What Is Sales Copy?

by Gabe Arnold


When you think of copywriting, you probably think of blog posts or email newsletters. But, any expert copywriter needs to try their hand at sales copywriting, too. Sales copywriting does so much more than convincing the consumer to buy the product you’re writing about. It also enhances your skills as a copywriting professional. 

What Is Sales Copy?

Simply put, sales copy persuades the reader to buy your product or service. The great thing about sales copy is that it can be implemented in various ways. Sales copy can be written on a webpage, in emails, on social media or in your next ad campaign. 

Whatever the circumstances, it’s crucial to know how to make the product or service sound exciting. To use the “Sell Me This Pen” method as an example, you can’t just list off a bunch of features and call it a day. That isn’t an effective practice for audience engagement. 

Like any good marketing strategy, you must listen to your audience and address their needs first. Instead of leading with something like: “This pen is made from the finest aluminum and won’t smear”, start with something like, “Are you a business owner? Do you use a pen and paper to write down ideas? Do you have trouble finding the right pen? Well, we have the solution for you!”

Once their needs are addressed and you have their attention, then list benefits and features.

The whole point of effective sales copy is for the user to buy your product or service. As you may know, the average internet user’s attention span is only eight seconds. That means catching the eye of your audience is crucial if you want them to read more about your product or service. 

How Do I Write Sales Copy?

We know that writing effective sales copy is easier said than done. You can’t always let the product speak for itself. The design might be perfect and the product may solve all the user’s problems. But, how will they know that? You have to show them. Here are some tips for writing eye-catching sales copy.

Research Pain Points

Before writing any sales copy, you must know the pain points of the consumer. That is usually done through market research, surveys and product reviews. After reviewing your audiences’ information, you’re able to identify the major pain points solvable by your product. 

For example, let’s say you own a business consulting firm. There’s no shortage of business consultants out there, so how can you set yourself apart? That’s where market research comes in. Through surveys and client feedback, you’ll find out the biggest pain points to narrow your sales copywriting. 

Focus on Your Niche

Along with addressing pain points, writing for your niche is equally important. You can address consumer pain points all day long, but are they your consumers? 

Let’s use our business consulting example. If you specialize in consulting retail business owners, your copy should only pertain to them. Use familiar language and specific pain points that pertain to your audience. 

Narrow It Down

Effective sales copy gets right to the point. To accomplish this, it’s best to keep your focus narrowed down to a specific product or service whenever possible. What do you really specialize in? What do consumers think of when they hear your company’s name?

A narrow focus is especially vital for ad campaigns. If you want consumers to click the ad and purchase your new product, your copy should focus on that particular topic. Writing general, broad sales copy confuses consumers and turns them off to buying your product. 

How Do I Make the Copy Compelling?

Compelling copy comes from creativity, even for sales. The last thing you want is for consumers to be bored to death from reading your sales page. So, don’t be afraid to think outside the box and try something new. As we’ve stated previously, getting the consumer’s attention is essential. But, how exactly do you do it? 

Paint a Picture

It’s no secret that storytelling is a major trend in the copywriting industry. While blog writers are taking full advantage of the more relaxed, literary style of storytelling, sales writers can reap the benefits, too. One of the most effective ways to sell something is for the consumer to visualize it. Here’s an example for our business consultant: 

“Imagine yourself in your store, the phone ringing off the hook, inventory piled up around you and your employees are late for work … again. The business that you’ve worked hard to create is crashing and burning, and you don’t have anyone to support you. It doesn’t have to be this way.”

Anyone who owns a retail business can relate to this scenario. It has emotional appeal and addresses common pain points. From there, our business consultant can offer a solution to their problems. 

Ditch the Spam

Nowadays, consumers don’t want to be sold to. They want to be informed and educated about what they’re buying. With online scams and the constant bombardment of spam emails hitting our inboxes daily, consumers tend to avoid spammy-sounding sales copy like this:

“Sign up NOW to earn extra $$$ as early as TOMORROW!! Don’t Miss Out … You’ll Be SORRY!

If this was an email subject line, it would probably go right to the spam folder. While capitalizing and bolding important information is useful in sales copywriting, there’s a fine line between emphasizing key points and being spammy. 

Make It Flow

Another vital component of effective sales copy is formatting. Your copy not only needs to be compelling but also readable. Keep your content digestible and easy to read by following these tips:

  • Keep paragraphs and sentences short and to the point.
  • Bold, italicize and capitalize important words or phrases for emphasis.
  • Break up your copy with images and videos.
  • Avoid jargon and flowery language.
  • Sprinkle CTAs throughout your copy. 
  • Don’t be afraid to use lists or diagrams. 

The more variety you have in your sales copy formatting, the better. The last thing a consumer wants to read is a big block of text with a language they can’t understand. 

Always Include a Call-to-Action (CTA)

No matter what kind of sales copy you’re writing, you must include a call-to-action. The call-to-action pushes consumers in the direction you want them to go. That destination is buying your product or service. Without telling them how to buy something, what’s the point of writing the sales copy in the first place?

Even something as simple as “contact us today to get started” is better than nothing. Our retail business consultant might say something like: 

“I’m committed to helping retail businesses grow. Click the link below to sign up for your first free consultation. I can’t wait to assist you.”

The call-to-action gives the consumer the next step. It also shows how compelling your sales copy is since the consumer was willing to read it all the way through. 

How Is Sales Copy Different From Blogs and Emails?

It’s true, most blogs and emails have a selling component mixed into them. The main difference is tone. Blogs are typically formatted with longer, informative paragraphs that educate the reader. While they may include a call-to-action and address some pain points, they aren’t as direct as the sales copy. 

Emails are more closely related to sales since they’re often promoting a particular product or service. However, this isn’t always the case. For example, email newsletters may highlight promotions and sales but also serve as an informational piece. Blogs and emails also rely heavily on headlines and subject lines to catch the user’s attention. 

How Do I Know if My Sales Copy Is Working?

Sales copy isn’t going to be 100% effective right away. In most cases, you may need to tweak it for improved conversion and sales. How can you test your sales copy?

Build a Funnel

Most marketing campaigns use the funnel model. The consumer clicks on an ad and is taken to a sales page, clicks the link to purchase or subscribe, and is taken to a “thank you” or confirmation page. Let’s say that your ad is performing well, but you’re having trouble getting people to click your call-to-action button. 

It may be time to optimize the copy on your sales page. The more effective it is, the more likely you are to convert those leads into sales. 

A/B Testing

If you aren’t sure which copy will be the most effective, try a couple of different versions. Write two different versions of the same sales pages or ad copy and test them both at the same time. After a certain amount of time, you’ll see which version converts better. 

Let Us Take Care of Your Sales Copy

We know that writing effective sales copy is easier said than done. That’s why Copywriter Today is here to help. Our team of expert copywriters knows exactly what it takes to connect with any audience. From sales pages and ad copy to nurture emails and product pages, we have you covered. Contact us today to set up a free consultation and see how we can help.

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