7 steps to writing killer sales copy

January 13, 2010 | Marketing, Writing

This is a guest blog post from Patrick Schwerdtfeger, an award-winning speaker, social media expert and the founder of Tactical Execution, a company that provides internet marketing strategies to build credibility and exposure for its clients. He is also the author of Webify Your Business, from which this blog post is excerpted, and the author of his own blog.

Have you heard of the Motivating Sales Sequence? It is a basic sales process. It’s a way of telling prospects about your products and services.

The Motivating Sales Sequence has seven specific steps. Each step gives the reader different information but they’re all essential and the order of the steps is critically important as well.

  1. Get their attention. Start with something amazing, shocking or provocative. Reference an incredible statistic. Make a controversial statement. Ask a provocative question. The opening sentences need to jolt your readers to attention.
  2. Identify the problem or need. Once you have their attention, you need to identify the problem and the pain your product or service alleviates. People have lots of problems but they’re only willing to spend money when the problem gives them some pain.
  3. Position your product as the solution. Explain how your product solves the problem and alleviates the pain. Focus on the benefits, not the features. Better yet, describe the emotions – the emotions of the pain and the way your customers feel when the pain is gone.
  4. Differentiate yourself from the competition. How are you different? What makes you better? This is where you present your Unique Selling Proposition and explain why your product or service is better than all other options.
  5. Establish credibility and build value. Explain why your product is worth more than the price. Describe your experience. Talk about your guarantees. Tell them how much more all the competitive products cost. Describe all the bonuses they get.
  6. Provide proof (statistics and testimonials). Answer the instinctive question, “Why should I believe you?” Here’s where you pull out the statistics. Have you won any awards? Do you have any special credentials? What about testimonials? Testimonials are extremely effective at building trust with your audience, especially if you include photos, audio or video.
  7. Close with a call-to-action. This is the most important step. Ask for the sale. Be specific. Explain exactly what you want the reader to do. Missing this one step cuts your conversion rate in half. The people who are interested want to know how to take action. Don’t deny them that opportunity.

Hopefully you understand what this process is designed to do. It’s designed to walk people through a logical progression that offers your product as the best possible alternative. It’s designed to position your product as the no-brainer solution to the painful problem your audience is struggling with.

Set some time aside to write sales copy for each of your products or services. Do it now. Get it done. You’ll be excited when you’re done and you’ll be one big step closer to making money.

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