Want to instantly improve your sales copy? Whether you’re writing a landing page or an email, here are 5 questions you need to ask yourself before you write a single word of sales copy.
- What am I selling? No, I’m not just talking about the name of the product or service you’re selling. I’m talking about what you’re selling on an emotional level. How does your product benefit the customer? What does it make them feel? Are you selling happiness? Self-confidence? Comfort? Pride? Safety? Buying is an emotional decision, so you need to understand what you’re really selling.
- Who am I selling it to? Who do you think you’d have an easier time trying to persuade: someone you’ve never met and that you know nothing about or someone who you know every single detail about them, from the way they think to their likes and dislikes? The better you know your target audience, the more precisely you can tailor your sales copy, allowing you to connect with the reader more effectively. Check out this post I wrote about defining your target audience.
- What objections might the reader have? It’s rare that someone instantly decides to buy something without having at least some initial doubts. Consumers are more skeptical than ever before. They have their objections…those things that cause them to hesitate when considering making a purchase. It’s your job to anticipate these objections and to address them head on in your sales copy, so you can turn every “no” into a “yes.”
- What questions might the reader have? I don’t know about you, but before I make almost any purchase, I have some questions that I need answered. It could be a question about which features the product has, or it might be about the company’s money-back guarantee. You need to do your best to address any questions customer might have about your products, because questions can lead to second thoughts about doing business with you.
- What do I want the reader to do? This is the most important question you can ask. If you don’t motivate your readers to take action, your sales copy serves no purpose. It’s just a waste of words. You have to figure out where the customer is at in the buying cycle and tailor your sales copy accordingly. If they’re still researching the products, you may just wish to have them contact you for more information. If they’re at the point that they’re considering making a purchase, the next logical step would be to encourage them to place an order now. Figure out what you want the reader to do, and tell them to do so as clearly as possible.
Are there any other questions you like to ask before writing sales copy?