By Lori Smith
Expertly written sales copy elicits emotion from your audience.
Emotional responses inspires action and getting your visitors to
click on that big ole’ buy button is the exact action you want them to
take. So what defines good copy?
There are 5 characteristics of good sales copy.
1. It grabs the readers’ attention immediately.
2. It’s clear, concise, and unambiguous.
3. Addresses all the readers’ questions or objections.
4. Builds a sense of trust and rapport with the reader.
5. Motivates the reader to take action with a strong CTA (call to action).
As you can see, expert sales copy isn’t about using a few overused
buzzwords here and there it’s the sum of many parts that work
together for a common goal – getting people to buy, sign up, join, etc.
But selling your products or services through words alone is difficult
because you can’t inject tone, inflection or facial expressions in your
words. You don’t have the advantage of personal contact online. Your
words have to do the job for you.
So how do you know if your copy is good? This one’s easy to answer.
Check your stats. Effective copy gets results. If no one is buying, then it
should be glaringly obvious your copy isn’t working. However, when
results aren’t good, the focus is put on other aspects of the overall
Social media marketing gets put into overdrive all in an effort to drive
more traffic thinking it will generate more sales. Wrong. It’s false
thinking you have to have butt loads of traffic to get a high conversion
If the traffic you already have isn’t converting, then driving more traffic
isn’t going to fix the problem. Sure, you might get a few additional
sales, but it won’t be anything to write home about. It’s your copy you
should be focusing your efforts on because good copy sells. Traffic
is just traffic if it’s not converting.
The benefits you can reap from well-written sales copy that, actually
converts are simple – more sales equal more money, and we all know
money makes the world go round or at least pays your mortgage and
the rest of your bills.
Putting a roof over your head and food on the table is important after
all so it should at this point be a no-brainer that good sales copy is the #1
How To Write Sales Copy Like An Expert
1. What is the purpose of your copy? This boils down to – where will it be
used? (web copy for your site, an email marketing campaign or maybe a
landing page for your products or services)
2. What is the specific goal of your copy? (generate more organic traffic,
build your visibility or increase sales)
3. How will you measure the success of your copy? What tools or
metrics will you use and what figures will determine success?
4. Will you need to wireframe your copy? Wireframing is a tool used to
write copy around the actual website page design to ensure your copy
fits the page, and it’s aesthetically pleasing.
1. Who is your target audience? Be as specific as you can with the
demographics of your audience. (age, median income, education level,
occupation, gender, etc.)
2. What is your brand voice or identity? Think about the image you
want to portray to your audience. Are you super laid-back or do you
keep it ultra professional?
3. Create a word bank. A word bank is a list of the most commonly
used words in your content. It includes any slang, industry jargon, or
unique phrases you typically use. A word bank helps you maintain
consistency and establish a unique brand voice.
4. What is your target audience’s pain points? You will want to make a
list of the struggles or problems your audience has where your products
or services are concerned.
Writing Your Expert Sales Copy
1. What copy formula will you use if any? Following a formula provides direction for your content. It lays out an exact roadmap of what words go where. Yes, there is an order you want to write your words in for maximum impact.
Formulas provide the right order for your words so they will engage
your audience and provoke an emotional response. People make
decisions most often based on their emotions so you want words that
will trigger an emotional response that gets them to take action. This is
why knowing the specific pain points of your target audience is so
important. You can get a FREE Copy Formula Cheat Sheet of the most
commonly used formulas below.
2. Use power words in your copy. Choosing the right power words can
help improve the way your audience engages with your content. When
you’re writing content that has a specific goal you have to go beyond
just putting words on the page. You need to focus on how every word
and even the sentences as a whole could make the reader react.
The objective of copy is to get your audience to react in a way that fits
with your business’ goals. It’s easy to write something that will make
people think, but what’s not easy is getting people to feel something
about what they are learning. Emotions almost always play a role in the
Knowing the power words that trigger emotional responses is one of
your best weapons for writing effective sales copy. That’s why I created a
mega list of 636 power words by emotion FREE to you below.
3. Weave in your brand story. People love a good story. Online
marketing has changed tremendously just in the last year. Consumers
now want a deeper connection with whom they are buying from.
By sharing your brand’s story, how you built a successful business or
product, provides that connection your audience is seeking. This,
however, does not mean you should over-share. Concentrate on sharing
only the aspects of your overall story that relates to your business and
what you’re selling.
4. Sentence structure is super important when writing copy. The
structure of your sentences can impart emotions. They might make the
grammar police cringe, but copywriting doesn’t always demand a strict
adherence to formal grammar. Breaking the rules can be quite effective
Writing like your audience talks makes you more relatable, and
relatability matters more than the rules of style. One-word sentences
can be jolting while long sentences can extend feelings. There’s impact
in brevity, but more important is the impact of variety. Being able to
write a sentence that isn’t just average but is remarkable is vital in
No sentence can be effective if it contains facts alone. It must also contain emotion, image, logic, and promise.
When you’re writing sentences for your sales, copy you have to
make every word count. The rhythm of your copy is a crucial part of its
overall impact. Jazz it up by creating a good mix of long and short
words and vary the length of sentences for greater impact.
5. Having a strong CTA (call to action) is imperative. There’s a
misperception that a call to action is hard to master, but when you strip
away the fancy name, it boils down to just an “ask” of your readers.
When you look at it this way, the only question you have to ask yourself
is “how do I ask them correctly?”
Online marketing tactics today involve asking your audience for their
email address, to follow you on social media or to buy something from
you, but today’s consumers are more protective of their privacy, money,
and personal information. Can’t really blame them.
While there’s no way to get around the fact that most marketing is
about that one big ask, there is a right way and a wrong way to ask. Go
in too hard and you risk being off-putting and being too timid could
make you come across as indecisive. That’s why it’s critical you master
these 7 essential calls to action techniques.
Provide value. – It doesn’t matter whether your offer is free or it cost a year’s salary, If it’s of real value to your audience, the price won’t be an object.
Most effective CTA’s work because they convey a clear value proposition. They
tell the audience exactly what’s in it for them and what they will get in
exchange for sharing their personal information.
Address objections head-on. It’s just good business practice to know
your potential customer’s objections. The only way to gain a sale is to address
and overcome these objections. By solving your customer’s objections before
they even have a chance to voice them, helps encourage trust in your brand.
- Pique your customer’s curiosity. – Curiosity is just human nature. It’s what leads us to try new things. Piquing your customer’s curiosity is a great way to build anticipation around your offer and get them to fulfill your “ask.”
- Tailor your CTA to your reader. – I know you’ve heard this a thousand times, but one more time for the people in the back – know your audience. Creating a compelling call to action requires that you design your CTA copy for your specific audience. Use the language that will speak to them.
- Offer social proof. Numbers pack a lot of power with CTA’s. You can entice your readers into action by leveraging social proof. No one wants to be the first to try something. By stating X amount have already downloaded, bought, signed up, etc. you inspire trust in your products or services and encourage the herd mentality. FOMO (fear of missing out) is a real thing. People want to be involved. They want what others already have.
- Create urgency. – People are more likely to act if they feel a sense of urgency. You can create urgency by saying things like – limited time offer, act now, a limited quantity available, etc.
- Offer an incentive. – You can make your CTA more compelling by offering your reader something additional. It could be anything that sweetens the deal like a free piece of content, a coupon or an additional service for free. It takes time and a little finesse to perfect a call to action, but getting it right is well worth it because the return on your effort is more sales success.