Websites sell products and services using one thing – copy.
Whether in the form of video, audio or text, your website’s words are vital. This article will outline the essential steps to creating a structured piece of sales copy that will keep your readers engaged from start to finish.
Tip #1 – Draw Them in With an Engaging Headline
Tell your readers about the main benefit of your product and do so in a short sentence. Grab your readers’ attention and make them want to continue reading.
Tip #2 – Keep Your Customer’s Interested: Use Sub-Headings
Using no more than two or three short sentences, expand on the benefits of your product and instil a sense of interest in your reader. If you are offering a limited promotion, specify the limitations of your offer here.
Tip #3 – What Are the Benefits of Your Product?
Give your readers three good reasons to buy your product. Remember that these reasons have nothing to do with your product’s features; instead, think about what your customer wants. For example, if you are selling an information product, like an eBook, you might want to say something like:
“If you want to learn how to do X, Y and Z, enjoy the trappings of a successful ‘whatever’, then this might be the most important book you’ll ever read”
Tip #4 – Explain Your Unique Selling Point
This is the one specific benefit that differentiates your product or service from all the others. At this point in your copy, you must mention your USP in one or two sentences. You can go into further detail, later in your copy.
Tip #5 – Show Your Credibility
One of the most important things that helps you sell online is credibility. Your readers have to trust you before they will buy anything from you. Give them three reasons why they should believe you and try to prove that what you claim is true.
Tip #6 – Fully Explain the Benefits and Features of Your Product
Explain how your product will enhance your reader’s life or how it will solve a problem. The more detail you can provide, the more convincing your copy will be.
Tip #7 – Include Testimonials from Previous Customers
In order to firmly cement you as an expert in your industry, display testimonials on your website from previous customers that have already bought from you and enjoyed your product. Have them mention what they liked most about the product – the more testimonials the better.
Tip #8 – Eliminate the Competition
Eliminate your competitors by giving your target audience the information they need to see that your product is superior – state why your product or service is exceptional and more effective than your competitors.
Tip #9 – Build Value
To build value in your service, you have to let your readers know that your offer is so good, that they simply can’t afford not to take action. One way of doing this is to compare the value of your product or service in comparison with other products on the market.
Tip #10 – Summarise What the Customer Will Receive
Make sure your reader understands everything they will get from you. Think of this as your terms of service and sell it to them.
Tip #11 – Tell Your Customers How Much Your Product Costs
Compare the normal price and the sale price of your product. To add a visual element, why not display the normal price first, scored out and then display the offer price directly beside it?
Tip #12 – Tell Them about Your Bonus Products
What you’re trying to do here, is prompt immediate action by offering something extra. With this strategy, you also add value to your product. Create a sense of urgency by telling your customers that the bonuses will only be available for a short period of time.
Tip #13 – Offer an Enticing Guarantee
Without a doubt, the best guarantee you can offer is a 100% money back guarantee. By offering your product at no risk, you will create a lot of trust from your readers and instil them with confidence that your product or service is the best on the marker. Remember that you must honour your guarantee for any customer wishing to use it, however, you can be sure that the sales you will generate with this strategy will far outweigh the number of returns.
You may want to reinforce the power of your guarantee by removing all elements of risk and closing your sales copy with something like this:
“You don’t have to decide now if this product is for you. Just buy it and see how it works for you. If it doesn’t do everything you expect and more, if you don’t save money, or if your business doesn’t improve, just let us know and we’ll give you a full refund! This way, you have nothing to lose and everything to gain.”
Tip #14 – Explain How to Order Your Product
Finally, provide detailed instructions on how to place an order for your product or service.
For more copywriting advice, check out our copywriting tips post.
Want to make this list longer? Add your own tips in the comments below: