With all the talk about content marketing, blogs, and the importance of SEO to a well-rounded marketing strategy—it can be easy to forget about the standbys. Like being able to craft solid sales copy.
Which brings us to the next question you’re going to ask, “what’s the difference?” And how can you create copy that does the job of drawing in customers, while also creating strong content to keep the rest of your audience engaged until they’re ready to buy?
We’re going to start with a quick rundown of the basics of sales copy, followed by our list of the top 5 tips for writing the kind of copy that gets results.
How Is Sales Copy Different From Other Content Types?
The short answer is that it comes down to timescales. Content like blog posts, eBooks, and whitepapers are for long-term engagement with your audience, while sales copy is about driving a specific action, right now. Both share the goal of imparting knowledge about the wonders of your widget on your target audience, with sales copy taking the lead when it comes to succinctly conveying the immediate benefits.
For this article, let’s picture a software company set to release their new wonder widget—an app that takes the guesswork out of quilting. Your general content pieces can cover subjects such as:
- The history of quilting
- Quilts from around the world
- The modern blending of new and traditional quilting techniques
- How apps are set to save traditional crafts
While your sales copy should look more like this:
- How Quiltron 3000 will save you hours of time estimating supply quantities
- How the integrated chatbot in Quiltron 3000 uses cutting-edge AI to help you select the perfect patterns
- How your quilting circle will rave about your newest masterpiece when you use the layout function for your next quilt
- How quilting is being brought into the 21st-century by millennials, social media, and mobile devices
Using specific benefits and touting them through snappy copy directed right at your target demographic, your sales copy will drive people to buy because they see how your app will help them with their craft-related pain points. And for more on that, it’s time to run through our 5 favorite tips for creating catchy, memorable sales copy that will help your audience convert to happy customers.
1) Know Your Audience
At the risk of sounding redundant (we seem to use this in most of our “tips and tricks” pieces these days, with good reason), the single most important thing you can do when creating sales copy is to be sure you know your audience—better than they know themselves.
Buyer personas are key to any content, and to any sales process, so it stands to reason that they’re going to be key to creating great sales copy, right? Create personas for each distinct demo you’re targeting, you can start with the ones you used during the development of your app.
So you already know that you have two primary groups to target: traditional quilters who are embracing modern mobile technology; and millennials who have taken a shine to historical crafts. What’s important to remember is that these two are coming from different directions. The older generation has been quilting for years and probably learned from their mothers and grandmothers, while the millennials are learning from Youtube videos. What they share is a love for quilting, and a reliance on their mobile devices, so aim for that common ground.
2) Keep It Focused
Sales copy has one goal—to drive a specific action. Generally speaking that action is going to be to make a purchase, but it may be to click a CTA to get more information first, or some other action your sales team has identified as being useful at different stages of the buyer’s journey.
Your new quilting app, Quiltron 3000, has 3 key features:
- An estimator that calculates how much fabric and other supplies you’ll need.
- An AI-powered chatbot that helps you select the perfect patterns.
- A forum where you can share your creations, ask questions, and generally chat with like-minded quilters from the global community.
In order for sales copy to land, it needs to focus on just one of these features at a time. Additionally, your copy should focus on a particular pain point of the quilting community, then expound on why Quiltron 3000 is the ideal solution, based on that feature.
3) Be Conversational
One of the most overlooked aspects of sales copy is that it can’t just be all sales -y. You need to engage your audience, making them see the benefit your widget will bring them. And the way to do that is to remember that people trust other people more than corporations. So be the trusted friend, bringing the message that you understand their pain points so well you know just the thing to solve them.
By presenting your sales message in this way, you not only build trust in you and your widget, you position yourself and your company as the source of this trusted information so going forward you’ll be able to play on that trust again.
4) Be Engaging
Here we’re actually talking more about getting your audience to do an action, rather than keeping their attention with your pithy one-liners and awesome rhetoric. You’re engaging them with a solution to their problems, so offer something concrete to further that goal and ask them to do something in exchange. Like, click a CTA for a piece of gated content like a recording of a webinar, or an eBook full of testimonials about how awesome Quiltron 3000 is and how it’s changed these quilters’ lives forever.
Hook your audience with the sales copy, get them to click through to deeper content or landing pages, and they’ll be that much closer to converting to those happy customers you’re looking for.
5) Talk About Benefits NOT Features
We touched on this earlier, but it’s so crucial it deserves its own entry on the list. The number 1 key to great sales copy is that it addresses a pain point. And the way to address a pain point is to show how your widget and its benefits will take care of it. How it does that is via features, this is true; however, it’s also true that your audience can read the full feature list on the product page. So keep the sales copy focused on problems and benefits.