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Writing Compelling Sales Copy: Convert Visitors into Customers

Persuasive sales copy makes the difference between visitors browsing and customers buying. Crafting copy that taps into emotions, communicates value clearly, builds trust, and motivates action is an art product creators must master. This comprehensive guide covers techniques for writing compelling sales copy that sells. Learn how to structure effective narratives, use psychological triggers, optimize lengthy copy, and test copy variations. Implement these copywriting best practices to maximize conversions.

Why Strong Sales Copy Matters

Great copy:

  • Grabs attention immediately amid endless distractions
  • Clearly articulates the value proposition upfront
  • Utilizes emotion and psychological elements driving purchases
  • Builds credibility and trust to reduce skepticism
  • Guides readers smoothly through sales process
  • Minimizes objections and friction points
  • Motivates readers to take intended actions
  • Reinforces congruency between product experience and messaging
  • Sets proper expectations to prevent returns and refunds

Perfectly crafted copy makes selling feel natural vs forceful. Subpar copy repels. Excellent persuasive copy convinces.

Best Practices for Effective Sales Copy

Follow core principles:

  • Understand the audience – appeal to their desires
  • Lead with core benefits and value
  • Use the right tone for the product and audience
  • Statistics, expert opinions and social proof build credibility
  • Use conversational language – avoid overly salesy or confusing jargon
  • Include emotional triggers related to motivations for buying
  • Focus on how the product solves problems
  • Minimize risk with money-back guarantees, free trials etc.
  • Create a narrative that moves seamlessly through sales process
  • Use strategic whitespace, images and subheads to ease reading
  • End with clear calls-to-action stating next steps

Savvy copy balances logic and emotion while always putting audience experience first.

Essential Elements of High-Converting Sales Copy

Common ingredients:

Headline

Summarize the core value proposition enticing readers. Often in the form of benefit-driven question or statement.

Subheadline

Additional descriptive detail building on headline. Explains how goals are achieved.

Opening Paragraphs

Expands on the lead headline and subheadline introducing product benefits and emotional hooks.

Statistics and Social Proof

Hard facts and figures that provide concrete proof of claims. Testimonials build credibility.

Features and Benefits

Explain not just what the product is and does but how it improves the customer’s life.

Pricing and Offer

Directly state costs and discounts to motivate action.

Response Mechanisms

Calls-to-action, sign-up forms, phone numbers, chat boxes to facilitate purchase.

Closing

Final summarized explanation of why not to delay purchase given immense value.

These core elements set up a compelling sales narrative.

Crafting Headlines That Convert

Follow headline best practices:

  • Summarize the core benefit and value simply
  • Use emotional triggers related to underlying motivations
  • Ask a compelling question that gets readers to continue seeking the answer within your copy
  • Make a bold statement that buyers want to be true for themselves
  • Create a sense of curiosity they need to discover more about
  • Offer aspirational end results readers desire
  • Focus on alleviating pain points and problems
  • Restrict to 65 characters or shorter for impact
  • Easy to understand quickly
  • Use numbers and specificity
  • Write multiple variations and A/B test

Powerful headlines instantly intrigue while clarifying takeaways.

Types of Headlines Proven to Convert

Variations that work:

Question Headlines

“Want to save thousands off your taxes this year?”

How-to Headlines

“How this quick bedtime ritual helps you fall asleep in under 10 minutes.”

Numbered and Bulleted Headlines

“5 Quick Exercises for 6-Pack Abs”

Direct Headlines

“The Video Editing Software Used By Professionals”

Story Headlines

“How Marie lost 20 pounds in time for her high school reunion”

Testimonial Headlines

“Sarah’s migraines stopped in under 3 weeks using this remedy”

Match headline types to both your offering and ideal psychological triggers for each audience.

Examples of Good vs. Bad Headlines

Compare approaches:

Good:

“Is This Popular Supplement Hurting Your Heart?”

Bad:

“The dangers of supplements. A recent study.”

Good:

“You Don’t Have to Exercise 60 Minutes Daily to Lose Weight. Here’s Why”

Bad:

“Weight loss recommendations”

Good:

“This 5-Minute Ritual Meal Plan Helped Me Finally Lose The Baby Weight”

Bad:

“Meal plans for busy moms”

Good headlines instantly intrigue while clarifying benefits. Don’t bury lead or bore readers.

Creating Urgency in Sales Copy

Prompt action using:

  • Limited time offers with explicit expiration dates
  • Scarcity messaging like only X seats left or X units in stock
  • Price increase alerts flagging dates and new higher prices
  • “Flash sale” language and styling
  • Testimonials from satisfied customers emphasizing immediate benefits
  • Peer pressure tactics highlighting how many others buy or join daily
  • Risk reversal messaging on guarantees, trials and refund policies
  • Access exclusivity through VIP options or application requirements
  • Notable expert endorsements that add credibility and hype

Urgency makes visitors more likely to buy now rather than postpone. But avoid being too pushy.

Structuring Body Copy and Layout

Compose copy strategically:

  • Break text into short concise paragraphs for skimming
  • Left align primary paragraphs. Right align supplemental facts.
  • Use bolded subheads to segment copy into logical sections
  • Prioritize most critical info and calls-to-action “above the fold”
  • Add spacers and dividers between sections for clean scan flow
  • Pull compelling snippet quotes into blurbs, boxes and banners
  • Embed relevant high-quality images aligned to message
  • Minimize dense blocks of text. Restrict widths for readability.
  • Funnel sequentially through hook, education, proof, ask

Laying out long copy designed for easy intake retains visitor attention to the end.

Adding Social Proof to Copy

Boost credibility with:

Customer Reviews and Testimonials

Direct praise in a customer’s own voice offers authenticity.

Before and After Examples

Showing clear contrast after using the product proves outcomes.

Awards and Certifications

Logos from vetted institutions validate product claims through perceived authority.

Media Publishers and Outlets

Being featured by mainstream news, shows or publications signals trust.

Expert Backers and Endorsements

Support from recognized thought leaders in the space adds immense credibility.

Data From Research Reports

Statistics from seemingly objective third party studies are persuasive.

The more respected voices you can show vouching for your product, the faster skepticism diminishes.

Maximizing Transparency Around Pricing

Openly communicate:

  • Exact dollar amounts for all offers, plans and options
  • Applicable discounts and savings qualifications
  • Duration and terms of purchases and trials
  • Payment processing fees or additional charges
  • Refund terms and guarantees
  • Notification before recurring charges
  • Customer support options – phone, chat, email
  • Order bump and upsell offers on checkout pages

Eliminating uncertainty and perception of “catches” builds immense trust. Proactively address concerns.

Using Psychological Triggers in Copy

Tap into emotions driving purchases like:

Fear of Missing Out

Create hype and remind readers others are enjoying benefits already.

Need for Achievement

Flatter ambition and desire to realize full potential.

Seeking Acceptance

Pitch improving social standing, attractiveness and confidence.

Avoiding Pain

Offer relief from frustration, overwhelm and anxiety.

Pursuit of Pleasure

Provide escape, enjoyment and wish fulfillment.

Safety and Security

Guarantees, testimonials and authority ease safety concerns.

Sense of Belonging to a Group

Join a club, community and movement of like-minded fans.

Matching motivational triggers with target audience desires increases relevance and response.

Strategies to Boost Trust in Your Copy

Alleviate reader skepticism:

  • Prove claims with specific facts, data and testimonials
  • Show real people and examples benefiting already
  • Offer free trials, samples or freemium entry points
  • Provide a robust money-back satisfaction guarantee
  • Share company origin story, history and team credentials
  • Explain the why behind recommendations transparently
  • Show recognizable logos of past featured publishers and brands
  • Comments, forums and real user-generated content
  • Secure site badges like Norton, BBB, McAfee Trusted Site
  • Underpromise marginally to overdeliver on experience

Overtly addressing doubts head-on demonstrates confidence in your offer’s value.

Optimizing Longer Sales Page Copy

Keep readers engaged with long copy:

  • Use subheads, spacers, images and quote callouts to break up blocks of text visually
  • Funnel from introduction to proof points to offer reveal
  • Share anecdotes, stories and analogies for relatability
  • Hyperlink supporting statistics, studies and testimonials as references
  • Light humor where relevant
  • Include intermittent embedded interaction points like relevant polls and questions
  • Maintain clear hierarchy visually through fonts, colors and spacing
  • Check reading level. Shoot for grade 8. Avoid jargon.
  • Limit paragraph length to 3-5 sentences.

Well-structured lengthy copy reads quickly while sustaining interest through the conclusion.

Writing Email Copy that Converts

Email copywriting best practices:

  • Subject line clearly states value while incentivizing open
  • Warm greeting by first name personalizes outreach
  • Open with a hook addressing their needs and interests
  • Use emojis, GIFs and images to add visual interest
  • Make primary CTA and linked text bold and obvious
  • Speak conversationally using contractions like you’d vs you would
  • Share relevant stories and anecdotes vs overt sales pitch
  • Close by summarizing next steps and value of taking action
  • Add postscripts and questions to continue conversations

Personalized copy focused on subscriber benefits and needs earns responses. Avoid spammy generic blasts.

Best Practices for Video Sales Scripts

Ensure video converts:

  • Start by introducing problem then quickly explain how you solve it
  • Use conversational language and enthusiastic delivery
  • Limit script length. Videos over 2 minutes see steep drop off.
  • Include on-screen graphics and text highlighting key points
  • Create cliffhangers and open loops that lead viewers to opt-in to resolve
  • Make viewers feel they’re getting exclusive insider information
  • Share actionable tips and hacks vs just talking conceptually
  • Sell benefits over features
  • End with clear call-to-action summarizing how to get the solution

TV-style direct response video techniques attract modern viewers while driving conversions.

Split Testing Sales Copy Variations

Test iterations:

  • Headline phrasings – test problem vs. solution focused
  • Description length – short single paragraph vs longer
  • Pricing emphasis – leading with prices vs revealing later
  • Image style – photos vs illustrations vs none
  • Call to action button text – passive vs urgent
  • Offer framing – discount vs bonus vs scarcity
  • Emotional appeal focus – fear, aspiration etc
  • Page layout – long page vs short page
  • Video vs static page
  • Story vs bullet point copy

Small changes can produce big performance differences. Let data direct best converting versions.

Tools for Sales Copywriting

Helpful resources:

  • Hemingway App – Assesses readability
  • Grammarly – Checks spelling and grammar
  • Descript – Generates AI-powered copywriting suggestions
  • Copy.ai – Creates original long form marketing copy
  • UberSuggest – Provides keyword research for headlines
  • Answer the Public – Generates related question keywords
  • Quillbot – Paraphraser tool for rewriting drafts
  • Headline Analyzer – Tests headline effectiveness
  • Buzzsumo – Finds engaging content and headline ideas

Leverage tools at every stage from research to editing to creation to rewriting.

Avoiding Common Sales Copywriting Mistakes

Sidestep these pitfalls:

  • Forgetting your audience – use their language
  • Relying too heavily on features over benefits
  • Blocks of dense text without visual formatting
  • Overusing industry jargon and unexplained technical terms
  • Including unnecessary details diluting core message
  • Not highlighting pain points and emotions around problem
  • Forgetting social proof and credibility builders
  • Neglecting clear calls-to-action stating next steps
  • Wall of text without paragraphs, lists and headings
  • Overselling through unrealistic hype and false claims

Keep the audience experience front and center. Write to be scanned, understood and believed.

Conclusion

Exceptional sales copy dramatically increases customers. Treat copywriting and messaging as foundational to your product, not an afterthought. Understand exactly why your audience buys and craft narratives tailored to their emotions using proven frameworks. Continuously test and tweak messaging based on response. Hone your sales writing until copy flows naturally. Savvy persuasion means more customers, greater satisfaction, reduced refunds and higher CLV. Let great copywriting compound gains across your business.

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By Dani Davis

Dani Davis is the pen name of the writer of this blog with more 15 years of constant experience in Content marketing and informatics product, e-commerce niche.

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