Sales text is something that every business needs, but few people actually know how to put together. It doesn’t matter if you’re building a landing page for your website, writing content for an email campaign, or sending out old fashioned snail mail—sales text is a constant.
There’s more than one way to write good sales copy, but today we’re just going to go over one simple and effective way to grab a reader’s attention, provide the information they need to make a purchasing decision, and prod them to get in touch.
EXPLAIN THE PROBLEM
Start off by helping the reader determine whether they’re in the right place. You can do this easily by making a statement, telling a story or asking a question that illustrates the problem that your product or service solves. A few examples might look like this…
- I woke up this morning, like so many cat parents, to a disaster—litter strewn all over the carpet and the night’s leavings on the floor, next to the box.
- Keeping your website updated with fresh content while also running a business is just too much work for many small business owners.
- Is your HOA knocking the door down because your front lawn hasn’t been mowed in a month?
The point of this statement is to get the reader’s interest by showing them that you understand the problem. Additionally, it sets you up to provide a solution without just pushing a product at someone out of the blue.
OFFER YOUR SOLUTION
Immediately after setting up the problem, indicate how you’re going to fix it. Summarize the product or service in as few words as possible and don’t get lost in the details. Tell the reader what kind of solution you’re offering and in what way it can make their life easier. Here, it’s especially important to concise, for example…
DO NOT SAY
We’re dedicated to providing businesses with top-notch custom solutions for all their content needs.
We write top-notch copy to keep your website and blog looking polished and to help you reach a wider audience on Facebook and Twitter.
It’s common for businesses to be too vague about what they actually do for customers. This is often because they want to show that they’re willing to offer solutions to all kinds of problems. What happens instead is that the reader has no idea what the business actually does. Your text should give the reader a clear idea of who you are, and why they should consider investing in you.
At this point, it’s often a good idea to include a link to your contact page. Many customers won’t be interested in specifics, and others might simply prefer to discuss your product or service with you over the phone or in person.
EXPLAIN HOW IT WORKS
Depending on what your product or service is, you can provide additional information in any number of ways. You might walk the reader through your process, describe product features, offer industry data, or explain exactly what makes your product or service particularly important or relevant to your potential customer.
You might do this using an infographic, a bulleted list, a procedure document, or just a few paragraphs of prose. In this section it’s ok to be more exhaustive, because readers who look at it will have scrolled down to get there on purpose, and are actively looking for more information.
CALL TO ACTION
It’s important that you don’t just let the page come to an awkward end. Someone reaching the bottom of the page needs to be naturally led to the next step, which would be to make a purchase or to contact you. Do this by again touching on the problem and your solution in conclusion, and then calling on the reader to take action by following a link, filling out a contact form, or calling a number.
Don’t have enough time to write your own sales letters for email marketing or landing pages? Get a hold of me using this contact form.