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6 Effective Ways To Writing Killer Sales Copy

Posted on November 15, 2005
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Everyone has heard the old cliche “it’s not what you say, it’s how you say it”. The same applies to your website content. Today, we will discuss the importance of web copy and how to turn your visitors into customers.

What’s Important?

• Content must be convincing.
• You must focus on the benefits.
• Focus must be on growing your customer base.
• Your sales copy must be clear, concise, and to the point!
• Your sales copy must always be viewed from your visitor’s viewpoint.
• You must summarize in a tight, motivating way, giving your visitor a call to action.

Always remember that your website content should convince visitors that your service is either unique or superior to that of your competitors. Remember, visitors come to your website to find a solution to their problems, and to fill the void in their lives. I have been studying David Vallieres’ course in marketing, and in it he states that all people are confused about something- and wish to end this state of confusion. It is up to the copy writer to quickly provide this solution.

You must focus on the benefits, not the features. It is up to you to show your potential clients that you can provide the solution that they are seeking. Your product or service will solve their problems, answer a dream, enrich their lives, and/or improve their businesses. You are the dependable expert that they want and need! “Sell the sizzle, not the steak”!

Your website copy needs to play a major role in establishing and growing your customer base. Web site copy creates the “voice” of a company, or “brands” it, just as the look and feel of a site put a image of the company in people’s minds. On an e-commerce site, the copy plays a key role in closing sales as well as in up-selling and cross-selling products and services. Here, upselling is the most prized possession a website owner has. If you simply wish for a quick sale, then forget upselling. but, if you wish repeat customers, then that is where your focus must go - you want the customer to return.

People read a Web page differently than they do a book or a newspaper. Yes, they read from left to right, but they also scan, scroll, click, hit the back button, and hit the forward button. “Reading” is about moving around and being in control. You have just one chance to make that critical first impression – to quickly convey the benefit of staying on your Web site. Navigation must be simple and consistent - don’t make your visitor search for your product or information! (See the article on navigation here.) I can’t emphasize enough the importance of first impressions, which in Web-time are measured in milliseconds. The layout, functionality, message and overall look and feel of your web page determines who stays – and who clicks away.

Your copy must be clear and to the point. The goal of any web page should be to get the visitor to DO something: to move on to the next step in a purchase sequence, or to click for more information about a product or service. Perhaps your goal is to build your subscriber list. Yet, without readable, compelling copy and clearly organized hypertext links, visitors are much less likely to complete a transaction, subscribe to your list, or return to your site again.

Writing for your Web page should always start from your visitor’s perspective. Always remember that you build the page for your visitors, and not yourself. What is your Web site visitor looking for? Why are they here? What can you, as webmaster, offer your visitor as a solution that is quick, efficient and as positive as possible? Always take the time to clarify the goal of each page before starting to write. If the page is part of a transaction sequence, identify what may be hindering the buying process. Be sure instructions are clear and easy to read.

If you are selling a service on your website, your Unique Selling Proposition (USP) is your service’s most powerful benefit, in combination with a strong, unique feature of your business. It answers that most difficult question:

Why should potential customers hire your service company?

Tell your customers what service you are selling and explain what your service provides. What is the key benefit(s) to your customers? What pain does it cure, what solution does it provide? Compare your service with that of your competitors and highlight what makes you stand out from the rest of the crowd. Keep working on this until you can clearly separate yourself from the field. Test each segment of your site, but do so carefully. (Testing will be the subject of an upcoming post.)

Summarize your copy into one tight, powerful, motivating phrase that will persuade your customer to do business with you. Give them a solution that will convince them to open their wallet gladly and receive the benefits you have to offer.

As you start to work through the above four steps, you may find this to be a lot harder than it looks. Don’t give up! You must have a USP. If it was easy, everyone would be an internet millionaires! Come up with a tight, sharp USP that sells your service to your customer.

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