Sales Copywriting Tips
There are many skills one can pick up along the way in building an Online Business, but these two are top priority for any marketer serious about making six, seven and even eight figures: lead generation and copywriting.
If you know how to get leads and you know how to sell, you pretty much ace the marketing game. Heck, if I were to lose everything today I would rely on these two main skills to get everything back within the year.
And if you know how to write to sell, not only do you save thousands of dollars in hiring someone else to write your copy, you can also make just as much, often times more.
Lead generation and copywriting are two very, very worthwhile skills to learn and this is what separates the men from the boys in the marketing world.
Now if you’re shy about the idea of selling, don’t worry. The good thing about using the Internet is that you don’t have to do face-to-face selling. In fact, there is no leverage in this conventional method.
I prefer to whip up a website, put my sales page on it, and let it do all the selling on my behalf. Hundreds and thousands of prospects can see the website and buy at the same time, freeing my time from having to go over them one by one.
Sales Copywiting Formula
Few people know that the sales pages you and I see online today trace their roots to direct response mailing. You know, those ‘long brochures’ that are several pages long and often has one Call To Action: Buy.
The Internet came along, and the direct response marketers basically adapted the same approach online. So you get the sales copies and even sales videos today.
The skill to crank out sales copies is called Copywriting. And when you learn this priceless skill, you can apply it to writing Sales Video scripts, Landing Pages and even email campaigns.
When I was learning the ropes, I started to notice most sales letters follow a specific pattern, or formula. Unlike selling common products that do not need lengthy explanation, selling information products more often than not require you to take the Direct Response approach.
In a nutshell, every high converting sales copy has the following elements, usually in this chronological order:
- Sub Headline
- Handling Objections
- Call To Action
Let’s go over them one by one in detail…
The headline is the most important part of the body of the sales letter. Many expert copywriters conclude that 80% of your effort should be focused on crafting an attention-grabbing headline. I agree.
The headline is the first thing your visitor sees as soon as the page is loaded, and the first impression can make or break your sale!
In your copy’s headline, you will want to share a few very important details:
- The headline must grab the attention of the prospect and most importantly, qualifies him so he must read on.
- What makes a successful headline is that you must normally have a character mentioned in the headline. It can be anyone. Especially someone that your prospect can relate to.
- The next thing you want to do is show desirable results. The more specific the results are, the more attractive it is.
If you are spoiled for ideas, here are some simple headline formulas you can copy and edit:
- Who Else Wants To _________
- How To _________. No ________. No ________.
- Discover The Secrets Of _________
- Here’s How ________
2. Sub Headline
This is what follows right after the Headline. Your sub-headline serves as a “hook” that reels your prospect to read further. Often times, your Sub Headline is smaller than your Headline in font size.
The Sub Headlines throughout your sales copy summarizes your offer and gives your prospect a rough idea what it’s about. Most people scroll through your page before reading your letter carefully.
Great! So your prospect is curious now.
You see, writing your sales letter is almost no different from writing a personal letter to a friend. You don’t have to be ‘formal’; you can adopt a casual approach.
Despite your sales copy being viewed by potentially hundreds or even thousands of visitors, your writing tone should be that of a one-to-one relationship (me to you) instead of a broader address (me to you all).
So what do you cover in your Opener?
- Introduce yourself
- Address the problems your prospect is facing
- Or a goal your prospect desires
The purpose of the Opener is to qualify your prospect further. Share a little about yourself and how the prospect can relate to where you once were, and now how you can help him solve a problem or reach his goal.
At this point your prospect is thinking, who are you and why should I listen to you? Remember, this is a one-on-one talk and since you’re not there in person to close the sale or talk to him, your sales letter stands in as your ‘virtual sales man’.
Make sure you are describing his problems and challenges accurately – if he doesn’t resonate with anything you have to say, he’s not going to stay around. And it’s okay, because you want to qualify the right prospects and weed out those that don’t resonate with what you have to say.
This is what I call the process of ‘exaggerating an existing problem’. At this point, show other alternative choices that are inferior to what you’re about to offer.
In my sales copy, before I get to the solution, I first remind my prospect of these seemingly less appealing and more costly alternatives. This then paves the way for announcing my software to overcome all these limitations?
5. Announce Your Solution
So you’re done with introducing alternative choices that are inferior to what you’re about to offer. Remember again, these choices must be inferior or seen as less perfect as compared to what you’re about to offer and then comes the Solution.
Announcing your Solution doesn’t end here though. You need to get into detail. What does your product do? What can it solve?Features tell, benefits sell.
In the benefits section, you’re going to bold and yellow highlight only specific words, they are what I call the Benefit Words. Benefit words are results oriented words like:
- Twice the power
- $10,352.49 in 72 hours
- 38,328 unique visitors in 30 days
6. Handle Objections
You’ve told the good stuff but people are naturally skeptics. They will certainly have reservations before parting with their money. At this point, you will do well to handle objections ahead of their concerns.
Here are some of the most common reservations that need to be answered in your sales copy:
- Can you be trusted?
- Will this work for me?
- What if I need some extra guidance?
- Is there a guarantee?
- Are there bonuses?
One of my favorite ways of overcoming these objections in one fell swoop is to have an F.A.Q. table at the bottom of the sales copy.
POWER TIP #1: Include Social Proof.
People want to know they’re not alone in this. And it helps if you can get experts or previous customers to write you an endorsement or testimonial to be placed on your sales page. It is even better if you can get a video testimonial from them.
POWER TIP #2: Have A Money Back Guarantee.
Buying online is still a scary experience for many. It doesn’t help that there are stories of scams and fly-by-night operations every day. How can you convince your prospect you’re different from these rotten eggs? You can avoid being tarred by the same brush with your guarantee policy.
Your prospect doesn’t have to say ‘yes’; a ‘maybe’ will do. Here’s how I wrote my guarantee:
100% Satisfaction Guarantee!! We want you to be completely satisfied with you purchase. If you’re not satisfied with your experience in using XXX , contact our support helpdesk. The bonuses will be yours to keep as a token of trying. A full refund is available for cancellations made within 30 days from day of purchase. Refunds are not available for cancellations made 30 days after purchase.
7. Call To Action
All the objections are handled, here’s the crucial part: the Call to Action. This is the part where you finally name the price.
Did you notice that most of the sales letters do not reveal the price finally until towards the end of the sales letter where it’s near the order form? So this is where you start naming the price.
As a rule of thumb, most products sold online, the prices normally end with the digit 7 or 9. This is especially true in most Western culture or even information products for that matter although you don’t have to necessarily confine yourself to ending your prices with 7.
I have products that sell at various price points including $9.95, $49.95, and more.
Speaking of pressing the prospect to take action now, you want to tell him to take action right now before he leaves your web page or else he would forget and may not come back again, because many other websites are shouting for his attention. You want him to do it NOW, not later.
Important: Sell The Dream!
While the prospect is contemplating, you’re going to show him a future with and without your product. What will happen if he buys today, and what happens if he doesn’t? Bonuses make good bait for fast action.
Did you know that the Post Script is the second most viewed part of the sales letter? Surprise, surprise. That’s because people tend to be ‘site scrollers’.
They look at the headline first, get curious and scroll down the page real quick, and find themselves reading the fine prints in the P.S. This might sound counter-intuitive, but I recommend putting in the same effort here as you would for your Headline and Opener.
So what do you share in your P.S.?
- Your offer summed up in 2 or 3 lines.
- Reminder about your Money Back Guarantee and Bonuses.
- Share more testimonials.
Do People Actually Read Every Word?
With lengthy sales copies that can go several pages if printed, you probably cannot help but wonder if people do read every word in your sales letter. The short answer is: No.
However you need to send a clear message throughout your copy on the offer you are making, in the same way you can pretty much tell what’s in today’s newspaper just by glossing over the headlines and sub headlines.
Having said that, this shouldn’t be an excuse to get lazy when cranking out your copy. Although most people don’t read every single word in your sales letter, there will be some others who are obsessed with the details – probably the ones who are very interested in your product.
How Long Should A Sales Copy Be?
Which one converts better: long copy or short copy?
I have written copies that are relatively short. I have also written copies that if printed, would have spanned anywhere from 12 to even 40 pages long! That’s about the size of a small book.
The answer is subjective nonetheless. You only need to write as many words as needed, and remove words that don’t contribute to your conversions. Writing copy is like a women’s dress: long enough to cover the subject, short enough to cover the interest!
At the end of the day, it’s not about how many words you write; it’s about how you SELL.
Generally speaking, the higher you price your product, the more convincing you need to make and the more selling you have to do in your sales letter. That’s why you notice that sales letters on low-ticket products are shorter than those high ticket ones like $997 in general.
What About Sales Videos?
In recent years, another popular way of selling emerged: sales videos. As far as formula goes, writing a script for your sales video is almost no different than writing your copy. If you know how to write your sales letter, you will know how to tell your story in your sales video.
Of course, there is a high chance you cannot say word-for-word in your sales copy but you can make it at least 80% similar content. One of the ways I use to save time in writing copy is starting with the sales video script first.
As soon as I have finished my sales video script, I carry over the same script to my sales copy and format it accordingly. So don’t be surprised if you see my sales video being almost similar to the contents of my sales page! And no, your audience won’t mind that.
Unlike the length of sales copy, the length of a sales video is more important. Personally, I’d like to keep my sales videos short – anywhere from 8 to 16 minutes long.
However there are sales video that span 30 to 40 minutes even… and still sell ! This depends on how well you know your target market but I believe that if you can tell everything your prospect needs to know in the shortest time possible, that would be great.
Sales Copywriting Tips – Conclusion
I hope these sales copywriting tips have given you a better idea for creating your copy. It truly is a money making skill set and when mastered it’s as simple as rinse and repeat in any niche.
Not only can you make money selling products, you can also get paid some great money offering this service on sites such as fiverr and many other sites.
If you ever have any questions just reach out. I’m more than happy to share tips and strategies that can speed up your learning curve.