Struggling to write high-converting sales copy in your business? Whether you’re tackling social media ads, a sales page, or something else, here are some tips you can implement to improve your copy and increase conversions.
Your offer delivers something that will change your customer’s life in some way. Don’t shy away from highlighting the transformation that your offer provides and incorporating this transformation in your copy as much as possible.
An example of a transformation could be that with your course, your students will have the tools and resources they need to scale their business from $0 to $5k per month.
When identifying the transformation your product offers, remember to think BIG. Your photography services don’t just provide a stress-free photography experience, they make your clients feel loved, confident, seen, and appreciated.
Your product or service is straight fire, so it makes sense that you want to hype up its details and features. But in order to keep your readers’ attention (and make the sale), you absolutely MUST identify exactly how your offer benefits them.
In other words, sell the destination, not the airplane.
When you address the BENEFITS of your offer and its features, you’re giving your reader the answer to, “so what?” that they need in order to buy.
An example of this would be to say that the Slack channel that’s included in your program allows for a tight-knit community feel and greater support to ensure your success.
It’s absolutely necessary to include multiple calls to action throughout your sales page (or any page, tbh). Not only does this make it as easy as possible for your readers to take action, but it also meets them where they are in the buyer’s journey.
Consider the fact that some readers are action-takers, and are ready to purchase the moment they land on your sales page. Other buyers need more time and more information.
For a standard sales page, I typically recommend including at least four calls to action. The first should be near the top of the page for the action-takers. The second should land right after you share what’s included in your offer. The third can go after your guarantee or FAQ section. And the fourth can be at the very bottom of your sales page.
Ideally, you’ve done market research during the formulation of your offer that you can use when writing your sales copy. But if you haven’t, DON’T SLEEP ON THE RESEARCH.
What should you be researching and how do you do it? Research to better understand your ideal client’s wants, needs, and pain points, as well as the language they use to describe these things.
When your sales copy can spell things out for your reader in their own words, you’re quite literally speaking their language.
You can conduct this research by posting polls in your IG stories or surveying your ideal client in Facebook groups.
Your readers are humans, and humans THRIVE on connection. You want your readers and potential clients to feel connected to you, which will make them more likely to buy from you.
You make this happen by incorporating your voice into your copy.
One way to do this is to start by compiling a list of your “isms,” or words and phrases you use in your everyday communication. Find these by looking through DMs, text messages, emails, voice memos, or by asking friends, family, or clients! I keep a running list of my common words/phrases so I can update it as I think of/come across new ones!
People buy for two reasons: to feel less pain or to feel more pleasure.
When preparing to write your sales copy, be sure to identify how your future clients are feeling now without your offer. What are their biggest pain points, their greatest struggles, what keeps them up at night? Then, address these in your copy. This gets your readers saying, “Ugh, you’re so right, that’s exactly how I feel.”
Then, ask yourself how your clients will feel after your life-changing offer. Use a technique called future pacing to fast-track them to a better scenario where they’re feeling MUCH better. This often looks like “imagine if,” statements, that get your reader saying “GAHHHH I really, really want that.”
Finally, don’t forget to describe what makes your offer unique. What are your differentiators? How is your program different from the ones they’ve tried before that didn’t work? How are your services unique compared to your competitors?
Addressing what sets your offer apart could be the difference between your reader buying or not.
I hope these tips prove helpful when you’re writing sales copy in your business. Be sure to find me on the ‘gram and let me know if this was helpful for you!