The survival of any business depends on how often that business is able to make sales and profit. Without sidelining the fact that good planning, management and customer service are also very vital for any business to survive, however, in this article, the focus is on how to craft an effective sales copy for the growth of your business.
What Is A Sales Copy?
In order to fully understand the effectiveness of a sales copy, it is important to know what a sales copy is. A sales copy (Ad copy or sales letter) is a piece of content, which could be in form of text, audio or video, aimed at persuading a reader to take a specific action: to buy a product, inquire about your service, join your email list, download a free report, or follow you on social media. Sales copies are used in emails, on web pages or in sales brochures.
Writing an irresistible sales copy is the best marketing skill you can ever learn. This is because it has the ability to turn your audience into prospects, and your prospects into clients/ customers that keep coming back for more. When people hear the word “marketing,” what comes to their mind is the picture of sweaty people with sun-burnt faces shoving promo goods or services at them. However, marketing is far from this. In actual sense, marketing in business involves building a solid relationship that involves showing genuine care and establishing credibility in the hearts of your audience.
Marketing, in summary, is showing your audience that you know your onions, that they can trust you because you care genuinely about them by giving them, from time-to-time, free stuff (could be tips, eBooks, courses, etc) to help them out. It is not the same as an advertisement. Advertisement or promotion comes after marketing.
In your attempt to give out free stuff (the act of marketing your brand/ business), it will surprise you to know that people still want you to persuade them to get these free stuff! Funny right? But that’s just the way it is.
It is just you who knows that the free stuff you are giving out is your way of marketing your brand/ business to your audience so that when they need what you sell or the services you provide, you will be the first person that comes to their mind because they have gotten so many free stuff from you, and subconsciously feel like they owe you. So if you want to convince people with content related to your business, you need to know how to write or design an effective sales copy.
QUALITIES OF AN EFFECTIVE SALES COPY
- Have an attractive TITLE: In generating an attractive title, use the ROT formula: (Result, Objective, and Timeframe). This will establish a level of credibility in your readers since they know that you have something to teach them. In using this formula, you should sell the end-goal/ destination of your offer and not the process itself. For instance, if you want to teach people how to write blog posts and even make them pay for that class, use a title that goes: LEARN HOW TO WRITE BLOG POSTS THAT WILL GENERATE TRAFFIC AND EARN YOU 6-FIGURES IN 30 DAYS. In this title, the destination is the blogger earning 6-figures with a blog post. The destination also serves as a result. And the timeframe is also stated there to be 30 days.
- Powerful product description: A sales copy should be carefully written and extremely descriptive. They should include buzzwords, related to that product or service, which gets the prospect excited. This description should be written with the target market in mind but in English simple enough for anyone to quickly understand. Also, in describing a product, focus more on the benefits of the product than the features because it is what the readers are interested in the most. They want to know how what you offer or sell will help them and not what it looks like.
- Thorough product shots: The pictures of your product should be so clear that people can even see certain details of that product from the picture. Humans are visual people. So you must appeal to that sense of need.
- Customer-generated reviews: As much as possible, get testimonials from your clients and let them be placed somewhere that’s easy to spot on the product page. I’d advise that this should be after the call to action. This will cement the trust that the prospect is trying to build in their minds for you.
- Engaging: Your sales copy must be tailored for a particular audience. You have to consider who you are writing for, why you are writing for them, and what problem your product or service can help them solve. This is where thorough research about your target audience becomes your lifeline. You cannot afford to be vague. Good research will help you talk about your audience’s pain point in a way that will make them feel like you know them better than they know themselves.
- Well placed call-to-action (CTA): A clear call-to-action serves one purpose: getting your prospect to the checkout of your product/ service, join your email list, buy your book etc. People will not do a thing unless you tell them to. So even if you write the best sales copy in the world and there is no CTA, people will read and pass. This should be visible on the product page. Such as an Add to cart button, purchase link etc. This should also include BONUS OFFERS that last for a limited period of time. For example: Get a discount of N2, 000 and pay N5, 000 instead of N7, 000 from now till 12 pm today. There is no better emotional trigger than the Fear of Missing out (FOMO).
With all this information at your fingertips, writing your next or first sales copy should be like a walk in the park.