Message That Makes Prospects Lean In
April 18, 2025
Sasha Leitao
Chapter 7
“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.
1. Start Where Your Customer Hurts
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.
2. Translate Features into Felt Benefits
Customers rarely buy “features”; they buy the better future those features unlock.
Feature: “Real‑time analytics dashboard.”
Benefit: “Spot cost overruns the moment they start and protect your quarterly margin.”
A quick mental trick: after every feature, add “…so you can ____.” The blank is the real benefit to spotlight.
3. Keep It Crisp—15 Words or Fewer
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.
4. Layer in Emotion
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.
5. Stay Authentic—Promise Only What You Can Prove
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.”
6. Use Stories & Analogies to Anchor Memory
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.
7. Test, Tweak, Repeat
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.
Common Messaging Misfires to Avoid
Vagueness: “Optimize workflows” tells nothing. “Save two hours per rep every week” does.
Detail overload: If it requires a datasheet mid‑pitch, save it for later.
Feature bragging: Shift spotlight from what we built to why your life gets easier.
Buzzword soup: Jargon may impress colleagues but baffles busy buyers.
Quick‑Launch Framework (Use It Today)
Problem hook (1 sentence): Name the pain in the customer’s words.
Transformation statement (1 sentence): Describe life after your solution.
Proof point (1 sentence): Back the promise with a stat or mini‑story.
Call to action (1 sentence): Offer an easy next step—demo, audit, or quick call.
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?”
Key Takeaways
Lead with the customer’s pain, finish with their gain.
Brevity + emotion = clarity that converts.
Authenticity beats hype—every time.
Iterate relentlessly; the market is your editor.
Reflection for This Week
Can you state your core value proposition in 15 words?
Which story best proves that promise?
What small experiment will you run to validate (or improve) your current message?
Craft that bridge wisely, and watch more prospects cross it—eager to hear the rest of your story.
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