Are you aware that only 20% of people read beyond your copy’s headline? But does that mean writing a sales copy is of no use? Not actually! It is just that you have to make your headline more striking.
We’ll see more such tips in this post because sales copywriting is more than just throwing a few buzzwords on a page.
If you truly want to write effective sales copy, you need to understand your audience, know what you’re selling, and be able to articulate the benefits of your product or service. Sales copywriting is essential for any business looking to succeed in today’s competitive landscape.
So, without much ado, let’s explore the 12 proven sales copywriting tips to write persuasive copy.
Table of Contents
- How is Sales copy different from web copy?
- What Are The Characteristics Of A Good Sales Copy?
- What Are The Best Sales Copywriting Tips?
- Use headlines to grab attention
- Use a conversational tone
- Focus on the unique selling proposition
- Place the important information above the fold
- Focus on benefits not features
- Narrate a story
- Keep the buyer persona in mind
- Connect emotionally with the reader
- Use active voice with power words
- Include social proof
- End with a call to action
- Use FOMO
How Is Sales Copy Different From Web Copy?
Understanding the difference between the two types of copy is essential before proceeding.
Sales copy is designed to persuade readers to take a specific action, such as buying a product or signing up for a service. It is usually more direct and to the point than web copy and is designed to inform and engage readers. Sales copy often uses persuasive language and strong calls to action, while web copy is more likely to be objective and neutral.
Additionally, sales copy is usually shorter than web copy, as it needs to get its message across quickly and efficiently.
This indicates that you must possess different copywriting skills for writing sales copies that include persuading the reader to make a purchase.
Read more about copywriting vs content writing in detail.
What Are The Characteristics Of A Good Sales Copy?
To draw potential customers to your business, you need to understand the characteristics of a good sales copy. We’ll now explore the essential elements that make up an effective sales copy.
Ability to Attract The Target Audience
The first element of an effective sales copy is that it should attract the attention of your target audience. To successfully sell your products or services, you need to have a clear picture of your intended audience in mind and what they find most appealing about your competitors.
This is especially important if your product is considered high-quality or unique. You’ll want to position yourself as an expert in that case. Needless to say, your copy has to be captivating at the beginning so that it draws the target audience to it.
Once you’ve attracted the reader’s attention, you need to provide them with a hook for continued engagement. With a hook, you can capture your reader’s attention in the first few sentences and keep it. A hook is a short, catchy phrase that induces curiosity, a desire to know more, or some other form of emotional engagement that encourages the reader to keep reading.
By establishing a connection with your reader right away, you increase the chance of them being interested in what you have to say next. If you can get them interested, they’ll consider buying or using your product or service.
Next, you need to provide compelling details about the offer. What is it you’re providing? What does it include? How much does it cost? Your answer to these questions will determine how well you can position your business as a desirable option to your audience.
For example, if you’re dealing with fashion accessories, your offer could be: “We’ll craft a unique piece of artwork that expresses your style and showcases your personality.”
Sometimes you should try to amuse your audience with humor, and establish yourself as a trustworthy and safe option. You can do this with a combination of two tactics: First, make the reader laugh (or at least chuckle) at some point in your copy; second, show them that you’re human and, therefore, subject to making mistakes. If you can do both things with your offer, you’ll open the door to increase sales.
Finally, you need to provide an action for the reader to take. What should they do next? What steps should they take to receive the offer? As you’ve established trust with your reader, you can now afford to be a little bit more pushy, encouraging them to take some form of action.
Know what copywriting is in this blog post.
What Are The Best Sales Copywriting Tips?
Here is a list of a few good sales copywriting secrets to help you with writing sales copies that always fetch impressive results.
1. Use headlines to grab attention
The headline or title of an article plays a very important role in attracting the reader’s attention and can be the deciding factor on whether or not to click on your content. Because web readers skim, the headline may be the only thing they read, and if it is not attractive enough, the reader may simply ignore the content ahead and probably leave your webpage. In short, if you want readers to read your content, ensure that the headline is good.
Here’s what you can do,
1. Use numbers or statistics – These are always effective in catching the reader’s attention because they stand out and look easy to digest.
2. Be controversial – This can be a great way to get clicks, but be careful not to go overboard.
3. Use emotional words – Words that evoke an emotional response are more likely to get clicks and shares.
2. Use a conversational tone
When writing your sales copy, make sure to use a conversational tone. This will make it more relatable and easier for your reader to digest. Additionally, be sure to avoid industry jargon. No one wants to feel like they’re being talked down to, and need a dictionary to understand what you’re saying.
The potential customer is not likely to jump with excitement if you use heavy technical terms, they may instead leave the scene. Therefore, your attempt to impress them with business jargon will backfire on you. It’s important to be relatable, and the best way to do that is to use the language everyone can understand. This way, you’re more likely to make a connection with your reader, and they’re more likely to want to buy what you’re selling.
3. Focus on the unique selling proposition
To be successful, businesses need to have a focus on the unique selling proposition. This is the one thing that sets your business apart from the competition and is the main reason customers should buy from you. Creating and maintaining a strong focus on your principle selling proposition is therefore essential.
Have a clear understanding of what your business does and what it offers to customers. You need to be able to articulate this in a clear and concise way in your sales copy. By doing so, you’ll be able to differentiate your business from the competition and attract more customers.
You can always try copywriting formulas so that you don’t have to think from scratch each time you sit to write.
4. Place the important information above the fold
You’ve probably heard of the term ‘above the fold’, which describes the first part of an article or brochure that you, as a reader, will glance at before diving into the body.
Readers are more likely to get attracted to and retain what is in the first fold. That’s why you place the important information above the fold in a sales copy to grab your reader’s attention. Think of a newspaper article you’ve recently read and try to recall what drew your attention initially. What details stood out? What details wouldn’t you forget about?
The answer to this question will determine where you place key information in your own sales copy. The goal is to create a sense of curiosity about your offer so that your reader will click on your website link or pick up the phone and call you instead of just passing by your website on their way to the next online store.
5. Focus on benefits not features
Your sales copy should focus on the benefits of your product or service, not the features. Potential customers don’t care about features, they care about how your product or service will improve their lives. Make it easy for them to understand why the features are important and why they will make your customers’ lives better. It should be like a puzzle piece that fits in perfectly with what else is happening in their life when you’re there to tell them about it.
Here’s a copywriting example to write a compelling copy,
Try using the “because” trick. For every feature, ask yourself “why?” until you get to a benefit.
Let’s say your product is a toothbrush with special bristles that can reach deep into the crevices of your teeth to remove plaque.
Now start asking why people should choose your product.
Why? Because the bristles are long and thin.
Why? Because the bristles are made of a special synthetic material that is both soft and firm.
Why? Because the bristles are able to reach deep into the crevices of your teeth to remove plaque.
The last one is the benefit that you should convey in your sales copy.
6. Narrate a story
People love stories, so try to weave one into your sales copy. This will help your readers connect with your product on a personal level.
Product stories can be highly effective, but only when relevant to the buyer. For example, if you’re selling a new line of all-natural cosmetics, you might tell the story of how your company came to be. However, your story should be enthusiastic but not over the top. Be sure to focus on your product’s positive aspects, and avoid being too sales-y.
Product stories help connect with your audience. You might also consider using case studies, testimonials, or even infographics to get your point across.
7. Keep the buyer persona in mind
Writing a sales copy that speaks directly to your target audience is important. Use the language and tone that they will respond to. Keep in mind what they are looking for, and their pain points. The best way to do so is to create a buyer persona before you start writing your sales copy. It will help you cater to their needs better and, as a result, increase conversions.
Some points to keep in mind while creating a buyer persona:
Take some time to determine your target audience. Who are you selling to? What are their demographics? What are their interests?
Next, determine what their pain points are. What are they looking to solve, and what are their challenges. Keep these in mind while writing your sales copy, as you’ll need to address them directly.
Know what their goals are, and what they want to achieve. Keep these in mind and ensure that your sales copy helps them achieve their goals.
8. Connect emotionally with the reader
When making decisions, it’s not always rational thought that prevails. More often than not, our emotions dictate what we do. And knowing this will work in your favor. Using emotional appeals to sell products works like a charm. Paint a picture of how your product or service will make them feel, and the outcome will stun you.
9. Use active voice with power words
When you’re writing, it’s important to use the active voice. For example, “I am writing an article” sounds much better than “An article is being written by me”. Active voice is more powerful and makes your writing more persuasive.
Try to use as many power words as you can in your copy, as such words evoke emotion and make people take notice. They are words like “guaranteed”, “free”, and “sale”. Make sure to use them sparingly, but don’t be afraid to use them to get people’s attention. Using these techniques, you can ensure that your readers will be engaged and persuaded by what you have to say.
10. Include social proof
When you include social proof in your sales copy, you’re telling potential customers: “Trust me, I know what you’re going through, and I have the solution for you.” It’s a powerful message, and it can have a dramatic effect on your conversion rates.
Here’s what you can include:
- A case study or real-life example
- A testimonial or endorsement
- A video about how another business or individual used the product
- Quotes from popular publications or blogs, specific to the target audience
Any of the above can work well for your sales copy.
Today, consumers rarely rely on just one factor to decide whether or not to purchase a product. Instead, they use a variety of tactics, including social proof, to make their decision.
11. End with a call to action
Your average sales copy probably follows a pretty standard structure. You’ll start with some great opening lines that hook the readers in, and then dive into a body containing your persuasive argument. Perhaps you’ll even throw in a closing that leaves the reader feeling inspired or compelled to take action.
But before you put the finishing touches on your next sales copy, you need to consider one more vital piece: The Call to action. This is the last thing you want to leave your readers with at the end of the copy. Without it, you’ve failed in your attempt to persuade. And that won’t work for you. Without a CTA, you are stranding the reader in the middle of a desert without knowing what to do next. Therefore, you have to ensure adding a clear CTA at the end of the sales copy.
12. Use FOMO
Fear of missing out is a feeling that most people have felt at some point in their lives. You’re probably familiar with the concept. FOMO is the feeling that you’ll miss out on something if you lose the opportunity in front of you.
What if there was a way to harness that fear and use it to your advantage? What if you could show potential customers that they’re missing out by not engaging with or buying from you and show them that there’s something better out there for them?
Bonus: Use AI Copywriting Tools to speed up writing.
With this, we come to the end of the tips. You now have the answer to the most common question- How to Write Sales Copy?
Read the complete copywriting guide.
It’s Time To Start Writing High-Converting Copies!
In this post, we saw some of the best sales copywriting tips that you can use to write copy that sells. From focusing on headlines and the business proposition to connecting emotionally with prospects and providing social proof – these tips can help you go a long way in crafting persuasive copies that sell. Try using them and thank us when you see your marketing goals getting achieved!
Here’s a blog post to know all about copywriting.
You have to understand the basics of sales copywriting, understand the needs of businesses, build an impressive portfolio to show your sample work, study the market and know how to get more customers with the help of advertising.
A good sales copy is one that is clear and easy to understand; it is engaging and conveys the message in as few words as possible. Additionally, it is persuasive enough to make the reader perform the intended action.
There is no hard-and-fast rule to how long or short your sales copy should be. What really matters is how engaging it is; it just has to be effective. If it truly connects with the reader, the length does not matter.