Are you concerned about your sales copy? It’s very possible you’ve invested marketing dollars in selling the wrong thing, when really, you need to sell your customer on the experience. Compelling sales copy makes the customer see, taste, smell, and feel how good the experience will be, making it almost impossible to walk away without buying. Check out these five, easy ways to improve your sales copy.
Good sales copy appeals to the eye. Your sales copy should grab and hold attention with stunning visuals. Strategically use color, pictures, and design to express your high standards, your professionalism, and your brand.
Touch on the senses. Write sales copy that causes customers to ache with hunger if you are selling steaks, shiver and long for warmth if you’re selling woodburning stoves, or grab a scrub brush if you’re selling disinfectant.
Win the sale by selling him the experience associated with buying your service or product. Are you trying to get the customer to sign up for car insurance? Detail out how frustrating it is to have an accident that is not covered by good insurance, but then depict how smoothly the same scenario could go with good coverage. Are you selling massage therapy sessions? Talk about how a sore back can disrupt your whole life, and then describe how amazing it feels to get relief.
Pay for the best quality. You need to use sales copy that looks professional and not schmaltzy or cheap. Pay for good writing, high quality materials, good photos, and excellent design. Keep in mind that your sales copy may be the only thing a customer sees before judging your services and products. Don’t settle for anything that feels “ho hum” or average.
Watch out for copy that communicates “all I care about is a quick sale”; instead, communciate your motto that the customer always comes first. Any sales copy that feels slick, cheap, or self-serving will turn off customers, no matter how good the deal. Write about your company’s promise to deliver satisfaction, focusing on the customer experience.
If you convince the customer that he will love the experience, you’ll get the sale.
