Write Copy to Engage, Persuade, Overcome Objections
a simple overview of what works to write great sales copy
Ever wondered why some sales copy just hits the mark?
You're casually scrolling through a social media feed, browsing a forum, reading a magazine, organizing the day's mail and BOOM! A headline catches your eye. You stop. You read the next line. And then the next. Before you can say "Bob's your Uncle!" you realize you read the whole thing.
Why?
From the moment you start reading, you're promised a reward. It could be a life hack, a nugget of wisdom, a chuckle, or even a brain teaser. But the promise is clear: stick around, and you'll get something out of it.
This reward system is closely tied to the concept of vision. Good sales copy is like a guided tour. It begins with that reward promise, then takes you on a journey from where you are now to where you need to be. No detours, no pit stops. Each sentence, each paragraph, is a stepping stone that moves the conversation forward.
Now, what makes this journey feel real and tangible? Specificity. The more concrete your copy, the more real it feels. Vague, wishy-washy copy is like trying to catch smoke with your bare hands. It's confusing, it's frustrating, and it's a surefire way to lose your reader. Say how many people are in the room. Describe the itchy cheap wool fabric.
But specificity alone isn't enough. Your copy needs to be interesting, to pull your reader in like a magnet. It should scream...or at the least shout..."I care about you, and I care about this." If it doesn't, you might as well be writing to a brick wall. This interest is what fuels the momentum of your copy.
Momentum is crucial. Your reader should feel like they're on a road trip - a bus ride - with you as the driver, moving swiftly and smoothly from start to finish. No backtracking, no repetition. And each section should be shorter than the last, keeping the pace brisk and the reader engaged. This momentum is maintained by the efficiency of your words.
A few emails ago I shared how you can use short words and short sentences to create this momentum. How to make your point with the sharpest, clearest words you can find. Pack them into tight, punchy sentences and paragraphs. No fluff, no filler. This efficiency is what paves the way for persuasiveness.
Persuasiveness is non-negotiable. Your copy should be a sales pitch, soft or hard, presenting all the reasons why your reader should do what you want them to do. These reasons are the benefits your product or service will bring to their life. But to make these benefits believable, your copy needs to be credible.
Credibility is a must. Your copy needs to be as trustworthy as a handshake. Use every tool in your toolbox to prove your point: personal experiences, testimonials, expert opinions, logic, visuals, demonstrations. The more proof you provide, the stronger your case. And a strong case is one that can effectively address objections.
Objections? Address them head-on. Tackle the common hurdles – cost, inconvenience, past disappointments, social pressure. Do it subtly, without naming them outright. Once these objections are addressed, it's time to guide your reader towards the desired action.
And finally, be clear about what you want. Spell out the desired action in detail. For example, "Fill out the enclosed order form and send it back to us in the prepaid envelope." Remember, your copy should be as long as it needs to be to do all of this – but not a word longer. This way, your copy becomes a well-crafted journey, leading your reader from interest to action.
Okay, that’s it for the moment.
Have something you’d like to say or share? I’d love to hear it. Leave a comment.
Talk soon -
Charlene Burke
PS Why, yes, indeed, I do have room on my schedule for another project! I’m so glad you were wondering. Feel free to get on my calendar for a virtual coffee chat to discuss having me take care of some of that overflow work you have on your desk. Click here: Coffee with Charlene
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“You don't need a big close, as many sales reps believe. You risk losing your customers when you save all the good stuff for the end. Keep the customer actively involved throughout the presentation, and watch your results improve.” – Harvey MacKay