Good sales copy is a powerful addition to your marketing and business strategies.
If you are currently using copy in your business, and want to know some copywriting tips to improve conversions and increase results, here are 7 Powerful Ways To Write Better Sales Copy.
1. Use specific numbers
This technique is especially powerful when used in headlines.
Compare these two sentences and see which one sounds better:
“I have a popular podcast”
“I have a podcast that has been downloaded 1,735,221 times in over 51 countries”
Do you see the difference? By using specific numbers, there is a particular outcome that your audience can look forward to. They know they are reading or watching something that will provide them with concrete information.
For example, on my YouTube channel, videos that contains specific numbers such as 7 Ways To… or 10 Headlines That… tend to perform better than those that don’t have numbers.
2. Always Prove Your Claim
Whenever you are writing sales copy and you make a statement or claim, back it up with proof. This can be things like case studies, laboratory results or screenshots. Without evidence to support your claims, your reader will feel as though it is just an empty promise that they cannot verify to be true or not.
An example is when I shared with people that when I first started, I was actually an introvert. Because today, I speak to millions of people on a daily basis – the image of an introverted Dan Lok just doesn’t click with them. They think I’m naturally talented or gifted, or it must be easy for me.
To overcome this skepticism, I show these people a picture of myself when I was 19 or 20 years old. And from that picture, you can see just how much of an introvert I was, how low my confidence was, compared to now.
By showing pictures and proof, people are more likely to trust and believe what you say.
3. Use testimonials
What other people say about you, is infinitely more powerful than if you say it yourself. Suppose you are the best copywriter in the world. If you go around spreading that claim, people will think you are being arrogant and cocky. However, if someone else says it instead, it’s now an endorsement or recommendation for how good you are.
No matter what you are selling, you always want to collect testimonials to use in your business.
There are 3 kinds of testimonials I like to collect:
Character Testimonials are when your customers say something good about your character. An example is “Dan Lok is a very good closer”.
Result Driven Testimonials tell more of a complete story about how things started and what results were produced. An example would be “I’ve been struggling with weight loss and have tried dieting for many years, but was always disappointed by the outcome… until I met Sally. Once I hired her to become my personal trainer, she helped me understand why I could not lose weight and even came up with a realistic plan to help me hit my weight goal in under 6 months. Since training with sally I have lost 21 pounds!”
Result driven testimonials are much more powerful than character testimonials. In order to get these types of testimonials, you need to ask deep questions and get the story that your customers have to tell.
However, I believe the best kind of testimonials are video testimonials. Video testimonials allow you to see what the person looks like when they are speaking. You can hear their tonality, their facial expressions, and their emotions. Having a live person speaking to you is the best way to build trust – that is why most business meetings are done face to face.
Video testimonials can also be transcribed into text to put on your website, or use the audio for a podcast. The versatility that a video has over other types of testimonials is very advantageous to have.
Surprisingly, not many people spend the time collecting testimonials. I have worked with businesses that have only 5 testimonials, but service thousands of customers every day. In my company, I am always constantly collecting testimonials, so I can prove my claim and overwhelm skeptical prospects with an unbelievable amount of proof, making myself more credible.
Remember: Always assume people do not believe or trust you. Instead, give them a reason to.
4. A Picture Is Worth A Thousand Words
Words and copy are very powerful. Incorporating pictures makes it even more so.
Take for example Instagram – which is a photo driven platform. Their entire focus is on getting people to post images onto their app, with more than 100 million users on its network today.
Incorporating images of pictures into your copy allows you to get points across more powerfully. For example, you could write about how great an event was, or you could have multiple photos of people having fun at the event. The photos could show people dancing, celebrating and having a good time – to allow the reader to come to their own judgment.
A photo is worth a thousand words – use them as a way to back up your claims with proof.
5. Credentialize yourself
Many people are not comfortable talking about themselves and tooting their own horn. Why? Because of low self esteem.
You want to stand out in the marketplace and list your own accomplishments. What do you have that other people do not? This could be degrees, achievements or people you have worked with. Think of all the successes you have as marketing assets, and list them as your credentials in the business world. Remember, just because you know your own value doesn’t mean the marketplace does.
An example of a credential I like to use is that I am a two time TEDx opening speaker. Not many have such an achievement, which makes me stand out from everyone else.
6. Include A List of Your Famous Clients
If you are selling B2B services, this method is extremely powerful.
If you are providing some type of service to companies, make sure you include their logos on your website. That way, people will associate your service with those companies – especially if they are big companies like Microsoft or Amazon. It gives you tremendous credibility, by allowing your reader to associate your brand with big name players.
7. Risk Reversal
It is human nature that people are skeptical. When it comes to business, instead of putting all the risk on the customer, think of a way to put it on yourself. Can you offer them a strong, compelling guarantee that will make them want to do business with you?
Bad Risk Reversal Example:
Buy my product. If you don’t like it, TOO BAD.
Good Risk Reversal Example:
Don’t pay me. Try my product for free, take it home with you. And if you don’t like it within 30 days, I’ll give you your money back.
The main objection people have is fear. They have doubts such as “if this doesn’t work, what is my risk?” If you can help them alleviate that fear and provide a guarantee, you are much more likely to get them to buy.
Back when I was working alongside my mentor Alan, we were thinking about how to inject risk reversal into a 3 day event, and compel people to attend. The guarantee we came up with was this:
Go through the entire 3 day event, and if by the end of those 3 days you don’t think this event is worth at least ten times what you paid for, talk to us and we will give you a full refund, plus an extra $250 for your trouble.
The most surprising thing was, not one person took up the offer. The more people trust and are comfortable with you, the more likely they are to buy.
There are many ways to make sales copy more powerful. By using these 7 techniques in your sales copy, you can influence readers to trust you and increase your conversions.
If you found this article useful, and want to learn more copywriting tips, my team has put together a free 3 part video series to help you take your sales copy to the next level. When you’re ready, click here to watch the video.