Writing good copy that sells isn’t an easy task. In fact, it’s not a one-part task at all. There are many factors that tie together to produce winning copy. You won’t become a master writer in one blog post, but you will get some skills to increase your product sales!
First Things First – Benefits.
This is the first and most important thing I tell people when they ask about copy. Copy is all about detailing the benefits of the product.
Think about it. Humans are naturally selfish, we want to hear about how products can make our lives better. Do you want to hear about how that shirt is made with high-quality cotton or do you want to hear about how it’ll make you the center of attention? As long as you’re not an introvert, you’re going to want to hear about that second part. That’s what benefits are – the real reason you buy.
I like to say you have two things when you’re dealing with products. You have a feature and you have a benefit. The feature says “I.” “This product….”, “I…”, you get the idea. It talks about the product. The benefit says “you.” “You will love it.” “You will be happier.” “Your life will be better.” The feature talks about what your product does. The benefits talks about how the customer’s life will be better. Which sounds like the reason people will buy?
These benefits are the most important thing to writing copy that selling. The benefits is how to write copy that sells, period. This is the foundation, the rest just builds on. Tell your reader how your product or your service is going to make their lives better. That’s what will make your copy sell.
Create Some Emotion
Why would someone care about your product unless you’ve made them care? The short answer is they won’t. A surefire way to make them care is to create emotion. Make your readers feel something. Then they’ll buy.
Of course, telling you to create emotion is the easy part. But actually doing that is no easy feat. These ads killed it, but now you’re probably asking how to write copy that sells, but also brings emotion, right?
The most important part is knowing your target market. To be able to connect with someone on an emotional level, you have to know who they are. Is your target market moms of infants? What drives her? What kind of language can you transcribe that touches her emotionally? You know what she’s focused on and what she fears – use that to your advantage to create emotions.
It ties a lot back to the benefits section. With good benefits, anything is possible. But of course, that’s not enough. When it comes to truly crafting emotion, every word counts. Notice how even in that last sentence, the use of the word ‘truly’ created a more intense vibe to the sentence!
Adjectives and imagery are key to creating emotion as well. What kind of emotion can be created without first painting a picture in your reader’s mind?
Connect with your readers. Make them feel like they’re a part of your article. Be specific with your word choice, use power words. Craft an image, place it in your readers’ head and keep it there. Combine these tactics, with your benefit, and you’ll be able to get your reader feeling some kind of way.
Remember, it’s about How to Write Copy That SELLS
Remember why you’re doing this. Remember what your copy actually needs to do. Paint pretty pictures, create strong emotion, but don’t forget to sell your product (or whatever your call-to-action is).
Look, you’re absolutely right in what you’re thinking. You don’t want to make it too sales-y. But that’s where the copywriting comes in! The benefits, the emotion, everything we’ve been discussing has been building up to the sales.
The easiest way to make sure your copy sells is to simply think about it. Remember, every time you craft a new sentence, that you’re trying to sell your product. Is this something a salesman would say to you in a store? Is this sentence helping to sell your product? If the sentence, phrase, word, isn’t helping sell your product, it’s hurting.
You’ve got to just follow the basics. Get to the point, tell your reader what your product is about, convince them to buy! Remember, “If it doesn’t sell, it isn’t creative” (David Ogilvy). You can craft what you think is the perfect piece of copy, but ultimately, the purchase (or opt-in, or whatever your CTA is), is what matters. Are you selling or are you just saying words?
Don’t Get Scatter-Brained!
It may sound silly, but focus on one thing. Do one thing in your copy. If you’re writing a product description and you’re selling a product, don’t also try to convince people to like you on Facebook and sign up for your email list. It’s hard enough to sell one thing, I can’t imagine what it’s like trying to sell three at the same time!
By focusing on one selling point, you can easily angle your copy to best do that. You’re here to read how to write copy that sells, not how to write copy that sells and how to plant tulips. It’s kind of like playing a sport or instrument. You can try to learn and play a bunch of different sports or you can focus on one. Chances are, you’re going to be better if you focus on just the one. It’s the same with sales. Gear your copy towards that one selling point and rake in results!
For example, let’s say you sell sweatpants. You can gear the whole piece about how someone should buy your sweatpants. Tell them about how they’re going to feel great, stay warm and be the most comfortable kid on the block. Then hit them with the “buy now” and count the money! Whereas if you were sending an email to your list to get more Facebook likes, you can craft the email and discuss all the benefits associated with liking your Facebook and then bring the CTA. Those pieces would be very different and lumping them together is going to kill your conversion rate. Focus on one selling point and sell that well!
People most want something when they can’t have it. So how can you take advantage of that? Make them seem like they won’t have it – unless they buy now.
Ever see those ads that go kind of like, “Only Five Left!”? That’s the example. You know why you keep seeing it? It works! People don’t want to feel left out. If I know I can come back later and buy something, there’s a lower chance I buy it now. If there’s a chance that I can’t? I don’t want to be left out!
How can you create scarcity to push more sales? There are many ways, you just have to find what works best for your business. Think about your target market. Are they laidback, relaxed people? Or are they excitable and fast-paced? Again, the research dictates what you should be doing!
You also have to create something that fits your actual product. Maybe a “limited stock” approach won’t work if you’re selling copies of an eBook. I’m sure the “limited stock” approach would work, though, for handmade scarves!
Creating scarcity comes back to everything we’ve talked about. Bang home the benefits (buy it so you don’t get left out), creating emotion (fear of being left out), selling (buy it, stupid) and staying focused on one topic (so, you’re going out of stock AND having an auction?). Create scarcity so they buy now and don’t pass on it later.
As you can see, all of these principles work together. It’s about how you tie them together and how effectively you do it that determines sales. The good news, though, is that you have a solid foundation! If you need some help on your copy, subscribe to my blog so you’ll get updated on all of the new posts to help increase sales, write better copy and produce winning marketing.