10 Elements Of Persuasive Sales Copy

Good sales copy is essential no matter which industry you are in. If you are trying to convince people to do something, effective copy is how you get them to act. Fail here, and any marketing effort you make will almost certainly fall flat.

In our latest post, we give you ten elements of persuasive sales copy. Each and every one of these elements will give you better results through copywriting. Implement just a few of them and your marketing efforts will be better because of it. 

Let’s check them out below. 

10 Elements Of Persuasive Sales Copy You Should Implement

1) A deep understanding of the problem

All persuasive sales copy starts with understanding the people you are writing to. Specifically, their problems that you are trying to solve. Before you get into your offer, show people that you understand their pain. Describe their experience better than they can. The best writing in the world will underperform if it doesn’t show an understanding of what somebody is going through. Once you have this element, people start to trust you. And once they trust you, they’re more willing to buy from you. 

2) A hook that stops the scroll

Your first line is everything. This is true no matter where you’re using copy. Whether a video sales letter, a blog post, a sales page, an ad – your first line is essential. If you don’t get somebody’s attention straight from the beginning, it doesn’t matter what comes next – you have already lost them. That’s why you need to have some kind of interesting hook. This can be a number of things: 

• A bold claim
• A surprising stat
• Some question relatable to your audience

No matter what you are trying to get people to do, a solid hook will make it more likely that you succeed. 

3) Empathy instead of hype

This goes back to our first element of understanding. When creating sales copy, it’s tempting to focus on who you are and what your organization does. That’s not what people need to see before they buy. Rather, they want to feel like you’re on their side. This is where empathy comes in. We’ll put it this way: copy that connects is more powerful than copy that convinces. If you lead with empathy, it’s much easier to encourage some kind of emotional attachment with your brand. The result? More conversions when it comes time to sell. 

4) A promise they actually care about

What is the basic promise you are making with your offer? This is the central point to focus your copy on. If you want to start creating persuasive sales copy, it’s time to skip the jargon. Instead, focus on the transformation. What will somebody’s life look like after they say yes? Remember this: people don’t buy products – they buy a better version of themselves. Keep this in mind, and inserting an important promise into your offer becomes so much easier. 

5) Tangible proof that your solution works

Again – skepticism is the default. We live in a world where customers are drowning in options. No matter what you offer, odds are you have competitors. Why should somebody decide to invest in your solution instead of something else? An effective way to help them make this decision is through the proof you provide. Everybody has claims about their service – few people can back it up. Here are just a few options for implementing more proof into your sales copy:

• Testimonials
• Case studies
• Metrics
• Reviews

One last tip: always be on the lookout for good material you can use for social proof. This can be as simple as taking a screenshot of something cool that somebody says about your brand. 

6) A voice they want to listen to

Embrace your writing style. There is nobody in the world that is as good at being you as you are. Tone builds trust. When you write like how you normally talk, you sound approachable. People get to know you, start to build a connection, and when the time is right – buy. Forget robotic writing. Especially in the age of AI-assisted writing, your own unique style will pay you dividends. You’d be surprised how persuasive sales copy can be when you just embrace who you are. 

7) Clarity instead of cleverness

Too many marketers want to be clever with their copy. This might include puns, jokes, or obscure references that only their audience would understand. While there is a time and place for this kind of copy, it’s usually best to skip it entirely. The reason why is quite simple: confusion kills conversions. People simply won’t take action if they don’t understand what you’re saying. If you are trying to sell, make things as simple as possible. 

8) Handling any objections that come up

No matter what you are trying to do with your sales copy, people will have doubts. This is natural. Even the most realistic claims will create skepticism in the minds of your audience. That’s why you need to handle objections. For persuasive sales copy, try to answer questions that the average person would have as soon as they have them. There are a couple key moments this happens on a sales page. As for any emails that you send? It’s worth putting together a specific “FAQ” email that answers the most common objections somebody would have. 

9) A reason to act now

If people can do something whenever, they won’t do it. This has been proven time and time again. This is where urgency comes in. By giving people a reason to act now, you increase the odds that they take the action you are pushing. The fact is, people procrastinate by default. A gentle nudge (a deadline or time-sensitive bonus) helps them prioritize action.

10) A call to action that’s friction-free

Like we said before, clarity is key. But that’s not just true in your main copy – it’s also relevant when it comes time to inspire action. That’s why your call-to-action (CTA) is so important. Be clear, direct, and benefit-driven with your CTA. Tell them exactly what they need to do, and make it as easy as possible. Any unnecessary complication will kill conversions.

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