13 Critical Elements of Writing Compelling Sales Copy
Your sales copy is the clincher in any marketing strategy.
Even if you do an excellent job marketing your product, if you don't have a compelling sales page with compelling copy, all your efforts will be in vain.
Writing compelling sales copy isn't just about knowing how to write, but what to write.
In this article, you'll learn 13 critical elements your copy needs to convert leads into customers effectively.
The difference between content writing and copywriting
Before going into the different elements that makes sales copy compelling, we need first to set the record straight about content writing and copywriting.
While it’s true that content writing and copywriting are both methods for you to reach out to your customers, they serve different purposes.
Content writing focuses on giving your target audience material that’s entertaining and educating your target market. Its goal is to nurture your target market through your buyer’s journey so that they end up buying your product or service.
Copywriting, on the other hand, is written material that is designed to convince your target market why they need your product and service. More important, it persuades them why they should buy your product or service and not your competitor’s.
Source: Marketing Profs
That settled, here are the must-have elements your sales copy should include:
1. Provide clear details about your product
You need to clearly explain right away what you are selling at the onset. That way, you immediately capture the interest of your target market so that they will want to know more.
In addition to telling your target audience what your product or service is, you also need to answer the following questions within the same sentence:
Who did you design your product or service for?
What problem will your product or service solve?
How will buying this benefit them?
2. Craft a track-stopping headline
You only have 7 seconds to capture your visitor’s attention and convince them to continue reading your sales copy.
That means the only thing the majority of your audience will ever read will be your sales copy’s headline. So make it count!
A strong sales headline is able to answer one question within this short time span: “Why should your customers care?” This is the very question that is running in the minds of your target market.
Your answer here should be clear and straight-to-the point. Remember, there are lots of other businesses offering similar products and service as you. If you can’t clearly communicate this to them in your headline, they’ll go somewhere else.
3. Use short sentences in your sales copy
People do not really read online.
Yes, you read that right!
Studies done by the Nielsen Norman Group consistently show that people scan online content. This is even more apparent on mobile devices.
Use short sentences and paragraphs to get the message across to your potential customers more effectively as they scan through your sales copy. Neil Patel recommends using sentences that contain about 12 words or less.
4. Include bullet points
The best way to highlight the benefits of your product or service in your sales copy is by listing them in bullet points.
Apart from making your sales copy scannable, bullet points subconsciously tell your readers “this is important.” That will make them stop and pay attention.
Bullet points are also surrounded by white space. This makes the details listed stand out even more. So the information you list here stands out more.
5. Focus on the problem
A compelling sales copy doesn’t sound like a long sales pitch. Instead, the words written here brings the reader into a place where they feel the pain of their problem.
By emphasizing the problem and the pain, you make your readers feel the pang so strongly that they are now are craving for a solution.
So when you start unfolding how your product or service can help them solve each of the pain points mentioned, they are more willing to buy.
6. Use FOMO
FOMO is an acronym for "fear of missing out," and is one of the psychological triggers that compels people to buy.
People desire to belong. And with social media now a significant part of the lives of many, that desire is stronger than ever.
You can capitalize on this in two ways:
The first is by telling them that you've hand-picked them for your offer. This gives your readers the feeling that they are very special and important. People love that.
The second is making your offer time-sensitive by creating a social media contest. When they see that there’s a deadline for them to make a decision, it will prompt them to take action at the risk of getting left behind.
Here's an example from Wishpond's co-promotion with design platform Snappa:
7. Success stories and testimonials
92% of customers are more willing to trust what other people say about your product. That alone should give you enough reason to include success stories to your sales copy.
Video success stories work best because this is now the preferred content format of customers today.
If you're a startup and don't have any of those right now, don't worry. Text testimonials with the name and picture of your customers will also be compelling.
8. Your unique selling point
Your unique selling point is what differentiates you from the rest of your competitors.
In short, your unique selling point answers the question: "why should I buy from you, and not your competitors?"
Your unique selling point doesn’t have to be magical or spectacular. What’s important is that it’s something that you know your customers will find extremely valuable and useful.
Including ellipses in certain parts of your sales copy works because…
…it’s a visual signal that compels readers to continue reading.
And when you get them to keep on reading and go through your sales copy, you stand at a much better position of converting these readers into customers.
10. FAQ section
One reason why your target customers hesitate to click on the “Buy Now” button is that they got questions left unanswered by your sales copy.
Adding an FAQ section towards the bottom of your landing page helps solve that. With this, you're able to give them answers to some of the most common questions they'd ask. Among these include payment methods, refunds, money-back guarantees, and warranties (if you're selling a physical product).
11. Freebies or discounts
Throwing in a few freebies and discounts into your offer will help increase the value your target market will get from buying from you rather than from your competitors.
You can even use this to increase further their fear of missing out by making these freebies and discounts time-sensitive. Combining these two elements will help raise the sense of urgency among your potential customers and encourage them to take action now.
12. Simple sales page design
When it comes to the design of your sales landing page, less is more.
When you have too much happening on your landing page, it can be very distracting to your readers. That’s the last thing you’d want to happen. You want them to focus on your sales copy and your message.
Just take a look at one of Wishpond's simple sales page templates:
No fluff. No bells. No whistles. Just straight, valuable information about what the software does and and why you should take it.
The reason why I saved this for last is that unless you have this and apply it correctly on your sales copy, all the other elements mentioned earlier is useless.
Perhaps the biggest mistake marketers make when it comes to creating their sales copy’s call-to-action is that they assume that readers will automatically click.
Even if you did a great job writing all the other elements, never assume that your readers will click on the button. You have to ask them to do so.
Using verbs and words that trigger their emotions and imagination can help you seal the deal.
Some examples of this are:
- "I’m waiting to help you realize your dream on the other side."
- "Your dream is waiting to become a reality. What will you do?"
- "Enroll now and start seeing your startup grow."
Now, you know the critical elements you need to create a compelling sales copy. The next step is to practice and apply it.13 Critical Elements of Compelling Sales Copy by Canva Presentations
About the Author:
Kevin Payne is the Founder of Kevintpayne.com, an inbound marketing agency and HubSpot Partner that helps tech startup founders implement inbound marketing campaign sprints to increase their qualified leads.