Compelling sales copy requires a different approach to your standard content marketing. Effective sales copy not only needs to carry a message, but it also needs to be persuasive with a strong call to action. Sales copy is typically short, to the point, and plays heavily on emotion to influence buying decisions.
If you are in the business of marketing a product or service, then knowing the best sales copy writing tips will help you to improve your sales copy and increase your leads and bottom line revenue.
Great Sales Copy Starts with the Perfect Headline
The headline in sales copy will grab the attention of readers and let them know whether they want to read your content. An effective sales copy headline is simple, to the point, and doesn’t require wit, excessive creativity, or any kind of linguistic gimmick that could detract from your message.
Take a look at some of the headlines used by Samsung for their latest line of Galaxy smartphones:
A camera built for every moment.
Performance. Faster, even in rain.
Infinity Display. Beyond the bezel.
Each of these headlines are simple and to the point. Anybody looking for a smartphone can relate to these headlines. They convey information by referring to speed and performance, waterproofing, a quality camera suitable for use in any scenario, and a display that doesn’t end at the sides of the phone like on most competitor devices.
You don’t need to be selling smartphones to understand why these headlines are effective. They’re emotive, give a key piece of information, and they’re simple and eye catching at a glance.
Readability is Key. Write Short and effective sentences
Sales copy should never inundate readers with too much information, excessive context, or irrelevant details. Likewise, sentences should be short and highly consumable. Consider that many of your audience will view copy on mobile devices while on the go. Stick to your main points and use simple effective language. Choose words that carry your message without the fluff.
Use Sales Copy to Outline Direct Benefits
Consumers purchase based on needs and wants. Your copy needs to outline the benefits that are provided. To get this right you will need to know your audience. What are the biggest problems or challenges that they face and how does your product address these? What are the key features and how do these features provide benefit to the buyer?
Direct benefits help to make an emotional connection because readers will be able to draw direct comparisons to their own situation.
Make an Emotional Connection
An emotional connection should be present throughout your sales copy. It can create trust, it makes consumers feel like you know them, and it has a direct influence on purchasing decisions.
The average consumer doesn’t want to know the pixel density of a smartphone. They want to know that a screen provides crystal clear images that allows them to see their favorite content in HD or Ultra HD as if it were real life. A motorcycle rider reading sales copy for a touring model doesn’t need to see every last technical detail in the main content, but instead they want to know how big the bike is, how the suspension performs on long trips, how it sounds, and the feeling of acceleration and speed that is offered for open road cruising.
Again, connecting to emotions means that you need to know your audience. What gets them excited and what can make them feel compelled to purchase what you have to offer?
Mention Only the Strongest Sales Points
No product is perfect, but sales copy is not the place to talk about the limitations of your offering. Sales copy should focus on only the strongest sales points that will appeal to consumers. This does not mean misleading consumers by providing a false representation of your offering. Instead, it simply provides the most important information that will allow customers to determine why your product meets their needs or appeals to their wants.
Treat Sales Copy as a Conversation
There’s no time to be pretentious or ambiguous in sales copy. Creative writing is best saved for your blog content. Treat every piece of sales copy as if it is a direct conversation with your model customer. Convey the product features, benefits, and the most compelling reasons to buy. Keeping things simple means that your message won’t be lost and the reader will have absorbed all of the information by the time they reach your persuasive call to action.
Technical Details Can Promote Trust
Sales copy can include technical details when they are relevant and expected by your market. The tech industry (laptops, consoles, smartphones, gadgets) makes heavy use of technical details in sales copy. Power tool companies also focus on technical specifications. The automotive industry is another example where it’s beneficial to quote some technical details in your copy.
You’ll need to know your audience to determine whether you include technical details or not. As an example, a line of plastic food containers made from natural polymers would be effectively marketed as using plant based plastic, but audiences wouldn’t form a strong connection to copy that states the scientific name of the polymer and the specific biological ingredients.
Address Objections in the Copy
All consumers go through an internal decision making process where they will make objections to a product or service that is being offered to them. In your market research, you will need to determine what these objections may be, and you’ll need to address these in your sales copy.
We can look at a lot of the marketing in the tech industry to see how objections are addressed in copy. Cell phone screens have been steadily increasing in size over the past decade, which was once seen as undesirable. Marketing copy today focuses on screen size as a benefit, but addresses objections by illustrating how relative phone size and thickness has decreased in relation to the size of the glass. Companies focus on the feel and the usability of smartphones, as well as highlighting one-handed usability features and comfort.
If you know where your customers might create internal objections, you’ll be able to address these directly or indirectly in your sales copy.
Wrap it All Up with a Powerful Call to Action
When you create sales copy that uses passionate and energetic language, you’ll have a better chance of connecting with your market. Of course, you’ll need to tie it all together with a statement or paragraph that calls a customer to action. This step converts traffic into buyers, and is critical to making your copy work.
A call to action should be a combination of an instruction and the benefit of doing so. Don’t simply ask your readers to order today, but instead tell them why they need to. Is it a limited offer, is the product limited in volume, does the product solve a problem that has never been addressed before? The call to action is your biggest opportunity to speak to the emotions of your audience and compel them to make the next step.
Poor sales copy wastes time and may even damage your brand, but good sales copy can define the success of your business. If you want to increase revenue by moving units or selling your services, then you’ll need the most effective sales copy that is tailored to your brand and unique offering. Low Price Articles offers a team of professional USA writers with exceptional skills in sales copy content creation.
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