Writing copy that sells
Words are powerful things. The best salespeople are blessed with the gift of the gab. A three-word slogan - The Real Thing, Just Do It, Every Little Helps - can help generate vast global sales.
Small businesses tend not to pay much attention to the words they use. They should. Good writing can make a huge difference to your company profile, the way people relate to your business and, ultimately, whether they buy.
While your business can't hope to match the marketing clout of the multinationals, you do have one huge advantage: you're actually doing something worthwhile. That means people are more likely to be receptive to your message.
1. It's not me, it's you
‘You' is the most powerful word in any sales pitch. But it's amazing how many companies seem to prefer talking about themselves. Compare:
- We deliver projects that exceed our clients' expectations
- You'll be amazed at what we can do for you
Or...
- We recycle old mobile phones to raise money for a variety of charities chosen by our customers
- Recycle your old mobile phone and raise money for your favourite charity
Check every piece of copy you write to see if you can change a ‘we' into a ‘you'.
2. Benefits, not features
Don't get bogged down in the details of your product or service. Only technology geeks will be interested that a printer has six inkwells and can print 4800 x 1200 dpi (feature) - but people do want to hear that they can print professional-quality photos at home (benefit).
3. Use plain English
Don't utilise overly elongated locutions when you can use short words. Buzzwords and jargon may sound impressive to some people - but not to the average customer. Compare:
- Our expertise in strategically focused marketing consultancy enables our clients to maximise brand recognition and positioning among key demographics by delivering bespoke cross-platform campaigns and Web 2.0 solutions.
- We can make online marketing work for you.
Call a spade a spade, not a manually operated soil-manoeuvring solution.
4. Avoid clichés like the plague
Some phrases have been used so often that they've lost their impact, however effective they may have been originally. Sometimes, it seems like the whole world is full of one-stop-shops offering tailor-made customer-focused solutions.
Don't just trot out the same phrases as everybody else. Find a fresh approach.
5. Cut the hyperbole
Sales copy has to contain lots of sales-y words, right? Your products have to be ‘innovative', your services ‘ground-breaking', your offers ‘unbeatable'...or do they?
Actually, the opposite may be true - particularly online. Studies have shown that web readers respond better to concise, objective language than typical promotional copy. Customers want information - don't make them waste their energy filtering out all the adjectives and sales-speak.
6. Let others say it for you
Testimonials are one of your most powerful sales tools. You should get into the habit of soliciting testimonials from your customers (if you get unsolicited ones, even better) and using them in your marketing literature.
7. Call to action
It doesn't matter if your website or brochure is worthy of the Nobel prize for literature - if people don't buy from you as a result, it's a failure. Always include a call to action:
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