How to write selling copy

What is selling copy?

These questions matter for any business, because the text on a website is created to become a powerful promotion tool. But tools only work well when you know how to use them.

Selling copy is:

• a conversation with your target audience (TA);
• handling objections;
• answering every question;
• a call to action.

The first thing to do is set the right tone of communication. Speak to your TA simply, vividly and correctly. No matter how complex your product or service is, the delivery must be simple. The reader is lazy and wants information without effort. Most of the time it is best to keep a businesslike, trusting tone without excessive emotion. There is no template on planet Earth for selling copy with a universal structure, tone and guaranteed result. Above all, it is about sensing your TA: solving their problems, touching their emotions and prompting them to act.

7 tips for creating copy that will sell:

1. Avoid sugary language and pushy claims that life is impossible without your product or service.
2. Talk to the audience to the point; don't explain the obvious. Example: "a toothbrush is an important attribute of morning hygiene and an integral part of oral care; without it you cannot properly look after your teeth".
3. Describe what you can do: what practical value your service brings the client, why they need your product specifically.
4. Give the audience more detail: walk them through your work step by step, tell the truth and nothing but the truth - everything comes out sooner or later, and then you risk your company's image. The audience feels and understands what it pays a given price for. Sweet lies cause no emotions except aggression or disappointment.
5. Don't forget numbers and specifics. Support and reinforce your words with figures and examples. Example: "We process cake orders fast - leave a request on the website now and pick up your cake in 2 hours 30 minutes".
6. Give guarantees that make the audience believe nobody risks anything when buying or ordering. The stronger the guarantee, the faster people will buy from you specifically (money-back, product return, quality, deadlines, result). But these must not be empty words - offer only real guarantees. Combine different kinds of guarantees in the text. Always put yourself in the audience's shoes and write guarantees that motivate the purchase, so clients aren't afraid of being cheated.
7. Work with objections. That means closing the information gaps. Answer every possible question and objection that may arise before the purchase; explain every detail in plain words. After reading, a potential buyer should have no questions left. Before writing, study your direct competitors' websites and do it better, more confidently, in more depth and more usefully. Competitors' resources may hold plenty of negative reviews - they will help you address objections and make your material stronger. Which means it will sell.

How long should it be?

There should be neither too much text nor too little. There should be enough for the target audience. Many claim that nobody reads long texts on websites - that is not true. A user reads as much as they need to read, and it depends on how fast they make decisions in life. Defining the target audience and identifying its problems and needs is the marketer's job. Then the copywriter takes over.

To create material that sells, you need to test, analyse and think through every sentence.

From the above, the conclusion is simple:
Selling copy consists of answers to the TA's questions and solutions to its problems.

If you want to order selling copy, we will gladly help you make it happen.