It is no wonder, in the competitive world of sales, that pitching for your product can feel much like fishing. But when selling, what counts as bait? That is where a sales copy comes in. But how does one write a sales copy? And what is it in the first place?
A sales copy is a piece of reading material with one primary aim: to sell. Selling in this sense is a much broader concept that may involve an actual purchase or not. It could be a subscription, an inquiry, a free download or social media following. Or it could be the actual act of buying your product or service.
Knowing that, you could see just how important a sales copy is for businesses. You can have all the resources of a good business and source all the best products, but the absence of a good sales copy might just become your downfall.
A proper sales copy is your most useful friend in business. You can utilize it in so many ways -emails, ads, business blogs, and webpages. Here are ways on how you can write a sales copy that effectively does its job:
Readers buy what they understand. If you put in a lot of big words in your sales copy, they are less likely to understand. That means they are less likely to buy. Try to avoid pompous terms even if you think they are there to impress because chances are, they’ll end up confusing and eventually losing your readers.
Instead of saying “obtain a markdown,” say “get a discount.”
Rather than writing “satiate your curiosity,” you can simply write “find out more.”
In lieu of “banish those scars permanently,” you can put “say bye-bye to those marks for good.”
See how simple it should be when you learn how to write sales copy that is meant to sell rather than impress?
Imagine you’re reading through two copies. One of them says “We have thousands of affiliates who believe that we are the best in what we do.” The other one says “We currently have 1671 partner stores who use our products in their business.”
Which one do you think sounds more believable? Which one is more sincere and which one is the sales-y type? It is easy to fall into this sales copywriting trap. That’s because these lines have been used in the past so much that they have become a cliche to the point that no one believes in them anymore.
Think to yourself that this is the new era. People are much more informed now than they were fifty years ago. Information is at their literal fingertips. Amazing trivia about being the best or being the most popular may have worked before, but people are a lot smarter now. They demand numbers in order to make them believe that you are indeed the best.
Have you ever listened to someone talking nonstop that your brain can’t seem to take it anymore and just shuts down? That’s what happens to your readers if you ramble in your sales copy. Rambling is different from telling a story in that it is lengthy and confusing.
Don’t get confused though, because not all lengthy pieces are rambles–like books or novels. But we’re not here to discuss those. When it comes to learning how to write sales copy that is effective and profitable, there is a semi-subjective maximum length to observe.
To test if your copy is within a safe length, try reading it to a friend and observe their facial expression. The moment your friend gets that blank look in his eyes, stop reading and mark down where you lost him. That is the ideal length of your copy.
Now, if you’re worried that you may not have included everything within the length limit, try to shed down unnecessary information or phrases. This might be able to trim down your sales copy into a more manageable span.
Just because you can’t make up magical worlds in your sales copy doesn’t mean that it has to be dull and robotic. You can definitely make your copy stand out and make a mark on your readers. Take a look at how Apple did the copy for the iPhone11 Pro.
You might not realize you’re being dealt punch after punch if you’re an innocent buyer just grazing through their sales page. Eventually, you might end up obsessing over the phone, or even buying it at the end.
That is because of the high impact short statements they deliver in their sales copy. If you look closely, there are no elaborate sentences or long words throughout the piece. You may even question the grammatical correctness of some of these statements. But what you can not deny is that they speak to you. They entice you. And they eventually seduce you enough to want whatever it is they are selling.
This principle is simple enough. A guaranteed way to win over a client is by doling out freebies. It gives you a good enough image for them to want to know more about you and to actually listen to what you have to say.
You can see this on almost any sales page. It could be a free 30-day trial, a free downloadable e-book, a free monthly newsletter subscription, or a gift voucher they could use for future purchases.
This freebie also gives you the opportunity to show off to your potential customers and give them a taste of your product’s quality. The principle is sort of similar to those cute ham cube samplers that pop up on grocery aisles during the holidays.
All in all, those are the basics to consider on how to write sales copy that can actually convert your leads into actual profit. The next time you’re thinking of selling something and you’re looking for a spiel to reel buyers in, remember to keep things simple, make it short, keep it factual, deliver impact, and offer some freebies.
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