The key to writing winning sales copy is learning how to create persuasive messages that will make customers want to take action. In order to accomplish this, sales copy must present the benefits of a service or product in a passionate and exciting way.
Sales copy must convey a message that evokes emotion and emphasis the service’s or product’s benefits. The following is a basic four-step formula for writing successful sales copy:
- Create a powerful, attention-grabbing headline.
- Create interest, intrigue and curiosity.
- Provide full details about the service or product.
- Create a compelling call to action that makes the customer want to act.
A sea of black text will instantaneously turn off readers. Text should be in a simple black font with a light background, as fancy fonts or colorful backgrounds makes text harder to read. Write in small, two- to three-sentence paragraphs with a space between each paragraph.
The headline is the most important component of your sales copy. If the headline does not instantly capture the reader’s attention the remainder of the sales copy, no matter how brilliantly written, will be useless. Basic human motivational factors must be considered when attempting to grab the reader’s attention.
An attention-grabbing headline will appeal to potential customers on an emotional level, making the promise of fulfilling one or more of their basic needs. According to psychologist Abraham Maslow, the five basic things that motivate humans are:
- Self Esteem: The need for attention, achievement, respect and recognition.
- Physiological Needs: Thirst, hunger, shelter, clothing and sex.
- Security: Emotional, physical and financial safety.
- Self-actualization: The drive to achieve full potential.
- Affiliation: The human need for social interaction, including acceptance, affection, companionship and love.
Studies have demonstrated that being able to attract and maintain the readers’ attention through the end of the first paragraph greatly increases the odds of them reading the rest of the copy. To achieve this, the first paragraph of the copy must clearly spell out the benefits of the product or service and then identify a problem the product or service will solve.
Effective sales copy instills a confidence and puts the customer’s mind at ease by providing potential customers with a rock-solid, no-risk, money-back guarantee. Additionally, offering a limited-time, free-trial offer will completely remove any risk in the customers mind.
Call To Action
After a potential customer has read the sales copy the consumer must in some way be directed to placing an order. For example, “Act now to receive this limited time offer.”
Testimonials provide reassurance from previous customers that the product or service will produce the claimed benefits. To ensure the reader will see the testimonial it should be blended, or mixed in, with the sales message.
Long vs. Short Copy
Marketing studies have found that longer-length sales copy typically out-sells shorter sales copy. This is simply because consumers want to have all the details they can before making a purchasing decision. To that end, sales copy should always be long enough to give customers all the needed information to make an informed decision.