Improving Your Copywriting to Increase Sales: Top Tips
In the marketing world, the language that accompanies images of your products can significantly impact consumer reactions. The text alongside your product or service not only provides vital information about the product – perhaps its color, dimensions, or any related hazards – but it also functions as an oft-overlooked tactic of persuading potential customers to purchase from you.
Despite this, many sellers and copywriters have a tendency to provide basic copy that lacks any nuance or inspiration. Unfortunately, in an overstuffed retail and services market, this offers competitors a substantial advantage over your business.
Before we dive into the nitty-gritty of sales copy, we should establish exactly what sales copy is. The entire purpose of sales copy is to produce text that describes an item being sold whilst simultaneously persuading consumers to purchase it – which is why dull and dry just won’t cut it. Effective copy needs to be convincing; you have to make the customer feel that they absolutely have to have this item, that their life will be enriched by purchasing it.
If the thought of producing titillating copy sends you into a nervous sweat, we’ve collated a selection of tips below to help you maximize your language skills and create sales.
Stick to one focus and outline your goals
Copy that tries to do too many things at once is confusing and can cause consumers to switch off – losing you sales in the process. To effectively lure your customer in, focus on just one aspect or benefit of the item, or one reason why this item is essential.
Furthermore, outlining the overall goal of your sales copy is an essential step in the process. The questions you should be asking yourself are: what are you trying to sell and why? How are you going to achieve this? Whatever you decide it is, you need to make this clear throughout the text and stick to it.
Write for Your Target Audience
Understanding to which demographic you’re aiming your items at is a vital element of writing successful copy, as it influences the language, tone, and structure. Think of kids’ toys adverts, for example – they often incorporate slang and colloquial terms that you would be unlikely to find in a description of a product marketed towards adults. The key is to make it both readable and relatable for this audience.
Once you’ve established to whom you are marketing your product or service, you can then research other copy aimed at this group and identify the key vocabulary you need to incorporate.
Weave a Narrative Through Compelling Language
Dull, safe language choices – such as ‘good’ and ‘nice’ – are a waste of words. They provide very little insight into the product and prevent it from standing out; thus, it comes across as though the item isn’t particularly great or highly sought after. This type of language signals to the consumer that you haven’t put any effort in and, if that’s the case, why should they bother purchasing one of your items if it’s likely to have been produced in the same lackluster way?
Sales copy and marketing is about inviting the customer on a journey. Weaving a story or narrative through your copy engages potential customers, helping them become more invested in the item in question. To understand the impact of this method, simply consider the ways in which a well-written story has immersed you fully in its world – that’s the desired effect you want to exert on your consumer through your sales copy.
The biggest piece of guidance that can be offered to budding copywriters is to not underestimate the power of words on consumers – the last thing you would want is for your product or service to be forgotten once the consumer has moved on.