Boost Sales – Tips For Writing Persuasive Copy

  • April 1, 2014
copy

You might have the best product in the world but you certainly won’t be maximising your sales potential if your sales page isn’t up to scratch. If your sales numbers leave something to be desired then have a read of these top tips!

Keep It Light

In order to make sales you’ll want to foster a personal connection with your audience. A conversational tone works best. Write as if you are talking to a good friend. Avoid using complicated language, avoid the typical sales pitch clichés and corporate mumbo jumbo.

Tell A Story

Everyone loves a good story, and having a narrative within your websites copy can really help to engage visitors. I’d really recommend using some kind of narrative to help carry your ideas. That being said, don’t cram a story into your page if it doesn’t fit or feels unnatural.

Break It Down

You don’t really read things on the web, do you? You probably haven’t even read all of this article! It is well established that the majority of people simply scan the web. Make it easy for your visitors, break up your page making full use of the following elements:
  • Headings
  • Sub-headings
  • Paragraphs
  • Images
  • Bold and italic type
  • bullet lists
  • captions

 

The Formula

This classic 1-2-3-4 formula is well established and has been working wonders for marketers for years. Here it is in its most basic form.

1. What I’ve got
2. What it can do for you
3. Who I am and why I’m trustworthy
4. What you should do next
 

1. What I’ve got

Explain the product or service, what it does, who it is for. Keep it short. Ideally no more than a couple of lines.

2. What it can do for you

 
After your tantalising intro jump straight into the benefits of the service concentrating on how it will benefit the life of the reader.

3. Who I am, why I’m trustworthy

This step isn’t always necessary. If your audience already knows who you are then exclude this part or keep it brief. In most cases though you’ll want to introduce yourself and tell the reader about your experience and expertise in the field. If you have a photo it’s a good idea to include it somewhere on the page as this also helps the reader to connect with you.

4. What you should do next

You’ve got this far, don’t leave your prospective customers hanging! With any luck they are dying to know how they can buy or find out even more about your fantastic product. What you want here is what’s known as a call to action. In case you don’t know what that is; it is a clear instruction or suggestion to push readers towards whatever your end goal is.
 
This could be in the form of a unmissable button labelled ‘Buy Now’ or perhaps ‘Sign Up Today’ or ‘Contact Us’. No doubt you will have seen these plastered all over the web. It needn’t be as brash as those examples. It can just be a few lines of text with a discreet link. In my experience a bold and defined call to action works best, just make sure it matches the style of your site.
 

Summary

These are the very basics, the building blocks of an effective sales page. It can take months, even years to perfect your own style and figure out what works for your particular business and audience. Start with this framework and edit it as you see fit, don’t be afraid to experiment. Entire careers are dedicated to optimising copy like this. Even tiny things like a single exclamation mark in the right place can make a noticeable difference to conversion rates! Follow these fundamentals and you should be well on your way to maximising your sales potential.

Gareth Jones
Technical Guy at SiteZulu