How to Make Sales Copy Stand Out

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Feel like your copywriting isn’t better than the competition? No problem. In today’s competitive marketplace, standing out from the crowd is crucial. One way to do this is by creating sales copy that is unique, compelling, and memorable.

Effective sales copy can help your business generate leads, increase sales, and build a loyal customer base. Ahead, I share tips and strategies for creating sales copy that stands out from competitors.


Know Your Target Audience

The first step to creating effective sales copy is to understand your target audience. Who are they? What are their pain points and needs? What language and tone resonate with them?

You can gather this information by conducting market research, analyzing customer data, and creating a buyer persona. Once you know your audience, you can tailor your sales copy to meet their specific needs and interests.

Tools like Hotjar can help you understand who your audience is. It can show you how customers interact with your website, what products they’re interested in, and you can get direct feedback to understand their needs.

For example, there are user recordings that show you the customer’s first person view of engaging with your business. Use this to better understand the user experience and where you can improve your sales copy to keep them on the page.

Hotjar user recording

You can also add feedback widgets that allow customers to give you direct comments and questions.

Hotjar feedback

Finally, you can add surveys to ask customers specific questions about their interests, budgets, and other important information.

Hotjar surveys

Use all of this data to improve the communication between you and your audience.

Highlight Your Unique Value Proposition

Your unique value proposition (UVP) is what sets your product or service apart from competitors. It’s the reason why customers should choose your business over others. To create effective sales copy, you need to emphasize your UVP and communicate it clearly to your audience. Think about what makes your product or service unique and valuable, and highlight those features and benefits in your sales copy.

A unique value proposition doesn’t have to be completely proprietary, either. You can take a feature and focus on it to make your copywriting stand out. For example, if you sell sneakers, you could focus on the comfort and durability of your product. Or, if you offer web design services, you could emphasize your quick turnaround times. It doesn’t have to be technology or patents that only you offer, although that is great if you do!

Check out HubSpot’s landing page for its marketing software to understand what I’m talking about.

HubSpot sales copy example

Under the “Product Description” tab, HubSpot states its value propositions including its “all on one powerful, easy-to-use platform.” This communicates to its buyers that they don’t have to struggle with jumping between several tools, instead they can use just one.

Use Emotional Appeals

Emotional appeals are one of the most powerful tools in sales copy. They create an emotional connection with your audience and make your product or service more appealing. You can use storytelling to create emotional appeals, such as sharing customer success stories or highlighting the positive impact your product or service can have on people’s lives. Creating a sense of urgency and scarcity can also be effective in creating emotional desire.

Analyze your competitors and figure out the main angles they are using. Then you can use this information to craft your own sales copy, making sure to use an emotional appeal that is different from what your competitors are doing.

Here’s a landing page I found for a weight loss service. Note how the sales copy targets the customer’s frustration, self-esteem, and struggles to get them emotionally invested.

Emotional sales copy example

Use Persuasive Language

Persuasive language is another important element of making sales copy stand out. Use strong action words and power verbs to create a sense of excitement and urgency. Avoid using cliches and empty phrases that don’t communicate anything meaningful. Your language should be clear, concise, and persuasive.

As I mentioned before, reverse engineer your competition to determine how they are trying to persuade customers. Write sales copy that’s better and include points that they don’t, which you believe customers would care about.

This supplement brand uses punchy words and phrases to make their writing more persuasive, including:

  • “New and Improved 2022 Formula”
  • “Research-Backed Ingredients”
  • “100% Transparent Label”
Supplement sales copy

Provide Social Proof

Social proof is key in all forms of marketing. People are more likely to trust your business if they see that others have had a positive experience with your product or service. In fact, 88% of consumers trust user reviews as much as personal recommendations. Think about the last time you bought something. You probably looked at reviews or testimonials before you made the purchase.

You can use customer reviews and testimonials like the one below to provide social proof in your sales copy. Providing statistics and data to support your claims is effective in creating social proof, too. If your competition doesn’t have social proof, you’ll drive more sales because consumers can trust your brand more. Plain and simple.

RMBC Method testimonial

Use Visual Aids

Most people don’t want to read boring black and white text. They want to see images, videos, and other creatives that support the sales copy. Media has a lot of purposes when it comes to making copy stand out. Primarily, It can help break up text and make your sales copy more engaging and memorable.

Use high-quality images and videos that showcase your product or service. Creating infographics to present data and information can also be effective in communicating your message. I suggest using a tool like Canva. You can whip up amazing graphics in no time.

Canva example

Wrapping up How to Make Sales Copy Stand Out

Writing great sales copy requires a combination of strategies and techniques. By knowing your audience, highlighting your unique value proposition, using emotional appeals and persuasive language, providing social proof, and using visual aids, you can create sales copy that stands out from competitors and resonates with your target audience.

If you want to learn more about copywriting and get mentorship from me, check out my copywriting courses.

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