The Ultimate Guide to Sales Copy

by Gabe Arnold


Sales copy is an important part of your marketing strategy to help reach and engage your audience. This helps inform your potential clients of products or services that you offer and persuades them to make a purchase. Too often, sales copy is boring and unreadable, which is obviously what you want to avoid. Keep reading for guidelines on how to write effective and quality sales copy. 

Identify Your Target Audience

Identifying your audience will help you to better reach them. Once you know who they are, what they like and what they need from your service or product, then you will be able to write engaging sales copy. As you write, keep in mind what challenges your target audience faces. How do they overcome these challenges? What kinds of goals do they have? And how can you help them achieve those goals? Effectively answering these questions is the key to reaching and staying top of mind with your audience. 

Choose one Focus

Each member of your audience has a unique goal or set of goals as a consumer. You probably aspire to come up with a one-size-fits-all solution that helps every audience member achieve every goal. Unfortunately, that’s simply infeasible. Your strategy should be to choose one overarching goal that your product or service will help a consumer achieve. Or, perhaps your strategy is to erase a specific pain point your audience has. Whatever the case, choose one focus and stick to it. 

Define Your Goal

Before determining what you want to include in your sales copy, you need to have goals in mind. For example, what kind of product or product bundle are you looking to sell to your audience? Once you have this goal determined, test it out on consumers to get an idea of what best works to reach potential clients. 

Use Compelling Words

Rather than put your readers to sleep with your writing, be sure to use compelling words that grab their attention. Add stories when possible. Paint a word picture. Use your imagination to convey information in a creative way. Steer clear of simply stating facts or using industry jargon that could go right over your audience’s head. That segues perfectly to our last tip. 

Make it Readable

It is important to remember that your readers will not know all of the technical terms. You want to speak on a level that everyone will understand. Blocks of industry-specific text will bore your audience. Use relatable language with plenty of space between paragraphs. Use headings to break up walls of information. Finally, be conversational and use storytelling as a creative way to convey the information and to captivate your audience. 

For more information on marketing strategies, read the latest from the Copywriter Today blog.

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