How To Write Persuasive Sales Copy

Enchanting Marketing Tutorial

(Image source – adapted)

Would you like your readers to take a specific action?

Maybe you’d like your readers to sign up to your newsletter? Or to download a white paper?

Or to leave a comment, follow you on Twitter, or like you on Facebook?

Or to buy something?

Sales copy is the text you use to persuade your readers to take a specific action.

The ability to write irresistible sales copy is the most important marketing skill you can learn. Even for visual channels like YouTube you still need to write a compelling headline to get people to view your video.

Do you need to write business emails, direct mail letters, website copy, social media updates, or advertising copy? Or do you just approve copy written by others?

You need to understand the techniques that make copy more persuasive; and you need to know which copywriting mistakes turn readers off.

copywriting = direct-response writing = writing sales copy

What is good sales copy?

Sales copy often conjures up images of yellow highlighters, CAPS, bold text in red, and lots of exclamation marks!!! But sales copy doesn’t have to be pushy, sleazy, and aggressive.

Good sales copy is:

  • Engaging: it focuses on reader benefits;
  • Clear: it is easy to read and easy to understand;
  • Concise: sales copy doesn’t use more words than necessary;
  • Persuasive: it encourages a reader to take action.

Sales copy is good if your readers take the action you want them to take.

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Sales copy vs web copy: what’s the difference?

Web copy is glanced at. Not read.

Usability guru Jacob Nielsen suggests web visitors are foraging for information like wild animals are foraging for food. But how do you persuade a wild animal to take a certain action?

Learn more in this article: 9 Simple tips for writing persuasive web copy

How can you learn to write compelling sales copy?

Below follow 12 free articles to help you improve your copywriting skills. Let’s start with the most important copywriting lesson you ever learn…

  1. The “Secret” to Writing Shockingly Good Web Copy (this may surprise you)
  2. A Simple Trick to Turn Features Into Benefits (and Seduce Readers to Buy!)
  3. 11 Copywriting Tips: How to Turn Marketing Drivel into Serious Sales Copy (with examples)
  4. The Gigantic Power of Itty-Bitty Details in Your Marketing Copy
  5. How to Write Sales Copy and Win Customers - An Interview With Copywriter Andy Maslen
  6. How to Use the Persuasive Power of Metaphors (one of the most powerful copywriting techniques)
  7. Do You Make These Two Subtle Copywriting Errors?
  8. 3 Copywriting Techniques: How to Make Good Sales Copy Great (advanced techniques)
  9. How to Avoid the Destructive Power of Adjectives
  10. How to Write Seductive Sales Copy Like Apple
  11. How to Avoid Pesky Content Failures (includes a 61-point downloadable checklist for website content)
  12. 27 Editing Tips: How to Make Your Web Copy More Engaging, Credible, and Persuasive

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About the author of this tutorial: Henneke Duistermaat is a marketer and copywriter; and the founder of Enchanting Marketing. She’s on a mission to stamp out gobbledygook and to make dull companies charming. She helps companies win business with engaging e-newsletters, blog posts, and persuasive web content.