Do you know those online stores that can barely keep up with their stock?
Those that sell time and time again? What’s the difference between them and your store? Is it possible to increase conversion rates just by powering up your sales copy?
Good news. Yes, it is.
Word choice plays the most important role in convincing someone that your product is worth buying.
But it’s not just the word choice. Let’s explore together five principles of effective sales copy.
Know your audience and their needs or desires
One of the hardest parts of selling is that you don’t really know your audience.
Your sales pitch might be top-notch. Your sales copy on your product pages might get 10/10 in the “Sales Copy Mastermind Test” (I just made that up).
However, let’s imagine three kinds of people: a mother, a volley player and a teenager. Would you target all of them? Would you speak to them the same way?
In order to write effective sales copy, you must know who your audience is and what drives them – what desires or needs they have, how they want to be talked to.
You need to create a buyer persona for your customer. You can name them, assign certain characteristics to them and get to know their problems.
Hubspot has put together a really cool guide on buyer personas. Check it out here!
Write your sales copy on Facebook Messenger
… or at least pretend to!
How would you explain your product to your best friend? Would you use posh words that are often irrelevant?
Try to write your sales copy as you would write it on Facebook Messenger. Here’s an example:
Hey *dude that’s running a Shopify store and wants to increase sales*, look at this new article I’m writing right now. It’s a bunch of tips on how to improve your copy on your website.Mia, the Conversion Apps girl
You’re dealing with people in B2C. Even in B2B, you are still communicating with people. Forget the buzzwords, the fluff and the irrelevant details.
If you read your copy and you’re reluctant to send it to your friend as you normally would, drop it.
Get to the point in your sales copy and avoid anxieties
The t-shirt I’m selling is really nice and one of a kind! However, you need to check your size (it’s just 5 clicks away), and then take your measurements cause mine might be wrong, and then maybe check the cuts because the man version wouldn’t fit great on a woman and vice versa and…
Stop right there.
Your product description and sales copy needs to do these three things:
- Tell ME what the product is;
- Explain to ME what the product does;
- Re-assure ME that the product really is for me.
Write for a 5-year-old
Are you familiar with the subreddit r/explainlikeimfive?
If you want people to read and understand your text, it needs to be readable.
There are a few things you can do to improve the readability of your sales copy:
- Use a good and readable font – don’t make it too big or too small, and don’t use random, cool fonts you found on the internet. As much as I hate to talk about it, comic sans is NOT a cool font.
- Use paragraphs. Split your long sentences into shorter ones, and divide your wall of text into small paragraphs.
- Use headings and subheadings. Don’t leave a bunch of text not separated by any subheadings. Make sure that you respect the headings hierarchy too – H2 comes after H1, and H3 comes after H2.
- Use easier-to-understand words. This tool can help you spice up your content using lighter words.
Don’t write too much or too little. Write as much as your audience needs
Some people say that longer copy distracts users. 79% of people DON’T READ.
However, the rest do read everything, and those are your audience and the people that you need to target.
Point is, you need to write clearly and as much as you think your audience needs to know. If those users are interested in what you have to say, they will read it all.
Having a clear answer or explanation on what people look for online can guarantee you a spot for passage indexing. This essentially means that Google can index your answer on the top of the search engines.
Besides, you don’t want to leave any important information aside. Everyone can skip the parts they don’t want to read, but not everyone will buy your product being unsure of what it does exactly.
If you’ve read this far, it means that my copy is not too long, it’s written in an easy-to-understand way, I wrote to you as I would to my best friend. And, most importantly, you’re the perfect audience for Conversion Apps.
Until next time!