Three steps to writing words that sell, even if you’re not a copywriter
We sat down over a (virtual) cup of coffee and he says, “I’m a coach who helps people uncover their calling.”
Taking his link, I check out his site to see how he says it on his site.
And sure enough…
Those were the words written.
He went on to explain that he helps people who have had enough of the daily grind, working for the man, to find their true purpose in life so they can live richer, fuller lives.
Which is correct. That is what he does.
And he’s very good at it.
He’s not very good, however, at attracting the people he really loves working with and selling to them because the language he uses is often glossed over by readers or they attract the people who are not really from “his people”.
Words like these are glossed over because they are literally the words written on millions of sites. Glossed over copy = low sales…if any.
These kinds of words are considered buzzwords/phrases.
They are also not very emotional or inspiring, so the reader has no reason to read what they’ve already read everywhere, again. The brain literally shuts down when it reads words it’s read so many times and if you can’t get them to read, you can’t get them to buy.
That’s why it’s important to do more than just write when you are writing for sales.
You have to take the “writing” and then craft it into “copywriting” (or start with copywriting by learning an entirely new craft, slowing the development of your own and your success).
But if you’re a writer, rather than learn a new craft, write. Then...well...craft.
Tips for transforming writing into copywriting designed to sell:
Start with color. Most writers like to draw pictures with their words, so they go all-in on using all the words to say all the things at one time, taking the reader’s brain out of engagement.
But, by starting with colorful, enticing language, you tap into that eagerness in them to want to know more. You build the craving to take action, rather than passively let them consume your words.
Example
Writing: I write copy for bold businesses.
Copy: Bold AF copy for profitable AF results.
Feel the difference?Trim out the excess. In copywriting, excess words = loss of sales/lack of action, if you will. And as writers, we LOOOOOOOOVE our words. So we write...a lot of them.
But if the words don’t directly support the ACTION you want them to take, cut them out. Careful with this one, make sure you are not overreaching in justifying leaving some words in, mkay??
Example
Writing: When you struggle to write the right words, so your reader can grasp all of the emotion that your product or service needs them to feel, in order to sell, your revenue slows to a crawl.
Copy: Elicit the emotion your readers crave and increase the revenue rolling into your business.
Feel the difference?
(Disclaimer: This is NOT to say that if you’re writing a sales page it should not be long-form. Long-form is completely different from long-winded.)Close the loop. As writers, we like to take the readers on journeys to faraway places, like our hearts and minds. Amirite?? Well, as COPYWRITERS, we want to make sure that we bring them BACK after that journey to our souls.
So when you close out your copy, loop it back to the beginning, and close the loop you open up in their minds with that intrigue. Not only does it give them a good stopping point, but there’s also a psychological confirmation that you are solid. That you can be trusted. That you know what the fuck you’re doing.
Example
Writing: Click here to buy now.
Copy: Click here to (headline reference, i.e. publish bold AF copy that elicits results and increases revenue).
Feel the difference?
Now. There’s a LOT more to copywriting and being able to transform regular writing into writing for sales. But if you put these three steps into action, you’ll be a ton closer to increasing your conversions, growing your audience, and making more sales than you’ve ever been.
Want to play the Arena? We jam on shit like this all-day-long. Come play! (It’s FREEEEEE!)