If you’re an entrepreneur, one of the most basic things to learn is how to write good sales copy.
Sales copy is essential for every business, especially if you’re trying to sell online. If your sales copy isn’t up to scratch then you’re going to have a hard time convincing your audience to purchase your products or services.
Thankfully, there are a few easy tricks you can use to improve your sales copy overnight
Read on to find out how to write good sales copy – including what to include and a 4 part framework to get it right every time.
Learn more about the best marketing strategies for your business – sign up for our Free Webinar Sales Funnel course.
This is the ultimate outline for how to write good sales copy. Use this 4 part framework to create killer landing pages that convert prospects into customers. For more easy and effective marketing strategies for your business, sign up for our Free Webinar Sales Funnel course.
This guide was originally published in 2021, and was updated in August 2023 with more resources..
Sales copy is an integral part of marketing. Well-written copy entices readers builds desire for your product or service and motivates them to take action. Follow these tips to create high-converting sales copy that boosts results.
Know Your Audience
The first step is getting inside your ideal customer’s head. Really understand your target demographic and what motivates them. Figure out their goals, challenges, and needs so your copy can address them. Speak directly to your audience using relevant messaging.
Research buyer personas Look at customer data to identify pain points Study competitors’ messaging too, This upfront work ensures your copy resonates,
Focus on a Single Idea
Strong sales copy zeroes in on one compelling idea, benefit or offer. Don’t try to cram in too many points or merits. Stay laser-focused on a single theme that relates to your customers’ wants and needs.
Avoid generic claims. Use specifics to showcase the value you provide. All details in your copy should reinforce this central concept. Remove anything that detracts or diverts attention.
Highlight Benefits, Not Features
A common copywriting mistake is touting product features rather than benefits. But readers don’t care about specs and capabilities – they care about results.
Explain how your offer improves your customers’ situation. Show how you solve their problem or help them achieve goals. Use benefits-driven headers and subheads. Mix in some proof points and testimonials to back up claims.
Tell a Story
Infuse your copy with an engaging narrative. Stories captivate interest and forge emotional connections. Paint a picture of succeeding with your product. Transport readers into an aspirational scenario where your brand fills a void and adds joy or convenience to their lives.
Weave in details that resonate with your target audience’s worldview. An authentic, relatable story draws readers in and helps them see themselves using your offer to change their life for the better.
Adopt a Conversational Tone
Write like you’re talking to a friend, not a faceless crowd. Use natural language with conversational style and vocabulary. Avoid overly formal or stiff prose. Relatable, human writing voice is more genuine and persuasive.
Short sentences and paragraphs help communication flow. Ask some rhetorical questions to get readers thinking. Sprinkle in some humor when appropriate. This inviting tone makes your copy more intimate and memorable.
Craft Compelling Headlines
Headlines are one of the most critical copy elements. With online content, many people skim and read only titles. Powerful headlines stop scrollers and entice them to keep reading.
Some proven headline formulas include:
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Targeting pain points: “Struggling With [Problem]? Here’s the Solution”
-
Offering advice: “How to [Achieve Goal]”
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Provoking intrigue: “The One Secret to [Benefit]”
Run A/B tests of different headlines and calls to action to optimize based on data.
Guide With Subheadings
Break up copy into digestible chunks using descriptive subheads. They act like navigational signposts guiding readers through key ideas and arguments.
Use action-oriented headings about achieving goals and gaining advantages. List-based formats work well too. For example:
- The 3 Biggest Benefits of [Your Product]
- How [Your Product] Helps Increase Productivity
Scannable subheads allow readers to quickly hone in on most relevant content.
Keep Copy Clear and Concise
Don’t ramble or repeat points. Tight writing holds attention and conveys arguments succinctly. Adhere to the inverted pyramid structure, presenting information from most to least important.
Use short words and sentences whenever possible. Avoid excessive adjectives and adverbs. Be selective describing features – only highlight details that demonstrate concrete benefits.
Edit out any fluffy phrasing or unnecessary content. Every word should serve a purpose. Remove everything that doesn’t support your central theme and prompt the desired action.
End With a Solid CTA
Wrap up your sales copy with a specific call to action (CTA). Don’t leave the desired next step vague. Clearly tell readers what you want them to do, whether it’s “Buy Now,” “Start Free Trial,” “Get Consultation,” or “Learn More.”
Urgency and scarcity work very well to motivate response. For example, “Limited Time Offer – Ends Soon!”
The CTA should relate directly to the main idea conveyed throughout your copy. Make it obvious how taking action delivers the promised benefits or solutions just outlined.
Revise and Refine
Good copy takes effort. After drafting initial content, step back and scrutinize it with a critical eye. Look for ways to tighten up arguments, fortify credibility, and heighten impact.
Run copy by others to get objective feedback. What parts resonate or fall flat? Does content flow logically? Are the tone and writing style consistent throughout?
Be prepared to rewrite and refine extensively until copy is polished. This editing process is essential for maximizing clarity, persuasion, and results.
With these tips, you can develop copy that sells. Immerse yourself in your customers’ worldview. Focus on stirring their emotions with engaging stories and benefits-driven messaging. Hone motivation points and calls to action. Follow proven formulas but also infuse your unique brand voice. Keep polishing until copy is tight and compelling. The effort will pay off with higher conversions and sales.
Frequency of Entities:
thinkific.com:
single focal point: 1
know your audience: 1
engaging language: 1
concise: 1
discussing benefits: 1
clear call to action: 1
enchantingmarketing.com:
know your audience: 1
engaging language: 1
concise: 1
discussing benefits: 1
clear call to action: 1
Part 2: The Why
Now comes the meaty part of your sales copy.
It’s time to start asking your reader questions.
Why? The right questions can persuade them to identify with the outcomes of your product or service. This is where your audience can start to think about the benefits of making a purchase and what they stand to gain from engaging with your brand.
Here are some of the benefits of using questions in your sales copy:
- Excites the reader about the benefits of your product or service
- Shows them how solving their problem will help them grow
- Qualifies the reader to make sure they’re the right for you
One example of questions used really effectively on your landing pages are bullet lists like ‘Who is this program for?’ and ‘Who is this program not for?’. Any readers will be able to understand immediately whether or not they’re in the right place. If they are, these lists help them to feel like your product is designed especially for them.
Download the How To Write Copy That Sells Courses ebook for examples of how to use questions in your sales copy.
At the heart of all good sales copy, there’s a story.
If you want to understand how to write copy that sells, look no further than the power of storytelling.
The right story allows you to connect to your audience and generate an emotional response. Using storytelling in your copy can also help readers to absorb the information you’re telling them while building up excitement for what’s to come further down the page.
A powerful story communicates:
- What problem you’re solving
- The benefits of solving it
- The drawbacks of not solving it
Think of the storytelling section of your sales copy as the intro to your product. This is how you will set up the problem before offering your product as a solution.
Once you’ve done that, you can move on to part 3: the What.
The 4 part sales copy framework
How can you ensure that your sales copy is convincing enough to make potential customers want to read on?
This 4 part sales copy framework gives you a formula for creating the best possible sales copy. It includes good copy essentials like a strong opening, asking questions, and guaranteeing results.
Use this framework as the starting point for writing sales copy and fill it in with your own product or services.
Note: the four main parts of the framework shouldn’t be re-ordered but the individual items can be.
Here’s how to write copy that sells…
More of a visual learner? Check out this video:
