5 Must Have Copywriting Tips to Grow Your Sales
Online brands struggle most when they can’t communicate value. If you’ve been trying to figure out how to increase conversions on your e-commerce site, you might be in the same situation. The browser that doesn’t feel like a product is “worth it” will never become a buyer.
And when it comes to eCommerce, the formula is pretty simple: no buyers = no business.
So how do you create desire for someone shopping online? How do you bridge the gap for the personal that can’t walk into a physical store to see the product for themselves? Copywriting.
Writing copy that sells, whether in a blog post, online ad, social media caption or right on your website is based on using key principles that personalize the brand to a customer. Resonant copy is the first step in creating a customer relationship.
So I’ve outlined a simple 5-part framework that you can apply across all of your copy, no matter what form it takes. From emails to video scripts you’ll be able to take your copy to the next level and take the results to the bank—but only when you use these principles in the correct sequence. And to make it easy to remember, you only have to ask yourself one question: “am I R.E.A.D.Y to sell?” We’ll do an example together, using the framework to create a product description for this simple navy blue tie.
The most effective salespeople know how to create a context for their customer—using language that they use. Nothing exists in a vacuum. And the most important thing to remember is that you’re not selling a product but an outcome. Customers only care about what your products helps them to accomplish: to feel better, more confident, or more capable.
Think of it like this: is it easier to sell the bridge or the destination? You’re reading this article not because you want to become a better copywriter but because you want to drive more sales to your eCommerce store.
Painting an accurate picture of where they are now and where they want to be creates the opportunity for a transaction. So let’s say our customer is Tom:
- 32 y/o financial analyst (AKA ‘stressed out’)
- Enjoys dressing up but not getting dressed
- Wants more time in the morning to prep for a long day
So if we wanted to create a context and grab their attention before introducing the product, we could easily write:
“The best mornings mean spending less time getting dressed and more time getting ready!”
Making a sale online is like trying to spark a conversation with a stranger: they only start to care when they feel understood or excited. Capturing those emotional motivators is a great way to retain their interest. It’s impossible to sell to someone who isn’t interested.
This phase is all about bridging the gap, rewarding the customer who’s so graciously granted you their attention. The biggest barrier to online sales is trust so working to foster a deeper connection, making your emotional mark, means that you’re one step closer to what I call the ‘head nod’.
So now that we’ve established the context, we can draw more interest and showcase our understanding of their decision making process:
“Don’t add another decision to your already busy day! Stuck between stripes, paisley, or checks? What if you could make it easier to look good for work in less time?”
Once you’ve made a connection, now you have a platform on which to prove your value. You want this prospect to realize their own need for a solution, to start to see the value for themselves. Establishing this type of confirmation, especially when self-motivated, is a powerful exercise in choice.
You want customers to choose you.
Choice reinforces your importance to them.
And with so many options online, it’s your job to make sure that you’re on their shortlist, if not at the head of the pack. This sets the stage for your proposal.
Online shopping is motivated by convenience. How easy can you make it for your customer? This is where desire meets value. So we can follow up like this:
“What if you could choose any shirt from your closet with your eyes closed and still find a tie that works with your outfit?”
You product will only be well-received after you’ve established context and desire. Once those are in place, a direct, benefit-driven introduction will get a clear path en route to checkout.
This is when you delineate exactly what makes the product valuable and deserving of their hard-earned cash, with relevant, supporting detail.
Customers need to be reassured that the exchange will actually result in the outcome that’s most important to them. Amplifying this crucial step in relation to your product forges a connection that customer relationships are built on.
Our customer values time and ease. We want to ensure we’re offering something that can take him through his whole week. So this is the perfect time to introduce those benefits, while keeping his lifestyle in mind:
“Our classic navy silk tie can be paired with any shirt—from blue Bengal stripes to green oxford cloth. Plus you can dress it up with a blue or grey suit, or go casual with simple slacks or denim.”
Reiterate what’s most attractive about the outcome that they’ll experience. What makes your offer irresistible? Drawing again on those benefits solidifies your value in the mind of the consumer and goes beyond desire to actually motivating action.
It’s time to sell. This is where we round up all the key points that makes our product the go-to pick:
“No more fiddling with the tie rack or digging through the drawers. Just grab, tie, and go. Now you’ll have time to snag your favorite coffee on your way into work—before all the meetings, conference calls, and headaches. Simplify your mornings. Choose Classic Navy.”
Now, it’s your turn! Take these principles and apply them throughout your copy to