13 ways to make your sales copy seductive & irresistible
Pull them in from the first word.
Make them feel everything all at once.
Fill them with hope and dismantle all their objections with one fell swoop…
Do that and they’ll say yes.
Because increasing your sales comes down to the following 13+1 steps to making your copy seductive and irresistible.
When you put them into place, your sales page conversions increase, your landing page conversions increase, your email conversions increase, your audience grows, and your revenue increases.
And that’s the difference between copywriting and writing.
And that’s also how you make them crave you.
Mapping
Mapping is the basis for all seductive copy.
It allows you to gain a 360 scope of not only your buyer and their buying habits but also of your product or service and your brand. And allows you to see from an angle not your own...to see the WOW in it...as you want your buyer to see it.
That knowledge is literal firepower for fueling drool-worthy copy because the more you know, the more effective the words you choose will be.
Mapping is the process of uncovering all the language that your users use regarding your product or service, pulling out all the features and benefits, discovering all the possible objections your reader will likely have and massaging it all into the words your readers will resonate with, in the order that makes sense and builds trust, and wows the snot out of them.
But it’s also the part that people who are not copywriters skip and that’s what causes low opens, low conversions, and low revenue.
I have a secret weapon I use to create my maps that’s helped me to create more full-bodied and profitable copy for clients, but these are the main points of it that you need to organize in your mind before writing your copy:
What are their challenges
What are their deepest desires
What are the angles you can approach this copy from (new, cost, results, safety, etc)
What words do they use to describe their situation
What do the testimonials say
What objections do they have
Narrative
Stories grip souls. They caress hearts. They penetrate the psyche and transport the reader to exactly the places and moments in time you need them to be. That’s why it’s super important narrative is the driving force behind your copy. And while “you” is perfectly acceptable and encouraged to be used in your copy (as opposed to often using “I”)...as long as you’re using it the right way. “You want…”“You feel…”
“You wish you could…”
Are examples of how not to use “you” in your copy because it’s mere “telling”, not using creative narrative, to pull the readers’ minds into another place.
Telling leaves nothing for the imagination. It’s handing the information over to the reader, rather than putting them in the place of the action.
So you can use “you”, as long as the broader scope of the copy uses narrative and imagery to pull them into the center of the piece and forces their brains to play the movie you’ve written in their heads.
Languaging
Languaging is you creating the images and emotions in their minds with the words you choose. It’s the nuances of your choices of words and it matters so much.
Because the right languaging can energize, create trust, magnetize them to you. But likewise, choose the wrong languaging for your ideal client and the opposite happens.
It’s a blend of how you actually speak, the vision you want to bring to life, and the emotions that your reader longs to experience. So it will be a little of you and a little of them, together on the page.
In sales speak, it’s a little like mirroring...telling them what they need to hear (keeping things honest, mind you...no BS in marketing, mkay?) by repeating back to them what you know is in their minds from the mapping you did.
Trust
Without trust, there will be no sale. Usually. Sometimes you can crush a customer’s trust and they’ll still come back because they love the product. This is likely only true for big brands that have built years of trust, but then had a misstep.
For the rest of the world, especially service-based businesses, that’s usually not the case. We often have to work a little harder to create that feeling of trust.
Trust is built on expertise, credibility, social proof, consistency, empathy, sympathy, and connection. And when you pull all of that into your sales copy and brand-building, you’ll set yourself apart.
Things that wreck trust:
“Maybe”
“Could”
“Perhaps”
“Will”
Write in an active voice and that will help stomp out the tendency to indicate that “maybe” the program or product will work for them.
Headline that grabs
The Slide starts with the headline. The Slide, of course, refers to Joe Sugarman’s Slide that you’re building when you craft compelling copy that starts at the top and pulls them down the page to the action button.
That can only happen when you have a headline that makes them want to see what’s on the page.
But most people look at the topic of the copy and simply write that - huge mistake. Your headline shouldn’t tell them what they are going to read about in your copy. It should make them want to dig to the bottom of it to find out.
Creative
Creative or clear? When it comes to copy, there are some that say creative is more important, others will tell you clear is more important.
The deal is both camps are right.
But when creativity overshadows clarity, the reader can easily get lost and, therefore, so is the action you want them to take.
Strike a balance between creative and clear so your reader is dropped into the imagery, but not so far down they can’t find their way back to the button.
Empathy
The art of FEELING someone else’s emotions is a strong AF tie that wraps them in a cocoon of warmth and vulnerability...and lets them know you are not against them.
But empathy, when faked, can backfire. So if you don’t actually “get” them or their sitch, don’t come off playing like you do. It’s better to use sympathy copy than empathy, if you don’t have a solid handle on their emotional state of mind around their struggle or desires.
Dig deep, though, and you can make empathy a powerful tool in your copy...one they’ll latch onto.
Empathy copy says: Man, when you’ve said the same thing 15 times and have gotten exactly zero response, you have to wonder who you are to the kids that make you so invisible. Do they not see how you work from the time you open your eyes to the time you close them? Do they not see how you’d rather go out and play with them than sit and work on your site AGAIN? Don’t they know what it would mean to you for them to listen...just once?
Not empathy copy:Yeah, the kids still aren’t listening, are they? Here’s how you can get them to finally hear you. (This is more like sympathy copy than empathy)But do you see the difference? The emotion and the frustration are just not present in the second version…but you can easily feel that the author “ahem” knows this pain well LOL!
Fascination
Fascination bullets tease the reader into wanting to know more and they are highly effective when done right.
So, tap into those things you know your reader wants to know and use that to craft the bullets that help pull them down the page.
For example:
Increase sales
Increase sales by learning the tricks the pros use to tap into buyer psychology
The top doesn’t give the reader a taste of how they’re going to increase sales so it’s less effective in getting the reader interested in going further.
Objections
These are the differences between amateur copy and pro copy. Because the pros have to do tons of research to uncover all the issues that roll through the readers’ heads as they read. They are also the reason many seasoned copywriters (think 5-figures for ONE sales page level of “seasoned”) have others review their work before shipping it out. Because we all read with different biases and perspectives, so it’s really easy to get lost in your own thoughts and forget to cover some of their reasons for thinking that investing is not a good idea.
Some typical objections to make sure you cover:
Cost v. Value
Will it work for them?
Trust/credibility
How does this work?
The more details you can lay out for them, the more concrete results will feel. Also, ignore fuckers that say long copy doesn’t work. It’s BORING long copy that doesn’t work...so get it all in there AND make it engaging all the way to the bottom.
Results
Big business, big brands, and established businesses that have been around long enough have results to use in their copy. It’s sometimes like a magic pill for copy. But those businesses just starting out often struggle to use results in their copy effectively.Like this (LOL! Shameless plug for your viewing pleasure BAHAHAHA!):
More than 8 times the investment within a month of publishing
Audience-building ad copy that inspires 10x list growth in 30 days
Webinars that turn over an unheard of 100% conversion
Web copy, social and email marketing that results in Income growth of 378%
Web copy, social, email marketing, and webinars that triple the client base
Sales pages that bring in hundreds of thousands of dollars
And while the world is out there telling you not to work for free, I will always be right here telling you to get your ass out there and do what you can to get some numbers behind your work if you don’t have them because the more practice you get, the closer you get to killer results for your people, too - while collecting usable data for current sales copy.
Authority/Expertise
If you know your shit, people will feel it in your copy. They will be able to recognize if you’re really on your game or not by the way you present the information around your topic, how thoroughly you delve into it, and the languaging you use to do it.
Also, how well you know their resistance to the work they’re doing is another indicator of your depth of knowledge around your industry. So let yourself get on your tangents...you can edit them afterward.
Comparisons
You can compare yourself and your service to others in your industry or you can compare their lives now with what they will be after working with you. You can even compare values like costs of things they already buy (you’ve seen them: “For the cost of a cup of coffee, you can…”).
Comparisons are a great way to point out the obvious that they may push to the back of their minds.
A good example is a recent post I did on INSERT POST LINK AND BRAND where they said the cost of the cereal was PER BOWL, rather than $40 per case.
Guarantees
Guarantees are the safety nets that can often mean the difference between the yes and the no. If you can make a guarantee, DO IT.
Bonus: Conviction
This is really about you. And it comes off in your words. If you are able to be 1000000000% behind your ability to get results, that conviction shows up in your copy. If you are nervous and are busy playing what-if scenarios in your head, that will come off in your copy, too. Because the fact is, if you are not sold on your product or service, you will have a hard time selling someone else on it.
The difference between seductive and irresistible copywriting and writing is knowing what components to include, writing to sell (not just to describe), and doing the legwork.
Because in the end, you either want to write...or you want to make money on what you’re trying to sell.
Come talk copy and getting people to crave what you do in the Copy Arena (it’s free)!