Sales Scripts That Align with Brand Voice

Small tweaks in your sales script can turn “no thanks” into qualified sales calls. We reviewed a client’s outbound calls, made five key adjustments, and saw a 20% boost in engagement. Here’s what worked: 1. Start with a Permission-Based Opener Jumping straight into the pitch made prospects feel cornered, often leading to resistance. What We Changed: We switched to a permission-based opener like, “Hey, this is (name) from (company), we haven’t spoken before, I’m calling you out of the blue, but it'll take me 30 seconds to tell you why I called and then you can tell me if you even want to keep talking after that, does that sound fair” This gave prospects control and set a respectful tone. Prospects felt more comfortable and engaged when they had the option to continue, leading to smoother, more productive conversations. 2. Use “You” Instead of “We” The scripts were too brand-focused with “we” and “our” statements, making it sound impersonal. Shifting to “you” language made a huge difference. Instead of “We offer the best solution,” we said, “You deserve a solution that actually fits.” Prospects felt the call was about them, not us. 3. Add Specific Social Proof Generic claims weren’t cutting it. Instead of “We’ve helped hundreds,” we got specific: “Last quarter, we helped [X industry] achieve [result].” Specifics boosted credibility and helped prospects see the potential value for themselves. 4. Ask Open-Ended Questions Closed questions led to dead-ends. We replaced “Do you struggle with [problem]?” with “What challenges are you facing with [problem]?” This invited prospects to share more, making the conversation richer and helping us respond better. 5. Frame Price with Value Mentioning price early often scared people off. Instead, we tied price to benefits: “With an investment of $X, you can achieve [result].” Positioning price in correlation to perceived value kept the conversation moving forward. These small changes led to big improvements in qualified booked appointments. ___________________________________ Follow Dylan Rich for more tips on scaling your sales team

I'm not a scriptwriting guru, but I've analyzed $2M+ in DTC ad spend, and these patterns separate brands that scale from brands that struggle. The scripts that work don't sound like scripts. They sound like your best friend telling you about something that changed their life. "This serum literally saved my skin" beats "Our clinically-proven peptide complex delivers results." Every winning script follows the same playbook: Start with a problem they're obsessing over. Make them nod before you sell anything. Speak like a human, not a Harvard MBA. Show proof from real people. Address the voice in their head saying "but what if..." End with one simple action, not a corporate dissertation. Brands crushing it? Their ads feel like testimonials from friends. The ones burning cash? Still writing like they're pitching investors. If your scripts sound like they came from a boardroom instead of a group chat... That's your problem. Write like you talk. Sell like you care. Which script style is your brand using?

Random brands leak revenue. Consistent brands compound it. Brand consistency is your silent salesperson. It works 24/7. No salary. No scripts. Just recognition → trust → conversion. 𝗛𝗲𝗿𝗲’𝘀 𝘁𝗵𝗲 𝗽𝗿𝗼𝗼𝗳: 1. Companies that present their brand consistently can see up to 33% more revenue. 2. The world’s strongest brands deliver almost 2× total return to shareholders vs. the market. 3. 88% of customers who trust a brand will buy again. Consistency is how you earn that trust. Creative that stays consistent shows stronger long-term brand-building potential than the least consistent work. Now, how do you make consistency do the selling for you? 𝗧𝗵𝗲 𝗦𝗶𝗹𝗲𝗻𝘁 𝗦𝗮𝗹𝗲𝘀𝗽𝗲𝗿𝘀𝗼𝗻 𝗦𝘆𝘀𝘁𝗲𝗺 (𝟰 𝗖𝘀): 1) Code (Visuals). Lock your logo rules, color palette, fonts, art direction, and thumbnail style. Zero guesswork. 2) Copy (Voice). A message map with 3–5 signature phrases, POV lines, and CTAs. Repeat them everywhere. 3) Cadence (Velocity). Fixed publishing rhythm + 2–3 named series (e.g., “Operator Playbooks”, “Client Wins”). Familiar beats win attention. 4) Control (Governance). Living brand guidelines, approved templates, asset library, and a quick pre-publish checklist. 𝗢𝗽𝗲𝗿𝗮𝘁𝗶𝗼𝗻𝗮𝗹𝗶𝘇𝗲 𝗶𝘁 𝗼𝗻 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 (𝗳𝗮𝘀𝘁): 🟣 Profile & banner: match colors, tagline, and promise. 🟣 Posts: same hook format, same typography, same CTA footer. 🟣 Carousels/shorts: one grid, one thumbnail system. 🟣 Comments: mirror the voice- short, helpful, authoritative. 🟣 Team enablement: a 1-page guide + templates so everyone ships “on-brand”. 𝗠𝗲𝗮𝘀𝘂𝗿𝗲 𝘄𝗵𝗮𝘁 𝗺𝗮𝘁𝘁𝗲𝗿𝘀: 🟡 Unaided recall in comments/DMs (“saw your [series name]”). 🟡 Share of search + direct site traffic. 🟡 Save rate/CTR on “look-alike” posts. 🟡 Inbound quality: % of leads referencing your language. 𝟳-𝗗𝗮𝘆 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝗰𝘆 𝗦𝗽𝗿𝗶𝗻𝘁: - Day 1 Audit. - Day 2 Decide visuals. - Day 3 Define voice. - Day 4 Build templates. - Day 5 Map messages. - Day 6 Publish 3 assets. - Day 7 Review → tighten → repeat. Consistency is not aesthetics. It’s memory architecture. It’s how strangers recognize you, trust you, and buy, without you in the room. Which lever will you lock first this week, Visuals, Voice, Cadence, or Control?

Attn: business owners, Here's how to write your own sales copy without sounding like everyone else, with an activity you can do right now 1. Ditch the Buzzwords Avoid overused terms like “world-class,” “innovative,” or “tailored solutions.” Instead, focus on specifics that set you apart. Instead of: “We provide innovative staffing solutions.” Say: “We specialize in connecting you with pre-vetted candidates in as little as 48 hours.” 2. Add Your Unique Voice Your tone should reflect your personality or brand values. If you’re casual, write casually. If you’re more formal, go with it. 3. Focus on Benefits, Not Features Don’t just list what you do—show how it helps. Instead of: “We offer 24/7 client support.” Say: “Need help at 10 PM on a Tuesday? We’ve got you covered.” 4. Avoid Copy-Pasting Competitors It’s tempting to borrow language from others in the industry, but this leads to generic, “me too” messaging. Lean on your VoC research to create something original (see my earlier posts from this week for more on VoC) Activity: Ask yourself: How do I want my audience to feel when they read my copy? What three adjectives best describe my brand voice (e.g., approachable, confident, bold)? How would I say this if I were explaining it to a friend over coffee?