The Anatomy of High-Converting Sales Copy
And no, you don’t need to be a copywriter or hire one. Yet.
Can this post alone help you write your high-converting sales copy? Keep reading.
Will it feel like a lot of work? Maybe.
Will it work? Yes.
When some entrepreneurs and marketers think of writing copy, they either turn to AI or Google their way through it. Maybe they get lucky and score a free template they can copy and paste.
Unfortunately, this is lazy. And lazy effort equals sluggish results. But you’re not lazy. You’re here to peruse this article and get to work right after.
Here’s what you need to do to nail your sales copy:
Doing Voice of Customer Research
This research involves learning everything you need to know about your current and prospective clients.
So that you can learn:
- Their wants
- Their needs
- Their frustrations
- Their successes
- Their motivations
- Their hesitations
- Past failed solutions
- What they are saying about your competitors
- What they are saying about your brand
- What they think about themselves
If you skip this step, you’ll risk not knowing what your ideal clients are saying or how they’re saying it.
Which means you’ll risk not connecting with them on any level.
Without this research, you’ll write copy blindly and guess your way through it rather than using your prospects’ words and phrases.
And guess what… this research alone can write 90% of your copy for you.
You can do this research in many ways. You can interview some of your clients and possibly survey them.
You can also read your positive and negative reviews and sort them based on the list above. Last but not least, you can read social media comments and even forums.
At the end of this research, you want to have an organized spreadsheet with the data you collected and sorted using the bullet points from above. Use this spreadsheet to help drive your copy.
The research above will tell you what to say and how to say it. If your biggest blocker around writing copy is not knowing what to write, you’ll eliminate it after doing your Voice of Customer research.
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Structuring Your Funnel
This is where you take a step back and wireframe your funnel before you work on your assets. Start with your traffic sources (social media, paid ads, blogs, etc.) and what their last step should be (purchase).
After you plot the beginning and end of your funnel, filling in what goes in between is easier. You’ll also be able to tell how many assets you’ll need.
Let’s say you’re selling a low-ticket product. Your simple funnel could be ads > landing page to lead magnet > email sequence > purchase.
If you’re selling a high-ticket product, your simple funnel could be ads > landing page to mastermind/3-day challenge > email sequence > purchase.
It is up to you to decide how many assets your funnel should have. However, you need to be realistic about it because if you’re selling a high-ticket product and your audience is cold, you will need to include more assets to move them deeper down the funnel.
If you are selling a low-ticket product, fewer funnel assets might make more sense because there’s less convincing to do.
No matter how many funnel assets are involved, you need to ensure that one asset can move your prospects smoothly over to the next and that your voice is consistent throughout each.
This means that your assets, such as your sales page and emails, must build up on each other while maintaining your brand voice and still including your Voice of Customer data from the research above.
Your Sales Page and Sales Emails
With your research and funnel wireframe done, you’re ready to assemble your sales page and sales email copy.
Notice how I wrote “assemble” and not “write,” that’s because copy is assembled by using proven frameworks instead of sitting down and writing from scratch without direction or guidelines.
You’ll also use your Voice of Customer data (research) to write your sales page and emails. Use their words and phrases! Show them you know exactly what they need.
When it comes to your sales page copy, you want to choose the proper framework according to your audience’s stage of awareness (how much they know about their problem and your solution) and market sophistication (how much they know about your market).
If your prospects are problem aware, they know they have a problem but don’t know about any solutions for them. So, your copy’s job is to highlight their pain and tell them that they’ll finally solve it with your product. Longer copy might be necessary to show them their current state, desired state, and how your product serves as the bridge. You’ll also need a qualifier for them to know that your product is meant for them. This is why my favorite framework for this is QUEST.
- Qualify – mention who your product is for, starting with “ideal for…”
- Understand – make them feel you understand exactly where they are.
- Educate – show them what you know and what they’ve been doing is wrong.
- Stimulate – show them social proof.
- Transition – tell them what to do to fix the problem.
If your prospects are solution aware, they know they have a problem and know there are solutions out there but don’t know how to find those solutions or where to look. So, your copy’s job is to highlight your solution as their holy grail. My favorite frameworks for this are PAS and AIDA.
- Problem – highlight the pain they live with every day.
- Agitation – make them feel that pain very deeply.
- Solution – show them how your product can take the pain away.
- Attention – get their attention with a shocking statement or headline.
- Interest – show them something new or interesting, with a “wow!” factor.
- Desire – let them know they need what you have and can’t be without it.
- Action – tell them what to do, like make a purchase.
You can assemble your sales copy using any of the frameworks above after determining your prospects’ stage of awareness and market sophistication.
Market sophistication means how much your prospects know about your market. If they don’t know about group coaching, which is what your product is, they have low market sophistication, so you’ll need longer copy.
When it comes to your sales emails, you can use any of the frameworks above. The same stages of awareness and market sophistication rules apply.
But even after reading all of this, you might wonder what you can do to improve your conversion rate.
First, you probably need to find out why your copy could be underperforming.
Well… my copy sabotage quiz will help you find out how your copy could be sabotaging your conversions and how you can fix it.
You’ll finally know what to work on to make your sales copy sell.
You’ll get tips and strategies from me (a conversion copywriter) on implementing such changes.
You won’t have to Google “how to write copy that converts” because I’ll be your guide.
But if you need a prompt-guided copy system to help you write your high-converting sales copy in a day, not a week, check out my Sales Copy Bundle.
See you again soon! I’m Elenny.