Friday, April 15, 2011

Two Approaches for Writing Great Sales Copy

Earlier this week, I was a featured guest at Epic Launch. My topic was 7 Terrible Marketing Terms To Avoid

One of the commenters asked how I come up sales copy that is new and original and still catchy.

There are two approaches I use frequently for writing original sales copy. They don't work for all marketing situations, but often will get you started.

The Marketing Reporter

Write your copy like you're a journalist. Ask yourself, "who, what, where, when, why and how?"

Not all six questions apply to every scenario. I find the most useful when describing an information or service-based product. Journalists usually don't write about things, they write about ideas.

You can describe events, workshops, and seminars easily.

It also works to describe services, even when the recipient doesn't understand the service. For example, if you are a freelance IT network installer, most of your clients are baffled by jargon, but you can make them understand what you do, why they need it, how long it will take, and what is the value.

The Sensual Copywriter

Note, it says sensual, not sexual. That's an entirely different type of copywriting.

Use your senses to describe your product.

  • How does it taste?
  • How does it smell?
  • How does it feel?
  • What does it sound like?
  • What does it look like?

For physical products, the results may surprise you.

I used to sell mudflaps with NASCAR logos. In the description I talked about how your truck would look great as you roll into the parking lot at the track. I described the smell of rubber, which to a NASCAR fan, is a very distinctive smell. By the end of the race it permeates your clothes and hair.

While mudflaps don't have a particular smell, describing that scent creates a mental picture for my target customers.

Great sales writing doesn't necessarily describe your product or service. Frequently, it describes the buyer's experience while using that product or service.

Whether you go sensual or factual, these two techniques should get you started on unique and original sales copy.

photo credit: Three Monkeys - Vishal K. Bharadwaj,
Post a Comment