A reader asks…
How do you write persuasive copy… without sounding salesy?
Great question.
Couple pointers:
(1) Don’t forget what sales is actually about. Despite what many people think… sales (and likewise copywriting) ISN’T about offloading your products or services on your audience. By any means possible. It’s about FIRST figuring out what your prospect wants… what they desire… what they’re searching for… what they need… and then delivering what they need in the form of your product. As an act of service to them—because you’re convinced that your product will actually improve their lives.
So if you think your product will actually improve your prospects’ lives… stop being so shy! Ask for the sale! Promote your product with pride, not shame. Knowing that your product… if purchased… will improve your prospect’s life.
If you don’t think your product will actually improve your prospects’ lives… fix your product. Or go find another product that *will* improve your prosepcts’ lives.
(2) Make sure you really know what your audience wants. One reason some people come off as “salesy” is because they’re out of touch with their audience’s actual desires. And actual needs. And actual objections. And so their copy ends up sounding disconnected… and more focused on just selling something. Rather than serving someone.
(3) Stop trying to cram all the little copywriting tips & tactics that you’ve read about into your copy… and start writing your copy as if you’re having a conversation with an actual, living, breathing human being. Because you are. Just through written word. This helps make your copy more human. And more engaging. When you think of your job not as being a “copywriter” per se… but as a conversationalist. Remember – you’re not just writing words that will float off into cyberspace and magically pull in money! You’re talking to someone. Having a conversation with them. And out of that conversation comes the “response”… the conversion… the sales that you’re looking for as a copywriter.
(4) When you’re writing a piece of copy, try to imagine a real person standing in front of you – someone you’ve met & talked to before, who falls within the ‘target audience’ that you’re writing to. Try to imagine them standing in front of you as you write… and then just start talking to them through your writing. And write down their name in the greeting section of the copy:
—
“Hey Sarah,
If you really want to learn the secrets of great copywriting…” etc.
Or…
“Hey David,
Have you ever had one of those moments… when you suddenly realize you’re long overdue for a BREAK?” etc.
—
If you have a real name of a real person in your target audience in the greeting section… while you’re writing… it’ll help reinforce the idea in your head that you’re writing to a real person… with real emotions, problems, joys, hopes, etc. Lots of people forget this. And that’s a big reason why their sales copy starts to feel ‘out of touch,’ disingenuous, and “salesy.”
Many people get focused on the copy. And on the words. When really they should be focused on their audience. Great copy naturally flows out of a great understanding of your audience… and a great focus on your audience’s particular problems & desires.
There’s more to say on this topic.
For Part 2, go here.
