Sales writing can be defined as an art of creating attractive copy that simultaneously informs and convince visitors to convert into customers. This type of copy differs from other kind of writing and is often described as “copywriting”. Copywriting, unlike contemporary content writing (which is what you see in most articles, like this particular one you are reading, and every other blog out there today) pays so much attention on concision. Much like saying as much as you can say within a short time and relevant information only involved. As a popular rule of thumb, content writing opens the deal, copywriting closes it.
Why is this distinction worthy of note?
This is because your target audience is exposed to more than 10,000 brand messages daily. And as an entrepreneur, if you want to get the attention of your customers, your copywriting, more than your content writing needs to be well constructed. You should also note, very importantly, that the writing you attach to any of your products is just as important as graphics, payment gateways, and every other tool used to fetch customers to do business with you. Professional marketers have seen how essential a skilled word is to their brand, they don’t joke with it.
To be honest with you, creating great copy for your products doesn’t require you to outsource a copywriter, you just need the right mix of tools, techniques, and confidence, as well as practice.
Here are five techniques and tools for writing better copy:
- Infuse second and first person into your writing: Normally, we are taught to neglect all forms of writing except the third person, even right from elementary school. You have to discard this idea sooner rather than later because second and first person writing is absolutely key for copywriting. They join together the otherwise cold, dead pixels of the words to the reader, thereby breaking down any natural barriers that exist amidst creators and their audience. When someone speaks to you, the emotional effect of what he/she is saying has a chance of resonating, but if the user is plainly referred to as “the user”, they lose their color and become nebulous. In fact, for CTAs on your embedded buttons and product pages, first-person should be your first choice. CTAs that make use of first-person tense convert over 90% better than those using second-person tense. One thing you should just have in mind when using this technique is the target audience. If your audience is primarily from a collectivist-rich culture take extra precautions, so you don’t get burned.
- Be extremely careful with typos: In the process of aiming for a basic understanding of the language you’re writing in and trying to attain the state of perfection, it is not worth it punishing yourself if you have a misplaced comma or used a passive voice. This important thing you need to know is a typo can be your brand’s worst enemy. First impressions are made in milliseconds, imagine if a “learn” being used as “laern“ is the first thing your reader sees, think about that. A popular business mogul (who is the brain behind many internet-based businesses) Charles Duncombe, says sales are cut to about 50% when a single spelling mistake is made. I recommend the Grammarly App for you, it will catch all your typos and clean up your grammar errors. But as good as Grammarly app may seem, it is still an artificial intelligence doing its best to understand one of the most natural construct in existence today, i.e. language, and can lead to a bit of problem if your writing style is extra creatively-oriented. What you should just have in mind is that, professionals don’t have perfect grammar and writing. You should not get so stressed up and be discouraged. Apart from using Grammarly as a tool for your copywriting (which I have made clear here that it is not perfect), you should get the basics of your syntax down so you can be a judge of yourself. Sometimes, a little style creates room for perfection.
- Keep it short and easy: What you may not know is that, people don’t have time. If they have to make use of a dictionary or decoder to better understand your website, they are more likely to excuse themself from such strenuous work. Readability is very important to your copy. Experts recommend that your copy should be at a readability level of a grade eight pupil. Keep it in mind, that even if your audience has a high reading level, they don’t wish to read your copy at that level. As a matter of fact, most people prefer reading copies two full grades below their abilities. So the grade eight standard should be kept in mind when writing your copy. The Hemingway App is a perfect tool for adjusting and measuring the readability of your copy. It’s a simple plug-and-play editor that detects difficult sentences and provides a quick view of the grade level of your copy.
- Optimize for skimmers: Most users rarely read the entirety of a page, they typical skim from one side to the other and narrow down at words that seems is the most important. The word is they “seem” some word are important, thereby missing critical info, and the business is termed as being unable to pass out their message properly. The impression you should have as a copywriter is that all visitors on your sales pages and website are skimmers. The best way to manage this is to put down your copy in the F-shaped pattern that most readers use. Things to keep in mind;
- Place most important words at the front or left-side of your page
- Make use of bullet point to break up text
- Utilize multiple heading levels (like I used in this particular article, totally three in number)
- Avoid generic CTAs like “start now”. Not only are they easy to ignore, but they are often misleading for first time visitors.
- Format important information with a bold effect
A sales copy generator can produce a skimmer-ready result. You should try it.
- Input real people’s words: You can call this a social proof. A sales page testimonial, which is just a direct quote from your customer, is a very powerful form of copy in marketing. In fact, it is the most effective copy you can put on your page to get conversions by a long shot. It helps users locate the reviews they are going to seek out before they make any purchase in one fell swoop. Studies shows that only 2.2% of customers do not look at reviews before making a purchase. Sometimes, the best way to write for sales is to let someone else do it for you. And in this case, it is customers who do the talking and also the selling. Thereby cutting out too much work for you.
In conclusion, copywriting is the most outsourced activity in the market today. And it is not really “rocket science” to compose them. All you need do is, follow all the techniques I put down here and you are good to go. So get out there and start producing great copywriting for your product and start making large sales.