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How To Write Effective Sales Copy
- By Benjamin Bressington
- Published 10/13/2008
- Internet Marketing
- Unrated
Benjamin Bressington
Benjamin Bressington is known as the "Catalyst in your success" with a particular focus with e-commerce and internet marketing. Benjamin knows how to explode your business online check out http://www.BenjaminBressington.tv today for a free 15 min consultation with Benjamin.
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Powerful copy sells. Whether you want to sell a product or a service, you must have compelling sales copy that grabs your customers' attention and shows them how they are going to benefit from purchasing your product or service.
Focus on the benefits
Before you sit down to write your sales copy, consider how your product or service is going to actually benefit your target market. If you really want to create effective sales copy, you must focus on the benefits to your customers rather than focusing on the features.
The features of your product or service aren't as important to your target market as how that product or service is going to benefit them. For example, a feature of a hybrid vehicle is higher miles per gallon than traditional vehicles while the benefit to the consumer is saving considerable money on gas.
Put yourself in your customers' shoes
You must also put yourself in the shoes of your customers: Understand how they view your product or service. For every line you write in your sales copy, imagine you are a customer and ask, "So what?" Make sure your customers will care about every word in your sales copy.
Your sales copy must also show your potential customers why they should do business with you over the competition: What do you have to offer that is unique? What is your Unique Selling Proposition (most commonly referred to as USP)?
Your USP might be the fact that you offer a high-end product; you might offer an ironclad money-back guarantee, or your product or service might have the lowest price available. Focus on your USP it's why you stand apart from and above the competition.
Write an attention-grabbing headline
Once you've identified how your customers can benefit from your product or service and your USP, you're ready to start your first draft of sales copy. The first thing your prospective clients are going to see is the main headline so make sure it pops.
Your headline should command the attention of your readers, pique their curiosity, and compel them to read further. Don't necessarily use the first headline you write; rather, write several headlines and choose the one that is the most compelling.
Compose a powerful introduction
The introduction follows your headline and it has to be just as compelling, if not more so, to convince your reader to keep reading the rest of the sales letter. In fact, studies have shown that those who read the headline and continue to the introduction are more likely to read the rest of the sales letter if the introduction is compelling enough to hold their attention.
Add sub-headlines
Most sales copy online is extensive, which means you'll need to add sub-headlines to your sales letter. Your main headline and sub-headlines must all focus on the benefits of your product or service to your customers.
Use testimonials
To enhance your sales copy, include testimonials from current or previous customers, preferably adding a photo to each testimonial. Testimonials will add to your credibility and give prospective customers the confidence to purchase from you.
End with a call to action
Finally, end your sales letter with a call to action. A call to action simply means you are asking your readers to do something, such as purchase your product or service.
Focus on the benefits
Before you sit down to write your sales copy, consider how your product or service is going to actually benefit your target market. If you really want to create effective sales copy, you must focus on the benefits to your customers rather than focusing on the features.
The features of your product or service aren't as important to your target market as how that product or service is going to benefit them. For example, a feature of a hybrid vehicle is higher miles per gallon than traditional vehicles while the benefit to the consumer is saving considerable money on gas.
Put yourself in your customers' shoes
You must also put yourself in the shoes of your customers: Understand how they view your product or service. For every line you write in your sales copy, imagine you are a customer and ask, "So what?" Make sure your customers will care about every word in your sales copy.
Your sales copy must also show your potential customers why they should do business with you over the competition: What do you have to offer that is unique? What is your Unique Selling Proposition (most commonly referred to as USP)?
Your USP might be the fact that you offer a high-end product; you might offer an ironclad money-back guarantee, or your product or service might have the lowest price available. Focus on your USP it's why you stand apart from and above the competition.
Write an attention-grabbing headline
Once you've identified how your customers can benefit from your product or service and your USP, you're ready to start your first draft of sales copy. The first thing your prospective clients are going to see is the main headline so make sure it pops.
Your headline should command the attention of your readers, pique their curiosity, and compel them to read further. Don't necessarily use the first headline you write; rather, write several headlines and choose the one that is the most compelling.
Compose a powerful introduction
The introduction follows your headline and it has to be just as compelling, if not more so, to convince your reader to keep reading the rest of the sales letter. In fact, studies have shown that those who read the headline and continue to the introduction are more likely to read the rest of the sales letter if the introduction is compelling enough to hold their attention.
Add sub-headlines
Most sales copy online is extensive, which means you'll need to add sub-headlines to your sales letter. Your main headline and sub-headlines must all focus on the benefits of your product or service to your customers.
Use testimonials
To enhance your sales copy, include testimonials from current or previous customers, preferably adding a photo to each testimonial. Testimonials will add to your credibility and give prospective customers the confidence to purchase from you.
End with a call to action
Finally, end your sales letter with a call to action. A call to action simply means you are asking your readers to do something, such as purchase your product or service.
