Sales Copy

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Sales Copy is the written content that businesses use to persuade people to take a desired action.

This action could be buying a product, signing up for a service, or subscribing to a newsletter.

Good sales copy uses persuasive writing and marketing know-how to make messages that speak to the people you want to reach.1

Visual Representation:

sales copy visual representation

Purpose:

The primary purpose of sales copy is to convince a reader to take a specific action.

This action can be:

  • Buying something: Here, the copy makes the case that a particular product or service answers the reader’s needs, encouraging them to purchase.
  • Signing up: This could be for a free trial, an email list, or a seminar. The copy points out the perks of signing up, often stressing the importance of acting quickly or highlighting something special about the offer.
  • Taking another action: This could include downloading a document, asking for a price estimate, or visiting a store in person.2

Ultimately, sales copy aims to move the reader through the sales funnel and closer to becoming a customer.

It achieves this by:

  • Sparking interest: It catches the reader’s eye and interests them in the product or service.
  • Increasing desire: The copy discusses the benefits and how it can solve the reader’s issues.
  • Urging action: It pushes the reader to act promptly, maybe because the deal won’t last long or only a few spots are available.

Key Components:

Strong sales copy relies on several key components working together to convert interest into action.

Here are some of the essential ingredients:

  1. Headline: The first attention-grabbing statement highlighting the main benefit or solution.
  2. Subheadline: Provides additional information, supporting the headline and enticing the reader to continue.
  3. Introduction: Sets the stage, often with a relatable problem or question, drawing the reader into the narrative.
  4. Unique Value Proposition (UVP): Clearly articulates what sets the product or service apart from competitors and its unique benefits.
  5. Benefits and Features: This section details the product’s or service’s advantages and key features, focusing on how they solve the reader’s problems.
  6. Social Proof: Incorporates testimonials, reviews, or case studies to build credibility and trust.
  7. Guarantee: Offers a risk reversal, such as a money-back guarantee, to alleviate purchase hesitations.
  8. Call to Action (CTA): A clear, compelling instruction on what the reader should do next (e.g., “Buy Now”, “Sign Up”, “Learn More”).
  9. Urgency and Scarcity: Creates a sense of urgency or scarcity (e.g., limited-time offer, limited availability) to encourage immediate action.
  10. Bonuses or Upsells: Introduces additional incentives or complementary products to enhance the offer’s value.
  11. FAQ Section: Addresses common questions or concerns to remove any remaining barriers to action.
  12. Closing Argument: Summarizes the key points and benefits, reinforcing the reasons to take action.4

Usage:

Sales copy is flexible and can be used in many different places to market products or services, draw in customers, and boost sales.

Here are some common places where sales copy is used:

  • Websites: On the main page, particular landing pages, and product pages to persuade visitors to buy, sign up, or do something specific.
  • Email Marketing: In emails and newsletters, keep subscribers interested and motivate them to check out offers or new products.
  • Social Media: In posts and advertisements on sites like Facebook, Instagram, and Twitter to grab attention and lead people to a sale or landing page.
  • Print Advertising: In brochures, flyers, and ads in magazines or newspapers to reach potential customers more traditionally.
  • Online Advertising: In PPC (pay-per-click) ads, display ads, and video ads on various ad networks and platforms.
  • Direct Mail: In letters and postcards mailed directly to people’s homes to offer products or services.
  • Product Packaging: Right on the packaging to point out benefits and convince customers at the point of sale.
  • Sales Presentations: In presentations and pitch decks during in-person or online sales meetings.
  • Video Marketing: In scripts for commercials, explainer videos, and promotional content on platforms like YouTube.
  • Blogs and Articles: Used carefully within informative content to gently push products or services, often with a softer selling approach.
  • E-commerce Platforms: In product descriptions and promotional spots on sites like Amazon, Etsy, or your online store.5

Related Terms:

References:

1. Laja, B. P. (2022, December 26). How to write sales copy: 7 never-fail principles. CXL. https://cxl.com/blog/7-principles-of-effective-sales-copy/

2. Ghorbel, A. (2023, October 11). Sales copywriting: The Ultimate Guide to Boosting Your Conversion Rate. LaGrowthMachine. https://lagrowthmachine.com/sales-copywriting/

3. AIContentfy Oy. (2023, October 29). The art of copywriting for sales: Techniques to increase conversions. AIContentfy. https://aicontentfy.com/en/blog/art-of-copywriting-for-sales-techniques-to-increase-conversions

4. Edwards, R. (2016). How to Write Copy That Sells: The Step-By-Step System for More Sales, to More Customers, More Often. Morgan James Publishing. https://books.google.com/books?hl=en&lr=&id=e0WJCwAAQBAJ&redir_esc=y

5. Fuchs, J. (2022, September 6). 6 tips for writing sales copy that gets results. HubSpot Blog. https://blog.hubspot.com/sales/sales-copy

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