Every business makes use of sales messages.
Anytime you use copy—written, audio or video—to move a prospect toward a sale, you’re using a sales message.
It’s the secret to effective landing pages, promotional emails and social media posts, so its importance can’t be overstated. Once you’ve crafted an authentic and convincing sales message, everything else tends to fall into place.
Unfortunately, many business owners struggle with writing effective sales copy. This can lead them to rely on generic sales copy templates, or to write copy that just isn’t convincing…or authentic.
But the rewards of getting your sales copy right are HUGE. According to research done by Impact Marketing, the average landing page conversion rate is around 2.35%. And while this is a decent conversion rate, the top 25% of sites are converting at over double that: at 5.31%.According to research done by Impact Marketing, the average landing page conversion rate is around 2.35%. And while this is a decent conversion rate, the top 25% of sites are converting at over double that: at 5.31%.Click To Tweet
If these conversion rates are something you aspire to, keep reading. In this post, I’m going to share 5 strategies for writing a rockin' sales message that helps convert prospects into customers!
Updated: July 20, 2020
5 Sales Copywriting Tips: How to Write Sales Copy That Converts
1. Write Like You Talk.
Stop being salesy! Write like you’d talk to someone in everyday life.
We’re bombarded with countless sales pitches each and every day: on cereal boxes, restaurant takeaway containers, and even bathroom stalls.
Consumers are increasingly wary of what they read and see —particularly online—and tend to be resistant to “salesy” language.
Instead of trying to follow a sales message template, write from your heart. Use the voice and tone you use in your normal day-to-day interactions. Use a casual tone to show that you’re a real person, and don’t be afraid to share personal stories or anecdotes.Instead of trying to follow a sales message template, write from your heart. Use the voice and tone you use in your normal day-to-day interactions. Use a casual tone to show that you’re a real person, and don’t be afraid to share personal stories or anecdotes.Click To Tweet
Remember: People want to buy from other people, not nameless, faceless brands.
For more on this, check out my post, How to Sell Without Sounding Salesy on Social Media.
2. Tell the Truth.
Stop making impossible promises! Be 100% truthful in your sales copy.
Hype is rampant in sales copy.
How often do you hear claims like “We have the lowest prices in all of the Midwest!” or “Lose 20 pounds in a week with no exercise!”. Hype can be as benign as a slightly ramped-up claim, or as harmful as a bold-faced lie.
Either way, using hype in your sales message is a recipe for losing the trust of your prospects.
Talk about the biggest benefits of your product, and articulate how it solves a problem or meets a need. Share stories or case studies to drive home your point.
But at all costs, avoid lying or writing anything you wouldn’t say to someone’s face.
3. Talk in Their Language, Not in “Biz Speak”
Stop using industry jargon! And be aware of the reading level of your audience.
What words or phrases do your prospects use to talk about their needs or desires?
What are their preferred modes of communication? (Written, audio, video, etc.)
What is the average reading level of your target demographic?
Use language and formats that make sense for your audience. Your goal isn’t to impress them with how well you know your product or industry. It’s to communicate with them in a way that they understand.
And when in doubt, keep in mind that the average American adult reads at around an 8th-grade level – so using clear, simple language is almost always preferable.When in doubt, keep in mind that the average American adult reads at around an 8th-grade level – so using clear, simple language is almost always preferable.Click To Tweet
To summarize: Know how your audience talks, avoid industry jargon, and use language that’s understandable and familiar to those you’re trying to reach!
4. Use Video to Skyrocket Your Conversions.
Stop neglecting video! Explainer videos and video testimonials are ideal for your landing pages.
According to Vidyard, campaigns that include video have 34% higher conversion rates than those that don’t.According to Vidyard, campaigns that include video have 34% higher conversion rates than those that don’t.Click To Tweet
This means if you’re not using video on your sales pages, you’re literally throwing away money!
Some ideas for using videos in your sales copy:
- Reduce the risk your prospects feel by including video testimonials from happy customers
- Do a personal intro video to help your prospects get to know you better
- Create a demo video to show how your product can be used
- Include an explainer video to give more info about your business, product or service
For more on this, check out my post How to Use Video Content to Sell More Stuff.
5. Aim for Concise Over Wordy (but there’s a catch).
Stop being so wordy! Shorter is often better…especially on social media.
What’s better: long copy or short copy? The answer will depend on your business, audience and niche.
It will also vary depending on the medium of your sales message: whether it’s an email, landing page or social media post.
For instance, according to HubSpot, the ideal email copy length is somewhere between 50 and 200 words. Shorter emails tend to receive response rates of over 50%.For instance, according to HubSpot, the ideal email copy length is somewhere 50 and 200 words. Shorter emails tend to receive response rates of over 50%.Click To Tweet
Surprised? I was too!
And according to MarketingProfs, shorter also seems to be preferable for social media posts: for instance, they found that the optimal length for a Facebook post is just 40 characters or less.
And yet before you assume that shorter is always better, think about this: Crazy Egg was able to boost conversions by 30% after making their landing page 20x longer. That’s crazy!
While this data may seem contradictory, the underlying message is clear: try both long and short copy with your audience and see what works.
And when in doubt, always focus on being clear and concise in your copy…because being wordy just for the sake of being wordy is never the answer!
I trust this post has given you insight into how to write sales copy that converts. When it comes down to it, writing a rockin' sales message is more about being authentic and straightforward than about writing the “perfect” copy.
Stop stressing out about following a certain sales copy template or formula, and write from the heart.
Authenticity will win every time!