As an online marketer, writing irresistible sales copy is one of the most important sales techniques that you can master. Regardless of the degree of awesomeness you have to offer your target audience, a forgettable sales copy will do nothing to improve your bottom line.
So how do you create a sales copy that sells? Keep reading for four fast tips on how to create website content that puts your business front and center.
1. Catch Their Attention with a Compelling Headline
When you think of a typical sales copy, your mind may conjure up images of bold, red font, highlighted text, or an overabundance of exclamation points. While these tactics may initially capture a reader’s attention, they may also come across as overly aggressive.
As Heidi Cohen explains on Content Marketing Institute, a headline that catches the eye and piques interest is an effective way to encourage your audience to keep reading, without weakening your credibility or brand image.
2. Talk to a Person, Not a Faceless Group
This may be a difficult skill to master, but it holds the key to relating to your audience. When creating your sales copy, don’t write to a nameless, faceless crowd. Create a customer persona, and write for them. How is your product, service or cause a good fit for their needs or desires?
Apple provides an excellent example for what it means to write to your audience. In its iPhone5 sales copy, the word iPhone is used 81 times. The words you and your are used 110 times.
The sales copy not only shares information about the product, but also how the product is relevant to the reader.
3. Readability Matters
On average, a majority of readers will skim a page. According to the Nielson Norman Group, only 16% of readers will actually read every word. Effective website content caters to both types of readers. It packs inspiring, information-rich content in a layout that is easy to digest.
While the actual content of your sales copy is important, its presentation matters as well. Have you ever visited a page that had a dark background, with small text that was only a few shades lighter?
How long did you stay on the page? It could provide the coordinates for the fountain of youth, and its readers would be none the wiser.
By ensuring that your sales copy is both rich in information and readable, you can ensure that it provides the biggest impact.
4. Don’t Forget the Call to Action
The final step to creating a great sales copy is including a call to action. An effective call to action encourages the reader to take the next step, whether that is to make a purchase, connect with your company or find more information.
By following these tips when creating website content, you can ensure that your sales copy gives you the best results possible.
