Top Ten Principles of Great Sales MessagingIgnite your sales and marketing engines
Michael Cannon - Silver Bullet Sales Messaging

When you scan this website, what’s the main
question that you are looking to answer?

Hint: The answer to this question will determine whether or not you’ll enroll in this training course.

The Top Ten Principles of Great Sales Messaging
Ignite Your Sales and Marketing Engines

1-Hour Audio Training Course with 14-Page Workbook

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Here’s another hint. It’s just one of the principles you’ll learn about in this course: how to determine your buyer’s primary buying question(s). Experience indicates that you’ll never be able to create great sales messaging without this knowledge.

So what’s the question? Right now, your primary buying question is: “Why should I enroll in this course?” and the better the answer you get to this question, the more likely you are to enroll, right?

So here are the top 3 reasons why you must enroll in the course:

1) It’s a Multi-Billion Dollar Mistake to Confuse Sales Messaging with Other Messaging Types…and You’re Probably Making this Mistake Right Now

It’s very likely that you and your sales and marketing teams are wasting a lot of money by confusing sales messaging with other messaging types. Here’s just one reason this is true:

“80 to 90 percent of marketing collateral is considered useless by sales.”
Proceedings of the Customer Message Management Forums, published by the American Marketing Association (2002 and 2003).

“Graphic communications is a $100 billion+ industry.”
National Association for Printing Leadership

Even if you reduce the percentage of marketing collateral that is considered useless by half, or to 40%, it’s still a 40 billion dollar problem annually and that’s just the money being wasted on graphic communications. How much money is your firm spending on creating and producing sales and marketing collateral?

Want more proof for the magnitude of the problem? Consider this:

“75 percent of marketing and salespeople are unable to consistently

and effectively articulate their value propositions.”
Marketing Alignment Benchmark Study, conducted by Holden Corporation (Hoffman Estates, Illinois: 2001)

“25 percent of all marketing and sales resources are routinely wasted.”
Study of 200 product managers, conducted by Pragmatic Marketing (2002)

As you can see, billions of dollars are wasted every year by companies that confuse sales messaging with other messaging types. This money is wasted on ineffective marketing collateral, lower win rates and higher sales costs. Enroll now and you’ll no longer make this expensive mistake at your company.

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2) The Principles are Proven to Produce Dramatic Results

Companies that implement great sales messaging produce results like this:

  • Increase lead generation results by 15% or more
  • Increase sales pipeline by 15% or more
  • Increase sales by 15% or more
  • Increase margins by 5% or more
  • Increase competitiveness or win rates by 15% or more
  • Increase market share by 2% or more

Since these claims probably sound too good to be true, it might be helpful for you to read these client testimonials:

"The Silver Bullet Group helped us create great sales messaging that increased our win rate by 30% and reduced the time we spend supporting the field by around 50%, for the product family I support.”

Nigel Mott, Product Sales Manager, Agilent Technologies, Inc.

“The impact on the region was immediate.  The first time the
new sales messaging and strategy was used, we closed a $100K sale to a F500 company in less than 60 days.  Sales in the region
increased approximately 35%.”

Barbara Wehrle, Director, Western Region, SilverStream Software, Inc.

“In three months our sales pipeline has doubled in size,
and our close rate is up by 150%.”

Stuart Ratner, COO, A3 Solutions Inc.

As you can see, companies that implement great sales messaging win more orders, increase market share and improve effectiveness. Enroll now and you’ll produce dramatic improvements like these at your firm too.

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3) The Best ROI You Can Get

Would you like a return on your investment of 5,000% or more? For only $49 you can learn proven principles that you can use for the rest of your career to generate millions to billions of dollars in incremental revenue.

Find your return on investment in the chart below:

Annual Revenue Responsibility Percentage Increase Incremental
Course Investment Return on Your Investment
$1 Million 10% $100,000 $49 5,000%
$50 Million 10% $5 Million $49 250,000%
$250 Million 10% $25 Million $49 1,250,000%
$1 Billion 10% $100 Million $49 5,000,000%

As you can see, the ROI calculations above assume a conservative 10% increase in sales, are only for one year and do not include all the money you’re wasting currently on ineffective sales and marketing collateral and activities. Enroll now and get your best return on investment.

“The organization, content, and delivery were all superb -
an excellent investment in every way.”

Cynthia Holladay, Principal & CEO, UpRight Marketing

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Yes, You Can Have an Unconditional, Money-back Guarantee

If you honestly do not believe the investment was worth the money, then send us an email (we would appreciate a brief explanation so we can learn from your experience) and we will issue an instant refund, no questions asked. The guarantee is good for 30 days from the purchase date, which should give you plenty of time to evaluate the ideas and the methodology presented in the On-Demand Course.

About Your Instructor

Michael Cannon is an internationally renowned sales and marketing effectiveness expert, dynamic speaker, and best-selling author, most recently coauthoring with Jay Conrad Levinson (Guerrilla Marketing), et al., Marketing Strategies That Really Work! Promote Your Way to Millions. An expert in enabling B2B companies to increase competitive differentiation, win rates, and market share, Michael has assisted hundreds of companies, such as Agilent Technologies and Oracle, to increase revenues up to 1,300%! He has over 20 years of sales and marketing, management, and founder’s experience in the enterprise software, telecommunications, wireless, training, and professional services industries and has held positions ranging from Account Executive to VP of Sales to CEO.

Michael is Founder of the Silver Bullet Group and creator of the hugely successful Silver Bullet Sales Messaging® System, a proven, proprietary methodology for dramatically improving the quality of B2B messaging. He has addressed numerous audiences around the world, including Entrepreneur Magazine Sales and Marketing Radio Show, the American Marketing Association, the Silicon Valley Product Management Association, the San Jose Silicon Valley Chamber of Commerce, Vistage International, and many more.

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What You’ll Learn in This Course

  • How to increase your sales by 15% or more with much less time, money and effort
  • A definition for sales messaging and how it’s different from other messaging types
  • The top 5 buyer types and which ones your company should be targeting
  • The 3 most important buying questions and the ones your buyers are asking
  • How sales messaging supports your product life cycle and the sales cycle
  • Three critical factors for making your sales messaging genuinely effective
  • The 3 best ways to format sales messaging for maximum usability and impact

Plus: You'll get to listen to a bonus Q and A session where Michael shares more of his secrets for how to implement great sales messaging.

“These are powerful principles. Not only did they help us focus on our targeted buyer messaging, they also helped us test our messaging against their specific questions and concerns.”

Jim Guzzetta, President – CEO. Matryx Group, Inc.


As you can see, if your competition learns the principles of great sales messaging before you do, business is going to get much tougher for you. That’s why you need to enroll now and gain a competitive advantage that will advance your career and protect your company.

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Count Me In

Yes, I’d like to enroll in this audio training course so I too can learn how to sell a lot more products or services with much less time, money and effort.

I understand that during this training session, you’ll reveal time-proven principles that can dramatically boost my revenues and profits WITHOUT making me spend a dime more on advertising or promotions.

I also understand that that these are the same principles you’ve used to help hundreds of companies make rapid increases in sales like this company did:

"What Michael did for us was extraordinary.
He helped us grow sales over 1300% in 12 months.”

David James Clarke IV, Co-Founder
Logilent Learning Systems, Inc.



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Michael Cannon - Silver Bullet Sales Messaging
Michael Cannon - Silver Bullet Sales Messaging
Michael Cannon - Silver Bullet Sales Messaging