3 Steps To Better Sales Copywriting

Whether you're wet-behind-the-ears or a seasoned copywriter, your craft will benefit by remembering one thing:

You're nothing more than a salesperson.

There's an old saying in the "business" that, "a copywriter is a salesperson sitting in front of a typewriter." True, few of us are using typewriters these days. The principal, however, remains unchanged.

We're in sales. I know this. You know this. We all know this. Yet why does much of the copy out there, especially ads produced by expensive agencies, seem to miss the point?

If all we're doing is sales, albeit transmitted through a written or broadcast medium, then we'd better know what we're doing.

Starting the process

While studying creative writing, I learned this storytelling maxim: every character has a motive for being in a scene. The same is true in a sales situation.

The salesperson's motive is simple. He wants to make the sale and get his commission. But what does the potential customer want?

First, what type of customer are they? Are they ready to make an immediate buy? Are they information shopping, looking for a great deal? Are they even looking for our product or service?

Ask Questions, then Shut-up and Listen

When selling to prospective customers ask questions that get them to reveal their needs. It's a mistake to sell the product on the tip of your tongue. "Model X" might work, but if you listen you might discover that the more expensive "Model Z" is what the customer really needs.

Once you know why the prospect is there--whether they have an unresolved need, an emotional reason for buying, or they're just shopping around--tailor your pitch to their specific reason.

Now when you make the pitch, tell how your product benefits the customer, rather than rattling off product features you think he cares about.

When You're Finished, Close the Door

By this point your spiel should be unforced. You know the customer's "hot-buttons" so everything should be smooth sailing.

After you've explained the last product benefit, you (as the salesperson) are obligated to close the deal. The way you do that is simply to ask, "Are you ready to make your decision?" or "Is this the product you'd like to buy?"

Hopefully the answer is yes. If not, then you ask, "When would you be ready to make your decision? Can I contact you then?"

What Does This Have to Do with Copywriting?

Remember, you're nothing more than a salesperson. So you, so while writing copy, you should go through similar steps.

1. Qualify the prospect. How you write your copy, and the ratio of hard selling to information-based soft selling, will change with the medium you're working in. But the first thing your copy should do is state outright what business you're in and what you're selling.

If your pitch is too vague, if it's implied, or it depends on prior knowledge for comprehension, then your prospect might never realize he needs what you're selling.

2. Sell Benefits, not Features. I've heard many sales trainers say, "It's not about you, it's about them." That's golden advice. The best way to apply this idea to your copy is by focusing on your product's benefits.

A sports car's features might be power steering, fast acceleration, and fuel efficiency. The benefits of that same car to a man a mid-life crisis, however, are the social status and appearance of youth it gives him. Which reason, the benefits or the features, would cause him to buy?

In a face-to-face sales environment it's easy to ask for a specific customer's needs. When writing sales copy you can create the same rapport by being customer-centered. To do this, write in the second person, or "You" voice. If your copy repeatedly says your company does this, or your product does that, you're being self-centered. Your prospect won't see himself benefiting from your product.

3. Close the Deal. I can't count how often I've read a brochure, watched a commercial, or visited a website and had no clue about what I was supposed to do.

Always end your copy with a Call-to-Action.

Tell the customer exactly what you want him to do. This isn't the time to be cute, so be exact. Do you want him to call you? Click a "Buy This" button? Make a donation? Tell your customer, or else he won't do anything.

When asked what I do I usually say I'm a freelance marketing and publicity copywriter. I'm might revise the statement to, "I'm a freelance sales copywriter," because that's what it all comes down to: sales. Whether your copy creates a direct response or creates publicity and general awareness of your company, if you don't sell you might as well not be in business.

About The Author

J.L. Reid is a freelance marketing-er-freelance sales copywriter based in Raleigh NC. Visit his website, www.reidwrite.com, to learn more about his services.

---

Google News Updated : Tue, 14 Oct 2008 17:56:53 GMT Thai troops deployed to cope with Cambodia - The Associated Press Canada.com Thai troops deployed to cope with Cambodia The Associated Press - 1 hour ago PHNOM PENH, Cambodia (AP) - Thailand vowed it was ready to respond militarily if attacked by Cambodia after its smaller neighbor issued an ultimatum for Thai troops to pull back from disputed border territory by midday Tuesday. Thailand, Cambodia dig in on border dispute Christian Science Monitor Thai Troops Withdraw from Disputed Area in Cambodia Voice of America AFP - Telegraph.co.uk - Xinhua - Reuters all 842 news articles Publ.Date : Tue, 14 Oct 2008 16:21:41 GMT McCain to unveil new economic plan - CNN USA Today McCain to unveil new economic plan CNN - 3 hours ago (CNN) -- Sen. John McCain on Tuesday will outline new economic proposals to help those who are "hurting the most" in the face of the ongoing financial crisis, his campaign said. Video: Obama's Immediate Measures to Help Economy AssociatedPress McCain, Obama Promoting Populist Appeals on Rescue (Update2) Bloomberg USA Today - Newsday - BBC News - Los Angeles Times all 678 news articles Publ.Date : Tue, 14 Oct 2008 14:52:30 GMT WRAPUP 1-McCain offers economic plans, Obama picks up steam - Reuters BBC News WRAPUP 1-McCain offers economic plans, Obama picks up steam Reuters - 49 minutes ago By Matt Spetalnick BLUE BELL, Pa., Oct 14 (Reuters) - Trying to revive his campaign, Republican presidential nominee John McCain offered proposals on Tuesday to help investors rebound from the stock market crash while Democrat Barack Obama prepared for ... McCain vows tax cuts to jump-start economy Monsters and Critics.com Poll: Obama leads in Mich., Wis., Minn., Colo. The Associated Press Boston Globe - The Miami Herald - MarketWatch - Minneapolis Star Tribune all 3,711 news articles Publ.Date : Tue, 14 Oct 2008 17:07:31 GMT Mayor: Feds turned my town 'topsy turvy' - CNN Mayor: Feds turned my town 'topsy turvy' CNN - 1 hour ago By Wayne Drash Editor's note: This is part one of a two-part series on illegal immigration in Middle America. About 125 Somali Muslims with refugee status moved to Postville to work at the plant after the immigration raid. King: Enforce immigration laws regardless of cost Iowa Independent Cost for May raid in Postville tops $5 million Chicago Tribune DesMoinesRegister.com all 24 news articles Publ.Date : Tue, 14 Oct 2008 16:45:31 GMT Amid Palin hype, a pro-life feminist's dilemma - Christian Science Monitor Boston Globe Amid Palin hype, a pro-life feminist's dilemma Christian Science Monitor - 1 hour ago By Angela Kays–Burden Wallkill, NY - I am still not sure about Republican motives behind the choice of Sarah Palin as John McCain's running mate. Washington Post Columnist Washington Post McCain to Present New US Economic Plan Voice of America FOXNews - New York Times - Boston Herald - Boston Globe all 2,433 news articles Publ.Date : Tue, 14 Oct 2008 16:39:11 GMT Bloomberg LP Names Andrew Lack Multimedia CEO - MarketWatch Reuters Bloomberg LP Names Andrew Lack Multimedia CEO MarketWatch - 2 hours ago Bloomberg named Andrew Lack Chief Executive Officer of its multimedia group, responsible for the Company's expanding television, interactive and radio operations. Bloomberg Names Andrew Lack CEO Of Multimedia Group CNNMoney.com Bloomberg hires NBC veteran to run TV, online ops Reuters guardian.co.uk - Washington Post - Television Week - MediaPost Publications all 28 news articles Publ.Date : Tue, 14 Oct 2008 15:38:22 GMT Sex Scandal Shakes Race for Congress in Florida - New York Times New York Times Sex Scandal Shakes Race for Congress in Florida New York Times - 1 hour ago By IAN URBINA WASHINGTON - The Florida congressman who succeeded Mark Foley after he resigned because of a sex scandal is now embroiled in a sex scandal of his own, and has requested a Congressional ethics investigation to clear his name. Rep. Mahoney Takes 'Full Responsibility' But Doesn't Admit Affair ABC News Fla. congressman denies breaking any laws The Associated Press CBS News - Palm Beach Post - AHN - CQPolitics.com all 504 news articles Publ.Date : Tue, 14 Oct 2008 16:38:56 GMT RSS Feed Reader Increase Online Traffic

PARLOT::Ebooks, Scripts, Websites, and more...

Adsense websites

Copywriting Goldmine: One of 20 Insider Secrets to Great Copywriting

Each weekday during my Red Hot Copywriting Bootcamp, attendees (or... Read More

Want to Make More Money as a Freelance Writer? Here are 10 Reasons To Consider Copywriting

Looking to chuck that full-time job for a life of... Read More

Common Mistakes That Can Kill Your Web Copy

Sometimes learning what not to do is as important as... Read More

The Secret to Drilling Down Deep in Your Target Market

Here's another drill ripped out of the Field Guide for... Read More

Kick-Starting Body Copy

Several correspondents to our newsletter, AdBriefing, say that they are... Read More

Four Things Every Web Site Headline Must Do

As you know, I'm constantly making the point that the... Read More

How To Test The Body Of Your Sales Copy For Weaknesses

Your sales copy is the life source of your business.... Read More

Ten Eye Popping, Jaw Dropping Ad Copy Secrets

In order to make more sales and get more profits... Read More

Six Reasons You Don?t Need a Technical Writer (and Why They?re Dead Wrong!)

I know, I know. Times are tough. You have to... Read More

Why You Should Write To Inform And Not To Sell

Advertising is key! Unfortunately most people waste their money on... Read More

Tomorrow?s Clichés Today

I went to Google and entered a couple of different... Read More

Is Your Content Provider Selling You Ripped Content?

Ripped content: well the term itself is self explanatory. Content... Read More

7 Powerful Sales Copy Writing Techniques!

Your sales letter is the most important component in your... Read More

7 Formulas for Articles That GET READ!

Many of us have been asked to write an article... Read More

How Ghost Writing Articles And Booklets Can Earn You Big Money!

Do you want to make $5000, $10,000 or more every... Read More

The Biggest Mistake Copywriters Make

Most of the sales pieces people ask me to rewrite... Read More

3 Keys to Better Online Copywriting

Doing the copywriting for your own website without the proper... Read More

7 Steps You MUST Take Before Writing a Word of Copy!

Copywriting ChecklistOkay, you know you have your product (or service)... Read More

Can Anyone Succeed as a Freelance Copywriter?

This is a question that can be answered in a... Read More

Freelance Copywriters on the Internet: How to Tell the Difference Between Heaven-sent and Hack

If you're hunting for a good freelance copywriter and have... Read More

Memorable Sales Copy -- How to Write it

Want to know the secret of creating MEMORABLE promotional copy?... Read More

How To Write Headlines That Get Attention

No doubt, the headline is the most important part of... Read More

Copywriting Makeover: Making An Emotional Connection - Part 1 of 2

One statistic shows that over 80% of all buying decisions... Read More

The Formulas Freelance Copywriters Employ When Creating Web Content

What is it exactly that copywriters DO when they produce... Read More

Copywriter Trick Unveiled: How to Write Better Copy Faster

"Talent alone cannot make a writer. There must be a... Read More