Are you struggling to convert your visitors into customers? If so, your website copy might be falling short. Learn how to write copy that sells using these 12 practical tips.
So, you've got a product or a service you're ready to sell. You've built a website, you created an email list, and you've done all the legwork. You did everything you were supposed to do from the digital marketing standpoint, but your product or service still isn't selling like cupcakes.
The thing is, even if you've got the perfect setup, if your copy isn't on point, you'll struggle to sell. That's why it's so crucial to learn how to write copy that sells.
This goes beyond just stringing together some clever-sounding words. It's about understanding the psychology of your potential customers, tapping into their desires, and presenting your offer as an irresistible solution.
But how do you write copy that sells? In this article, I'll walk you through six crucial elements of writing copy that can sell anything.
What Is Sales Copywriting?
Sales copywriting isn't just slapping a few words on the page and hoping for the best. There's a science behind writing powerful sales copy that goes beyind describing your service or listing out the features of your product.
In simple words, sales copywriting is using the right words to inspire the right actions - words that resonate with your customers so deeply that they're ready to open their wallets and pull out their credit cards.
Good sales copy isn't just about showcasing what you're selling, but about creating a narrative that aligns with your audience's desires, fears, and aspirations. It's about understanding how people think and behave, how to tap into their emotions, and how to convert them into customers.
Copywriters who are great at writing sales copy understand the nuances of human behavior and leverage that knowledge to guide potential customers through their buyer's journey. They know how to get inside their customers' heads, understand their emotions and desires, and use words that influence their buying decisions.
12 Practical Tips to Writing Copy That Sells
There's a lot that goes into writing copy that can sell anything - from understanding human behavior to using different persuasion techniques. Here are the basics, though.
1. Speak to ONE Person
You can't write effective sales copy unless you know who you're talking to. If there's one golden rule of copywriting, it's this: if you speak to everyone, you resonate with no one.
Each business has a target audience that it's selling to. Your product or service has been created to solve a specific problem your target audience has. Knowing who they are will change how you talk to them and what words and phrases you use in your sales copy.
Just think about it. You won't use the same language or arguments to convince a 30-year-old mom to buy your product or service as you would a 51-year-old businessman in corporate America.
So, before you write a word of your sales copy, think about who you're talking to. Define your customer avatar - this is the ideal client you'll be writing your sales copy for from now on.
2. Get Inside Their Heads
3. Make Your Customer The Hero
In his book, Building a StoryBrand, Donald Miller talks about the StoryBrand framework, which helps brands create a story to sell their product or service to their target audience. If there's anything you need to remember from this book is that your brand is not the hero - your customer is.
This is one of the most common copywriting mistakes many brands make in their sales copy - they position themselves as the hero of the story.
Meanwhile, you should place your customer as the hero and your brand as a guide helping the hero get through their struggles and achieve their goals. Your sales copy should always be about them, not about you.
This approach changes the entire dynamic of your sales copy. It shifts from a self-centric narrative to one that's focused on the customer.
Your sales copy should never be about boasting your features and accomplishments. Instead, it should highlight their journey, their challenges, and how your product or service fits into their narrative as the key to their success.
4. Sell the Solution, Not the Problem
More often than not, prospects who land on your website or receive your email newsletters know they have a problem, and they're looking for the right solution to help them solve it.
Presenting the solution is one of the 4 crucial steps of creating a brand storyline that leads the customer through the decision-making process.
But it's not just about introducing your offer and all its features. It's about convincing your audience that this offer is right for them - and you can do that by emphasizing with them and appealing to the emotional part of their brain.
5. Forget About the Features.
The secret to converting your prospects into buyers isn't trying to win them over with a massive list of impressive features of your product or service.
In fact, your audience doesn't really care about the features - they care about what your product or service can do for them.
For example, when you buy a car with a built-in navigation system, you're not just buying the navigation system. You're buying the confidence of never getting lost again - and never having your partner scream at you while you're driving because you missed the right exit.
If you want to write copy that sells, think about what benefits your product or service delivers to your customers and what pain points it helps them solve.
Then lead with those benefits in your sales copy.
6. Your Headlines Are Everything.
Whether you're writing sales copy for your website, landing pages, or email campaign, it's all in the headlines.
According to many sources, 80% of readers never read past the headline. That's because people don't read. They scan.
And while your prospect is scrolling through your website and quickly scanning its content, the headlines are the first thing they'll see. And if they don't grab their attention, they won't feel motivated to read the rest of your sales copy and will likely just click away.
There's a science to writing headlines that convert. But if there's one thing I want you to remember about writing headlines from this article is to always lead with benefits.
7. Get Rid of Fluff
8. Remove Meaningless Words
9. Use Power Verbs
10. Use Psychology of Persuasion
11. Address Objections
12. Be Clear, Concise & Direct
Wrapping Up
Whether you already have an established brand or you're just getting started, learning how to write copy that sells is a vital skill to keep in your arsenal. Without good sales copy, you'll struggle to sell with ease.
As you can imagine, there's so much more to copywriting than the 6 tips I shared in this article (if there wasn't, everyone would be a great copywriter!).
But to me, these six elements are the foundation of writing copy that sells. And if you implement them well in your copy, they'll significantly impact your conversion rates. Happy writing!
*This blog post contains affiliate links. If you buy something through my link, I get a commission from the sale at no additional cost to you. You're just helping me keep the blog alive!
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