What Selling Taught Me About Copy That Actually Converts
Photo by Christin Hume on Unsplash
No one likes feeling like they’re being sold.
Most times when people see a salesperson coming in-store or when they’re swayed to consult with “a specialist”, consumers almost instinctively turn away. Walls go up. Avoid all eye contact.
Some brands now have a reputation for their aggressive sales tactics. And shoppers today have what I call a “spidey-sense” for the old-school hooks and empty compliments when stepping foot (physically or digitally) into those spaces.
You know– those places.
This is a great example of what I recommend not to do in copy that sells (or in sales).
I’ve sold millions of dollars worth of products and services across many industries, ranging from B2B and B2C over my 10+ year sales career. I’ve seen this scenario first-hand.
I get it. Companies are under pressure to keep their sales teams selling and motivated. It’s not an easy task to keep investors and boards happy when the pressure is on to outperform every year.
But, I can tell you one thing for certain. Great conversion copy – just like sales – isn’t about fancy acronyms or about selling features. I’ll let you in on three winning takeaways from my sales career that directly apply to copy that sells.
Aka– copy that converts.
Real Quick–What Is Copywriting (And What It’s Not)
Copywriting is selling on the page.
Words that work around the clock to sell your products and services in your own voice to an audience of one. Just like sales, copywriting is an art, both technical and driven by psychology.
Or as AWIA puts it:
“Copywriting is the process of writing persuasive marketing and promotional materials that motivate people to take some form of action.”
(Photo by Remy_Loz on Unsplash)
Action is the key.
Copywriting can be viewed as, but is technically not, content writing. Generally, content informs and copy persuades.
Then, What Is Conversion Copywriting?
Conversion copywriting is focused on generating words that sell based on big-picture funnel strategy. There’s a clear goal, sound customer analysis, research, page placement, and psychology backing up your copy.
More importantly, a great conversion copywriter helps you to track and measure towards that goal and understand your performance.
Imagine a salesperson on your team. They’re actively working with a prospect to move them through the sales funnel to the final point of sale. The pitch will naturally adapt depending on where the prospect is in their buying journey. Your copy is like the salesperson in this scenario.
Just like a salesperson, your copy motivates prospects to take action, like:
Book the meeting
Invite a friend
Accept the proposal
Sign the contract
Add to cart
Buy now
Start the free trial
Join the Facebook group
Subscribe to our newsletter
Follow us on our socials
Save your spot
You get the point.
Top 3 Lessons That Selling Taught Me About Copy That Converts
Several sales lessons apply to writing conversion copy that yields results, but here are my top three takeaways that are essential to copy that sells.
1. Authentic Connection Matters
Your copy must authentically connect with the reader–one reader.
When I carried a quota, I was always that salesperson who loved walking into a conference room filled with thousands of strangers and genuinely enjoyed striking up a conversation. Copy is no different. Great conversion copy is not a wallflower in the conference room.
In sales and in copywriting, potential buyers can feel your interest is genuine or not. Chef’s-kiss-worthy conversion copy invokes an emotional connection using the customer's tone and language. Without it, your copy feels dull. Or worse, it feels insincere.
Similar to a sales meeting, the foundation of excellent copy (and excellent selling) includes:
Knowing your audience.
Doing your research.
Keeping the door open to learn about their experience.
Building trust through testimonials and social proof.
(Photo by Israel Andrade on Unsplash)
Starting a conversation is one thing. Maintaining a connection relies on one commonly overlooked element – your timing. Creating structure and authentic urgency in your copy builds clarity and momentum in your funnel.
Write with your customer in mind at every stage of your funnel. Meet them where they’re at, and you’ve conquered half the battle. Down the line, authentic connection helps set the tone for your funnel and can open doors to more conversations.
2. Objections Are Exciting Opportunities, Not Pitfalls
Sometimes, inexperienced sales professionals freeze up with new or unexpected objections. But the experienced salesperson (or copywriter), not only expects but is excited by objections. If you’re handling objections, your prospect (reader) is considering your offer.
Great conversion copy is written to directly tackle possible roadblocks head-on. Prepare by doing your research, considering your competition, and answering questions like:
How does the potential buyer feel in this stage of the buying process?
What questions or doubts do they have?
How confident do they feel about the purchase, the brand, the transformation at this point?
What outside factors at this stage could cause them to seek alternative solutions elsewhere?
Getting ahead of your lead’s objections instills buyer confidence that you understand their problem. Why is this important? People are more likely to convert when they feel seen.
3. Benefits Sell, Not Features
Potential buyers across the board resonate more with benefits over features. Period.
I still see it time and time again. And it can be challenging to “zoom out” when you’ve spent time naming really cool products that do super cool things! BUT, to keep your copy crisp and intentional (especially when you’ve emerged from the concept creation process), ask yourself:
What problem does cool-thing-feature solve?
What am I assuming the reader understands about this cool-thing-feature in my writing?
What transformation does this feature offer my buyers?
Just like in sales, your customer is in the market for a reason. You can spot great copy from a mile away because it solves the customer’s problem using storytelling and data. Companies focused on selling benefits and value over features win the business every time.
Pin that to the top of your desk and write from there. Promise, this does wonders.
There’s more.
Interested to learn more about conversion strategy for your business? Check out more about my Top Tips and services below.
