Write Sales Copy that Makes a Difference

Your sales collateral is built around written statements and messages. You might be building a special offer landing page, developing a website for e-commerce, or producing targeted mailers. No matter what kind of sales-focused material you are producing, effective copy can make a significant difference to your sales performance.

Effective sales copy captures and holds the attention of your audience. It should clearly communicate the value of your offering and clearly explain why that value is worth their investment. Quality sales copy isn’t easy to create, but following these tips will help point you in the right direction.

  • Steer clear of jargon. Unclear or niche industry terms, shorthand, or acronyms may turn people away. The more people understand your message, the more likely they will be to respond in the way you want them to. Keep your language simple, straightforward, and to the point, making bold, direct statements about your product or service.
  • Use “active voice”. Write sentences where the subject acts upon its verb. This creates a more urgent, direct, and accessible tone for your reader. 
  • Strike a positive tone. An optimistic tone helps the reader imagine the benefits of your product or service, which means they will be more likely to take desired actions.
  • Employ short, punchy sentences. Long sentences can be useful to communicate complex ideas. But your core value proposition should be simple. Get to the point. Write direct statements and edit out the fluff.
  • Call to action (CTA). Call your reader to action. This is absolutely essential, and you should carefully consider what actions you want the reader to take, and give them an easy path to do so. Place your CTA somewhere it cannot be missed.

Examine your sales copy. Have you considered these elements?

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