Sales copy is intended to spur readers to take action—specifically, to make a purchase. To engage consumers and persuade them to continue their customer journey with your company until they reach the desired endpoint of a sale, your sales copy must achieve a number of goals. Without using the right language and focusing on the right aspects, though, you’ll struggle to convert readers with your copy.
Metova CSO, Jonathan Sasse, provides guidance around remembering your value proposition and competitive advantage when writing your sales copy.
From the article:
“If your sales copy isn’t converting, you have a disconnect somewhere critical. Make sure you understand why your current customers decided to hire you over other options; find the consistent threads there and pull on them. Your copy should reflect the key benefits that your recently-won customers valued enough to choose you.” – Jonathan Sasse, Metova
15 tips from the Forbes Communications Council’s article to strengthen your sales copy:
- Tailor your copy to different demographics
- Reevaluate the message with salespeople and customers
- Focus on what made customers choose you
- Convey the benefits in 10 words or less
- Talk to a customer
- Avoid sterile messaging
- Continuously A/B test your sales copy
- Align the marketing and sales teams
- Work with an experienced copywriter
- Identify and highlight what buyers value most
- Combine research with insights gathered in the field
- Study why the audience isn’t amused
- Interview your current customers
- Experiment with different aspects of your copy
- Stop using it and dig into the ‘why’
Click HERE to read the entire article at Forbes: 15 Smart Steps To Take When Sales Copy Is Not Converting
Or visit our section on Research, Strategy and Technology Assessment.