Anyone else have the Olympics going 24/7 at their house? We’re huge fans of the Olympics here – nonstop world-champion-level sports plus the world coming together for something larger than itself? Yes, please!
Two sports returning this year after being dropped from the Olympics following the 2008 Beijing Games: baseball and softball. They may only be back temporarily, so while America’s ‘National Pastime’ is still in the international spotlight, I’m celebrating with 3 things you can do to ensure your sales copy hits a home run! (For those of you who aren’t into sports, fear not: this is where the sports analogy ends. 😆)
1. Start With An Irresistible Offer
You can have the most amazing, high-converting sales copy in the world, but if it’s not backed up by an objection-busting offer that delivers incredible value, you’re setting yourself up to break your dream clients’ trust in your brand… and that leads to frustration, refund requests and a tarnished reputation – definitely NOT what you’re trying to accomplish!
An irresistible offer starts with a deep understanding of your dream clients, the stage they’re at in their journey to overcome the problem you solve, and their pain points, maybe even better than they know themselves! That means getting clear on how they talk about their struggles and then getting deep into their mindset so you can solve all of the mindset objections they have around those struggles.
Your dream clients could have a lot of different objections and false beliefs around what they’re struggling with, including beliefs around
👉 the problem they’re facing (which may not be the same as what they think their problem is) and
👉 the framework you know will solve their problem (if they’ve tried something similar before and it hasn’t worked, it might take a reframe to get them to consider trying it again).
They may also need to overcome objections and false beliefs about society, the market, your product, you, and even themselves and their ability to succeed in overcoming the problem!
The great news is that your offer can do the heavy lifting for you when it comes to knocking out those objections!
Your bonuses are your secret objection-busting weapon…
✨ “I’m not sure I’m ready for this program…” Great! This pre-course bonus will get you up and running so you’re ready to jump right in on Day One.
✨ “What if I get behind and can’t complete the program?” No worries – this accountability bonus will keep you on track.
✨ “I’ve tried courses before and I never end up implementing what I learned…” No longer a problem – this post-course bonus helps you slot each step into your calendar, so before you know it, you’ve implemented and developed the habit muscle to keep moving forward!
Just like a mouthwatering photo on a food blog makes you think “oh man, now I want soup…”, your goal with your copy is to make your offer so tempting that by the time they get to the call to action at the end, they’ve already pulled their credit card out of the freezer and they’re thawing it with a hair dryer.
2. Features 👉 Benefits 👉Meaning
Repeat after me:
“My copy is NOT about me. It’s about my dream clients.”
One of the traps so many of us fall into when we write sales copy is diving too deeply into the nitty-gritty of how our course or program works and what they’ll be learning or doing in each step or module.
I get it. When you’ve spent that long working out the exact system your dream client needs to succeed, you want to brag it up!
But while your audience may sort of care about the specific features of your offer, the truth is they don’t reeeaaaaally care about the features of your offer.
What they care about is what that’s going to mean for them.
Here’s a quick fix for expertitis:
- As you write your first draft, go ahead and indulge yourself by describing what they’ll be doing in each module.
- In your first editing pass, add in the transformation they’ll achieve by the end of each module.
- Then go back through and pull out the HOW (what they’ll be doing) so you end up with hook-filled, curiosity-based descriptions that tantalize them with transformation and get them excited to peek behind the curtain.
3. All Sales Copy Is About Pre-framing For The Ask
What will you be asking people to do at the end of this piece?
If it’s a sales page, you want them to buy, join, or apply.
If it’s a Facebook ad, you want them to download or sign up.
If it’s an email, maybe you want them to click, buy, or reply.
Even in your social posts, you want them to double-tap, comment, DM or click the link in your bio.
All roads point to that call to action at the end.
Without a call to action, you’re just writing… and as busy entrepreneurs, we do NOT have time to write copy that’s not going to end up doing anything for you, either in money or engagement!
Here’s an awesome tip I learned from email copywriter Brittany Bayley: write the call to action FIRST, then walk your dream clients through your sales page with that goal in mind, using micro-commitments along the way – the more times they nod their head and answer “yes”, “so me”, or “how are you in my head right now??” before they get to the Big Ask, the more likely they are to say yes when they reach that final call to action.
This is the place where it all comes together.
When you take your deep understanding of your dream clients and look at the stage they’re at right now and the specific transformations they most want to achieve – placing them in direct relation to the end goal where you want them to end up – you can walk them through the buying journey and around their objections and pain points with ease.
And that process will help you knock any type of sales copy – from email marketing and social posts to long-form sales pages – out of the park!
Got additional questions? Let’s connect! You can follow me on Instagram or Facebook for copywriting tips, peeks behind the scenes at the life of a copywriter, and occasional visits from my feline coworkers. I’m here for your copywriting journey, every step of the way!
