Sales copy can make or break conversions. You can never underestimate its power.
Sales copy matters more than you might think.
Whether it be images or videos that act as supplementary content, without words on your page the impact you create will be much more muted.
Powerful sales copy is rooted in powerful words. The copy conveys benefits, features and specs that images and videos are woefully unable to. However the importance of sales copy is not understood by many marketers.
This copy turns of consumers and gives edge to competitors.
Sales copy needs to evolve as target audience changes or evolves or becomes smarter. And testing is the only way to find what works best.
Sales copy–what is it and goals
Sales copy is created to convince visitors to purchase a product. On most SaaS landing pages the conversion rates don’t go beyond 7%. I don’t know if you consider it high or low. But think of it–93% visitors don’t do anything on your sales page and leave it the way the came. The goal of the copy should be to prevent visitors from saying no. I know it isn’t the easiest thing to do.
Most marketers imagine the product would speak for itself. May be if you’re selling Pepsi or Gucci but in most cases the product doesn’t. And it doesn’t because the customers haven’t tried your product and second-hand product experiences through reviews do lift sales but aren’t equal to what a sales copy can achieve by itself. To connect with people on a visual and emotional level the sales copy needs to speak and tell things to visitors they haven’t heard or thought of themselves. That separates a good sales page from a bad one.
A good copy calls out pain points offers empathy and solutions. It also tells people why it’s better than their competitors and why the target demographic would find redemption in this.
Here’s how to write one
Focus on a single thing
The target audience you focus on may have one or several pain points but in your copy focus on single pain point, one thing that you can deliver as best as no one can. By keeping the focus sharp you will be able to send home the idea of your solution to the same.
For instance let’s talk about roofing. A potential customer may have the following pain points
- He might be worried about the high costs of roofing
- He doesn’t know if his roofing damage can be fixed.
- He’s not sure if he should opt for the newly available Tesla solar roofing or something else.
How to find this single point of focus?
Amazon has hundreds of thousands of customer reviews which is growing by the day.
Cell phone covers, helmets, apple products, laptops are all spld on the platform.
Most of these reviews are from verified customers meaning they’ve purchase the product. With upvotes available for each review we get to know which review is better than most.
A helpful review often quickly gets attention and this is what you should be focusing on in the first place.
Within those reviews you can get to know about things that customer want most with a product, the features that they find most interesting.
And in a similar vein
- Browse for books and guides on the subject you’re offering services in to get reviews.
- Deal of the day sites can benefit from spending time reading reviews on such products every day on Amazon.
- For fashion and DIY retailers you can pull reviews from existing such sites or fashion sites and get information.
What are you looking for to accomplish with review mining?
- You are on the hunt for phrases and examples to use in marketing and sales copy. To that end peruse the following:
Reasons to believe (e.g., “Guaranteed not to scald tender skin!”)
Open up a Word doc or excel to create a table with pain points and phrases you can use.
Also going through reviews find out what your users were struggling with the most before the product and once they had the product what else did they want. For a client in the dog collar niche, such review mining helped him discover that there were no collars with color variations for the small size breed of dogs helping this client uncover a potentially life-changing market niche.
App Store Reviews
For digital products and businesses in the gaming niche, reviews can help you get more traction for your sites. Reviews are however short and to the point and generally consist of a few pointers in total.
Bluefin’s app– Ease into 5k– an app made for running enthusiasts’ copy pulled a lot from reviews and included words like personal coach, layz button, music on and other words that prominently featured on their reviews.
After all, I certainly couldn’t be depended on to know what people other than myself want to hear! Depending on a copywriter to speak for your whole market is uber-risky. Especially in the App Store, where the number of words are so limited– and you have to make every single word count.
Based on how well you collect data and frame customer buyer persona you might want to focus on a single point and capture it perfectly.
Include this pain point in the narrative your building on the sales page. In fact make it the front and center of your copy.
Be abundantly clear about your goals
The goal with a sales page is to obviously increase sales. But there can be two goals. If the customer leaves without purchase probably score his email address. The sales page may promote a product, or a bundle or something else.
The sales copy should be able to send visitors as close to completion to these goals as possible.
Also define what percentage of visitors are you hoping to convert. Be practical and estimate a practical number at the beginning.
The sales copy should be tested in front of as many customers as possible to get a clear cut idea regarding how they find it and if it can be improved.
Identify who’s most likely to purchase from you
Not every one who’s in the ballpark is likely to convert. You need to be pretty clear about who to target. Also you need to have clear idea of the expectations surrounding your product so that you can best satisfy those expectations, concerns and queries with your sales page copy.
Picture your ideal customer in your mind when writing sales copy.
The best way to achieve this is by thinking of your target customer when writing your copy and thinking the problems they’re facing, why they’re not able to zero down on a solution and how you may present something that speaks to them.
Use compelling words
Boring copy turns off most people and won’t get you anywhere. Rather offend but don’t bore. The copy has to be able to capture the attention of your target audience and their imagination.
The one that paints a picture of the customer pain points is the copy that’s going to win more conversions. He can literally see himself surrounded by the problem with nothing he can do to tide over the same.
Make it easy to understand
Even though the copy isn’t boring the copy may suffer from another strut. When the copy is way too cryptic and flies over the heads of customers.
Instead focus on readability by using language your customers are familiar with and can easily relate to.
The language has to be easy to understand. The copy should indicate important points. Storytelling. And so on.
Use a story to get the point across
When you’ve a compelling story prospects would want to connect with you. You generate a desire in them to follow you and listen to what you have to say. Storytelling is a sureshot way to get people to buy from you.
Customer testimonials and anecdotes that you conjured up can go a long way in helping paint a true picture of your product.
The most successful brands are successful because of the great stories they wove around them.
What do you think of the above mentioned tips to help improve your sales? Do let us know.