12/21/2022
Sales copy should be an integral part of your strategic marketing plan. It is an essential aspect that is used by multiple departments, and at every level of the sales cycle. It is meant to gain interest, grow followers, drive traffic to your site, and open the door for new business.
Sure, it can be used to both foster existing relationships and expand your clientele. But most importantly, it is to tell your audience that YOUR product or service is not only a better option but the BEST one.
From your web page content, email campaigns, sales letters, prospecting emails and social media posts, it is important to not only build your copy to align with your business goals but to ensure it is strategically structured to speak and engage with your target audience.
Knowing how to craft effective sales copy takes research, experience, and a persuasive vocabulary.
Use these 5 tips to build well-constructed, engaging sales copy that is likely to blow your typical “elevator speech” right out of the water.
PS: You’re welcome ;)
1. Research!! - Good copy is based on great research. Knowing your customers’ pain points is extremely valuable information. Going the extra mile, and learning about the “problem” behind the problem, is your first step in writing copy that will resonate with your audience. Being aware of what they value, their concerns, their possible objections, and their particular “language” is the foundation of successful sales copy.
2. Choose ONE Focal Point - Everyone is in a hurry. If you are trying to throw everything you have all at once, you will lose the interest of your readers. Hone in on one of the product’s or service’s most compelling benefits, and stick with it to create a cohesive message. Using the pain points you discovered during your research, you can now speak directly to those who will want to hear your solution.
3. Outline your Structure - There are several approaches you can take to structure your sales copy and even some ready-to-use formulas. The most popular examples are:
AIDA = attention, interest, desire, and action;
PAS = pain, agitation, solution;
4Ps = problem, promise, proof, proposal;
Star, story, solution.
4. Keep it Short and Sweet - Let’s be honest, most people scan through copy nowadays - readers aren’t interested in knowing all of the features your product or service has to offer, especially when it’s their first interaction with your brand. Sales copy is meant to capture your audience, and quickly gain their attention through the noise of everything else being thrown their way. Adding attention-grabbing headlines, keywords that pique their interest, and convincing benefits that will appease their pain points will help keep them focused on your copy. Short and sweet is the key to making sure all those busy people take notice of you in as little time as possible.
5. The Hook or CTA - Adding words such as “limited time offer” “one-time deal” etc - will drive a sense of urgency and will increase your click rate. And if your copy was effective, you want to move your customers to the next step seamlessly. Your call to action should be easy to identify and should offer an overview of what they can expect to come next.
With so many of your competitors utilizing social media and other forms of digital marketing to grow their brand recognition, effective sales copy is more important than ever.
Whether it's used in a casual email exchange or for targeted prospecting, great sales copy could mean the difference between an open door or a dead end.
Of course, curating persuasive and compelling copy is not in everyone’s wheelhouse.
If the above tips aren’t enough to get your creative juices flowing, you can always contact me. I would be happy to hit the keyboard for you.
