How to Craft Your Sales Copy

Knowing how to write persuasively for your audience is key in making sure your business properly portrays your services. Every customer should clearly see what you have to offer through your content, rather than just reading your copy for comprehension. Connect with your audience by addressing a benefit or problem from the very beginning to fully capture their attention. Here are a few other tips that get results:

Write Your Sales Copy Differently Than Web Copy

Sales copy is different from web copy. Sales copy directs a customer to do something, encourages engagement with your brand and is geared for acquiring conversions.

Web copy, on the other hand, is not read for in-depth knowledge, but is most often skimmed to learn general information about a subject. Good sales copy is clear, concise, and engaging to the reader.

Use a Narrative Story-telling Structure

Make sure your audience can easily process and understand your writing. Persuasive writing involves telling a story that can live vividly in the minds of readers. An outlined structure should be followed to make sure you create tension that builds to a persuasive climax.

The headline and Lede come first as part of the opening and setup. Proof and bullets are part of the body and exposition of the copy, and the call to action brings home the climax.

Screen Shot 2015-08-12 at 4.15.46 PMEvery section beyond the headline should be presented as a subhead of the document:

  • Headline: A strong headline draws the reader’s interest and keeps them on the page.
  • Lede: The lede introduces some form of action to keep the story going.
  • Proof: Describe the features and benefits of what you’re offering within the copy to keep it engaging and credible.
  • Bullets: Bullets help put things into perspective by itemizing important concepts, as seen in this article. By listing the benefits first, you can expound the features in a succinct way.
  • Call to Action (CTA): Every persuasive narrative must have a call to action to be effective, engaging and results-oriented. Remind them at the end of your copy of the action they can take if they need more information or are ready to buy.

End the Monotony

Use short, broken sentences to keep things light and easy to read. This helps to break up monotony, offers more white space, and makes the content easier to read.

Utilize short paragraphs with only one specific idea. Bold headings and words within the paragraph to bring attention to important terms, features and benefits.

Demand in Your Call to Actions

A good call to action makes the reader want to take… action! It is concise, persuasive, and stands out.

Even if the customer is not ready to make a purchase, they will want to explore for more information. Your call to action should include some type of benefit for engagement.

Apple uses their call to actions effectively by encouraging readers with a link in a distinctive color, and follows up the main call to action with additional ones at the bottom of the page with accompanying text.

We can help you gain more online leads through persuasive sales copy for your products and services. Contact us today to schedule your marketing consultation.