Here is an example for you: have you ever been browsing a website to shop online for a product, like a new laptop? Whatever the product, you have most likely shopped online for something.
But have you ever clicked on a product or a webpage for a product and found that it does not have any sort of copy attached to it? Probably not, and if so, you probably were not compelled to buy the product.
You need to use sales copy to effectively engage a consumer, whether you are in the market for a new copywriter for your business, are looking to become a copywriter and need to hone your copywriting basics or are already a copywriter who wants to improve your writing.
Without it, a consumer will not be compelled to purchase any products or services. In fact, you probably will not even generate enough traffic to a site to get any prospective buyers.
Not only does good copy shift as your demographic does, it needs to be interesting and lead to good sales. Bad copy depletes revenue, but copy experts truly know how to increase profit with their powerful, seductive words. We can show you how.
What is Sales Copy?
It is always good to refresh your knowledge of your craft. Or if you are totally new to copywriting, we can also help with that.
Sales copy is a text that persuades consumers to buy a product or service. There are a few ways you can actually display it, too. Sales copy can be exhibited as:
- A paragraph
- A list format using bullet points
- Superimposed over an image
The ultimate goal of writing copy is to show the end customer how the product or service will improve their lives, no matter how that may be.
Unfortunately, there are lots of examples of bad copy out there, so you really need to ensure that yours stands out. We will show you how later on, but for now we are going to explain what not to do with marketing copy:
- Make sure it is not dry and boring. You do not want to be just a faceless sales letter.
- Do not allow room for the consumer to say “no” to the product or service. You want them to say “yes please!”
- Do not assume the product is going to speak for itself. This is not possible.
- Do not rely on design to sell the product. While design is important too, this would be underestimating the power of copy, which you should never do.
Here are Some Tips in Writing a Persuasive Sales Copy
You should always believe in two things: the power of your written word and the power of your customer’s knowledge. A wise consumer would simply never invest in a product or service that did not have any description of the good or its advantages.
Effective sales copy should arrest the eye and encourage the buyer to believe in what a company is selling. We know it, the consumer knows it and after you read through these tips and examples and see what it can do, you will know it, too.
Choose One Focus
Ask yourself the following questions: who is my demographic? What do they want?
You need to know what your target audience wants above all else. If you do not know what they want, you can get caught up in the small stuff. The bigger picture is key here. There are a lot of smaller goals that a consumer may have, but there is always one that stands out. Focus on that.
For example, a women’s clothing company may be launching a new pair of wacky high-heeled shoes. The company’s customers might have a few pain points or particular areas that concern them. These pain points could be that:
- The shoes are too expensive compared to other companies.
- The shoes might hurt their feet.
- The company’s customer service is lacking if they want to return the shoes.
- The shoe’s materials are not ethically sourced.
Look at the data. Which one of these points are the most important to address?
Define Your Goal
Just like buyers, you should have one specific goal. Your copy should be aimed towards that primary goal and push the consumer in the same direction.
What is your conversion rate for your copy? Data is also a key factor here. Once you understand what you are working with as far as conversion, you can understand how the metrics respond and what to prioritize.
Without an explicit goal, your writing becomes dull.
Identify Your Target Audience
Here, you need to pinpoint who your target audience is and what their expectations are. Those expectations reflect their thirst for what you, or the company you are writing copy for, are selling. As a product copywriter, it is imperative that you quench that thirst. If you do not, your conversion rates will plummet.
Visualizing your target consumer is a great tool to use when you want to achieve this. Ask the following questions about them:
- What do they consider to be an obstacle?
- How do they conquer obstacles?
- What are their goals? Now, what is their primary goal?
- How can you help them conquer their obstacles?
If we go back to the clothing company scenario, how can you assuage their fears that the new shoes might be too expensive? Reassure the buyer with cold, hard facts and data– but not in a cold way.
Have a Conversation With the Consumer
By using compelling words in a readable way, you can have a conversation with the consumer instead of talking to them.
You do not want to bore them with your copy text. In fact, they probably wound up on your webpage to relieve their boredom.
What you are producing should be an easy read, but it should still use those seductive words we talked about to pique their interest. You can make the copy feel gossipy and you should make it feel stimulating, but you should never make it feel like it drones on without purpose.
Employ an interesting and conversational tone that you believe in. If you believe in what you are writing about, the consumer will believe it too.
Use visualization, use hyperbole, use short sentences to make your copy readable. If you have a conversation with the customer, they will relate to what you are saying and what you are selling. Relatable marketing copy leads to good sales.
Tell a Story
Now you know that by making sales pages readable and relatable, you can increase traffic and conversion. But the next step is just as important.
Tell a story. Anecdotes are another tool to make what you are writing compelling. Non-fiction might not be your buyer’s gig, so feel free to make up a scenario with visualization like we discussed above.
Go back to those pain points we talked about for the customers looking to buy those new wacky, high-heeled shoes. Paint a picture of a scenario and don’t be afraid to identify a potential problem. By the end of your copy, you should have solved that problem for the consumer through your story.
If you would prefer to use a real example, research some testimonials or reference some reviews. Connect those to the story of the brand itself.
Below, we provide some fictional examples for you to work with that tell a story. Reference these any time you are feeling stuck in your copywriting.
Identify a Buyer’s Main Objections and Work Against Them
You will pretty much never find a product or service that has 100 percent support. So what are the consumer’s objections and how can you encourage them to abandon those inhibitions?
Ignoring the objections might make a buyer think you have something to hide. If you come out with them, you show that you are listening, you care and you have a solution.
Highlight the Benefits of Your Offer
It is all very well that those wacky shoes are made of all leather, have a 6-inch heel and a unique pattern. But why should the buyer care? How can those features benefit them?
Do not ignore the features. But instead of a boring list about them, tell the story of why each feature matters and will give the customer an advantage.
Some Examples of a Good Sales Copy
Let’s get into some fictional examples that use all of those tips to create effective copy.
Example 1: Selling Those Uncomfortable New Shoes
If I wanted to efficiently sell those wacky shoes we mentioned before with the focus on the pain point that the shoes might be uncomfortable, our sales copy might look something like this:
“Picture this: you just started at your new job, and you are absolutely loving it. You have a work cocktail party to go to next month. You already picked out your gorgeous dress and you wanted to keep it simple. Now, you’re starting to think that the dress won’t make the statement you wanted it to, but you can’t just return it.
You’re not alone! Our sales team is made up of plenty of ladies who are in the exact same boat. This is why we designed the show-stopping Giselle heel. With a never-before-seen pattern that guarantees you will make an entrance and new memory-foam technology to keep you on your feet all night long, you will be the life of the party– with comfort and confidence.”
Example 2: Selling Those Expensive Shoes
Now let’s see how to sell those shoes with the focus on the pain point that they are too expensive:
“Have you invested in yourself as a woman, as a professional and as an all-around powerhouse? Anna, one of our lovely customers, has too. Anna has created a name for herself as a prodigious Brooklyn-based artist by standing out.
‘Before I purchased these shoes, I had to catch my breath when I saw the price,’ said Anna. ‘But do you know why I did it and haven’t regretted it since? I put so much time into my art installments in Brooklyn, where I have to shine to succeed. Once I put these shoes on, I knew they would start a conversation, which is just what my art does, too.’”
At Copywriter Today, we care about your success. We are not just a sales copy generator that treats you like any other client. We genuinely want to get to know you so you can grow as a company. If you want to learn more about what we can offer you, contact us today.