As a copywriter, I’m always working on sales copy for clients who need to get more leads and sales. Typically, clients come to me because their current copy just isn’t getting the job done…readers aren’t taking action and they aren’t making any money. It’s my job to fix that, and I think I’m pretty good at what I do.
Now, one thing I’ve noticed over the past few years is that a lot of companies are afraid to make the sale. They’re afraid to put anything they deem even remotely “pushy” or “salesy” in their copy because they think it might be a turn off to the reader. Instead, they encourage me to try to tone it down, stick to the facts and features, and let the reader decide for himself if he wants to take action. I’ve even had clients who I’ve had to fight tooth and nail with to get them to let me put a call to action in the copy.
I can’t help but find the entire thing a little silly and very misguided. If you’re afraid to sell yourself and play up the benefits and emotions created by your products, guess what’s going to happen? You’re never going to make any sales. Don’t get me wrong—your copy doesn’t have to read like one of those landing pages for a miracle weight loss drug, and you don’t have to claim your product will change the reader’s life forever. But you do need to persuade them into taking action and doing business with you. Just laying out the facts and features isn’t enough.
Because people don’t make buying decisions based on facts. Buying is an emotional process, and that’s something most companies just don’t understand. You have to make readers feel something if you want them to take action. You’re not going to win them over with reason. Selling starts with emotions. Facts and reasoning are what people use to justify their decisions to buy; emotions are what cause them to buy in the first place.
Remember, there’s no point in beating around the bush. When someone lands on your company’s website, it’s because they’re looking for the products and services you offer. They’re looking to be sold to. They’re ready to buy. So being reserved and pretending you’re not pushing them into buying something is downright silly. They’re there to buy, so sell them something!
Take a look at your copy. Does it read like you’re afraid to make the sale?