Most people screw up their sales copy, but are you one of them?
I’m gonna show you what most people get wrong and the 3 most common mistakes people make that kill their sales.
So let’s get down into it.
Table of Contents:
What’s the Point of Sales Copy?
Firstly, what is sales copy REALLY all about? What is the point?
Sales copy is not about making things look, sound pretty or nice and brandable. That’s a common misconception that a lot of people have when they first start writing sales copy.
So if you goal is to make something brandable using sales copy then you are in trouble.
The number-one goal of your sales copy is to get your visitors to take action, and that’s it.
Forget about all the other stuff – the only point is to make people take action, so that could be a purchase, to subscribe to your email list, to click a link, or to schedule an appointment.
Whatever the most important thing that supports your business is that is the purpose of your sales copy.
That means you have to identify the number most important action that your visitors need to take.
I’m going to give you the 3 most common mistakes that kill sales or prevent the action from being taken.
Irrelevant Features & Benefits
The first one is using irrelevant features and benefits.
I see this all the time. Only include features and benefits that your customers actually want.
Listen, I know how obvious that sounds but when you’re stuck writing copy and staring at the page I know what its like.
I do it too, I end up writing whatever pops into my head – without giving it too much thought, in that moment.
It becomes easy to just list a bunch of stuff because you think it sounds good.
Avoid the temptation to do that because your business, or your clients, or your customers, don’t want that stuff.
They just want customers, or whatever else you can do for them.
Put yourself in their shoes, think about their needs and how they would describe those needs.
Don’t say something like:
We will promote your Facebook page and get you more likes
Businesses don’t care about Facebook likes, they’re meaningless. What they represent is much more important.
Instead, say something like this:
We will put your offer in front of three to four hundred qualified customers every single day
And that’s a better starting point because you’re mirroring back the desires of your customers.
Lack of Specifics
That brings us to the second mistake that I see people making.
And it’s a lack of specifics.
We have to use language that is specific, that’s tangible and quantifiable.
For example you might be tempted to say something like:
Here’s how you can save money and get more financial freedom
Instead, you might try something like the:
3 easy steps to reducing $1,000 from credit card debt in the next seven days
So now we’re making a quantifiable and tangible promise that can be referenced.
You’re making an absolute promise with specific results.
Uninspired Bullet Points
The third mistake that I see a lot of people making is uninspired bullet points.
And I’m just as guilty of this at times.
It’s easy to list out the features, and include the benefits, but really the bullet point should read like a headline.
And it should also include an emotional trigger.
Use this to increase your productivity
But do say something like:
The top-secret 5 minute routine that’s guaranteed to make you 200% more productive each day
Now we are making specific claims that promise quantifiable results and we’re laying benefits with an emotional trigger.
In this case I’m using curiosity.
Free Copywriting Course
While creating for you, I had an idea. I think this is going to become part of a bigger copywriting course.
I’m gonna make it free and I’m gonna put it on YouTube, or on the podcast, or I’m going to use it as a lead magnet.
The fact is, I’m probably I’m gonna do all three of those things.
If you’re interested in obtaining that free course, check out my Youtube channel here.