an informal tone, using simple, everyday language.
Avoid industry jargon, and any words that your
average customer would not understand. Show your
copy to someone who knows nothing about your
industry, and remove any words that they don’t
the main benefit of your product in your title, and
then again in the first paragraph. Don’t risk losing
readers before you get to the nitty gritty!
answer the question, “What’s in it for me?” To keep
your potential customers interested, show them how
your product will make their life easier, better or
your authority early on. As well as explaining the
benefits of your product or service, let the reader
know why they should trust you. What experience do
you have in the industry? Are you qualified, or a
published author? Include testimonials from trusted
industry figures, or local celebrities, to back up
something of long-term value to potential customers,
such as a set of valuable tips, or quality advice
that saves them time. This makes them more likely to
keep your sales copy, and more likely to buy from
the customer’s main doubt about your product, and
then dismiss it. If your product is expensive,
acknowledge the fact, but linger on its longevity or
return on investment. Use positive testimonials to
tackle common doubts.
an early call to action. This allows people who have
already decided to buy your product to pay up and
move on. Make them read more than they need to, and
they may get bored and change their minds
bonus offer that genuinely increases the value of
your product. Adding value is far better than
offering a discount, as it protects your margins,
and prevents your pitch from feeling inferior.
large blocks of text with bullet points and
subheadings. Make sure that each section is short
and concise. Eliminate excess words and woolly
different fonts to make your title and subheadings
stand out. Never combine a sans-serif font with a
serif font in the same document, as they clash.
Don’t be afraid to highlight the most
important phrases in your sales copy with formatting
a profile of your ideal customers. What are their
main concerns, and how can you help them? Write your
sales copy as if you are talking to an ideal
customer in person. Resist the temptation to write
as if you are giving a speech to a crowd.
afraid of writing a long sales letter, or extensive
sales copy. Sometimes it takes a lot of persuasion
to convince people to take the plunge! A short sales
letter can make you look like you just haven’t made
the effort. Long copy also makes your readers feel
like they have invested time in your product.
long on your title as you do on the rest of your
copy. The majority of your potential readers will
scan a poor title, but read no further. If your
title is concise, dynamic and engaging, more people
will actually read the copy that follows.
make your product what it is, but they don’t make
people want to buy it. The problems your product
solves, and the benefits it brings to your
customers, are what trigger sales. Focus on
benefits, and the benefits of the benefits. For
example, those widgets that you put in your shoes
don’t just make you taller, they make you more
confident, and therefore more popular.
each benefit with facts and figures. Say how much
money a customer can make, or save, if they buy your
product. Look for scientific research that backs up
your claims. If there are no available facts and
figures, do your own research.
bash the competition unless you can prove your
product’s superiority with facts and figures. Even
then, keep any criticism tightly focused. Negative
sales copy makes you look petty and vindictive, and
rarely leads to sales. It is much better to
emphasize the benefits of your own products.
your products benefits, and establish authority
through testimonials, before you introduce the
price. Make a bold statement the first time you
mention the price. Don’t be afraid to claim that
your offering is 10-times better, cheaper, or safer
than the competition’s. Be prepared to back up this
claim with research.
your sales letters with the word “Dear”. If your
sales letter is written to one person, address them
by name. Make an effort to find out the names of
important potential customers, and send them
individual letters. For more general pitches, use a
greeting that is informal and relevant. “Dear
friend” is a good catch all greeting, but try to be
your sales copy with a digital version of your
handwritten signature. Signatures increase the
authority and trustworthiness of a document, and
lead to higher sales.
include a postscript. People tend to read
postscripts, even if they don’t read the whole body
of a text. Emphasize the main benefit of your
product, and its enormous value, in the postscript.
sales copy is still an important skill because it
leads to conversions and profit. While no one is
quite sure how to measure the effectiveness of
social media campaigns, old-fashioned sales copy
delivers measurable results every time.
forget the postscript: It always gets read!