Your Sales Copy Must Have This Component

The light danced on the dark water as though the sound of the waves were the only music playing. 

It ignored the buzz of the killdeers and the croaks of the toads that basked and played in its glow. 

All I knew was for one moment, the world came to a complete stop around me. There was nothing else that mattered more than this moment. 

The moment that I decided… 

Do I have your attention? 

Good ;) 

For a moment, I was sitting on the shore, at night, listening to the waves, the birds, and the toads, making a big decision. 

But you already knew that…

Without me telling you. 

That’s what imagery does. 

In the Copy Arena today, the legend, himself, Johnny Cash, brought us another example: On this old rock pile with a ball and chain, they call me by a number, not a name’ (Doin’ My Time). 

He could have said, “I’m in jail.” But it wouldn’t have pulled you in and you wouldn’t have become emotionally invested in the words.

And yet, that’s what so many business owners do when writing their sales copy.

“Isn’t it time you finally lived the life of your dreams?” 

“Are you tired of the chaos of everyday life?” 

“I know you’re frustrated trying to do it on your own”

Snore snore snore…

Paint the picture.
Use the tools at your disposal. Be creative. 

“The days and hours lay ahead of you, beckoning you to fill them with the sound of deep belly laughs and smiles that never end.” Or whatever your ideal clients have said they truly deeply want. 

A word of warning for your sales copy, though…

Some people like to get carried away.

The word flowers begin blooming and then they take over. When that happens, you run the risk of losing your reader. Too many words make them shut down and forget your ask. 

So you must be judicious when choosing the imagery to use and how you want to present it. 

When I write for my clients, I’ll re-read it half a dozen times and ask myself, “Is each word contributing to my overall goal of getting them to click “Buy Now”? 

If any word does not pass that test, it’s gone. Even if I have to restructure once I’m done. Because it’s better to spend the time editing and restructuring than it is to assume that just because it’s poetry, it’s going to sell. 

In the end, those hours spent whittling the copy to just the right imagery and emotions means you make a fuckton more money than if you let your ego say, “Hey, I wrote this, it’s good. Leave it alone.” 

When it’s all said and done…

Do NOT ever TELL when you can ILLUSTRATE in your sales copy.
And do not OVER-EMBELLISH or become too overzealous with your language. 

Copy is an art form. Treat it like that and your payoff will be huge. 

Want more juicy convo like this? Come join the Copy Arena for free talk of emotion, getting the yes, and sales copy that will knock their knickers off.

(Photo by Sven Brandsma on Unsplash)