Sales Copy - How To Write Sales Copy That Converts

Sales Copy - How To Write Sales Copy That Converts

A sales copy aims to persuade a reader to take a specific action like buying a product, inquire about your service, join your email list, download a free report, or follow you on social media. A sales copy is used in emails, on web pages, or sales brochures.

The best sales copy focuses on how the end consumer can benefit from whatever you are selling. It needs to present what you are selling in such an attractive light that the consumer cannot say ‘no.’ Sales copy helps consumers make educated decisions and highlights the top benefits your target audience can enjoy by investing in what you are selling.

Below are some of the best tips for producing eye-catching, persuasive, engaging sales copy:

1. Choose A Focus

Your target audience has one specific pain point, one desire, and one goal. They might have secondary needs but you need to focus on one to send the point home. Focus on needs based on your buyer personas and your customer data collection. This way you will not overwhelm your audience with too much information.

2. Define Your Goal

Do you have a specific sales goal for the page? For instance, do you want to sell one particular product, a product bundle, or a more expensive version of your product? You can use your sales copy to push your audience towards the desired action. You can also define your goal in terms of conversions. Test and put your sales copy in front of lots of consumers to get an idea of your baseline conversion rate.

What percentage of your visitors currently convert on your sales page based on historical sales data? It is important to know where you are starting from in order to know whether the changes you are making are improving your desired metrics.

3. Identify Your Target Audience

Know what your target audience expects from your product or service. If you are not able to speak to those desires, you will end up with a sales copy that never converts. Picture your ideal customer in mind when writing a sales copy. Think about:

• What challenges does that person face?
• How does he/she overcome obstacles?
• What goals is he/she trying to reach?
• How can you help?

Tie your product or service’s benefits directly to those qualities. You will convert more prospects if you can present this information with hard data.

5. Use Compelling Words

The boring language will bore your readers right off the page. Think about ways to captivate your audience’s imagination through evocative prose.

These two pieces of sales copy should convince a consumer to buy a new AC unit:

1. Are you ready to replace your old AC unit? We have a wide range of products to fit your needs, and we offer free in-home consultations with our licensed technicians. Select your new AC unit today and start reaping the benefits of chilled air.
2. It is late afternoon on the hottest day of the summer, and suddenly there is no air coming through your vents. All the fans in the world will not keep you from sweating in your home, so you are scrambling to get someone to fix or replace your AC. Do not let this happen to you!

Example B paints a picture. It hits a pain point. If the target consumer lives in a southern state, he or she will immediately connect to the panic they would feel after an AC disaster.

5. Make It Readable

Most marketers write sales copies that are not only boring but also instructable. If you use language that most people do not understand, no consumer will be inspired to convert. Readability comes down to several factors:

• Relatable language
• Lots of negative space
• Bold or larger copy to indicate important points
• Storytelling

Selling an AC requires a lot of sales copy. You can interrupt your words using illustrative visuals, and use an infographic-style format to engage your audience.

6. Tell A Story

Using a narrative to focus sales copy can yield amazing results. Tell a story around your focus to help people connect to your brand or product. It does not have to be a true story. You can paint a picture through an anecdote that describes a potential problem. In addition, you can use testimonials and case studies to tell stories.

7. Identify A Buyer’s Main Objections And Work Against Them

Someone will always object to buying your product or service. That does not mean you have created a bad business. It means that consumers are very good at either justifying purchases or finding reasons not to buy something. If you are able to identify objections and refute them in your sales copy, your prospect will not think you are hiding anything from them.

8. Create An Impressive Call To Action

Include an impressive and easy to spot call to action at the end of every sales copy. Consider using a button so that it is even more eye-catching. Your call to action on a sales page should explain the benefits of a specific product.

Conclusion

Sales copy is not difficult to write. However, it does not always work after your first draft. Your sales copy might not spark conversions until you produce several versions of the same page. Your products or services present unique solutions for your target audience. Therefore, you need to find the perfect language to communicate with them.

If you need help with your sales copy, talk to us, we have professional copywriters who have produced countless effective sales copy. Contact us today and let us help you increase those conversions.