The more specific you can be in your sales copy, the more impact you’re going to make. When you’re writing copy for your own business it’s easy to overlook details that can be compelling selling points because you assume your customer already knows this.
So I’ve created this checklist for you, so you can produce concrete copy that demands your customer’s attention!
Does it include your personality?
If your personal brand or reputation is front and foremost in your business, then you want to make sure your copy sounds like you. If your customers feel personally connected to you, they are more likely to trust you and listen to your advice when you tell them how you can help them.
Think of the words and phrases you tend to use when talking to a friend and sprinkle them into the copy. Do you say words like awesome and cool? Or are you a little more formal? It really doesn’t matter as long as you can include some words or a few phrases that distinguish you from your competitors.
Are you speaking directly to your audience?
Is it for men? Is it for women? Perhaps it’s work at home moms or retired school teachers. Whoever is in your target market, you need to reach out and show that you understand them by using:
- Situations they are familiar with
- Industry words or phrases they are familiar with
- The style of language they use
- The style of language that motivates them
- The ideas and themes that inspires them
For example, if you offer a virtual assistant for work at home moms, it’s important that they feel you understand their situation
“Instead of juggling breakfast with getting the kids ready for school and responding to that customer enquiry on your laptop, imagine waking, feeling rested knowing all your overnight customer enquiries have already been handled. Feel free to enjoy the quizzical look on your daughter’s face as the laptop remains closed over breakfast and you’re able to give her your full attention as she tells you about her test that day. Don’t worry, just how you manage to be a supermom will stay our little secret…”
Are the results specific?
This is where a lot of sales copy can be weak. It’s just so tempting to use words like “improve” “better” or “success” for example, but all those words, whilst positive, are unquantifiable and as a result, don’t make for compelling reasons to buy.
Consider the previous example. Our supermom knows her biz enquiries are being taken care of. Now, regardless of how many she gets in a day, because you’re speaking in specifics, it will mean something to her. If she gets a few a day, it might not be a big deal, if she’s constantly swamped, you’ve just struck upon the pain point that is going to make her hire you.
So, look at your sales, copy, are you explaining specifically what your product will do for example:
- How much time it will save
- How much money it will save
- Whether it reduces or gets rid of pain
- How it can improve their health
- What administration / business service will they no longer have to deal with
Does your customer know how it works?
Unless you explain exactly how your service works, your customer might think it’s more complicated than it is and not bother hiring you. Don’t assume she will contact you to find out more, instead:
- Explain what communication is involved (if any)
- Explain what effort is needed on her part
- Let her know what format your help comes in
- Tell her what happens after she completes her purchase
Sales copy should give your customer enough information so that she can make the decision to buy, or return later to buy. The more uncertainties in her mind, the less likely she is to commit to a purchase.
Let me know how you get on and if you’ve got sales copy that shows good examples of using specifics to convince the customer let us know!