5 Steps to Write a Compelling Sales Copy
Do you need any introduction to sales copy, like what is sales copy, and what is its use? I don’t think you need one.
So, let’s keep the Wikipedia things aside.
And, let’s know the 5 steps to write a compelling sales copy.
Here we go.
Step 1: Understand the product.
You are writing sales copy for what? Definitely for a product or service which you want to sell. Right? Then, if you have no idea about the product, how could you present your product in front of people.
A clear understanding of the stuff you want to sell is essential to convey your messages easily to your audience.
In his book ‘The Adweek Copywriting Handbook‘, the great copywriter, Joseph Sugarman, has said that he takes a long time in researching the product. He takes out all the details like how it’s made, materials used, any innovation, any competitors, etc., all this information he collects to know the product in a better way.
So, it’s a piece of good advice from great copywriters to understand the product well so that you can sell.
Understand the product well and then sell.
Step 2: Note down the product’s features.
Every product has some identification marked by features. Features describe a product. It says to people what is included in this and what they will receive from it.
But wait a minute.
In the sales copy, don’t just put your product’s features. Along with the features, explain the benefits associated with it.
For example, take a product, a smartphone. A smartphone would have some features like a 5000 mAh battery, 6-inch screen, 5G connectivity, and some more. So, you should also explain these features that how these will help your customers.
Link features with benefits.
For example- This phone has a 5000 mAh battery which would keep your phone running non-stop for 50 hours.
So, this is how you would help your target audience understand the benefits of a product.
In a sales copy, always link the product’s features to its benefits.
Step 3: Write a Compelling Headline.
Do I need to say that headline is the most crucial part of the copy?
The headline’s purpose is to grab the attention of the readers. But how to write a compelling headline?
Here are some tips provided by Jeff Goins on how to write catchy headlines-
1. Use numbers to break the noise
It’s seen that titles with numbers get more clicks on SERP. Also, it works on the headline of sales copies. This helps provide your readers with an expectation of the quantity of information or content they will get from it.
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2. Use emotional adjectives to make your readers feel the noise
Adjectives, we all know it describes the quality of noun and pronoun, explains and emphasizes what is described in the headline.
And the use of adjectives makes the sentence more attractive.
Here are some adjectives-
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3. Use rationales to tell your readers what they can expect from the copy
Rationales provide the underlying reason and tell readers what they can expect. And, rationales help in making the headlines more effective.
Here are some rationales to use in the sales copy’s headlines-
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- I’m sharing 24 tips on improving your website speed, and I bet you don’t know all.
4. Ask questions
Use words How, Why, When, or What. These words trigger your readers’ minds and make them answer or respond to what you are asking.
It makes the copy conversational.
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You have understood how to write catchy headlines. After you are ready with your headline, present the body of your copy.
Step 4: Write the body of your copy.
The body of your copy should contain information about your product. It’s the pitch deck for your product. Body of your sales copy must properly structure every bit of information.
How to structure the body of your sales copy?
As per the AIDA framework of copywriting, your sales copy’s body should create interest and evoke a desire in the reader’s mind.
Watch this video to know more on the AIDA model of Copywriting-
After the headline, in the opening paragraph, create interest in the reader’s mind by placing your consumers’ pain points. And show them that you understand their problems.
Explain how you can help them to eradicate your problems. Promise them of the solution to their problems.
State your offering. And explain how it will be beneficial to your readers. Put down all the benefits that you have identified in step 2.
And to evoke desire, provide them with an irresistible offer.
How to make an irresistible offer?
- Offer the product with a discount for a specific duration.
- Offer some freebies.
- Explain why they should grab this offer.
Now you’re ready with the body of your sales copy.
Step 5: It’s time for the Action.
After you have put all the elements of your sales copy in its place, it’s time you should help your reader to take action.
You should put a Call-To-Action(CTA) on your sales copy which should help your readers get what you promised.
And the whole purpose of the sales copy is to make your reader take the desired action.
How to write a CTA?
Provoke emotion and enthusiasm.
Example- Grab this offer now at 50% off.
Example- Offer valid till [date].
Provide them with a valid reason why they should take the action
Example- When you subscribe to our newsletter, you will get our 3 eBooks on Digital Marketing.
After completing all these steps, your sales copy is ready.
You can always tweak it here and there to make it better.