When you’re in the process of writing sales copy, it’s important to approach it like a journalist. You’ll need to research the product or service you’re promoting, determine its competitors, and identify the key pain points your product aims to solve.
Before you begin, it’s important to remember that your copy needs to engage a consumer and encourage them to make a purchase. To get started, follow these essential steps to write great sales copy.
Step one: Set the scene
The first thing you should do is set the scene. This means establishing who your target audience is and what is motivating them to make a purchase. You want to give the reader a clear understanding of what your product is and why they need it.
What makes your product special? The quality of the materials? The design? The manufacturing process? Think about what makes it different from its competitors. Then, create a story around that difference. The more you can do to distinguish your product from its competitors, the more effective your sales pitch will be.
Step two: Identify your product’s target audience
The next step is to identify your product’s target audience. In addition to setting the scene, you also need to know who the target audience is and what they want. In marketing, we often use the word ‘demographics’ to refer to this audience. However, you don’t need to be limited by this word. Instead, you can make a list of the different kinds of people you think might be interested in your product.
Here’s an example of a demographic list you might make:
- Age groups: 18–34, 35–49, 50–64, and 65+
- Genders: Men and women
- Ethnic groups: Asian, Black, Hispanic, and White
- Education levels: High school or less, some college, and college degree
- Income levels: Less than $25,000, $25,000–$49,000, and $50,000+
- Occupations: Not in workforce, homemaker, retired, and student
- Device ownership: Mobile phone, tablet, and laptop computer
As you can see, this list is very broad and may contain a lot of people. That’s a good thing because it means you’ll be able to target a wide audience.
Step three: Match your product to the right market segment
Once you’ve identified your product’s target audience, you need to match your product to the right market segment. A market segment is an ‘an ethnically and culturally homogeneous subgroup within a demographic’ (American Association of Advertising Agencies). In other words, you’re defining a smaller group of people who have more in common than differences. When done correctly, matching your product to the right market segment will result in more effective sales copy.
For example, if you’re promoting a cleaning product, you might want to target housewives as your market segment. The fact that most women are the primary cleaners of the home and may find it difficult to get the right products for their homes might make this a perfect match. Think about what makes your product special again. In this case, it might be that it’s eco-friendly and made from safe, natural materials.
Step four: Research the product
If your product is not an age-old practice like soap or detergents, you’ll need to research it to determine exactly what makes it special. Even if you’re not a professional in the field, there are resources online that can help you find the answers you seek. With a little bit of research, you’ll be able to write an effective sales pitch.
Step five: Determine the benefit
The final step in the process is to determine the benefit. Just like with the research step, this one is also quite easy to accomplish. Simply follow the steps to write the sales pitch and then, at the end, determine the benefit you’re going to highlight in your pitch. In this case, it might be that your product reduces food waste or improves the home cleaning experience. Whatever the benefit is, make sure that it is easy for the reader to understand.
Now that you have a clear idea of what you’re going to write, it’s time to put it into practice. Begin by writing the first draft and editing it until you reach perfection. When you’re done, use the content from your draft to create a marketing piece that will convert any customer into a lifelong ally.