How to Write Copy that Sells
As a business owner, we know that what you want most is to engage, motivate and –if we’re being honest- convert into sales.
So how can one do this through good ol’ copy?
Well, there is a formula you can follow for success.
And not to toot our own horn, but we’ve learned a thing or two over the years here at PUNCH and we’ve come up with a foolproof list of tips and tricks to help you write copy that sells.
Stick to Simplicity
Our number one tip is to stick to simplicity because through thick and thin this is what works best.
As Leonardo da Vinci once said, “Simplicity is the ultimate sophistication”.
Don’t over-complicate things. Keep your message simple, sincere and straightforward. This is the way to get people engaged and encourage action.
This is one of the first things everyone should keep in mind when diving into every new piece of copy.
Simple. As. That.
Focus on One Goal
When it comes to each individual blog or website page, just focus on one goal. This goes hand in hand with keeping things simple. Don’t try to achieve too much all in one place.
If you have too many ideas spilling out the seams, that is a good sign that some of them should probably be saved for a separate blog (which is a bonus in itself, because then you have more future content to publish).
Make sure your copy always goes back to your key call-to-action and the benefit that the reader will get from you – whether it is to download a free guide or link to an exclusive product – stick to writing about that goal.
Speak in a Conversational Manner
Before you begin to write, think about the audience you are speaking to. Think about your ideal customer persona. How would they talk?
To use the “voice” of your customers and understand the questions they are asking, you can refer to sites like Quora. Another great site is Answer the Public, where you can quickly and easily identify questions the public are asking. By identifying exactly what people are asking and the language they are using, you can easily:
- Ensure you answer their specified queries and need
- Ensure you are using the same language they are using
Now, take this idea, and simply write as though you were speaking to that potential customer in a face-to-face conversation. Friendly, conversational, maybe add a pun or two to keep them entertained, provide value, and above all remain professional.
Stay Away from Insider Terms
If you are writing to inform and sell, there is a chance the person reading your copy is not trained in the same areas you are – meaning that when you use those insider jokes and short forms, they are going to go right over the head of your target audience.
As the writer, you may think something is a knee-slapper, but if there is a good chance your audience won’t understand, save it for another time and place like the office lunchroom.
Trim As Much As You Can
We can’t stress this one enough. Once you’ve written your first draft of your copy, let it sit and go back to it later for a proper review and trim session.
As you read it, remember that every word should be contributing to the overall strength of the copy. If you are word plugging just to make things look a tad longer, there is a chance it isn’t quality.
Think about removing those extra adjectives, swapping lengthy phrases for a few words – you get the point.
Just remember – readers don’t care about length, in fact, they prefer easy-to-read, quick pieces that are straight to the point.
Use Power Words
Believe it or not, incorporating power words into your copy has a high correlation with converting. So what is a power word? These are words used by copywriters that are able to trigger a psychological response, and helps motivate readers to take a specified action.
Use scarcity words to make your product seem valuable. For example:
Curiosity words will make your product hard to resist. Try out:
Use words that provoke lust, or a strong desire for what you’re offering, such as:
Act Fast or This Offer Will Be Gone
Including a sense of urgency really makes people act.
People hate the possibility of FOMO (the Fear Of Missing Out). It often leads to feeling anxious and making decisions on the spot.
So use this to your advantage!
Depending on the type of copy you are writing, if you can include a sense of scarcity — such as “ACT FAST, or this offer will be gone” – you have a better chance of converting to sales on the spot.
Whether it’s an experience or a product you are trying to sell, creating a deadline-based call-to-action can really help you turn those page views into to sales in no time.
End Goal = Be Memorable
Above all, your end goal should always be aimed at being memorable. Not only do you want to make a sale, but you also want people coming back time and time again – or as we like to call them, lifetime customers.
So go forth and be inspiring, enticing and aim to leave a lasting impression on your reader.
With these tips, we hope you feel determined and ready to go back to that word doc and write up some killer copy that will get you those sales.
And if you want to talk more about working with PUNCH on your company’s digital strategy, don’t hesitate to get in touch! Give us a call today at 1300 841 244.