Sales copywriting, or writing that’s made to persuade a specific audience, is one of the most important components of marketing. You should see sales copy as the push that makes a customer complete a purchase. Sales copy is present in most media nowadays. You can find examples of sale copy on social media and television. Sales copywriting is so prevalent you can even run into it while taking a stroll outside! In other words, sales copy is a popular approach in marketing. However, it’s important to realize that great sales copywriting is something everyone can do. Honestly, it’s not as intimidating as you think.
With the right amount of experience and practice, you can become a successful sales copywriter. Whether you want to lead your own marketing plan or lend a helping hand to someone else, it’s possible. This article will outline the key points to help you write a strong sales copy.
What is Sales Copy?
Sales copy is a type of copywriting. Copywriting and sales copywriting are very similar, but shouldn’t be used interchangeably. Generic copywriting is an umbrella term for writing marketing and advertising-related content. Sales copy is the call to action in copywriting. A call to action is a sentence or phrase that persuades an audience to perform an action. In other words, a call to action incites an action. It persuades an individual to buy an item or subscribe to a website.
The Difference Between Sales Copy and a Call to Action
Now, you’re probably asking yourself, “Is sales copy a call to action?” The answer is yes and no. Technically, a sale copy is a call to action but a call to action can’t always double as a sales copy. A call to action is a writing strategy that can be used in different ways and take various forms. For example, simple phrases such as “Subscribe now” or “Buy now” can be a call to action. Moreover, a call to action’s key purpose isn’t always to make a sale. A pop-up asking you to subscribe to a mailing list wouldn’t be considered a sale.
Essentially, sales copy is more complicated and more commerce-focused. However, there’s a grey area. Sales copy doesn’t have to be a paragraph in length, and a call to action can produce a sale. Furthermore, a sales copy can have its own call to action. To put it simply, a call to action wants an audience to perform an action, and sales copy is persuading an audience to make a purchase.
Sales Copywriting Tips
Becoming a great sales copywriter isn’t as difficult as you might think. As with all writing, it takes practice. However, there are rules you should follow and tips you can use to improve the strength of your writing.
One of the most important components of a strong sales copy is persuasion. The purpose of sales copy is to influence an audience to make a purchase. You should see sales copy as an explanation of why someone needs this product or service. In other words, you should focus on the benefits of a product or service. For instance, let’s say you’re writing sales copy to promote a pair of sandals. Some benefits could be the sandals are more comfortable, affordable, and stylish than your competitors. Now, try to phrase it in a way where it explains why your target audience needs this particular pair of sandals. Persuasive writing can be uncomfortable at first; however, the more you practice the easier it becomes to communicate reliable information effectively and organically.
Understand Your Audience
To create content that best serves your audience, you must understand who your audience is. The first step to better understanding your audience is to gather audience data. Audience tracking is a great way to see who’s interacting with your content and how they’re interacting with your content. If you haven’t already, we recommend that you take advantage of Google’s free web analytics service, Google Analytics. Another key point to consider is audience tracking provides data on marketing strategies that aren’t working. If you know what content your audience responds to best, you can apply your strongest sales copy to these avenues. Moreover, it can help you address problematic and underperforming web pages or mediums to improve the conversation rates for your sales copy. Furthermore, it can alert you if your current sales copy strategy isn’t effective.
Understand the Content
Equally important, you should understand the content that you’re writing about. Reasonably, you wouldn’t trust a source that has inaccurate information. You should have that same philosophy for your sales copy. Become an expert on the topic you’re writing about. Let’s revisit the previous sandals example. If the sales copy aims to prove that your brand is the most comfortable sandal on the market, you need to sound like you know what you’re talking about. For instance, if you don’t know anything about what makes a comfortable shoe, your audience won’t listen to what you have to say. In other words, you need to build credibility by showing your audience what you know. A great way to accomplish this is to do research and revisit the marketing plan.
Clarity and Conciseness
Not only is what you say important but how you say it can make or break your sales copy. As with all forms of writing, you need to use proper grammar and writing structure. However, the proper use of language is more important in sales copywriting. Convincing someone to do something is difficult, but persuading someone to buy something is even harder. As we mentioned above, you need to build credibility. A great way to build credibility is to refine how you present your message. Equally important, you need to deliver a message as quickly yet as efficiently as possible. Your audience shouldn’t have to do work to receive your marketing message. Instead, only include what’s the most in your message. Your finished sales copy may range from a few words to a couple of sentences to a paragraph. To clarify, your sales copy should be direct as reasonably possible.
Have a Plan
Before you write a sales copy, you should draft a plan or create an outline. In addition to understanding your audience and your content, you should have a general idea of what you want to write. To clarify, if you know what you’re doing, it’ll be easier for you to complete it. For instance, if you decide to write a lengthier sales copy, you’ll know to use precise and direct language to hook your audience. Conversely, if you choose to write shorter sales copy, then you’ll know it needs to be informative and forthright. Additionally, a plan can help you organize your thoughts. The planning process aids with idea creation. It’s easier to choose the best idea if you have more than one to choose from.
Similar to a call to action, sales copy can vary in length. Prior to writing your first draft, figure out what you want to say and how you want to say it. Next, decide how you want to deliver this message to your audience. Lastly, write as many drafts as necessary until you arrive at a finished product.
There isn’t a defined right or wrong way to write sales copy. It’s best to be creative, authentic, and purposeful. However, we understand it’s not always possible to produce sales copy with these in mind. If you’re stuck, you can research different examples of sales copy to brainstorm ideas and implement a core selling strategy in your sales copy.
Scripted. Scripted or “canned selling” is a fail-safe when developing a sales strategy. With this approach, you can take advantage of pitches that have created results in the past. However, you run the risk of your sales copy being seen as cliche, boring, and repetitive.
Needs-Satisfaction. We briefly touched on needs-satisfaction in sales copywriting while explaining the importance of persuasion. However, it’s important to note that needs-satisfaction is entirely dependent on what your audience’s needs are. Unlike face-to-face sales, in sales copy, you don’t have the opportunity to ask your audience what they need directly then alter your sales pitch. Instead, you must predict what a customer is looking for and understand why your product or service is the best on the market. This is a great way to hook your audience. However, there’s a chance that you’ll alienate some of your audience members if your message isn’t useful to them.
Consultative Selling. Consultative Selling is a more focused version of the Needs-Satisfaction strategy. However, a key difference between the two is the solution to a problem may differ. To clarify, you’re still offering a solution to your audience but there isn’t a right or wrong answer. This approach would work the best when selling a service. For example, if you own a web design company, you can create sales copy that is promoting the act of solving an issue rather than a solution. Similar to the Needs-Satisfaction strategy, you run the risk of dividing your audience.
Sales Copy and You
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- What is sales copy?
- How to write sales copy?
- What is good sales copy?
- Is sales copy the same thing as a call to action?
- What are the different types of sales strategies?