Ah, what is an appealing sales copy? How do you determine if a website copy is convincing or not? After all, it is a subjective matter. Nevertheless, there is one thing that you can do, which will always yield great results. To visualize this tip I want to share a personal story with you. Read carefully and analyze the difference between the two approaches.
My personal story and sales copy approach #1
My mom is an actress and a director and she has an acting club for kids aged between 7 and 17. Every season starts at the beginning of the school year and finishes when school ends every summer. A 2 months vacation from work! Nice, huh?
It is great but in the middle of this vacation, my mom starts worrying how she will attract new kids for the next year. You know how most parents are very ambitious when it comes to their kids and they want to sign them up for every available course - dancing, singing, drawing, some sports, etc. At the beginning of each season, there is a small fight between all these classes over potential participants. So, my mom makes a campaign to present her acting club to new kids and their parents. It is not enough to just hook the children and teens; she should also catch the parents’ attention.
Her usual approach is to make some flyers (old style) and go from school to school and give them to the kids, hoping they will show them to their parents. The information that is on the flyers is what we call features: acting, participating in different events and a lot of festivals. The flyers include the awards the club has won from assorted prestigious national and international festivals.
Awesome, right? Yes, definitely! But it can be better.
Sales copy approach #2
One day, while I was walking around the city I had an insight. This is not the only thing my mother gives to these kids! The club prepares them to work in a team, to act in front of an audience, to talk slowly and clearly, to express themselves, to speak calmly and confidently in front of many people. These are all qualities that every parent wants to develop in their children.
You know how stressful job interviews, presentations, and meeting new people generally can be. I saw with my own eyes how shy kids, after a year working with my mom, blossomed. They felt more confident, they were able to express themselves better, and even their body language became open and welcoming. All of these are qualities a lot of adults dream to have. And my mom can develop these skills at an early age when it is easier for the kids to absorb new skills. She is doing it with love and she even doesn’t understand how much she helps these children and teens to have a better life.
A comparison between the two sales copy approaches
Now imagine a campaign that refers to these benefits. How would the parents react? And then compare it to the traditional flyers with features - acting, participating in different events and a lot of festivals. I bet the traditional approach is not so appealing to you now, is it?
Don’t try to just transform the features of your product or service to benefits. Instead, take some time to think how your product or service can benefit your customers at a deeper level. How can you make their lives better? Believe me, if you invest the time to think this through, the return on this investment will be enormous.
A lot of people give their websites sales copy to be written by someone else, but you know your product/service best. So instead of giving it to a third party to write your sales copy and make your website better, try to write it yourself. Then you can give it to a professional copywriter to polish.
I would be happy if you share in the comments what your product/service is and your thoughts on how you can present it in a more appealing way.