How to write sales copy that everyone can engage with in 12 steps

Have you ever wondered how to write sales copy that appeals to everyone? If you’ve asked yourself this question but still can’t master writing the perfect sales copy, we can help you. Follow this easy guide to writing compelling sales copy in 12 simple steps.

1. Identify your target audience  

You need to know exactly what your target audience expects from your product or service. You should think about the following when trying to write effective sales copy:

• What challenges does your audience face?
• How does he/she overcome obstacles?
• What goals is he/she’s trying to reach?
• How can you help?

2. Make it readable

One thing to remember when considering how to write sales copy is to make it readable. Too often copywriters write content that is not only boring but impossible to read. This is because the copy isn’t in a clear structure and doesn’t flow properly. Readability comes down to several factors, including:

• Relatable language
• Storytelling
• Short sentences
• Lists and bullet points with key information
• Bold or larger copy to indicate important points.

3. Short paragraphs

Writing short paragraphs works effectively when writing sales copy. No one wants to sit and scroll through large chunks of text as they’ll become bored and switch off. Keep paragraphs brief to keep your readers engaged.

A good structure is important when it comes to good sales copywriting. It’s crucial your copy looks professional and presentable and can be easily read.

4. Tone of voice

Be sure to keep your sentences short and avoid using complicated jargon. Your content should be easily understood by your readers. Using long sentences and phrases they don’t understand will put them off reading the content.

However, you should adapt your writing style to reflect your customer’s language. This will change depending on what it is you’re writing about. Don’t write the way you speak. You need to impress your readers, not yourself.

Use power words

Power words are persuasive and emotional words that trigger a positive or negative response. Examples of power words are “best” “new” or “now”.

5. Write compelling headlines

An important thing to learn about how to write sales copy is writing headlines. The headline is one of the most important parts of your blog. It’s what invites the reader to read your blog. If your headline isn’t engaging, fun or intriguing the reader will disengage.

6. Use visuals

Usually, visuals can help convey a message better than words alone. Over half of people read things visually so this is a sure way you can adapt your copy to everyone. Infographics, videos and images are all examples of how you could use visuals in your copy. If you split up chunks of text with compelling images, people are more inclined to continue reading.

An example of how to use visuals in your copy is through product demonstrations. People like to see how things work before they buy them. Sharing a video on ‘how to install a child’s car seat’ is a good example of this. People will engage with this more than your competitor who hasn’t supplied a video.

7. Social proof

Still wondering how to write sales copy that appeals to everyone? We still have plenty of tips for you, such as social proof. You can appeal to readers by bringing in the thoughts of other readers or customers. People are more likely to buy a product if they’ve heard first-hand experiences of the product from someone else. Ways you can use social proof in your copy include:

• Starred ratings
• Reviews
• Testimonials
• Case studies.

8. Create ads suitable for all devices

Another key thing to think about on how to write sales copy is how are people accessing content. Most people spend their time on their mobile phones and read copy that way. Ensure your copy is accessible to read on a mobile device the same way it would be on a computer.

9. Sense of belonging

People like the idea of feeling like they are part of a group. When considering how to write sales copy that appeals to everyone, we know how you can achieve this. Ask your readers to ‘become a member’ or ‘join our mailing list’. This makes them feel more connected as if they have a personal relationship with the brand.

10. Fascinate your audience with stories

Sharing stories with your audience is a powerful tool that can help engage them with your content. Stories can be humorous, emotional or informative. Your stories should be memorable that sticks with the reader. People like stories they can relate to and share with others. Be sure to tailor your story to the content you are writing about. It should be relevant.

11. Create an inspiring call-to-action 

Another thing to bear in mind about how to write sales copy is how effective a call-to-action can be. At the end of each piece of sales copy should be an attractive and easy to spot call to action. This should be something that is eye-catching to the reader, such as a button. 

For example, if you talk about a product, display a ‘shop now’ button under it. The option is there if they wish to buy the product and the call to action is clear.

12. Proofread

Proofreading is key when publishing content. You don’t want to put out copy that is full of mistakes as it looks unprofessional. What does it sound like when you read your copy out loud, does it make sense? If it doesn’t make sense to you, it won’t make sense to your readers.

We are here to help

By now you should be all clued up on how to write sales copy that appeals to everyone. We appreciate we have given you a lot of information to digest but we hope this guide helped.

If you still need help with your copywriting you can contact our team for a chat.