Write Sales Copy Effectively
Hit the Bull’s-eye
Do you struggle to write sales copy that’s effective, compelling, and hits the mark with your prospect? If your answer is yes, then you might not be laying enough groundwork. It simply isn’t reasonable to throw a few persuasive words together and expect them to sell your product.
Believe it or not, your work begins long before your finger tips even hit the keyboard. In fact, if you don’t spend time on the blueprint, it is a wonder how you manage to write any sales copy at all. Consider the following four pillars you’ll place the strength of your copy on and determine how you can make them stronger.
Understand the Product or Service
Whether you’re selling a miracle formula designed to stop a receding hairline in its tracks or cupcake mix, researching your product or service is essential. If you don’t know what you’re working with, there’s no way you’re going to sell it.
The bottom line is that you need to know your product or service inside out and then some. Get down to the nitty-gritty by fleshing out your offering. Make sure you know everything there possibly is to know about the features and benefits. Also, determine what sets this specific product or service apart from the rest. What makes it so unique that your prospect won’t find it anywhere else? Keep in mind, this could be a combination of factors. Sometimes you have to sell the perfect blend of benefits instead of relying on just one.
Tip! Be truthful when writing your copy and don’t create hype where there isn’t any. Readers can sense when a product or service is masquerading as something it’s not.
Understand the Client
If you’re writing sales copy for someone else, there’s no room for misunderstandings. It’s a waste of your time, and it’s a waste of your client’s time. We all know that time is money, so get it right in the beginning. Ask the right questions and you’ll quickly see your copy align with your client’s expectations.
Find out what your client envisions for the copy and what message he or she wants the potential buyer to receive. This type of information will help you craft copy that not only fits in with the client’s brand, but helps sell effectively. Build trust and credibility and you’ll be well on your way to higher conversion rates.
Understand the Prospect
You have to know who your buyers are and why they’re buying. The importance of target market research cannot be stressed enough. Besides information on target demographics, geography, culture and economics, you need to look at aspects such as behavior and trends. Qualify your prospects; they must have a need for your product, or service, they must have the money to spend, and they must have the authority to buy.
When you write your sales copy, make sure you write from the perspective of a potential buyer. Then ask yourself whether or not you would buy the product or service. If not, you should assess the reasons why and revise your copy.
Understand the Project
Before you embark on any project, always make certain you understand what it entails. Sales copy comes in many different formats and styles. Often the wrong mix spells disaster. Determine where your copy will be used and how it will be used. Are you writing direct mail letters, marketing emails, sales letters, forum ads, etc.? Whatever type of sales copy it might be, have a look on the Internet for examples of successful pieces. Study why the piece is successful and find ways to improve yours.
Reassess these four pillars whenever you write sales copy that doesn’t produce results. Always make sure your copy is built on the information each pillar provides. You will find you’re producing effective and powerful copy in no time at all.
Shawn Manaher is the founder and CEO of The Content Authority. He’s one part content manager, one part writing ninja organizer, and two parts leader of top content creators. You don’t even want to know what he calls pancakes.