How to Write Sales Copy

Learning how to write sales copy isn’t as easy as it looks. We tend to pick up sales copywriting jobs around here, probably because we display a good business image and a ton of confidence. Personally, all my sales copy seems to hit just the perfect note with clients. But knowing how to write sales copy isn’t something I’ve been able to teach others. In fact, this form of copywriting seems to be the most challenging.

I’ve been scratching my head over finding a good freelancer that knows how to write sales copy for some time now. I need another writer. Badly. I can only write so much sales copy before my head needs a rest. I envy that Harry writes articles and wished I had more fun articles to write myself. I like writing sales copy, but it’s nice to have variety too.

So I’ve been trying to find someone to help out. I can’t yet seem to find a writer that satisfies my standards or that has the right tone and style. I’ve tried mentoring a teammate on how to write sales copy. I’ve tried practice and feedback exercises, I’ve passed on links to sites telling exactly how to write sales copy that stands out.

No luck with a winner yet. The content I get back is okay. It could work. But It doesn’t sing. It doesn’t stand out or compel me to buy. It doesn’t cheer and sound like it’ll convince others to purchase. It doesn’t seem to be able to convert hits to sales effectively, and that’s what clients want. I want content that does what mine does to makes clients sit up and take notice.

I’ve been wondering if it’s just me. Are my standards too high? Is it just the tone and flavor of writing I use? Am I ineffective on teaching someone how to write sales copy properly? Am I looking for a writer that doesn’t exist? Maybe my expectations are too high or I’m too picky (shut up, Harry).

Today, the lightbulb went on. It’s not about knowing how to write sales copy. Anyone can learn that. It’s the life breathed into the content so that it leaps up and turns into the text version of a salesperson. There is one very important aspect that makes the all the difference for sales copy that sells: believability.

When I write sales copy, I believe in what I’m doing. I’m confident I’m writing about a great product or service. I’m positive other people should have this. I’m determined to convince them beyond a doubt they want what I’m writing about. I’m as excited about what I’m trying to sell as the clients is.

That’s the catch. If you want to know how to write sales copy, look inside yourself first. It’s your attitude and feelings about what you’re doing that put the punch into the pitch. If you don’t believe in the product or service, your copy will reflect that. If you feel silly trying to push a sale, your copy will be timid or weak. If you think selling means shoving something down people’s throats, then your sales copy will come off way too strong.

I’ve learned that writing effective sales copy is an art. It’s a subtle combination of maneuvers to knock down every doubt the potential client might have while answering all the possible questions that might arise. It’s the fine line between strong self-confidence and certainty and empathetic understanding and compassion. If there is any hesitation in the dance, then there is a stumble and the moment falters.

Learn how to write sales copy using the proper techniques and strategies, and then perform your art with confidence so your showcased talent shines.

Post by James Chartrand

James Chartrand is an expert copywriter and the owner of Men with Pens and Damn Fine Words, the game-changing writing course for business owners. She loves the color blue, her kids, Nike sneakers and ice skating.

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  1. Maybe it would be easier to train someone with solid sales experience how to write than to teach a writer to create sales copy. A great way to learn how to look within is the first hand experience of walking out with no commission because you picked the wrong words, or failed to make a good point when it was crunch time.

    I have a degree in psychology and 20 years of sales experience. Many of the points made in “How to Write Sales Copy” September 12, 2007 – Written by James support my motivation to offer the writing skills I developed as part of my sales experience as a service to others.

    James I do not feel you are being too picky. Once one has achieved excellence, lowering the standard is a step in the wrong direction. If you are still looking for an understudy maybe we should talk.

  2. I always say that there are never expert’s in this field, rather there are only practitioners. The key is to practice, test, pract test. You can master this artform with persistence alone!

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