So let’s first explain that sales copy is the text you use to persuade your readers to take a specific action. The copy can be used in sales emails, on web pages or is brochures and letters.
But while we know it’s effective but many copywriters aren’t so keen on writing it. In this episode we’ll be chatting with Jesse Forrest all about how to write Sales copy that drives conversion without being overblown and cheese ball.
Tune to learn:
- What is sales copy?
- How direct response copy differs from brand awareness copy
- The psychology behind sales copy
- How not to sound like a snake oil salesman
- Jesse’s favourite sales copy formulas
- Why long sales copy works
- How to use proof and repetition
- How to write effective Calls To Action
- What to do when the client wants to pay based on conversion rate.
- And more. So much more!
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I’ve always been a writer – I gave my first public reading at the age of 10 🙂 and I sold my first freelance piece (to Good Housekeeping Magazine) in 1989, but for a long time my day job was selling. Salesman, sales manager, sales director – and on every continent except Antarctica. And you know what; I have sometimes been depressed by the opinion people have of selling and salespeople. Even today, when all I do is write, the quickest way to wind me up is to begin a phone call with, “Don’t worry, I’m not trying to sell you anything.” My usual response to that is, “Never say those words to a salesman,” after which I put the phone down. Occasionally, I’m not quite so polite.
What I wonder, though, is whether those negative feelings about selling as a profession are what make so many excellent freelancers nervous about writing sales copy. Come on, guys! You’re helping someone find something that will be useful to them and that, without you, they may never learn about. Overcome those reservations. Selling is a noble profession and some of the most honest, diligent and decent women and men I have ever known have been salespeople. Join them!
I personally think suspicions of the selling process reflect how sales have been done since commercialization and product marketing really took hold. The sales process has had to change over time, as we’ve all become savvier, but the bad taste has remained as many sales people have clung on to old (pushy) methods.
From a freelancers point of view, I think many people feel weird about asking for something even in a fair exchange. Which is why billing can often be a tricky area for many freelancers – asking for money. Some people feel very confident about this but I can see that the two are related.
Most of us think of ourselves as being polite and anything more is being pushy. But that just ain’t so! As you said, helping someone find something useful is a good thing.
Thanks for listening and commenting John!
I initially skipped over this episode because I wasn’t so keen on sales copy. But I’m so glad I came back and revisited it. Some great reminders from Jesse about PAS formula, the psychology behind sales and how to overcome objections from difficult clients. Thanks ladies!
We know how you feel Casey! As Jesse pointed out, selling and sales copywriting gets a bad rap but it can be so … icky to read when it’s overdone.
So glad you looped back!