Writing a good sales copy takes a lot of practice and trial and error. But the payoff can be huge.
An excellent sales copy can grab the attention of potential customers, help them understand what you’re offering, and make them more likely to take action.
What’s Sales Copy?
A sales copy is a written piece meant to convince readers to take action, such as making a purchase, signing up for a service, or downloading a free report.
It can be used in emails, web pages, or even sales letters.
The 7 Keys to Writing a Convincing Sales Copy
A Good sales copy needs to do more than just get someone’s attention. Here are seven key qualities of a persuasive sales copy:
- Engaging: Your copy needs to grab your readers’ attention and keep them engaged. Use exciting facts, catchy headlines, and a friendly tone to make your copy stand out. Overall, it must benefit the reader and make them feel like they’re getting something out of it.
- Clear: Your copy must be simple and easy to understand. Use concrete examples, facts, and stories to make your points. You want to avoid fluff, frills, and unnecessary words. For example, if you’re selling a product, don’t just say it’s “great.” Explain how it can make Life easier or solve the reader’s problem.
- Persuasive: Your copy must convince readers to take action. Use strong language, evidence, and logic to persuade them. After all, that is why you’re writing the copy in the first place.
- An example of a persuasive sentence: “Our product is the best on the market—it’s fast, affordable, and comes with a lifetime warranty.”
- Trustworthy: A good sales copy is hype-free. Don’t oversell your product or make false claims. Instead of making bold statements that people might not believe, use facts and customer testimonials to back up your claims. Demonstrate how your products or services improve the reader’s Life, and you’d be surprised at how quickly they become customers.
- Here’s an example of a trustworthy sentence: “A few of our satisfied customers said our product helped them cut their workload in half, another said it saved them time and money, while others said they were able to get the job done faster.”
- Targeted: Your sales copy must be tailored to your target audience. Use words and phrasing that resonate with them. For example, if you’re trying to market a product for athletes, your copy should be focused on how the product can improve their performance or help them reach their goals.
- Here’s an example of a targeted sentence: “Our product is designed to help athletes improve their strength and endurance, making them reach their peak performance.”
- Concise: Every word must serve a purpose. Eliminate anything that doesn’t add any value to your message. The fewer words you use, the more powerful your sales copy will be. Instead of long paragraphs, use bullet points and short sentences to get your point across.
Here’re two examples of a winded sentence and a concise one:
- Winded: Our product is the perfect choice for anyone who wants to save time and money while still getting the job done right.
- Concise: Our product saves time and money while delivering results.
- Optimized: Finally, ensure your copy is optimized for search engines. Use keywords and phrases your target audience will likely use when searching for your product or service.
For example, if you’re selling a fitness tracker, use phrases like “fitness tracker,” “workout monitor,” and “activity tracker” throughout your copy.
Sales Copy Vs. Article Writing: What’s the Difference?
At first glance, article writing and sale copywriting might seem the same. Some people even use them interchangeably. However, they are two different types of writing with distinct differences.
- Article Writing: Article writing focuses on informing, educating, or entertaining the readers. The primary goal is to provide value and build a relationship with the reader.
- Sales Copy: On the other hand, the primary goal of sales copy is to persuade readers to take action. It focuses on selling a product or service by highlighting its benefits and features.
In summary, sales copy and article writing are two different types of writing with two distinct goals. While article writing provides value, sales copy focuses on persuading the reader to take action.
How to Write a Persuasive Sales Copy
In the same way, there’s no one way to convince someone to do something; there’s no formula for writing a persuasive sales copy.
But you can use a few tricks and hacks to ensure your copy is compelling.
Turn Features Into Benefits and Seduce Your Reader
A good copy combines features and benefits in a way that seduces your reader and convinces them to take action.
Features are what your product or service does, while benefits explain how it can solve a problem for the reader.
You haven’t ridden for years.
Much has changed in the biking world since the last ride, from new technologies to improved safety components.
You don’t know much about new bikes, so you start researching on the web.
You come across a website selling top-of-the-line mountain bikes.
The copy says the bike has a “lightweight aluminium frame, progressive geometry, and superior grip stem.”
You have no idea what those features mean.
Now, imagine if the copy were written like this instead:
“Our lightweight aluminium frame and progressive geometry make navigating tight turns and rough terrain easier.”
“The superior grip stem ensures maximum control while you’re riding, so you can stay safe and have the confidence to take on any challenge. “
See the difference?
A persuasive copy requires a mix of the two. Include features that demonstrate the value of your product, but also talk about the benefits it provides.
Imagine yourself selling an oven.
The oven comes with a fast-preheating system that nobody knows what it does.
Listing the feature and its specification and leaving it at that might not be as effective as you belabouring how this fast preheat system saves time or energy.
Plus, it’s not enough to just list the product features and benefits — you have to explain how they also help the customer.
To Define a Benefit, Answer the Question, “So what?”
we could say the oven has a fast-preheating system that can preheat the oven in less than five minutes.
That’s not enough, though.
Why should the customer care about a fast-preheating system?
Maybe it helps them save time and energy, or it allows them to cook meals faster and better.
Life is less stressful when you don’t have to wait around for your oven to preheat. Our fast-preheating system lets you make delicious meals in no time, so you can spend more time doing what matters.
See how that sentence packs a bigger punch?
More Examples of the “So, What” Trick
Product Feature: Long battery life.
So, What? Enjoy more time outdoors and longer gaming sessions, and never worry about running out of power.
Product Feature: Cloud storage
So, What? Keep all your files safe, accessible, and secure. Never worry about losing important data or running out of space again.
Product Feature: Easy to Install
So, What? The installation process is simple and hassle-free. Get up and running in no time and start enjoying our product benefits.
Product Feature: I write high-converting web copy
So, What? I can help you increase website traffic and conversions, boost customer engagement, and grow your business.
You get the idea.
By answering the “so what question,” you’re simply responding to the question, why should the reader care?
Whenever you state a product feature, you want to take a step back and as yourself, “why should this matter to the reader?” Why should they care about this feature?
Real Benefits Tap into the Reader’s Desires
Good sales copy also connects the reader to their deepest desires.
Desires can range from feeling better about themselves, getting more money, enjoying more free time or feeling secure.
Let’s say you’re selling a fitness machine.
You could write, “This machine helps you get in shape quickly and easily.”
But for those who know, that’s not the reader’s most profound desire.
Maybe it’s about having the confidence to wear that new dress, keep up with their friends, or feel a sense of accomplishment when you see results.
You must ask yourself, “what does the reader care about the most?”
You can go through the comments left under similar products to get an idea of what features people care about the most.
Once you nail down the reader’s desires, create a link between those desires and your product features or benefits.
So, in the case of a fitness machine, you might want to write something like, “Look and feel great with our fitness machine. Get the confidence and energy to take on anything with just a few minutes each day.”
Let’s work with a second example:
Let’s say you have a beautiful kitchen appliance to sell.
You could say, “This appliance looks great and fits perfectly into your kitchen.”
But again, it’s not the readers’ most profound desire.
It could be that they want to throw stylish and impressive dinner parties or save time on meal prepping so they can spend more time with their family.
So, you might want to rewrite your copy to something like, “Create restaurant-style meals at home with this stylish kitchen appliance. Spend less time prepping meals and more time making lasting memories with your family and friends.”
You Need a Few Problems in Your Sales Copy
Another tactic that works well when writing persuasive sales copy is highlighting the problems your product can solve.
Let’s use a biking example.
As a super-sporty rider, you encountered a few bike problems in your riding days.
You can use your real experiences and make them relatable for the reader.
Maybe you had an uncomfortable seat that gave you back pain after long rides.
Or your bike was too heavy, and you would get tired quickly.
You can include these problems in your sales copy as an example of what your product can solve.
So, if you’re selling a bike, you might want to say something like, “Say goodbye to those uncomfortable rides and heavy bikes. This bike is lightweight, ergonomic, and comfortable, so you can ride comfortably and in style.”
Next, narrow down to the features that solve this problem.
Maybe it’s adjustable handlebars, a unique design for extra comfort, or an aerodynamic frame for speed.
If you can make the reader feel like you understand their problem and your product can solve it, they’ll be more likely to click that “buy now” button.
Ideally, you want your reader to visualize what their Life would be like after they get your product.
That’s the power of persuasive sales copy.
Translate Every Single One of Your Product Features into a Problem
Almost every product feature can be translated into a problem.
For example, if you’re selling a laptop with a powerful processor, you could say, “Say goodbye to slow loading times and frustrating lags. This laptop has an ultra-powerful processor that will ensure all your tasks are completed quickly and easily.”
Here are a few features and the problems they represent (solve):
- Ultra-durable design = No more broken or damaged electronics
- Long-lasting battery = Stay productive all-day
- Multiple ports = Stay connected and charge your devices wherever you go
- Waterproof design = Stay worry-free even when it rains
Should you mention a direct benefit of the product, like weight or price?
Yes, but always tie it back to a problem.
For example, if you’re selling a lightweight laptop, don’t just say, “It’s lightweight.” Instead, say, “say goodbye to carrying around heavy laptops. This ultra-lightweight laptop will give you the portability you want without sacrificing performance.”
The more you can engage the reader by painting a picture of their problems and how your product solves them, the more persuasive your sales copy will be.
How to Talk About Price in Your Sales Copy
Prices sway consumer decisions more than anything else.
It’s important to mention pricing in your sales copy, but it’s not as simple as throwing a number out there.
The way you talk about pricing can make or break your sales.
First, put the price in context by highlighting all the benefits they’re getting for that price.
For example, if you’re selling a laptop for $800, don’t just say “$800”. Instead, emphasize why it’s worth that price by saying, “Get the performance and features you need, all for just $800.”
Second, you also want to talk about the value they’re getting.
For example, if you’re selling a laptop that usually costs $1200, say, “Get the same features and performance as a $1200 laptop, all for just $800!”
That emphasizes the value they’re getting — they are paying less but getting more.
Finally, mention any discounts or special deals they can get.
For example, if you’re offering a 10% discount, you can say something like, “For a limited time only, get 10% off this laptop!”
How to Describe Your Product Features and Benefits
Your readers don’t have much time to read your sales copy. They have an endless list of things to do: catch up with the latest news, cook dinner, and attend online meetings.
You have to grab their attention quickly while they’re still hovering their cursor over the back button.
So, how do you do this?
First, use simple language that’s easy to understand. Don’t try to impress them with big words they don’t know.
Second, focus on the features and benefits your readers care about. Don’t overwhelm them with too much information.
Third, use bullet points to list your product features and benefits. That makes it easier for readers to scan through the page quickly.
Finally, always end with a call to action. Tell them what you want them to do, like “Buy now” or “Sign up for a free trial.”
How to Seduce Your Website Visitors
Your website visitors are like a date. You need to woo them, seduce them, and ensure they have an enjoyable experience.
Your biggest asset in all this is your empathy.
You must sneak into your customers’ minds and understand their pains, fears, and desires.
What do they secretly dream of?
What do they fear more than anything else?
Once you understand them, use this knowledge to craft a persuasive sales copy that addresses their problems, offers irresistible benefits, and inspires them to take action.
In other words, make them feel like they’re getting everything they ever wanted.
Remember: it’s not just about the product or service – it’s about the experience they will have while using them. Your sales copy should capture all that and make your website visitors feel like they can’t wait to get their hands on your product.
7 Tips for Writing a High-converting Sales Copy
Now that you know how to write a good sales copy let’s look at some of the pointers to observe while at it:
Tip #1: Cut Crappy Phrases
Be direct and to the point.
Don’t use unnecessary phrases that are just taking up space.
Here’s an example of a crappy sentence: “Our world-class product is the best of its kind in terms of quality.”
This phrase doesn’t tell the reader anything useful. Nor is it persuasive.
Instead, you can cut it down to something like “Our product is top-of-the-line quality.” or “Experience superior quality with our product.”
It’s even better if you can throw in actual figures:
Example: 1000+ Five-star reviews, 98% customer satisfaction rate
Tip #2: Kill the Marketing Claptrap
Your readers are smart; they don’t need to be sold with jargon or fancy words.
It may sound good in your head, but if it doesn’t make sense in the reader’s head, you’re not going to get far.
Keep marketing lingo out of your copy and focus more on conveying the benefits of your product.
Instead of talking about hundreds or thousands of “users” using your product, use specific numbers to draw the reader in.
Marketing claptrap: Thousands of users love our product
Better phrase: Over 245 small businesses in Singapore are raving about our product
Tip #3: Don’t Take a Timid approach to Life
When writing sales copy, you need to take a bold stance.
Don’t just say that your product is the best; explain why it’s the best and what makes it stand out from competitors.
You don’t want to use a subtle call-to-action, a polite request, or a meek suggestion; use more vital words to urge the reader to act.
- Timid phrase: You should consider buying our product
- Bold phrase: Get the most out of your money by investing in our product today.
- Timid Phrase: If you’d like to join our mailing list, please do
- Bold phrase: Sign up to our mailing list today and get exclusive offers.
Tip #4: Give Your Readers a Reason to do As You Ask
You want your readers to take action and buy your product, so motivate them with compelling reasons.
Explain why it’s important to act now or what they stand to gain by taking action.
You want to make them feel like they’re getting a good deal and that it will be worth their time and money.
You can save 10% if you buy now!
Ensure your next family dinner is a success with our top-of-the-line kitchen appliance – get it today and enjoy 20% off.
Tip #5: Cut the Sugar-coated Testimonials that Nobody Believes
Testimonials are a great way to boost credibility and market your product, but only if they’re genuine.
Don’t use generic testimonials that don’t give any helpful information. The sugar-coated words that talk about how amazing, wonderful, or revolutionary your product is without actually saying anything meaningful.
- Generic Testimonial: This product is the best thing I’ve ever used!
- Realistic Testimonial: I struggled with my daily workload until I found this product. It completely changed how I work; now, I can finish tasks quicker and more efficiently.
- Generic Testimonials: Daniel is an Amazing Copywriter. I’d highly recommend him to anyone
- Realistic Testimonial: I was skeptical at first about hiring Daniel. He seemed a little crazy, and he wasn’t a native speaker. But he proved me wrong. He was very professional, and his copywriting skills were outstanding. I’m glad I gave him a chance.
Tip #6: Don’t Walk Away from Difficult Stuff
Miracles do happen, just not in business.
Your sales copy needs to be realistic and truthful. Don’t make outlandish claims about your product that you can’t back up or shy away from discussing the potential problems your customers might have with it.
Be honest and transparent; let them know if there are any issues they should be aware of before buying.
Is your product too expensive? Prove its value.
Does it require a big commitment? Explain why it’s the right choice.
Testimonials from customers can help, too; it’ll show that real people are having success with your product.
Our product is a bit more expensive than the competition, but it’s worth every penny. Our customers have seen a 75% increase in productivity and are happier with their work results.
Our product requires a long-term commitment, but you’re investing in a reliable solution that will help you for years to come. Our customers have also seen an 80% reduction in stress levels after using our product.
Tip #7: Don’t Commit Superlative Sins
Superlative words like best, most, and the greatest are the surest way to sound insincere.
Don’t make claims that you can’t back up or exaggerate the features of your product; it’ll just weaken your message.
Instead, clearly explain why and how your product is better than the competition.
- Superlative sin: Our product is the best on the market.
- Better approach: We’ve spent years perfecting our product to provide an unbeatable level of quality and performance. Our customers have seen amazing results, and we’re confident that you will too.