A sales copy is like sushi – it’s either great or awful. If you have found yourself in a place where the conversion rate isn’t as high as you’d like it to be, you should invest in a better sales copy.
Putting in the time and effort to create an engaging sales copy will help you sell more, as well as upsell and cross-sell. In this article, we’ll guide you through writing a great sales copy.
The importance of a good sales copy
When you take sales copywriting seriously, you make sure to do your research and base your approach on specific data.
Since your sales copy is supposed to influence people to buy your products or services, it needs to speak to them. That is why you need to know exactly who you’re writing for. In a later chapter, we’ll explain how to research your target market. For now, let’s explain the difference a good sales copy makes.
Research shows that personalized calls to action convert 202% better, so it makes sense to invest in your copy. This is how you do it.
How to Improve Your Sales Copy
Know your audience
Start by getting to know your audience. Take the data from any analytics you can get your hands on. We’re talking about social media platforms, Google analytics and more.
Find out answers to these questions:
- How old is your audience?
- Where do they live?
- What are their interests?
- How are they using your products and services?
- What are their needs?
- How long does your sales cycle last?
- What is their purchase behaviour?
Once you have a great base, you’ll be able to quickly create or re-shape your buyer persona. That process will help you create sales copy that people find easy to connect with. After all, people buy from people, so make sure to humanize your approach.
Source: fantomagency.io
Knowing your audience and their expectations will help you create relatable sales copy which will catch their attention and engage them. Of course, this won’t come overnight, so make sure to test various versions of your copy.
Focus on benefits
A lot of copywriters make the mistake of putting the focus on the features of the product or service they’re trying to sell. Some of them also like to excessively write about the company, brand and values they think customers will relate to.
This is a big mistake because people don’t buy products they buy the version of themselves they can become with your product. If you think about it, all the best marketing campaigns are set up this way.
Coca-Cola isn’t selling a sugary drink, they’re selling family moments, Christmas and unity. That’s how you should structure your sales copy.
Present a clear vision of how you can better someone’s day, business, health etc. If you’re selling web development, don’t write about the specifics of your process, rather write about how your client will be able to sell more with a new webshop.
In order to be convincing, you need to know the specific benefits your clients are experiencing. The best way to find that out is by conducting in-depth interviews with them. Pick a few loyal clients and ask them about all the benefits they received from partnering with you.
You might be surprised to learn how they use your services or how much impact your product has had on them.
End with a clear CTA
Every time you write a sales copy, you should include a clear CTA. Don’t think that your customers will understand what you want them to do. You should always write it out.
Whether your call to action is to complete a purchase, download a book, sign up for a service or something else, make it clear in your sales copy.
Your CTA should be short and clear. Our advice is to use actionable verbs in your copy. Some examples are:
- Sign up for a free trial
- Buy [specific product] now
- Learn more about [specific service]
Since your goal is for your audience to do a specific action, you need to give them clear instructions. Once you understand your audience, you’ll know exactly how to structure your CTAs.
Conclusion
Improving your sales copy doesn’t have to be a hard task. All you have to do is prepare and be flexible. Once you know exactly who you’re writing for, you’ll easily shape your content to their needs, wants and expectations.
When writing, make sure to focus on the benefits, since that is the meat of your pitch. The more vividly you describe your solution and how it can help people achieve specific goals, the better your copy will be.
Lastly, make sure to write a clear call to action. It needs to be short and get straight to the point. Make sure to always A/B test different copies and calls to action to see what works best for your audience.
