Writing Sales Copy that Sells

by Chaun Soh

One of the first considerations is whether your copy needs to be long or short. There is no inherent virtue in either.

It all comes down to what you’re selling and how well you tell your story.

An item that is complex or costly usually falls into the category of a considered purchase and needs plenty of information to motivate the prospect to buy.

In such cases, the more you tell, the more you’ll sell. Witness the long copy in ads and direct marketing material for such categories as IT, financial services, health products, corporate real estate and so on.

Short copy usually serves for products that are easily understood; consumer goods like food, cosmetics, appliances and similar categories are typical examples.

So how long should your copy be? Exactly as long it takes to present your product clearly, concisely and persuasively. No more, no less.

You also need to structure your argument clearly and logically to keep the reader interested from start to finish. These simple steps will help you create ads, sales letters and support material:

1. Use a powerful headline

Express the main benefit of your product in a short, powerful sentence. If you can add a twist or a little wit, well and good — but clarity and relevance are what count. Grab your reader’s attention, make them think ‘Hey! This is for me!’ so they’ll want to continue reading.

2. Create excitement with subheads

Well thought-out subheads help lead the reader through your sales argument. They also convey the main thrust of your message to skimmers. Most people are so busy they only scan material — even if it interests them. So keep it simple, brief, logical, clear — and above all, keep giving them reasons to buy your product over someone else’s.

Another powerful tactic is to have a brief lead-in para in bold type. In no more than two or three short sentences, expound on the benefits of your product and generate excitement in your reader. If you are offering a limited promotion, specify time limits and conditions here.

3. Outline the benefits of your products

Give the reader endless solid reasons to buy your product. These reasons have less to do with the product's features; think about what your customer wants. For example, if you are selling holiday villas, say something like:

"If you want to enjoy of the comfort of a luxury apartment, enjoy the Mediterranean sun and save money on your summer vacations, this could be the most important letter you'll ever read.”

4. Explain your Unique Selling Proposition

This is the specific benefit that differentiates your product from all the others. At this point, you must mention your USP in one or two sentences. You will supply more detail later. Think of it as answering the statement ‘Buy my product not the competition’s because...’.

5. Prove your credibility

The most important thing to sell is credibility. Your readers must trust you before they will buy from you. Give them at least three reasons why they should believe you. And substantiate them!

6. Explain how product features offer the very benefits your customer wants

Explain how your product will improve your reader's life or how it will solve a problem. The more detail you can provide, the more convincing your copy will be.

7. Provide more detail about your product

Here is where you can tell the reader everything else they need to know about your product. Use as much space as you need to tell the whole but don’t over-write. Keep it crisp and concise and always relate it the benefits your customer wants.

8. Include customer testimonials

To continue building credibility, include testimonials from customers who have bought and enjoyed your product. Have them mention what they liked most about it instead of general comments like "I really loved your product..." or other non-specific statements. Mention at least five testimonials.

9. Eliminate the competition

You eliminate your competition by giving your reader the information they need to see that your product is superior. As mentioned earlier, your copy must always say, in effect, ‘Buy mine not their because...’, focusing on the benefits that will make the prospect prefer your product.

10. Build value, create desire

To build value in your offer you have to let your readers know that your offer is so good they cannot refuse to take it. One way of doing this is to compare the value of your offer with the normal cost of your product.

11. Provide a summary of everything your customer will receive

Make sure your reader understands everything he is going to get from you. Repeat the key benefits. Repeat any discounts or special offer elements. Include a call of action.

12. State the price of your product

Compare your regular price and the special offer price. The regular price should be crossed out and the offer price shown in bolder type or a dramatic colour. It also helps to show the amount saved, provided it is impressive enough.

13. List your bonus products

The objective is to prompt immediate action by offering something extra. With this strategy, you also add value to your product. You can also create a sense of urgency by warning that bonuses will only be available for a short time.

14. Offer a strong guarantee

The strongest you can offer is a money back guarantee. The willingness to offer your product at no risk will generate a lot of trust and confidence among your readers. You have to honour your guarantee for any returns you may get, but you can be sure that the sales you will generate with this strategy will be by far outnumber any returns.

15. Re-emphaise your guarantee

Remove all elements of risk by closing your sales copy with something like:

"To see if this product is for you just try it — the risk is entirely ours. If it doesn't do everything we say and more, if you don't save money/or if your business doesn't improve/or if your life isn't better/or if you don't absolutely love it, just let me know and I'll give you every cent of your money back! You have everything to gain and nothing to lose and — so order now!

16. Tell them how to order your product

Provide detailed instructions about how to place the order, usually by asking them to complete a coupon or response form that prompts them for the details you need.

17. Sign the letter

Use your full name and title. Provide a street address as well as a post office box. Many people are wary of doing business with people whose only address is a post office box.

18. Close with a "P.S."

Use this part to emphasise the key points of your offer, especially the need to order now. Many readers go from the opening paragraphs to the PS, wanting to save time, expecting to find a summary of your offer there. Then, if they are interested enough, they will read the rest, tending to skip from one subhead to the next.

Few readers go straight through your copy in the orderly way you would like them to — so be sure to structure your letter or ad to match they way they read — or they’ll find it all too hard (being either busy, not too interested or in a hurry) — and you’ll lose them.

With this in mind, work on the format and design of thecopy so it is as reader-friendly as possible. Highlight the most important statements, so that the main thrust of your product benefit and offer can be understood immediately.