Is Your Sales Copy Too “Salesy”? (Naughty, Naughty!)

When it comes to your sales copy… Pushy prose about a product is problematic and should be proscribed at all costs! (How do you like that alliteration, huh?)

Joking aside, overly aggressive sales copy, making impossible claims that imply prospects aren’t too bright if they don’t buy, is a massive turn-off. In fact, it makes such a bad impression one wonders why some marketers continue to use it. Perhaps they’re just hoping to land one of those suckers born every minute? (Thanks a lot, Mr. Barnum – NOT!)

If you're struggling to create copy that generates conversions, think about the last time you bought something online. And, remember, two very important things are critical to making a sale:

• Benefits Matter – Your prospect won’t buy until you answer the question, “What’s in for me”?

• Offer Value – A sale is made only when the value exceeds the price.

Didn’t your last online purchase offer you these things, and isn’t that why you felt comfortable investing in whatever it was?

Conversational Copy is the Key to More Sales

Anyway, it turns out that the best way to create effective sales copy is to start a conversation. People want to be engaged by your copy, enhanced by the knowledge that you understand what they need and can supply it.

This is not to say that writing a catchy headline has become a thing of the past in online marketing. On the contrary, finding a way to create interest is mandatory for beginning the conversation! (Just stay away from the “limited time,” “don’t miss your chance,” and “one time only” type of hype. And avoid too many exclamation points!!!!!)

To get started, imagine how things might go if you and I were to sit down and have a face-to-face conversation about the services you offer. Or, imagine that same chat with a friend or family member. You wouldn’t come at either of us with a line like, “Get it now before it’s all gone” would you? (Before what’s all gone – YOU?)

No, the way to offer value on the benefits you have to offer is to know your audience and recognize their pain points. Then you must present them with practical, real-world solutions that will work – for them AND you.

By doing that, you will be able to engage your audience more fully. You will then connect with them emotionally, enabling you to lead them to a place where they feel they can trust you and are ready to buy your product or service.

While it’s not rocket science, it is about understanding human nature. It’s about appealing to each individual’s self-interest, without labeling them as selfish. It’s about being helpful in a way that they can appreciate for its own inherent value.

For more tips on improving your sales copy and building value for your clients, contact Ted about his business consulting programs.