Steve Olenski and I just discussed the foundation of creating killer sales content marketing copy—for me, it’s your credibility that really seals the deal. Credibility is part of reason, but it taps into the emotions of a reader/potential buyer. Get those testimonials, cite statistics, mention how popular an item is and use past results to prove it. Don’t forget to make reviews/ratings easy to complete.
Other experts also suggest putting yourself in your reader’s shoes. This helps you identify your target demographic, figure out how they’re finding you, pinpoint their problems (so you can offer a solution) and see what concerns they might have about what you’re offering.
There’s also an agreement that emotion is the golden ticket to turning readers into buyers. If you’re selling a sprinkler system, you might want to highlight the fact that it has a stronger flow than others on the market—but that’s not sellable. What sells is the fear of a house fire and the possibility to save your family by using your product.
Follow up with reason (the basics of your product) and how it’s unique. Make sure you don’t depend on hype and that the language is conversational. Tell a story and dabble with both long and short copy.
