Creating Effective Sales Copy & the Know-Like-Trust Factor

Does the thought of writing sales copy for your business intimidate you? Do you lose sleep at night wondering how you can use the written word to entice prospects into becoming clients? Have you finally decided creating effective sales copy is just not part of your skill set?

You're not alone!

There are innumerable entrepreneurs and business owners out there right now who are feeling overworked, overwhelmed, over-stressed, and exhausted. When you feel like that, the thought of sitting down to write a compelling message about the products or services you offer can be just too much. There’s just too much other stuff that needs your attention, your energy, and your focus.

How can you write anything, let alone an effective marketing message, when there is too much that is demanding your attention?

And yet…

Compelling Content Improves Your Marketing

And yet, somewhere in that wonderfully creative entrepreneurial brain of yours is the understanding that creating compelling sales copy will improve your marketing and could even save your business.

Effective copywriting enables you to truly connect and engage with your target audience. It lets your prospects know you have something valuable to offer; a product or service that will help them in a specific way. It also sets you apart from your competition, enhances your reputation, and builds trust.

In other words… they will get to know, like, and trust you – instilling a type of faith that you have exactly what they need at this moment!

That’s a Big Job and, if you are unable to create that copy, and you don’t have anyone on your team who can do it either, that’s OK. There are other solutions, and we have some tips to help you get started.

6 Principles of Effective Copywriting

First, we’d like to share the six principles of effective copywriting. This should make it easier for you to kick start your efforts at creating the sales copy you need.

Effective copywriting and content creation follows six principles of persuasion: 1) reciprocity, 2) consistency, 3) consensus, 4) scarcity, 5) liking, and 6) authority. These principles have been scientifically proven to increase persuasion ethically.

• Reciprocity is feeling an obligation to give something in return when you receive a gift.

• Consistency is expected and appreciated in what we do and the things we say.

• Consensus (or Social Proof) is when people look to the actions, words, and behaviors of others to guide their own choices.

• Scarcity is the desire of wanting more of the things we either don’t or can’t have. (If you need an example, just think back to the spring of 2020 and the crazy run on toilet paper!)

• Liking we are more likely to say “yes” to people or brands that we like. Strong relationships are essential to building your successful business.

• Authority people instinctively trust and follow credible experts.

In the contemporary – and incredibly competitive – world of online marketing, every business can benefit from quality copywriting and content creation. In fact, 74% of companies said that copywriting and content creation increased both the quantity and quality of leads they receive.

We realize that not every business owner has the time or inclination needed to learn how to write good sales copy. We sure don’t. That’s why we use a professional copywriter when we need to share a compelling message about our products and services. If you’d like to know more, or simply want a little additional guidance, we can hook you up, and Ted is available for business consulting to the trade. Simply… Contact TD Fall today.

Massaging Your Message – Get Your Content Write

When it comes to your marketing message, getting it right is as important as any other area of your business. In fact, massaging your message properly may be the MOST important. (Certainly, getting it wrong will have lasting consequences.)

Since we’ve addressed the issue of messaging before, we thought it might be a good idea to also look at the how of it, not just the why. For us, it begins with content marketing, which is the process of identifying your target market’s pain points and creating content that helps your target audience address them. It’s not a sales pitch. It’s high-value information that benefits them!

Messaging and Content Marketing

It was more than a century ago – well before internet marketing (or even the use of computers) became a thing – that the concept of content marketing was developed and implemented.

That’s right. As early as 1895 John Deere published a lifestyle magazine for farmers called “The Furrow”. What was it about? The one thing it was NOT about was Deere company products. “It did, though, increase brand loyalty. Increased sales were just one happy byproduct (of many) from the valuable content John Deere provided for its customers.” (SearchEngineJournal.com)

Fast forward to 1900 when the tire company Michelin published its first “Micheline Guide”. Again, the Guide was not published to sell tires. Although, “While it included tips on changing your tires and where to refuel your car, it also featured a list of places that hungry travelers could eat. And it was a massive success. It’s a great example of a business targeting their audience with content that they would find helpful without overselling their products.” (DreamHost.com)

As a slightly more contemporary example, and one which some of us may actually remember, Betty Crocker became the “feminine” face of the food company that would eventually become General Mills. The cookbook that bears “her” name has sold more than 75 million copies since it was introduced in 1950. And, while the book known as “Big Red” frequently suggested the use of the company’s products, it has always been the recipes that most consumers have valued. (Wikipedia)

Appealing to Human Nature

Are you beginning to get a sense of how content marketing works, and how it can also benefit you? Even though it’s not all about you and your business, and it’s not solely about your products. No, it’s about helping your current or potential clients.

• This is how you build a following.

• It’s how you inspire trust and loyalty.

• It enables you to engage with prospects and build relationships.

• This generates leads and leads can become conversions.

Yes, it’s a process but that is how effective marketing is done in the internet age. For example, our blog. It’s not always about the product – or even how cool we are! It’s about helping you become the best interior designer or furnishing retailer you can be.

When it comes to massaging your message, getting it right can be challenging. That’s why getting in touch with Ted for business consulting to the trade can be so valuable. To find out more… Contact TD Fall today.

Is Your Sales Copy Too “Salesy”? (Naughty, Naughty!)

When it comes to your sales copy… Pushy prose about a product is problematic and should be proscribed at all costs! (How do you like that alliteration, huh?)

Joking aside, overly aggressive sales copy, making impossible claims that imply prospects aren’t too bright if they don’t buy, is a massive turn-off. In fact, it makes such a bad impression one wonders why some marketers continue to use it. Perhaps they’re just hoping to land one of those suckers born every minute? (Thanks a lot, Mr. Barnum – NOT!)

If you're struggling to create copy that generates conversions, think about the last time you bought something online. And, remember, two very important things are critical to making a sale:

• Benefits Matter – Your prospect won’t buy until you answer the question, “What’s in for me”?

• Offer Value – A sale is made only when the value exceeds the price.

Didn’t your last online purchase offer you these things, and isn’t that why you felt comfortable investing in whatever it was?

Conversational Copy is the Key to More Sales

Anyway, it turns out that the best way to create effective sales copy is to start a conversation. People want to be engaged by your copy, enhanced by the knowledge that you understand what they need and can supply it.

This is not to say that writing a catchy headline has become a thing of the past in online marketing. On the contrary, finding a way to create interest is mandatory for beginning the conversation! (Just stay away from the “limited time,” “don’t miss your chance,” and “one time only” type of hype. And avoid too many exclamation points!!!!!)

To get started, imagine how things might go if you and I were to sit down and have a face-to-face conversation about the services you offer. Or, imagine that same chat with a friend or family member. You wouldn’t come at either of us with a line like, “Get it now before it’s all gone” would you? (Before what’s all gone – YOU?)

No, the way to offer value on the benefits you have to offer is to know your audience and recognize their pain points. Then you must present them with practical, real-world solutions that will work – for them AND you.

By doing that, you will be able to engage your audience more fully. You will then connect with them emotionally, enabling you to lead them to a place where they feel they can trust you and are ready to buy your product or service.

While it’s not rocket science, it is about understanding human nature. It’s about appealing to each individual’s self-interest, without labeling them as selfish. It’s about being helpful in a way that they can appreciate for its own inherent value.

For more tips on improving your sales copy and building value for your clients, contact Ted about his business consulting programs.