How to write the perfect sales content in 2020
Writing the perfect sales copy is a struggle that (literally) every marketer goes through!
Where do I start?
How do I create a compelling copy that doesn’t sound pushy?
How do I get it noticed by the readers in the plethora of content already available on the internet?
My product is so good that it can sell itself – why do I need to write about it?
First of all, every product or service that you decide to sell needs a sales copy for marketing purpose – regardless of how innovative it is. The consumers of today lead a busy lifestyle and may not research every option that they come across.
A sales copy works as a determiner between the prospective consumer and your brand. The right words can persuade the audience to take a specific action – buy the product, find out more, sign up for email newsletter, download, or any other that may help your business achieve its revenue goals.
Here, are some tips to get you started!
Contents
1. Write for the audience
Writers never write for themselves – but their target audience. And your sales copy holds no exception.
When writing a sales copy, identify the audience who your product may appeal to. Pinpoint the problems they may be facing without your product and show them the solution – present in your product or service.
For example: In the sales copy and website, Basecamp identifies the professional consumer’s pain point – ‘how to collaborate and stay on top of things, during a pandemic.’ The marketers show empathy with the stressed audience and lay out an antidote – their project management and communication tool that would allow them to work in a remote environment with ease.
2. Narrate a story
Stories are powerful. Whether it’s a children’s fairy tale or a book we recently read – a good story is hard to get out of mind. Similarly, the stories in your sales copy can be used to show how your product or service can be beneficial to the end consumer.
Of course, it doesn’t have to be a true story. You can paint a fictitious image of your consumer playing the protagonist, finding solace to their potential problems with your product.
It is also a good idea to use testimonials in your study. Or you can illustrate your brand’s story and tell the audience why you started this business in the first place.
For example: Jeans manufacturer Hiut Denim follows a similar protocol. They tell their audience how they started the company after the factory in Cardigan closed down, leaving 400 ‘jean makers’ out of work.
3. Use natural language
Your sales copy is not an academic thesis and doesn’t have to include fancy vocabulary. Use simple words and an approachable tone. Be personal with the audience – like you are talking to a friend, and address them as they are a part of the family by using words like ‘you’ and ‘we.’
For example: Take a look at the copy used by Dropbox. They understand the dilemma the consumer goes through when their computer or phone suffers from damage. However, they offer their assistance as a cloud storage service with native vocabulary – similar to the ones used by their audience.
4. Add references
The use of statistics can add credibility around your brand. However, be measurable with your solution. For instance, don’t use broad claims by promising the audience they will lose weight with your product. Instead, be accountable and promise to help them lose 10 kg in 2 weeks with the use of your product.
For example: Weight Watchers in their sales copy make a claim that they can get their clients on a road to a ‘fit’ lifestyle within 14 days. This not only allows the prospects to predict their results but also suggests that the company has managed to achieve the same previously as well.
5. Don’t forget SEO
Gone are the days when we watched ads on TV or flipped through the classified sections of the newspaper to find our desired product. Now we simply pick up our phones, conduct a search, and get answers to everything – under the sun, thanks to Google.
Similarly, when it comes to reaching the audience, you need to know how to rank on Google with the right keywords. For instance, you are running a clothing brand. Using the term ‘clothing’ or ‘fashion’ is not as defined as ‘men’s clothing for winter’ or ‘formal clothing for men.’
For example: Amazon uses long-tail keywords in their product description. This allows them to generate over 57% of sales from search queries.
6. End with a clear call-to-action
As we mentioned above, every sales copy has a purpose. For some brand owners, it is to sell their products while others aim to get more subscribers for their services. However, nothing can be possible without adding a clear call-to-action.
For example: Take a note of the CTA’s added by some of our favorite brands:
- ‘Ride and Save’ by Lyft
- ‘Shop the Room’ by World Market
- ‘Sign up – It’s Free’ by Trello
- ‘I’m In’ by Canva
- ‘Watch Now’ by Apple TV
Bonus tip – be concise
Most readers will give only a few seconds of attention to your sales copy. Be proactive and grab the opportunity to attract the audience with the right words.
For example: Apple uses only three words – Light Years Ahead – for marketing their line of MacBook. However, this gives the audience complete information on what to expect from the device: lightweight, durable, and ahead of the completion.
Copywriting is a skill that is difficult to contain.
However, it is not impossible!
With these tips, a little effort, and consistency – you too can ace the skill and grow your sales in 2020.
Give it a try and let us know how it works for you!
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