The quality and design of your sales copy are just as important as your product or service. You may have the most outstanding product or service in the world, but if the design of your copy is not compelling, It may not move your audience to become loyal to your offering.
If you want your sales copy to convince and convert here are some of the things you need to keep in mind as you move from the basics of grammar, vocabulary and syntax.
Your Headline
The headline is the most critical part of your sales copy. Your headline should capture the attention of the visitors and suck them into the body of your sales copy.
Remember you have only ten seconds at most to capture the attention of your prospects or they will just click away. You can quickly achieve that by having the most significant benefit of your product in the headline of your sales copy.
Put simply, the headline should be benefit-driven, attention-grabbing and made to persuade the reader of your sales copy to keep reading.
Beyond the words used, you need to factor in colour and headline design. Colour, for example, has a significant impact when it comes to the users’ response.
Facebook demonstrated this when they switched from blue notification icons to red ones.
To keep their branding recognisable, then initially used blue icons. But nobody clicked on them. When they changed to red icon notifications, everyone clicked on them almost immediately. The colour became irresistible.
So too with your headlines. If you want to capture the attention of your audience, who often do not read beyond the headline, you need to factor in branded and persuasive colour and typography into your sales copy titles.
Bullet Points
You should use bullets to highlight the benefits of your product or service.
Bullet points are highly readable, and they tend to stop the reader in their tracks and enable them to absorb short, simple facts or suggestions.
As a matter of design, indenting those bullet points has a significant impact on readability and should be factored into your overall sales copy design.
Remember, most people will not read the sales copy but skim through it and bullets enable you to focus their attention on the benefits of your product.
Benefits vs Features
We already know how important it is to focus on the benefits of using your product as opposed to the features of your product.
For example, the phrase “comfortable mattress” describes a feature but “Wake up relaxed and ready to face the day ahead” goes further to show the benefits of the feature.
But equally important is the layout and use of colour to distinguish between benefits and, features – both positive and negative.
The use of lookbook creators to highlight features and comparisons in fashion and clothing is a great way example of using colour and design to highlight a product’s features.
Bolding and Highlighting
Bolding and underlining emphasise essential points or phrases.
Highlighting those same points in yellow and adjusting the typography and position can make those points even more compelling and effective.
Of course, you don’t want to overdo it, or you will lose the intended purpose in the first place.
The Call to Action
You should have an active call to action throughout your sales copy. For example, you can include such calls to action as “Click here to unlock your potential right now!” or “Click here to discover the secrets now!
You should also create a sense of urgency so that your prospects are motivated to take action right away.
Writing a good sales copy is one thing that you must invest your time to learn and practice if you are to make good money from your sales copy efforts.
