They use copywriters who know precisely how to sell using words. They know the copywriting tricks, formulas and techniques that convert potential buyers and sells products. They know what words to use to justify the purchase of an iPhone 11, even when you own a fully functional iPhone XS.

So, how do they do it? How do they write persuasive sales copy that engages and fascinates doubters, turning them into buyers, often without their realising?

Here’s how:

1. Have one big idea and state it clearly

The first thing most visitors look at on your website is your headline. Most headlines are comprised of one or two sentences that are crafted to immediately capture attention and spark interest.

The key to writing a strong headline is focusing on one big idea. Usually the most valuable benefit of the thing you’re trying to sell and showing it off constructively. Great headlines are attention grabbing, without being too salesy or overstuffed with keywords.

Tip 1

Start by clearly defining your primary value proposition and presenting it in an exciting way.

Tip 2

You can include some interesting data or statistics to help make your headline instantly memorable. For instance: ‘25% of NSW teachers use our education supplies.’

2. Present your idea in short sentences

A large number of your website visitors are people looking for quick answers to immediate problems. Although lengthy prose like content can help explain exactly how what you’re selling can help them, few will take the time to read it.

Excellent sales copy has to be easy to read and understand, so visitors don’t have to make an effort to read your content. Short sentencesare easier to assimilate and they help give your copy some rhythm. For instance, ‘All-new Lightning connector. Smaller. Smarter. Durable. Reversible.’

The above Apple ad includes one word sentences that pass the idea across effectively.

Tip 1: Aim for an average sentence length of 11 to 15 words for maximum impact.

Tip 2: Don’t worry about starting sentences with conjectures like and, or, and butas they help draw attention to individual sentences.

3. Understand the type of awareness you’re aiming for

Depending on your market position, your customers may be at different levels of awareness about their problems and the solution you’re proposing. Therefore, the type of content and messaging you put out should depend on the stage of awareness your customers are at.

1. If your customers are entirely unaware of their problems: your copy should be crafted to bring their issues into focus.
2. If your customers are aware of their problem: your copy should provide helpful information about their problems and available standard solutions, including yours.
3. If your customers are aware of the solution: your copy should promote the high level benefits of your product that’ll make them want to choose it over others.
4. If your customers are aware of your brand/product: your copy should highlight its value proposition as well as the rest of the benefits you have to offer.

Think of the copywriting process as a journey from little or no visibility to the point where your product becomes indispensable to your target market.

4. Use stories

Nothing converts like a truly engaging story. This is why companies like Apple and Facebook have invested so much in creating Hollywood versions of their humble beginnings. Stories are also a powerful copywriting tool to help readers picture or feel something that makes them want to buy from you.

Tip: A great story describes the origin of your product and the challenges you’ve had to overcome along the way. Read more about how to write a brand story.

5. Employ the services of a professional copywriter

There is a reason why we get a plumber in whenever our toilet backs up. For excellent copywriting that sells, you can turn to a professional Australian copywriter who knows the right words to describes a problem, presents your solution and close the sale. Or you might like to go at it yourself with my website copywriting book.

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It is almost impossible to surf the net for more than a couple of minutes without encountering a number of squeeze pages. This is not surprising since email marketing is considered one of the most powerful marketing tools, with an average ROI of 3800%. There are several email marketing activities that are great at capturing email addresses and building your enews database but the one that has incredibly effective results is a squeeze page.

What is a squeeze page?

A squeeze page is a type of landing page that is designed for one specific purpose; to “squeeeeeze” an email address and a name out of you prospective clients that land on the page.
 
When looking to collect personal information from internet users who strive to remain anonymous at all costs, you have to employ a lot of guile. Squeeze pages are designed to lure website visitors to put in their personal details (an email address and name, and in some cases a phone number) in exchange for a reward such as more information, a discount, a tangible or digital asset or a free service.

To achieve this, there has to be a form of subtle pressure (but disguised by sales copywriting) designed to compel website visitors to fill in their details. This is usually done using expert web copywriting, deliberate colour schemes and purposeful layouts to place your offer in the best possible light while asking for just a measly email address.

Here are five valuable sales copywriting techniques for squeeze pages

1. Create an enticing offer that has some value

How often have you seen this phrase – ‘To download XXXXX, simply enter your email here.’ Your enticing offer can be anything: a free ebook, software, template, webinar, online course or design aid. But it has to be important enough for the visitor to want to give up their email. The important thing being is that it has some specific benefits, particularly to the reader.
 
Think along the lines of:

• subscribe for a weekly newsletter
• download a free weight loss ebook
• sign up to get your discount offer.

2. Let your customers do the talking

Customer reviews have influenced an extraordinary amount of buyer decisions, with some reports suggesting 93 per cent of people impacted by online reviews.

Allowing your customers to do the talking builds trust as this shows prospective customers what they will experience if they use your product or service. You might remember we’ve talked about this in terms of social proof. It’s also just common sense as a customer would rather trust another customer’s (who they see as unbiased) review than any marketing material you may have.

3. Spend time copywriting your page content

Copywriting is the act of writing content with the aim of advertising, marketing or increasing brand awareness. Sales copywriting is absolutely necessary because we are all lazy readers, especially when it comes to online content. Your visitors are more likely to scan and skim through the page content. So great copywriting will help them do just that with a bold headline, compelling subheadings, captivating pictures and prominent CTA buttons.

4. Keep it simple

No, really! You have to keep things really simple to the point when it would even make sense to anyone and everyone. Simplicity sells and using clear concise statements will make your copywriting easy to understand and skim. Opt for simple short sentences using basic words to describe exactly what you want to say.

5. End things with a compelling CTA

Your call to action button will be the deciding factor on whether your squeeze page converts (turns someone into a reader to an actual sale) or not. One website saw a 321 per cent increase in opt ins when they provided visitors with a compelling reason to subscribe.

Visitors usually spend a short time deciding whether to opt in to your offer and a button that says ‘Yes, I want the free report,’ is more likely to convert than one that says ‘Download report.’ Adding the super, all time converting word free is also a good way to increase the chances of them clicking on your offer.

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