7 Critical Elements For Writing Compelling Sales Copy

Sales copy and messaging is one of the essential components of every sales strategy, no matter your business’s industry or size. Sales and marketing campaigns aim to attract buyers by showing the benefits of purchasing from or partnering with your company. 

Focusing on the pains and needs of your buyers makes your sales copy compelling and engaging. Sales copy has to be:

• • focused on the needs of your customers, showing them the benefits of buying your services\products;
  • simple and straightforward for everybody as your target audience may consist of lots of different people;
  • brief and valuable for potential or regular clients;
  • enable buyers to book meetings or make purchases easily, not only to inform.

In this article, you’ll learn the best practices and must-have elements for sales copy to make it compelling and convert readers to deals. 

#1 Choose the direction

The central angle of your email should not be an ode to your products and services. You need to show that you understand your buyers’ everyday problems and pains, conveying your expertise and sincere potential to help. Your copy has to express that your company is on the same page as your buyers, ready to share and support their business goals and values. 

You should only mention your services regarding the issues your target audience struggles with and explain how your company can resolve them efficiently and effectively.

#2 Define your key goals and values

Before sending any emails or LinkedIn messages, you need to create a precise outreach plan and set your goals. This means considering your monthly and global sales goals, so you (1) reach out to the right people and (2) fit the right product to those buyers that best fits their needs as well as your own. 

#3 Explore your target audience

In order to be on the same page with your future customers and completely understand their needs and requirements, you need to explore who your target audience is by creating buyer personas. Otherwise, your message within the sale copy will be irrelevant, and therefore, the conversion from prospects to buyers will be minimal. 

Related Content: Creating Buyer Personas That Give Your Sales Team Superpowers

When creating your buyer personas, you need to think of one person – define the age, potential specialization and job position, preferences, needs, and more important daily challenges and difficulties that can be solved with your services\products. Show them the benefits and profits of using your company’s services by providing a brief plan of how you can work together.

#4 Develop the story within your sales copy

Storytelling is a real trend in sales and marketing, and though it gets more emphasis in marketing, it’s just as important in sales copy when reaching out to buyers. 

Buyers aren’t really interested in what your services or products are, but how your services or products can transform their business or daily lives.

Therefore, your main goal when writing compelling sales copy is to paint this picture for them. It’s often said sales is an art and a science. This is one of the areas the “art” comes in.

#5 Ensure your emails are clear and brief

Storytelling is the art of your sales copy. Here’s the science. 

Keeping it simple, brief, and clear are the golden rules to sales copy. You are not writing a novel or even a 1,000 article. Jargon is OK, if it makes sense for your industry. 

If you’ve followed tips 1-4 (know your angle, define the goal, understand your buyer, develop the story), getting to the heart of the message in as few words as possible will be easier than you think. And you won’t be wasting space trying to illustrate points you don’t need to.

#6 Describe the benefits of partnering with your business

Since sales copy needs to be clear and brief, do not include all the features of your product or the entire range of your services in your emails and messages. People want to know how your services or items can positively influence their day-to-day job, department, or business. So include where you can real use cases and the value of doing business with you. 

This is the best way to attract and engage potential customers. They can learn more about your features and other products when you do a demo or sales call.

#7 The call to action button should be well thought out

And the last but no less important thing that will make or break the success of your sales copy is the call to action (CTA). The call to action is the final statement that will get a buyer to meet with you. 

In sales, the two main CTAs are “book a meeting” or “book a demo”. But depending on your communication style or the step in your sequence, there are many ways to convey these two CTAs.

Give specific times, allow buyers to book directly on your calendar, first ask if what your proposing is even interesting (a “softer” CTA) before suggesting a meeting or demo.

Every other word in your sales copy has been meticulously thought out up until this point. Don’t lose your buyer on the CTA!

Related Content: 43 Highly Effective Email CTAs by Gong

Writing Your Own Compelling Sales Copy

Reading about all the vital things for compelling sales copy mentioned above is not enough to attract customers to your business. Now it is time to take action.

• • Analyze your current outreach strategy and copy – define your main goals, know what and to whom you are going to propose your products or services, and then make the needed changes right away to start seeing results in the next week/month/quarter.
  • Explore your competitors – what they offer to your potential clients. How can you differentiate?
  • Revise your messaging in your sequences – consider all the seven elements and rewrite the content if needed.
  • Kickoff your new outreach strategy and copy – test several variants to determine the most efficient.

Author bio:

Frank Hamilton has been working as an editor at custom writing company Best Writers Online and a freelance proofreader at writing service reviews Writing Judge. He is a professional writing expert in such topics as blogging, digital marketing and self-education. He also loves traveling and speaks Spanish, French, German and English.

Connect with Frank on LinkedIn.