How to write copy that sells – without the cringe!

Are you wondering how to write copy that sells? Or maybe you already know how to write copy that sells, but it always makes you cringe.

A lot of people assume that, in order to engage with audiences, your content needs to be full of cheese.

And a lot of the time, that does work! But it all depends on your brand.

Believe it or not, it is possible to write compelling copy that doesn’t make for a cringey read.

Want to find out how?

Here are our six top tips for writing copy that sells (and doesn’t make you cringe)!

1. Avoid clichés 

If you want to know how to write copy that sells but doesn’t make you cringe, try and avoid clichés.

We know how difficult this can be. After all, clichés become cliché for a reason. They are usually the best way to say exactly what’s on your mind. And it’s okay to use the odd one or two.

But after a while, clichés become boring.

Your audience doesn’t want pages and pages of overused sayings. They want to hear your voice – or, at least, the voice of the brand, product or service you’re writing for.

Not only does this reek of lazy writing, but the audience won’t be compelled to buy whatever you’re offering them. If the content isn’t original, how can they expect the brand, product or service to be?

2. Don’t lay it on too thick

If you’re wondering how to write copy that sells, there’s a good chance you’re interested in creating content.

And if you’re interested in creating content, you probably want that content to be seen.  

But how do you get your work out there without making your audience (and you) cringe?

When you’re searching for results from your content, it can be tempting to lay it on thick. After all, you want your words to matter – why not put out all the stops?

But the thing is, your audience can tell when you’re trying too hard. They don’t want you to throw your message in their face. Instead of getting them to act, you’re probably just making them cringe!

You can still promote your brand without laying it on too thick. Use your copy to encourage the audience, of course – but let the product or service speak for itself!

3. Make sure you know exactly what you’re talking about

Want to write copy that sells, but don’t know how to avoid cringe-worthy content?

Then it’s crucial that you know your product.

Imagine that you’ve just read a compelling article. The writer has completely convinced you to buy the product they’re selling. You click ‘BUY NOW’. You’re ready to make your purchase – but the price is higher than you were expecting. Or maybe the writer didn’t explain all the product’s key features. Or – worst of all – the product is nothing at all like what the copywriter described.

If you want to learn how to write copy that sells, convince your audience that you’re an expert. Your audience will never respond to your content if you give them the wrong information.

If they can’t trust the writer, how can they trust the product?

4. Proofread – and then proofread again!

Want to know how to write copy that sells?

Then you need to proofread your work – and then proofread it again!

Incorrect grammar, poor spelling and punctuation errors will instantly put your audience off. How can they trust a brand that didn’t bother to proofread their content?

It can be difficult to proofread your own work, however. When you’ve read the same words over and over again, it’s easy to bypass little mistakes.

Ask someone else to proofread your work for you. They can check your work for any mistakes you missed – and make sure it’s not too cringey.

5. Think about your audience

If you want to know how to write copy that sells, you need to think about your audience. They’re the reason you’re creating content, after all.

You wouldn’t aim modern slang at elderly customers or use stern language to appeal to kids. So, when you sit down to write your next article, think about what your audience wants. Are you using the right tone of voice? Is your writing age-appropriate? Will this grab your target audience’s attention?

But remember not to rely too heavily on tropes and stereotypes! Some stereotypes can be harmless, sure, but it’s a difficult line to walk. If you accidentally offend someone with your content, it can be detrimental to your brand.

And that’s the last thing you want when you’re learning how to write copy that sells! 

6. Don’t overload your content with cringey humour

When you’re learning how to write copy that sells, you want to show off your skills. You want your audience to know you have a way with words, and that includes humour.

But remember we talked about trying too hard in tip number two?

Your audience will also be put off if you overload them with clever comments.

Of course, we aren’t saying “no” to humour altogether. In fact, with the right audience, we encourage it!

But remember that there’s a time and a place. If you try and turn every sentence into a witty remark, your audience won’t hesitate to look elsewhere.

Don’t make jokes for the sake of it – remember to think about your audience! Does this comment add colour to my content, or will it just make the reader cringe?

Still looking for answers to the question, how to write copy that sells? Get in touch with Vocal to find out more!

At Vocal, we’re a loud creative agency that is crazy about content. Our goal is to help your company grow – no matter your business’ marketing needs. We’ve got the skills to help you succeed.

Think we can help your company? Contact a member of our expert team and start your Vocal journey today!