How to Write Effective Sales Copy
By Stephen Bucaro
Writing sales copy is not like any other writing, there are a few basic principles that
must be understood to write effective sales copy. I explain those principles here.
The most important principle of writing effective sales copy is to remember that your
prospective customer is always thinking "what's in it for me?" How great your company is, how
competent you are, even how great your product is are only secondary considerations to your
prospective customer. Use the word "you" frequently throughout your sales copy. And always
remember that your prospective customer is always thinking "what's in it for me?"
The second most important principle of writing effective sales copy is to always write
in a conversational style. Writing in a formal or technical style will bore most people. They
won't even complete reading your copy. Any time you're writing sales copy remember that you're
a stranger to your reader. There is always the matter of trust. You need to write in a conversational
style to impress upon your prospective customer that you're a regular guy just like them. This
helps increase the level of trust.
Another important thing in writing of effective sales copy is the marketing principle
known as the USP (Unique Selling Proposition). I don't care what type of product you're selling,
there's a lot of competition out there. Your prospective customer can find something similar
to your product in thousands of other places. What makes your product different? What makes
your product better, than everyone else's? Is it the quality? Is it the value? Is it the friendly
service? What is your USP?
Another important marketing principle is that benefits are more important than features.
Let's use the example of buying a new car. The features of a new car may be smooth ride, comfortable
seats, good acceleration. These are all important features of a new car. But one benefit of
a new car is that it will make all your neighbors envious. Now which do you think is more important
to a new car buying decision, the good ride, or the fact that a new car will make all your
neighbors envious? It important to describe the features of your product, but it's the benefits
that really make the sale.
The last important principle of writing effective sales copy is to end with a "call to
action". I can't tell you how much sales copy I've seen where the copy writer describes the
features and benefits of the product, and even the USP, but never asks the prospective customer
for the sale. I wouldn't even ask for the sale, I would tell the customer to buy now, and then
explain exactly how they go about purchasing your product.
There are many other principles and tricks you can use to write effective sales copy,
but the basic participles are the ones explained here.