A sales copy is meant to sell. But if yours is not selling, it’s because it hasn’t answered your prospect’s question ‘what is in it for me’. If selling your product/service matters to you, your copy must explain to your reader why she should care about what you’re offering. And it has to be in a way that engages, connects and resonates with your target audience.
So, whether you’re writing for yourself or on behalf of your client, your task as a sales copywriter is to convince your prospect that you understand her problem. And that you have a solution to it. A solution that answers ‘what is in for me’.
But how do you write such copy?
This post uses W and H technique of sales copywriting as a guide to writing a sales copy that sells. Enjoy it.
The first phase of sales copywriting is to get answers to the following:
Who is your prospect? Who are you writing for and who benefits from what you’re writing? A good knowledge of your prospect helps you create an image persona with characteristic features. So, you can choose appropriate tone and language to position your copy. Segment your target using age, gender, geo- location or social status etc.
What is the problem that you want to solve? Why will your prospect be looking out for your kind of product/service? Identify the thinking behind the product/service. Present them in your copy in a clear, persuasive and convincing tone.
How does your product/service solve her problem? Having identified the need and want, set out in detail how you’ll solve it. This is where you describe the features and associated benefits of your product/service in clear, persuasive and convincing language. Provide evidence of your claims and give assurances. The features must be described from the benefit point of view of the prospect.
Who else provides the same product/service? Identify your competitors. Find out what they do or are not doing. That equips you for customer mentoring. Use that knowledge to alert your prospect about what your competitors may promise. Point out to your prospect what to look out for.
It makes your sales copy more credible. Creates a perception of know-how and shows you as someone with prospect’s interest at heart.
How is your product/service different? This flows from your knowledge of your competitors. And should be the icing on the cake for every sales copy. This is where the battle of wits is won. Find out every detail of similar product/service and highlight how you out perform your competitors. Telephone and network providers use this technique a lot.
Writing A Sales Copy That Sells
This is the second phase of the sales copywriting task. Where all the information you have gathered about the product/service, target audience and competitors are fused into one-well-written piece to engage your prospect and deliver sales. And I’m not talking about grammar or clever use of words.
As you probably know, sales copy is often described as sales man in print. And so, it inherits all those suspicions and doubts people have about sales men. People think they are sleazy and can say anything to sell a dead rat and melt away with money.
Your prospect knows that she needs the product to solve her problem. But how can she trust you to deliver on your promise?
People are suspicious and hate to be sold. And that’s exactly what you are trying to do with your sales copy. So, use your persuasive skill extensively to remove all barriers (suspicions, doubts and concerns) and build trust for sales to happen.
Bringing It Together
Start by segmenting your content into 3 broad areas; headline, body copy and call to action.
Your headline has only one job; to draw attention and arouse curiosity to ensure that the sales copy is read. It does that in 2 ways:
• highlight a problem and offer solution
• highlight a benefit that improves the present situation.
Check out these 3 popular real headline examples:
Quick Relief for Tired Eyes
This headline sets out a common problem and promises to provide a solution to it.
Do You Make These Mistakes in English?
The idea is to arouse the readers curiosity to find out what those mistakes are.
Who Else Wants to Earn a Six Figure Income?
The message here is that other people are succeeding in the way described. The headline invites the reader to join them or be left behind.
The body copy does three things:
- full description of the product including features and benefits
- provides evidence on claims
- gives assurance.
The opening statement in the body copy should build on the headline. Start by describing your product in a way that reinforces the headline. Describe the features of your product and highlight the benefits of these features from the prospect’s point of view.
As an example, if you’re selling a weight loss product, describe the active ingredient in your product that enhances weight loss. And paint a picture of a slim and attractive person to your reader.
People buy by emotion and justify by logic. Your product features are logical, but the benefit is emotive. Emphasise on the emotive nature of the benefit. In this example, the ingredient is a feature, slim is advantage and being attractive is the benefit. Your prospect may want to lose weight and be slim. But the ultimate benefit is to be attractive. That’s what appeals to her emotion.
Offer assurance that buying the product is a good decision.
Let’s for example assume that your price is higher than your competitors. Raise it before objection kicks in. You can talk about another feature of your product and how it makes the quality better than your competitors. Many people will pay slightly higher price for better quality.
But if your price is lower, it could be down to having a better equipment that shortens the production time without comprising on quality. Or you are bigger than your competitors and benefitting from economic of scale. Whatever is the reason, ensure that you put it across.
Persuade her that you can be trusted to deliver on your promise by referring to quotes, comments and testimonies of satisfied customers. You can also reassure her with money back guarantee if she is not entirely satisfied.
They say there are many ways to skin a cat. Write your sales copy your own style. But whatever writing style you choose, ensure that your body copy leaves no gap.
Call to Action (CTA)
A call to action has one job…to inspire action. It’s your final nudge to your reader to take a specific action.
After reading your sales copy, you must demand your reader to take a specific action. This action naturally is the only reason you’re writing a copy. Otherwise you’ve just wasted your time and energy for nothing.
But your reader can only act if you give her the chance. So, don’t leave her confused at the end. Use active verb with attractive offer to tell your reader what to do after reading your article. Example may include: call **** (phone number) to get 20% discount on your first $50 purchase.
A sales copy that sells guides a prospect from point A (position of need and want) to point B (source of solution and benefit) by removing all barriers between the points. It demonstrates a good knowledge of the product/service, prospect, competitors and extensive use of persuasive skill.
If you need a pro for the task of writing a sales-driving sales copy, hire a sales copywriter here and you will be rewarded with a sales copy that sells.
Thanks for stopping bye. I hope you enjoyed reading the article. As always, comments and suggestions are welcome.