Write your sales argument

What it does

Most founders never write it down. The pitch lives in your head and changes every call. Your website says one thing, your emails another, your deck a third, and every agency and AI tool writes its own version.

That costs you twice. Your messaging sounds like every competitor’s, in a category AI floods with lookalikes every month, so buyers can’t tell why to pick you or why now. And every new email, page or script starts from scratch. Write the argument once, from evidence, and everything else is built from it.

What you need

• Recordings or notes from your five best wins and five losses
• Your buyer page (see write your buyer on one page)
• The proof you’re allowed to use: names, numbers and quotes
• Your competitors’ websites
• A doc, or the free template on this page

How it works

1. 1

   Gather the evidence

   Recordings or notes from your five best wins and five losses, your buyer page, your proof and your competitors’ sites. Everything after this is built from it, not from memory.

2. 2

   Write why they bought, in their words

   From the wins: the problem in the buyer’s own words, what they’d tried before and why it failed, what they were afraid of, what they suspected about offers like yours, and what made them move when they did. Quote real phrases. If a buyer said “we’re drowning in spreadsheets”, write that, not “operational inefficiency”. Pull why your customers bought does this step in detail.

3. 3

   Write the promise, with its evidence

   The change you make, from where they are to where they’ll be. Pair every promise with the evidence behind it, and mark what’s a goal and what’s guaranteed. No promise without evidence.

4. 4

   Old way and new way, for each thing you change

   For each part of the buyer’s world your offer changes: how it’s done today and what that costs them, how you do it and what changes, the insight behind the difference, the proof, and the questions it raises, with answers.

5. 5

   Do the math at their numbers

   The formula that links what you sell to the buyer’s outcome, a worked example at their numbers, the levers, the return with payback first, and what has to be true for it to work.

6. 6

   Write the objections and the alternatives

   The top objections, each with a one-line answer. Then how you compare with everything else they could do: hire, use an agency or another vendor, do it themselves, or pick a competitor.

   Prompt for Claude or ChatGPT, with the evidence attached

   I'm attaching call transcripts and notes from [NUMBER] won deals and [NUMBER] lost deals, my buyer profile, and the proof I'm allowed to use.
   
   Draft my sales argument with these parts:
   1. Why they bought: the problem in their words, what they tried, what they feared, what they suspected about offers like ours, and what made them move when they did. Quote them.
   2. The promise: the change we make, from where they are to where they'll be. Pair every promise with the evidence behind it, and mark each one as a goal or a guarantee.
   3. Old way and new way, for each part of their world we change: how it's done today and what it costs, how we do it and what changes, the insight behind the difference, and the proof.
   4. The top five objections, each with a one-line answer.
   5. How we compare with hiring, an agency, doing it themselves and our main competitor.
   
   Use only the evidence I gave you. Mark anything without evidence as [NO EVIDENCE].

7. 7

   Turn it into a copy bank

   A one-line description, three proof points, a why-now line for each buying signal, the top objections with one-line answers, and the words the buyer uses. Every email, page, script and agent starts from it. See build a copy bank.

   Before you use any of it, check that every claim has evidence behind it, nothing promises what you can’t deliver, and no proof is used without permission.

What good looks like

One argument, written down, that your site, your emails, your deck and your reps all say the same way. When a buyer asks “why you, and why now?”, the answer is the same every time. Two companies can send the same number of emails. The one whose message is packed tighter with the buyer’s own problem, words and proof pulls the market toward it.

Mistakes to skip

• Writing it from memory instead of from the calls. You end up describing your product in your words, when buyers move on their problem in theirs.
• A promise with no evidence behind it. If you can’t prove it, call it a goal, or cut it.
• Keeping it in a doc nobody opens. It only works if every email, page and script starts from it.