How to Create Persuasive Sales Copy
Winning sales is the goal of all marketing people and it’s highly likely that you will once you understand how to create persuasive sales copy. In this article we are going to look at what you need to know about being persuasive and how to apply that to your copy to make sales.
As usual we’ve got the take away steps for you to follow at the end of the article so that you can create your own sales copy persuasive at a professional level.
Knowing how to communicate persuasively is what will make the biggest difference when it comes to the success of your sales copy. In this article we are going to look at how to be persuasive and then how to apply that to your copy.
Elements of persuasion
Knowing what it takes to persuade people in writing is what will win you the sales that you are looking for and it will also improve your copywriting immensely. Let’s look at what you need to know and do:
Who is your audience?
When it comes to marketing the first step always has to be to understand more about your target market.
It’s vital that you understand who your target market is, and what makes them tick. Without considering the answers to these questions, you’re going to find it very hard to be able to make the sales that you are looking for.
One of the ways to get into the minds of your target market is to read the same publications that they do. You’ll be in the know when it comes to current trends and what is influencing their buying decisions.
Craft your persuasive sales copy for your reader
This is where many people go wrong. They start writing with themselves in mind. They want to convey the message about how great their company is but that is not what the readers wants to hear about. They want to see clear benefits of why they would use a company.
Let’s look at an example for a moment – supposing that your offer was a service to fix baker’s ovens. You would need to write your copy so that it empathizes with the problems that bakers suffer when their ovens are out of action. They’d be likely to experience:
Benefits – Why he should do what you are suggesting?
The benefits need to be spelt out clearly so that the reader can imagine what life would be like if they bought your offering. ‘Spelt out clearly’ means that they need to be appear tangible to him in a way that he can relate them to his own individual circumstances and clearly see the gain.
Communicating the benefits clearly is the big hook for your consumer, it’s what will be the only reason that he is going to buy from you – so help him see the outcome of doing that. It’s what is going to put the ‘persuasive’ into your sales copy.
Provide supporting facts and evidence for your ‘argument’
Building trust and credibility is essential when it comes to selling. Without your evidence you’re going to have a pretty hard time convincing people to buy your offering. Using numbers works particularly well and for some reason, precise and odd numbers work better. They confirm that it’s the quirky results from an actual piece of research. Or course whatever you write will need to be true and verifiable.
Most consumers buy on emotions, so your copy should be written with that in mind. However, it’s essential that you provide some statistics, photos and testimonials that will confirm to the buyer that he is in fact making the right decision when it comes to buying your offering.
Stick to one message at a time
Presenting one message that has the support of a lot of evidence is going to be way more powerful than presenting several messages. You don’t want to dilute your message or confuse the readers. Stick to one message, provide them with the benefits and the evidence and then give them a clear and direct call to action.
And keep it simple
Humans are naturally lazy. They don’t like anything complicated, they don’t want to and won’t put the work in themselves and you really do have to spell everything out for them. Don’t expect them to start imagining how your product or service is going to help them. You need to list out the benefits for them. You also need to convey that information in a way that is easy for them to read. Your formatting should contain:
If what you are selling is technical and you are selling it to technical people, then they will be looking for the technical details in the language that they are accustomed to.
Your language style needs to match that of your target market.
Understanding how to persuade people and how to apply that to your copy is going to get you the sales that you’re looking for. Follow through our steps to apply it now and create your own persuasive sales copy.
Action Steps to Take to Create Persuasive Sales Copy