Before we get to the nitty-gritty, let’s get our definitions straight. What exactly is sales copy? It’s not just random text on a page or an academic essay. Sales copy is the persuasive language that convinces people to take action, whether it’s clicking a button, making a purchase, or getting in touch with you.
It’s a blend of words and psychology that captivates your target audience and turns potential customers into loyal clients.
What does it mean to write copy? Writing sales copy goes beyond simply stringing words together. First and foremost, it’s about understanding the intricacies of human psychology and knowing how to leverage them to drive your target audience’s decision-making process.
To craft compelling copy, you need to understand your prospective customers’ desires, fears, and motivations. You have to know what makes them tick and keeps them up at night. In essence, effective copywriting is the art of speaking directly to your target audience and making them see precisely why they should say yes to investing in your product or service.
How to Write Copy That Sells: 10 Copywriting Techniques to Hack Your Customer’s Brain
1. Cut the Fluff
When it comes to sales copy, less is more. As a passionate business owner, you may get the urge to give a laundry list of features, benefits, and general statements about your brand to convince your target audience to buy your product or service. I understand the urge, but the truth is that your sales copy’s goal is to drive action, not make informational statements.
When writing sales copy, your message should be focused. It should be sharp and pack a serious punch. Most importantly, it should get to the point, and fast. Don’t waste your (and your leads’ time) writing fluffy, nice-sounding copy that doesn’t actually mean anything. Identify the most impactful, juicy aspects of your product or service and zoom in on them, differentiating yourself from competitors right away.
Here’s an example from a recent project I did for Bethany Works, a brand & web design agency.
You see what I mean? On this sales page, there are no general statements about how their brand & web design approach is “unique.” Instead, there are specific examples of how and why it’s different: while many agencies simply send you an intake questionnaire, the Bethany Works team does extensive market research, positioning conversations, and project phases to build a rich brand experience.
Writing copy is all about getting ultra-specific!
2. Know Your Audience Inside Out
You wouldn’t try to sell steak to a vegan, right? The same goes for copywriting. Before you write a single word for your sales page or email marketing campaign, take the time to really get to know your audience—who they are, what they want, and what’s preventing them from reaching it. The more you understand them, the better you can tailor your message to resonate with their needs and desires.
There are different ways to research your target audience. You can send surveys to your email list, ask past clients to do an informal interview about their experience of working with you, or browse social media websites like Instagram or Reddit. It’s helpful to keep a Google Doc or a spreadsheet of your findings to keep track of them.
Once you have a fair amount of research, try creating a customer avatar. Imagine one person who’s your ideal client or customer and write out how they spend their day, what they want, what gives them the ick, what’s hindering them from reaching their goals. Explain how your product or service fits into it. When you’re writing your sales pages or email subject lines, think of that ONE person and write FOR THEM.
3. Tell a Really Good Story
You’ve probably heard it before: storytelling is very important when it comes to writing copy that sells. But what the heck IS storytelling and HOW do you infuse your sales page (or email, or website) copy with it?!
It’s easier than it seems. The key is to get really specific and paint a vivid image of what your potential customers are experiencing or want. Rather than saying something general and vague like:
“Stop having to pee so often”
Get VIVID and write something like this:
“If every time you go out in public, the first thing you have to do is scout out the bathrooms in case you have to make an emergency dash…”
You see how it’s different? The first piece of copy is a general statement that’s easy for your reader to ignore. The second tells a story about a relatable experience that many people have had. If you want more persuasion tips, download my FREE Persuasion Playbook!
4. Stop Being Boring
Stale, repetitive copy that shares the same message as literally everybody else? Yawn. Your copywriting is your competitive advantage and it should grab your reader’s attention with a unique brand voice and personality. YOUR COPY SHOULD HAVE A PERSONALITY! And a lot of it, if I’m being honest. Good copywriting is conversational and evokes an emotional response from your readers. You can’t do that if you allow yourself to blend with everybody else.
Now, it’s important to note that writing a personality-rich copy doesn’t mean that you have to be loud or change your personality into something that it’s not. You just have to be yourself (which is easier said than done, I know). But the thing is, YOU are not boring. Even if you’re not the loudest person in the room. YOU are unique. Copywriting is all about making this uniqueness shine through your words!
For example, here’s a recent project I wrapped up for Amanda, a pet medium and a dog trainer.
This landing page doesn’t have loud copy, but it’s personality-rich and persuasive copy that explains who Amanda is, her unique approach, and why you should work with her. It’s definitely not boring. And it helped convert Amanda’s website visits with 92% more bookings 😉
5. Make It Ridiculously Easy to Skim
Ain’t nobody got time for long-winded paragraphs – especially with modern attention spans. Your sales copy is not a War and Peace novel. It’s something that people read as they scroll on their morning commute, sneak a peek during a lunch break, or, let’s be honest here, sit on the toilet (I know…I went there!). My point is: your sales copy needs to be easy to skim.
Break up your copy into bite-sized chunks, use subheadings, and bullet points to make it easy for your readers to skim and find the information they need. Once you finish writing your sales copy, read it over as if you’re skimming and see if you’re getting the most important points across. Don’t bury the most persuasive copy somewhere 80% of your prospective customers are not going to read it. Make it front and center.
6. Don’t Overthink It
As a business owner set on making a real difference in the world, it’s easy to go on rants about your product or service. To explain how they can change your target audience’s lives in very elaborate ways. To come up with complex metaphors or write long paragraphs justifying a point or over-explaining yourself.
The truth? Sales copy that’s too complex or long-winded doesn’t resonate (and as a result, doesn’t sell).
Keep it simple. Give straightforward explanations. Don’t use jargon (unless it’s something your target audience wants and needs to see to trust you). Remember that at the end of the day, humans are wired to want simple things. Love. Peace. Health. A sense of belonging. Remember that there are real humans reading your sales pages and going through your sales funnel.
7. Address Objections
You’re not writing to the void. There are real people reading your marketing copy, and 99% of the time they’re going to have doubts, questions, or reservations about buying your service or product. It’s normal, and it’s your sales copy’s job to speak to what might be holding your audience back from taking action and address those concerns upfront.
How do you write sales copy that handles objections? First, you should identify what they are (getting to know your audience inside out in step 2 of this blog post will help with that!). Objections could include concerns about price, quality, reliability, or something else.
In your sales copy, anticipate these objections and address them directly. Acknowledge the objection in an empathetic tone and demonstrate that you understand your customer’s perspective. Then, provide compelling reasons or evidence to counter the objection and reassure your customer. Featuring social proof on your landing pages or emails, such as testimonials from past clients or case studies, also helps with addressing objections.
8. Create a Sense of Urgency
Picture this: your audience is scrolling through their feed, casually browsing, when suddenly they stumble upon your landing page or website. Boom! You’ve got their attention, but here’s the thing: you also have to make them take action instead of getting distracted by something else and closing the tab, telling themselves that they’ll get to it “later.”
So, how do you do that? By creating a sense of urgency and increasing FOMO. There are different ways to do this, including creating a limited-time offer, emphasizing that your group coaching program only has a certain number of seats available, or offering bonuses. Just remember to be truthful, ethical, and genuine (as in, don’t make false promises!).
9. Cultivate Trust with Social Proof
Social proof – think testimonials, reviews, and case studies – is one of the most important drivers of making more sales. You could sit there all day telling your audience how amazing your product or service is, but let’s be real – talk is cheap. Instead, show them the receipts! AKA, glowing testimonials from satisfied customers, rave reviews for your product, and compelling case studies with real-life success stories.
When your audience sees other people just like them had a positive experience with your service or product, it makes them trust you and, more often than not, convinces them to buy. Learn my favorite ways to collect powerful testimonials from clients!
10. Use Power Words (Wisely)
Power words trigger an emotional response from your prospective customers and turn your message unforgettable. In fact, you could see a 12.7% increase in conversion rates by using power words when you write sales copy!
There are power words that you can use to build up curiosity, such as “astonishing,” “hush-hush,” or “spoiler.” Or, you could emphasize the ease and convenience of your service with words like “accessible,” “roadmap,” or “smooth.” Get more power words here!
Remember that less is more. Don’t use power words too often, or they’ll lose their meaning.
How to Write Copy That Sells FAQs
How to write email copy that sells?
Email marketing is $40 for every $1 you spend – but only when you write sales copy right. To write email copy that sells, remember that personality is key. Your email list should get exclusive, genuinely interesting content that you don’t share anywhere else. Your emails should be conversational and speak directly to your reader’s hearts and minds. And don’t make one of these horrid email marketing mistakes!
How to write ad copy that sells?
Writing ad copy is all about grabbing attention and sparking interest in a matter of seconds. You have no time to waste. Your ad copy should highlight the unique benefits and value proposition of your product or service, making it clear why it’s a must-have for your target audience. Keep the copy concise yet full of personality.
Can I learn how to write sales copy?
You of course can, but it’s not a skill set that you develop overnight. Sales copywriters take years to hone their craft and learn how to use proven copywriting formulas in creative and innovative ways. If you want to learn how to write sales copy, you need to become well-versed in buyer psychology, storytelling, and, of course, the actual writing.
What are the best copywriting techniques for sales copy?
There are many copywriting techniques that can capture attention, build desire, and drive action. Storytelling, building urgency and FOMO, addressing objections, and infusing your copy with personality are some of the best ways to write copy that sells.
Real Talk: Should You Hire a Sales Copywriter?
In my unbiased opinion…yes, absolutely. Whether you’re selling a service or a product, hiring a sales copywriter amplifies your message and allows you to tell your prospective customers exactly what you want to say in a way that they want to hear. It’s an investment, but it’s going to help you boost your conversion rates and make more sales. Learn more about working with me!
