The whole point of creating copy is to sell.
It doesn’t matter what form it takes – website copy, brochure content, email, case study, white paper etc. – its main function is to get your reader to sit up and take notice and take an action (e.g. buy, sign up, visit your website etc.).
When you’re face to face with someone selling to them, you have the advantage of being able to think on your feet, counter their objections and continue to talk to them until you convince them to buy. But when you’re writing copy, none of those advantages exist. You’re writing words that will be read at a later date by someone you’ve never met, so it’s essential your words work hard for you.
4 things to remember when writing your sales copy
OK, there are far more than 4 things you have to think of when writing, but these 4 should be your top concerns.
1. Your readers want to buy
Once upon a time, we were hunter/gatherers. Our primary concern was to find food. Today, disposable incomes (remember those?) means we are always looking to buy something that’s going to make our lives easier, better and more desirable.
That means you copy simply has to convince them your product or service is what they’ve been looking for.
2. You can’t make someone buy
Even though we are normally in the mindset to buy, you still can’t force someone to get their credit card out and part with their hard earned cash.
Wonderful images and carefully crafted words can only go so far. Your copy has to make their want to buy something turn into a need for your product/service. If they’re interested in it, they’ll read what you have to say about it so make sure you focus on the benefits they’ll get from owning it. Once they realise how much they’ll gain they’ll buy.
3. Forget the Pulitzer
To sell you don’t need arty, clever concepts. All you need to do is focus on how your product/service will solve the readers’ problems and make their lives better. That’s all they want to know.
Keeping your writing plain and simple will get your message across clearly and strongly.
4. Take away the barriers
Although we love to buy, we are also notoriously sceptical. How many times have you tried to sell something to someone only for them to unleash a torrent of objections? That’s why your copy must overcome these buying objections, so think about:
- What would stop them from buying?
- Have you sold the benefits well enough?
- Have you given testimonials?
- Have you asked them to buy?
At the end of the day, your copy must show empathy, highlight the benefits to them, counter any potential buying objections and ask them to take an action – buy now!
Only then will it sell.