As I’m working on a sales copy template, I thought I should share some of my best practices with you.
What’s a sales copy?
A sales copy is a text, short or long, that will help your customers identify themselves with you, your business, your products & your services and get them interested at the possibility of buying from you. Or should I say – of getting your help in order to – a) relieve them of their “pain” or b) make them feel good. At the end of the day, we all buy with emotions.
“Where can I apply a sales copy?”
A sales copy can be applied to various form of marketing/sales material:
– landing sales pages (one page websites)
– business cards (elements of)
And the list goes on!
Before completing your sales copy, you need to write a few things down.
A – Your offer. Include any promotion, guarantees, etc.
B -All the benefits your product and/or services has to offer. You will need this.
B – All the objections you’ve heard from potential customers
Ex: “I can’t afford it”, “What if I don’t like it?”, “It won’t work for me”, etc.
C – Your customer profile. Who is your typical customer? What pain or issue are you solving? What positive emotion do you create for them?
D – The motivations for your customers to buy from you. Ex: to be healthy, to be wealthy, to be happy, to look good, etc.
Now, you will piece it together and create your sales copy!
The goal of your sales copy is to overcome any objections a buyer might have and to persuade them (gently and honestly) to make a purchase. I often say this to my clients – how does it feel to you when you’re being sold to? What are you afraid of? What makes you feel better about your purchase? Put yourself in your customers shoes. Always!
Let’s get creative!
Here are the elements of a good sales copy.
1 – It’s a noisy world. Catch their attention!
You only have a few seconds to catch someone’s attention in this busy world. Make it work! Use headlines with words like “How to…”, “Stop! ….”, “Secrets of….”, and so on.
2 – Touch them where it hurts.
We buy with emotions. We buy something because we think it’ll make us feel better. We buy because we trust the person. We buy with emotions, almost always.
Identify the problem your business can solve. Identify the pain caused by this problem.
3 – How can you help?
Now that we’ve identified the “pains” of your potential customer, you need to present them the possibility of you helping them. Relieve their pain.
4 – Reassure them!
Now they might want to know:
A – if you are for real
B – if you have referrals
C – more about your business
So here, you will present your credentials, the benefits of your products/services and referrals, if you have any.
5 – Your offer.
Now is the time to present your full offer.
You want them to feel like they’d be stupid to not take your deal. Raise the value of your offer with a guarantee… a risk free guarantee if possible.
This is crucial to get new customers to trust you and your business.
6 – To use or not to use – Scarcity.
Use it lightly. Don’t manipulate people into buying. Your potential customers will feel it. A good way to use scarcity is to emphasize on your great offer and its limited availability.
7 – Clear call-to-action (CTA).
Make it clear. And never assume that it’s very clear. Always go beyond.
Let them know exactly how to take your offer and what to do next. Make it easy and readily available (ex: big buy now/sign up/join button). Don’t make them look for it. You risk losing the customer on the way!
8 – Closing.
Remind them why they should buy and what could happen if they don’t. Remind them of your limited or time sensitive offer. Repeat the CTA here.
Hope you enjoy the process of creating your sales letter! If you have any questions, don’t hesitate to contact us!