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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

marketing strategy.


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

type of content you need to learn how to write



write sales copy like an expert tips for writing copy


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

purchasing decision.


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. 


List Of Power Words By Emotion to write better sales copy

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

in copy.


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.

Eugene Schwartz


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 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. 



At the core writing, expert sales copy is another skill you should have in your marketing toolbox. Although it’s not the easiest to master, it’s doable.


Whether you’re a blogger or small business owner, learning how to craft

the right words and putting them in an order that makes people buy is

the single most important thing you can do for your business’ success. 

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