3 Steps To Better Sales Copywriting

Whether you're wet-behind-the-ears or a seasoned copywriter, your craft will benefit by remembering one thing:

You're nothing more than a salesperson.

There's an old saying in the "business" that, "a copywriter is a salesperson sitting in front of a typewriter." True, few of us are using typewriters these days. The principal, however, remains unchanged.

We're in sales. I know this. You know this. We all know this. Yet why does much of the copy out there, especially ads produced by expensive agencies, seem to miss the point?

If all we're doing is sales, albeit transmitted through a written or broadcast medium, then we'd better know what we're doing.

Starting the process

While studying creative writing, I learned this storytelling maxim: every character has a motive for being in a scene. The same is true in a sales situation.

The salesperson's motive is simple. He wants to make the sale and get his commission. But what does the potential customer want?

First, what type of customer are they? Are they ready to make an immediate buy? Are they information shopping, looking for a great deal? Are they even looking for our product or service?

Ask Questions, then Shut-up and Listen

When selling to prospective customers ask questions that get them to reveal their needs. It's a mistake to sell the product on the tip of your tongue. "Model X" might work, but if you listen you might discover that the more expensive "Model Z" is what the customer really needs.

Once you know why the prospect is there--whether they have an unresolved need, an emotional reason for buying, or they're just shopping around--tailor your pitch to their specific reason.

Now when you make the pitch, tell how your product benefits the customer, rather than rattling off product features you think he cares about.

When You're Finished, Close the Door

By this point your spiel should be unforced. You know the customer's "hot-buttons" so everything should be smooth sailing.

After you've explained the last product benefit, you (as the salesperson) are obligated to close the deal. The way you do that is simply to ask, "Are you ready to make your decision?" or "Is this the product you'd like to buy?"

Hopefully the answer is yes. If not, then you ask, "When would you be ready to make your decision? Can I contact you then?"

What Does This Have to Do with Copywriting?

Remember, you're nothing more than a salesperson. So you, so while writing copy, you should go through similar steps.

1. Qualify the prospect. How you write your copy, and the ratio of hard selling to information-based soft selling, will change with the medium you're working in. But the first thing your copy should do is state outright what business you're in and what you're selling.

If your pitch is too vague, if it's implied, or it depends on prior knowledge for comprehension, then your prospect might never realize he needs what you're selling.

2. Sell Benefits, not Features. I've heard many sales trainers say, "It's not about you, it's about them." That's golden advice. The best way to apply this idea to your copy is by focusing on your product's benefits.

A sports car's features might be power steering, fast acceleration, and fuel efficiency. The benefits of that same car to a man a mid-life crisis, however, are the social status and appearance of youth it gives him. Which reason, the benefits or the features, would cause him to buy?

In a face-to-face sales environment it's easy to ask for a specific customer's needs. When writing sales copy you can create the same rapport by being customer-centered. To do this, write in the second person, or "You" voice. If your copy repeatedly says your company does this, or your product does that, you're being self-centered. Your prospect won't see himself benefiting from your product.

3. Close the Deal. I can't count how often I've read a brochure, watched a commercial, or visited a website and had no clue about what I was supposed to do.

Always end your copy with a Call-to-Action.

Tell the customer exactly what you want him to do. This isn't the time to be cute, so be exact. Do you want him to call you? Click a "Buy This" button? Make a donation? Tell your customer, or else he won't do anything.

When asked what I do I usually say I'm a freelance marketing and publicity copywriter. I'm might revise the statement to, "I'm a freelance sales copywriter," because that's what it all comes down to: sales. Whether your copy creates a direct response or creates publicity and general awareness of your company, if you don't sell you might as well not be in business.

About The Author

J.L. Reid is a freelance marketing-er-freelance sales copywriter based in Raleigh NC. Visit his website, www.reidwrite.com, to learn more about his services.

---

10 Tips for Tech-Writers

Tech-writing is a tricky business. It's not a very high... Read More

Writing Effective Sales Copy

Whether you run a home-based business or Microsoft, one thing... Read More

Is Your Content Provider Selling You Ripped Content?

Ripped content: well the term itself is self explanatory. Content... Read More

Does Your Copy Look Fake To the Search Engines?

From the early days of search engine optimization, keywords and... Read More

Writing Great Website Sales Copy

Many small businesses fail because their owners don't pay enough... Read More

Web Writing - Dont Lose Your Visitors Attention!

Did you know that your writing can have a huge... Read More

Memorable Sales Copy -- How to Write it

Want to know the secret of creating MEMORABLE promotional copy?... Read More

Sticky Homepage Copy in 30 Seconds

Yes indeed, that's all you've got, 30 seconds to make... Read More

What Is Persuasive Copywriting And How Can It Help Your Business?

Persuasive copywriting is what draws the attention of prospective customers.... Read More

Discover Your Creativity

You have a choice. Do you want to be constructive... Read More

Some Copy Tips From An Old Hand

I have been in the ad game for a long,... Read More

A Free Lesson On How To Easily Write Ads That Are Guaranteed To Make You Money

COPYWRITINGAfter determining what we are going to sell, the next... Read More

Bullshit Avoid the use of the word Bullshit

It is important in this new paradigm of political correctness... Read More

The Truth About Negative Commands (Dont Read This!)

Everyday when I read promotional emails and advertisements, or listen... Read More

No-Holds-Barred Conversation with Dan Lok - Part 1

Question: If you were starting out and had no references... Read More

Should You Use Testimonials When You Create A Web Site?

You've probably seen web sites with testimonials - they can... Read More

Five Tips for Writing Eyeball-Grabbing Headlines

If you made it this far, the headline for this... Read More

7 Big Ticket Copywriting Secrets I Learned from Ted Nicholas

I recently sponsored and attended Joel Christopher and... Read More

Advice for Copywriters: How to Win the Freelance Bidding War

Are you a freelance copywriter working from home? If so,... Read More

Designing for a Non-English Audience

Having worked as a digital publishing specialist at a large... Read More

10 Tips for Aspiring Freelance Copywriters

Every week I receive a couple of emails from people... Read More

How To Make A Career Out Of Copyediting And Proofreading

Do you possess the qualities of a good proof reader?... Read More

Making a Living as a Copywriter; Freelancing Versus Agency

So You Want To be A Copywriter?Wannabe copywriters often check... Read More

Top 3 Rules for Writing Effective Copy

One thing all successful Internet marketers have in common is... Read More

Steps to a Writing an Effective Press Releases

Want to get the most media attention and spotlight for... Read More

Step One for Copywriters: Understand WHAT to Say

Find a passage of poorly written copy, and chances are... Read More

How to Develop a Killer News Hook

When you are going to write a press release probably... Read More

How to Make the Most of Your Website Copywriter

Many people feel uncertain when dealing with copywriters. Like any... Read More

How To Become Qualified As A Proofreader

The field of proofreading is not as easy to get... Read More

Can Honest Copywriting Succeed?

I confess--I'm a marketing heretic! I've built my career on... Read More

Give Me $1 And Ill Have A Powerful Marketing Weapon

One of my most powerful marketing weapons costs me less... Read More

10 Eye Popping, Jaw Dropping Ad Copy Secrets

1. Use a hand written letter on your ad copy... Read More

Its Time To Start That Swipe File

Just as great fiction is an art, so is great... Read More