How to write effective sales copy (part 2)
by rowena on Feb.05, 2010, under copy
You might remember a while back I wrote post about how to write effective sales copy and gave you some pointers on where to get started.
This week I wanted to elaborate on this further but show you how to deal with bullets, headers, sub-headers etc.
- Writing a powerful headline – the saying is you should always fill your headlines with benefits which are related to a desire. So instead of just saying ‘lose 1-5lbs’, you can top this by adding ‘drop a dress size and reclaim your wardrobe.’ Your headlines need to be emotive and focus on one specific theme. The point is you can’t sell to everyone, which is why you need to pick your ideal consumer and target them
Your headline can also aggrevate your audience before providing them with a solution.
One useful tip I have found beneficial is to theme your headline around one of the following: a) time/speed b) diaster story/pain or c)natural/purity
- Sub-headers – the best copywriters are able to use their sub-headers to tell a story whilst providing your audience with an accurate summation of what is to follow in the next paragraph. The key is to make sure that the paragraph that follows leads from this subheading.
- What is their reading age – it is important when writing sales copy to make sure that the language you use is understandable. It is for that reason that most newspapers and websites will treat their readership as though they have got a reading age of 11.
- Don’t persume they know everything – if for example you work for a company that sells detox products enriched in antioxidants, it is important to assume that not everyone visiting your site will know what antioxidants are. Now whilst you can’t go overboard explaining it, giving a bried descriptions of how antioxidants impact on toxins and you will win a broader selection of sales
- It is all about ‘you’ - it has been proven that integrating ‘you’ focused copy can produce more sales. Similarly keeping your tone converstational and personal will enable consumers to relate to you and your product/service
- Include a P.S. – these are heavily understated but easily be used to re-iterate your products benefits, introduce a CTA or remind them of an important element. If you want to use a P.S. it is best to use the following formula:
- Time limit
- Main benefit – reiterate
- Guarantee
Never go above 4 as this can appear overbearing and will affect the potency of these P.S.’s as you get consumers to buy.
February 12th, 2010 on 2:53 pm
Thanks for the post. Particularly like the idea of using P.S.’s. It is a really clever way to reiterate your point
March 5th, 2010 on 6:48 am
Saw your blog after reading at Virtual Office in Oakville. I’ll be back!
March 12th, 2010 on 1:01 am
rTY8Rr Excellent article, I will take note. Many thanks for the story!
May 13th, 2010 on 8:17 pm
Hrmm that was weird, my comment got eaten. Anyway I wanted to say that it’s nice to know that someone else also mentioned this as I had trouble finding the same info elsewhere. This was the first place that told me the answer. Thanks.
May 14th, 2010 on 2:09 pm
No problem Arlene, glad to be of help xx
May 17th, 2010 on 3:18 am
As a copywriter, do you ever get attacked for doing what you do? People saying youre doing something wrong, too commercial or something like that?
May 21st, 2010 on 1:47 pm
Fortunately I have never been attacked for the copy that I have done, but I have learnt over the years that it is important to know your audience. For instance someone looking to lose weight doesn’t want to be bombarded with sales speak but empathy. More importantly they want proof that the product they are looking at will work.
I wouldn’t say there is a right or a wrong way to write, but obviously certain styles will work better than others. If you are struggling creating copy in different writing styles and examine the works of top copywriters, that should help you to get started. If you need any more help please let me know. Rowena x