17
Dec
2009
How To Write Profitable Sales Copy
You likely already recognize that creating sales copy is demanding. Not only that, but, writing profitable sales copy is even more difficult. While many people try creating successful sales copy, only a few can get it right. What are the keys to producing successful sales copy?
Sales copy is intended to make your product seem valuable and to make an offer. Too many people write what they imagine is sales copy intended to promote their company. They describe the company’s history and commitment to the customer. They will brag about how long they have been in business and the reason their company is the greatest.
By emphasizing the company, how much have they sold? Not a thing. They have probably bored the potential purchaser and caused them to find a different source to solve their problem.
The fact is, people are seeking a product or service to resolve a problem. The only benefit your product or your business can offer a possible customer is to solve their problem. If you don’t quickly tell your customer how you can help, but discuss extraneous topics your potential customer will go elsewhere.
But, assume you are really producing sales copy about a product. Now, here is what divides the run of the mill copywriter from the skilled copywriter. The typical copywriter takes various facts that describe the product and constructs their copy that offers as many details about the product that they can squeeze into the space they have available. They suppose that once a person fully understands the product they will be compelled to purchase it.
This “facts and details” approach generates sales copy from the point of view of the person or business selling the product. This is cleanly wrong.
The most important key to creating winning sales copy is to understand that you must write from the prospective customer’s perspective.
Your potential customer has a problem and is trying to find a solution. The question in the mind of the prospective customer is, “Can this product resolve my problem?”
Your sales copy has to answer that question fast and clearly.
So, consider your perfect customer. Establish what they are going through. What is their most important need or their main hurt. Then list all the ways your product will help meet their desire or relive their hurt. This is exactly what your customer needs to know. This is precisely what your sales copy has to convey to your prospective customer.
Determine the best ways your product will help your reader and create headlines and supporting content to let that prospective customer realize that this is precisely the product that will solve their difficulties. Add no unnecessary words–get straight to the point.
Your major headline must convey your product’s chief benefit. This will ensure your reader will read the next sentence. That sentence must give emphasis to the benefit in the headline. Each sentence has got to pull its own weight and keep the reader curious about the rest of your sales copy.
Once you have built up the importance of your product to your prospective customer it’s time for the offer. Your offer can build the importance of your product by contrasting it with other products with higher prices, or by providing more helpful bonuses.
Then present your call to action that will tell your potential customer precisely what to do to get your product.
By creating your sales copy from the customer’s standpoint and producing an offer that plainly tells them how to acquire your product, your sales copy will be an overpowering winner.
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