Your words are much more powerful than you realize.
Unfortunately there are many businesses that don’t put time into polishing off their sales copy 🙁
The result is web pages and content that doesn’t stand out from the crowd or generate results.
Sound familiar? Don’t worry.
That’s why I’ll be teaching you some copywriting strategies which will increase conversion rates. Let’s dive in.
Features versus benefits
It’s all too common to visit a product page and see boring and vague descriptions.
What’s the number one mistake companies make? Only listing the features of a product, and leaving out the benefits.
Features are the factual points about a product like size, color, and materials. These have to be mentioned, but it’s not what customers care about.
What they actually want to hear is how the product will benefit them.
The benefits depend on the exact product or service that’s being offered. In general, the benefit might be that a product will make you healthier, wealthier, or happier.
Let’s use HubSpot as an example. Here’s the sales page for their marketing package:
The title, which sums up the product, is “All-in-One Inbound Marketing Software.”
This is then followed by the benefits of their marketing plan stating “Everything you need to launch effective marketing campaigns that make people interested in your business and happy to be your customer.”
When you’re writing product descriptions, sales pages, or similar material, ask yourself “What is the benefit of this product or feature?” and you will never have boring sales copy again.
Humans love stories.
It’s how we communicated back when we were cavemen, and not much has changed since.
Stories resonate with us on a deep level because they are emotional. This is especially the case when we directly relate to the story and the demographic of the individual telling the tale.
This is one of the reasons that testimonials and reviews help conversion rates so much. Customers get to see another person just like them explain their struggles, which they’re facing too, and how a product solved it.
Stories can be told in many different ways, as well.
The first way to use storytelling to boost sales is by telling the story of your brand, but in a way that makes the customer feel an emotional connection.
Perhaps you started your company because you wanted the freedom that a 9-5 couldn’t give, and that’s why you’re selling entrepreneurship courses. A customer interested in obtaining financial freedom through an online business can relate to that.
Look how Anton from Drop Ship Lifestyle tells the story of his entrepreneur career that lead to his successful company:
Secondly, stories of others can be used in copy to create the same results.
You see this commonly on landing pages where detailed testimonials are used to depict of a product changed a customers life for the better.
Take advantage of this by reaching out to previous clients or customers, and asking them for a review to be featured on a sales page or other place.
Agitate pain points
Behind every product is a solution to a problem. That problem is usually emotionally based, which you can take advantage of as a copywriter.
This is achievable by mentioning the pain points consumers are experiencing to make them seek the product in the first place.
If you ask yourself “What problem does this product solve for the customer?” you are already 90% there. However, this takes you knowing your buyers persona like the back of your hand.
I recommend reading reviews of competitors and analyzing your own to get into the customer’s head. Business reviews are goldmines for copywriters.
You literally get direct feedback about what they like and dislike about a product. This can be used to find what made them seek out a solution in the first place.
Let’s use a web design agency as an example. A lead that reaches out to a design agency probably is in need of a website to advertise their business, but they don’t know how to create one, nor has the time to do so.
This creates the opportunity for such agency to use taglines like “Struggling to Build a Website? Leave it To Professionals Like Us” because it connects to a pain point the lead is experiencing.
Not only does this display that you understand the customer well, but it elicits emotion and gets their attention, helping them move through the sales funnel.
Ask a question about the customer’s experience
Joseph Sugarman, one of the world’s greatest copywriters, once said that you want the customer to be saying “Yes” as much as possible because it will make them more likely to say “Yes” to the sale later.
This is why it can be effective to ask relevant questions throughout content and sales copy. Since the reader can relate to the questions being asked, it also keeps their attention on the page for longer.
Write like you speak
While it might be tempting to use technical jargon and a fancy vocabulary, it’s actually best if you don’t.
Think about it.
A small group of individuals will understand advanced terminology and words, leaving out a huge crowd of readers that don’t.
However, if you use a casual and simple vocab, suddenly reach everyone. Sales copy is also supposed to flow easily, which large and complex words prevents by slowing down the reading process.
Putting it all together
Polishing your sales copy might be the trick you’re after to generate more sales.
Begin by ensuring that you explain the benefits of your product or service on sales pages. This is often an emotional or financial gain depending on your exact offering.
Next, take advantage of storytelling to capture readers emotions and attention in the form of testimonials or personal stories.
Similarly you should ask questions that relate to their experience, and bring up pain points to further make them emotionally invested in your copy.
Lastly, use a simple vocabulary to make reading sales pages effortless while appealing to the largest audience possible.
What’s your favorite copywriting strategy?