The anatomy of high-converting sales copy


You don’t have to be or hire a copywriter. Yet.

This post can help you to write a high-converting sales copy by itself. Continue reading.

It seems like a lot to do. Maybe.

Does it work? Yes.

Some entrepreneurs and marketers can write copy using AI or Google. They may be lucky enough to find a template that they can copy and paste.

This is laziness. More effort is needed to lead to sluggish outcomes. You’re not lazy. You are here to read this article and then get back to work.

You can use the following tips to improve your sales copy.

Voice of Customer Research

You will learn everything you need about your clients, both current and future.

You can also learn about the following:

They want

They need to be met.

They are frustrated

Their success

Their motives

They hesitated

Previous failed solutions

What your competitors are saying

What people are saying about your Brand

What do they think of themselves?

You’ll be unable to understand what your ideal client is saying and how they are saying it if you don’t do this.

You’ll then risk losing touch with them.

You’ll be writing copy without doing any research and will guess at the words and phrases of your target audience.

You can get 90% of the copy you need by researching.

This research can be done in a variety of ways. You can interview your clients or survey them.

You can sort your reviews by positive or negative and read them. You can also read comments on social media and forums.

You will want to create a spreadsheet at the end with all the information you have collected, sorted by the bullets from the above. This spreadsheet can be used to guide your copy.

You will learn what to write and how to do it by doing the research. After doing the research, you will eliminate your biggest obstacle to writing copy: not knowing what to say.

Structuring Your Funnel

You can take a moment to wireframe your funnel and then proceed with your assets. Start by identifying your traffic sources: social media, paid advertising, blogs, etc. What should their final step be (purchase)?

It’s easier to fill in the gaps between your funnel after you have plotted its beginning and ending. You will also know how many assets you need.

Say you are selling a product with a low price tag. Your simple funnel might be ads > landing pages to lead magnets > email sequences > purchase.

If you are selling a high ticket product, a simple funnel might be ads > landing pages to mastermind/3 day challenge > email sequences > purchase.

You decide how many assets you want in your funnel. You need to be realistic, however, because if your audience is cold and you are selling a high-ticket product, you will need more assets to get them further down the funnel.

Using fewer funnel assets might be more sensible if you’re selling a product with a lower price tag, as less convincing is required.

It would be best if you made sure that no matter how many assets you have, each one should be able to move prospects from one to the next. Your voice must also remain consistent.

Your assets, such as your emails and sales pages, must be built upon each other while still maintaining your brand voice and including the Voice of Customer research from above.

Your sales page and sales emails

After completing your research and creating a wireframe for your funnel, it’s time to make your sales page copy and email.

It’s important to note that I said “assemble” instead of “write” because the copy is built using proven frameworks, rather than sitting down and writing without any direction or guidelines.

Use your Voice of Customer (research) data to create your sales pages and emails. Use their phrases and words! You can show them that you understand their needs.

You want to select the right framework for your sales page copy based on your audience’s level of awareness (how well they understand their problem and how you can solve it) and market sophistication.

If you have prospects who are aware of their problems but do not know how to solve them, then they may be problem-aware. Your copy should highlight the pain they are experiencing and assure them that your product will help solve their problem. It may be necessary to write a longer copy to demonstrate their desired and current state. You can also show how your product is the bridge between them. It’s essential to include a qualifier so that they know your product is for them. This is why QUEST is my favorite framework.

Qualify – start your description with “ideal for …””

Make them feel that you know exactly where they are.

Show them that you are knowledgeable and that what they have been doing has been wrong.

Show them social proof to stimulate them.

Tell them how to solve the problem.

If you have solution-aware prospects, they are aware of their problem but unsure how to solve it or where to start. Your copy should highlight your solution to your prospects as the holy grail. PAS and AIDA are my favorite frameworks.

Problem – Highlight the pain that they experience every day.

Make them feel the pain deeply.

Show them your product’s ability to relieve their pain.

Get their attention by using a shocking headline or statement.

Show them something interesting or new.

Let them know that they can’t live without what you have.

Tell them what they should do. For example, tell them to make a purchase.

After determining your prospects’ market sophistication and awareness, you can use any of these frameworks to create your sales copy.

Market sophistication is the level of knowledge your prospects have about your industry. Market sophistication is measured by how well your competitors know your market.

You can use the above frameworks to create your sales emails. The rules for market sophistication and awareness levels apply.

You may still wonder how you can improve your conversion rates.

You should first try to determine why your copy is underperforming.

My copy-sabotage quiz can help you determine how your copy is sabotaging conversions and what you can do to fix it.

Your sales copy will finally be a success.

I’ll give you tips and strategies on how to implement such changes.

This guide will help you to avoid having to Google “How do I write copy that converts?”

Check out my Sale Copy Bundle if you want a system to help you create high-converting copy in just one day.

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