A lot of people get overwhelmed by the idea of writing sales copy. They may feel competent about blogging or emailing their list, but when it comes to actually writing sales letters…. Woah! Forget about it!
However, I’m here to tell you that it is NOT as difficult as you may think. In fact, regardless of whether or not writing comes naturally, you CAN be good at it. In fact, with the right formula, you can even be great at writing sales copy. Take a look at my five-step copywriting formula and learn just how easy it can be to create a high converting sales letter.
Know your audience and their problem.
Let me tell you, it’s impossible to write effectively if your copy doesn’t SPEAK to your audience. That means you need to know exactly who you’re writing to and exactly what problem is keeping them up at night.
Now you may not like this suggestion, it’s a step that many people shrug off and skip, but I recommend creating an entire profile for your ideal client (or clients). Even go as far as to give him or her a name.
Some basic questions that will help you get started:
- Is your ideal client male or female?
- Are they single or married? Do they have kids?
- How old are they?
- What are their occupations?
- What are their hobbies?
- What do they like to read?
- Who do they follow on social media?
- What are their goals?
- What are their pain points?
- What do they value?
- Is there a quote that inspires them?
- What objections would he/she have for making a purchase from you?
As you noticed, one of the questions in that list is “what are their pain points?” There can actually be a number of them and it’s good to know them. However, you also want to find the one that is keeping them up at night, the problem that your solution can solve. And that’s the pain point you’re going to focus on helping them with in your copy.
Share your story.
This was something I used to struggle with, personally. I would tell my clients to tell me THEIR stories and how they came to be where they are or how they came to this solution, but I didn’t know MY OWN story.
Then with a lot of soul searching and a little digging, I came to realize what pieces in my past motivate my present.
Why do I tell you this? Because I want you to understand that everyone has a story. Even if it isn’t all that clear. You may just have to do a little extra digging to figure it out.
Now, if you know your story well, it’s just a matter of getting it down on paper.
There are two approaches: you could do a massive brain dump and just write writing out EVERYTHING that comes to mind or you could speak your story into your phone and then pay someone on Fiverr to transcribe it.
The reason I suggest talking out your story is that you don’t want to leave anything out. And you really don’t want to edit yourself as you write (for many of us this is super tempting).
Once you have your ENTIRE story down, THEN it’s time to go back and edit your story. Try to cut it down to just a couple paragraphs of the most relevant information, the parts of your story that lead the reader directly to your solution.
Share your transformation.
So that leads us to your solution, itself. The big transformation you provide.
Now, I realize that not EVERY solution is transformational and mind blowing. For example, a friend of mind creates all natural plug in air fresheners as a solution to the Glade and Air Wick plugins that use harsh chemicals which could potentially be harmful. Is that likely to transform someone’s life? Probably not, although if the chemicals were making them sick, it could be incredibly impactful.
The point is, no one woke up thinking, “I hope someone tries to sell me some all natural plug ins today.” However, they probably do want to have a home that smells amazing without having to worry about the effects of harsh chemicals.
That’s the transformation.
Present your offer.
This is where, in your copy, you lay out exactly what they will get if they purchase your solution. It should also only take up a small portion of the whole letter, maybe 20 percent. The remaining 80 percent of your letter should be focused on the benefits and transformation.
As you’re sharing your offer, avoid the temptation to talk all about the features.
For example: My solution is an online program that teaches you simple bodyweight exercise routines to help you lose weight and feel great.
The fact that it’s an online course is a feature, not a benefit, and the way it’s presented here is focused on the product and NOT on the end user.
Here’s the difference: My solution is a simple, step-by-step exercise program that will help you drop those extra pounds and feel great again. And the best part, the trainings are all accessible online so you can fit it in when it’s most convenience for you. We work around YOUR schedule.
In the second example, the focus is on the end user and the writing is much stronger. I also used trigger phrases like “step-by-step” and “simple.”
One simple way to share features is to turn them into benefits using “so that.” For example, “This course is all available online so that you can study at your own pace and on your own schedule and not miss out on any time with your family.”
That’s kind of long winded for a bullet point, but you get the idea. Using “so that” allows you to, essentially, tell the reader why a feature is beneficial to their lives.
Call to Action
The final step is where you ask the customer to buy from you. It may SEEM like it’s obvious but you really need to tell readers EXACTLY what to do. For example, “Click the button below to sign up and get instant access to our online training program.”
While these five steps may not help you generate millions in sales, they can certainly help you improve your copywriting and potentially save you hundreds or thousands by not hiring freelance copywriters. And remember, the more you do it, the better you’ll be at writing and the easier it will come. So just stick with it and you’ll get there!