How long is the list of things you don’t like to see online? Condescending blog posts are the worst, right? Well, except for fake news, rumors shared as fact, degrading images, inappropriate commentary, and a whole host of other stuff. But, sales copy that is too “salesy” may be one of the worst.
Pushy prose about a product is problematic and should be avoided at all costs! (How do you like that alliteration, huh?)
Overly aggressive sales copy, making impossible claims and implying you’re not very bright if you don’t buy, is a massive turn off. In fact, it makes such a bad impression one wonders why some marketers continue to use it. Perhaps they’re just hoping to land one of those suckers born every minute? (Thanks a lot, Mr. Barnum – NOT!)
If you’re really struggling to create copy that generates conversions, think about the last time you bought something online. And remember, there are two very important things to remember about sales:
- Benefits Matter – Your prospect won’t buy until you answer the question, “What’s in for me”?
- Offer Value – A sale is made only when the value exceeds the price.
Didn’t that last purchase offer you these and isn’t that why you felt comfortable investing it whatever it was?
Conversational Copy is the Key to More Sales
Anyway, it turns out, the best way to create effective sales copy is to start a conversation. People want to be engaged by your copy, enhanced by the knowledge that you understand what they need and can supply it.
This is not to say that writing a catchy headline has become a thing of the past in online marketing. On the contrary, finding a way to create interest is mandatory for beginning the conversation! (Just stay away from the “limited time”, “don’t miss your chance”, “one time only” type of hype.)
To get started, imagine how things might go if you and I were to sit down and have a face-to-face conversation about the services you offer. Or, imagine that same chat with a friend or family member. You wouldn’t come at either of us with a line like, “Get it now before it’s all gone” would you? (Before what’s all gone – YOU?)
By doing that, you will be able to engage your audience more fully. You will then connect with them emotionally, enabling you to lead them to a place where they feel they can trust you, and are ready to buy your product or service.
While it’s really not rocket science, it is about understanding human nature. It’s about appealing to each individual’s self-interest, without labeling them as selfish. It’s about being helpful in a way that they can appreciate for its own inherent value.
We’ll have more to say on how to create sales copy in future posts but, for now, if you need copywriting help: Get in touch with the YOMT Team today