Writing Sales Copy is Simple When You Follow These 10 Rules
by Kim Lednum
When it comes to writing sales copy there seems to be a lot of apprehension, fear and false perceptions surrounding this critical topic. The three biggest concerns I hear from clients when it comes to writing sales copy is that they don’t want to appear to be pushy, phony or unethical. The best piece of advice I have to offer is that your sales copy doesn’t have to be when you write from a place of integrity!
While it’s true that the desired outcome of any sales piece is to get more sales, beneath the surface sales copy can help establish credibility and build relationships with the people you want to help. In addition, sales copy also helps your reader know if your product or service is right for them, and offers them important information about you such as your credentials, as well as a guarantee about your product or service.
Since your level of success ultimately depends upon your ability to communicate your value, I have compiled a list of ten rules you can use to help you keep the right mindset as you write your sales copy.
Rule # 1 - Make it all about them. You went into business with the desire to help others. So it stands to reason that your sales copy must absolutely be about your reader (ideal client).
Rule #2 - Address their emotional challenges. Your reader really wants to know that if they buy your product or service it will make their life easier in some way. For example, will it provide relief from feeling pain, overwhelm, frustration, confusion, guilt, or anxiety that are caused by their problem? Lots of products may solve their problem, but will yours provide the emotional resolution they need, too?
Rule #3 - Minimize their risk. When it comes to spending money folks are skeptical. Offer your readers reassurance that they are making a wise decision to invest their hard-earned money with you. This can come in the form of a money-back guarantee if they aren’t satisfied with the results.
Rule #4 - Show them you are credible and trustworthy. People want to buy from people they can trust. If they don’t find you to be an honest person, they won’t buy from you. You can reassure readers by including testimonials from other people who have worked with you or bought your products.
Rule # 5 - Solve their problem. Your reader came to you with a problem they have been unable to resolve on their own. Share with them how your product or service is going to help solve that problem.
Rule # 6 - Make a memorable first impression with them. People are inundated with hundreds of advertising messages every day. They only have time to read and follow-up on a few offers that interest them. Your headlines must capture their attention in just a few seconds or they will miss what you have to offer! Be sure to use specific, active and descriptive language to create a memorable impression in the mind of your reader.
Rule # 7 - Put your self in their shoes. Your reader needs to know that you empathize with them and their problem. Share with them if you have ever felt like them or experienced the same problem. When your reader feels a sense of connection with you, you’ll begin to establish their trust and can continue to build a long-term relationship together. What common pain or frustration do you share with your reader?
Rule #8 - Address their concerns. Inevitably people will have questions and concerns about buying your product or hiring you. Be up front and address any concerns or questions your reader may have in your sales copy. By answering them in your copy you are showing them you are trustworthy and that you truly value them and want only the best for them.
Rule # 9 - Make them an irresistible offer. Your reader wants to know they are getting a great value for their money. You can create added value by including bonus materials that will further help them in the area of their problem. Guarantees are also a must to help them minimize any real or imagined risk they fear they are taking before they make a purchase.
Rule # 10 - Give them a reason to act. You have captured and held your readers attention to the end of your sales copy, now they need and want to know what steps to take next. Create a strong call to action, so they are compelled to act immediately. Remember, they are busy and being bombarded with a flood of other messages all day long. You know you can help them, and now is the time to ask them to take action in buying from or hiring you!
When you make your sales copy a tool for building a relationship with your readers, you can easily avoid all the snake-oil and clever hype, and experience the feeling of genuinely serving the people you were meant to help.
Comments
Hi Kim,
I just dropped by to tell you I love your new website. It’s very nice. Let’s chat sometime soon.
Shari
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