Here’s how killer sales copy can save your business…
Your website is the home base for all of your marketing efforts. It’s the place where you can store an unlimited amount of content about your business and your story. You have pages devoted to the various products and services that your business provides.
It’s not enough for your website to be good. A good website doesn’t stand out in a crowd of other good websites. You need sales copy that persuades your audience to take action. You need killer sales copy that gives people a clear reason to choose you.
It’s possible to produce this type of copy, even if you’re not a writer at heart. You just need to understand how to communicate your ideas in the written form.
16 Tips for Killer Sales Copy
A Headline that Draws People in – Your headline is what determines whether people will read your page or not. It is what people read to determine if they’re ready to click. So, when we’re talking about websites, and other sales copy, the headline becomes a crucial piece of real estate. It helps to read a book about headlines.
A Great Offer – If we’re talking about landing pages, it helps to have a powerful offer, and to show people the tremendous value they’ll be receiving. When you can promote that irresistible offer, you’ll convert more. This is a time to give something away to add value. It’s time to bend over backward for the customer, and give them every reason to choose you.
Social Proof – You can talk about how great your company is all day long, to no avail. But when other people talk about how effective your product or service is, people tend to listen. This is the power of social proof. Testimonials and case studies carry with them a lot of weight for this reason. You’re putting the user first.
Easy to Read – It should go without saying, but killer sales copy needs to be easy to read. Industry jargon should either be eliminated or defined. Processes should be laid out in a way that the customer can easily understand. If people have no idea what you’re talking about, they’ll click away. I like to picture myself out for coffee with the client. If I can see their eyes gloss over as I explain things, I know that I need to dial my explanation back.
Make it Conversational – Along a similar line, killer sales copy is conversational. There’s no need to go all stuffy and formal. You’re having a conversation with your reader, as you move them along from one sentence to the next. You can write in an informal and conversational tone, and still offer a professional appeal.
Watch Your Spelling and Grammar – It’s a good idea to make sure your writing passes through a few people before it’s published. This way you get crucial feedback, and you can fix any spelling or grammar errors before they become a source of embarrassment. These types of mistakes erode trust and cause your reader to click away.
Identify with Your Customers’ Pain – Your readers have some sort of pain, and that has brought them into your orbit. They’re looking for help in solving some type of problem. When you can show that you understand it’s overwhelming, and you’ve been in their shoes, you’ll stand a better chance at a conversion.
Differentiate with Your Story – There’s a temptation to give everything on your web pages and sales copy a very clinical feel. You may do some opposition research and decide that you like another company’s approach. But the problem is that the other company is not you. How did you start in this business? How did you get where you are today? Every detail of your story is what makes you unique. When you include this, you are giving your customers a reason to choose you – which is always a good thing.
Invoke a Healthy Fear – We don’t necessarily need to scare the pants off your reader, and I am an advocate for keeping a positive tone within the copy. But sometimes the reader needs to see what a life without your product will be like. The only way to effectively do that is to show them. Your product provides a certain level of comfort and security, and by purchasing now, that worst-case-scenario can easily be avoided.
Ask Questions – Killer sales copy invites buy-in from the reader. It should be written in a way that keeps people quickly moving from one sentence to the next, convinced on your expertise by the time they get to the call to action. One way to get people nodding in the affirmative as they read is to ask simple questions along the way. These aren’t complex questions.
It’s things like a sports car company asking “Do you like the sense of adventure as the speedometer climbs?” Anyone who’s invested enough to read the copy will be nodding in unison.
Keep the Content Active – Active voice keeps people moving through the content. Passive voice often feels clunky and hard to muddle through. It’s ok to vary the structure from time to time to keep rhythm, but active sentences are necessary to keep people advancing through the content.
Give the Reader a Reason to Act Now – Maybe you’re giving something free away to the first 50 people who buy from you. Maybe you only have a limited amount of a product on hand. Whatever the case may be, when there is a level of scarcity involved with your offer, it triggers an instinct within us to act fast. Sometimes we need that trigger to truly take advantage of an offer.
Multiple Touch Points – Most people aren’t going to act on a sales offer the first time that they see it. They may need some time to mull it over or talk about it with family or friends. They may not yet be primed for how what you offer can help them. When you can hit them with a landing page, website, blog, or brochure copy in one sweep, they’re more likely to take note of your offer.
A Persuasive Call to Action – As I stated above, it’s not enough for this copy to be good. You have to persuade someone to pull out their wallet and make a purchase, or fill out a form and contact you. You have to show them what life would be like without your product or service, and convince them of your value and necessity. This is largely the work of the call to action. This is where you make sure that the reader sees the benefit of what you do, and how it can impact them.
Read it Over – When you write, you’re giving life to ideas. But in that process, you may have inadvertently said something that you didn’t mean to or made a common grammar or spelling error. It’s too hard to edit as you write, and you can end up stifling the copy. For these reasons, you really need to read it over and edit it before you publish.
Know When to Outsource – Maybe you’ve got a time shortage, or you are simply too close to the material. Maybe you have an aversion to writing, or simply enjoy other aspects of your business more. Whatever the reason, a professional copywriter can help you to create killer sales copy that will attract new customers.
Producing The Kind of Copy that Sells
It takes time to learn how to produce killer sales copy. It helps to study competitors’ copy, and other examples of successful copywriting. You don’t have to be a great writer, but it does take practice and commitment.