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How to Reach People the Right Way with Great Sales Copy

Copywriting requires a writer to wear a variety of hats. Sometimes your writing will focus on delivering information and other times you'll find yourself describing a particular item and attempting to motivate the reader to buy it. Creating great sales copy can often be a challenge because you need to find a way to pitch a product, idea, or service without suffocating the reader in a blatant sales pitch.

The many trends and predictions for 2015 and beyond include a heightened focus on strengthening the interaction between businesses and their potential consumers. Copywriting has always been used to create a connection, but in the past it's primarily been focused upon offering the sale rather than building a relationship. When the copywriting remains strictly business, consumers feel like they are being herded toward a company's marketing funnel rather than being gently encouraged to go that direction.

Some individuals seem to have a natural talent for creating great copy, and they can often be the envy of struggling writers everywhere, simply because they have the ability to pitch anything to anyone and get desired results. It almost seems like they could sell ice to Eskimos without really trying! You might be surprised to know that the ability to write great sales copy isn't necessarily one that can be taught, and many successful copywriters actually have very little formal education in the art of writing, if any at all.

Great writing, and writing great sales copy, is a talent that manifests itself more through being able to talk to people. While communicating ideas in writing is naturally different from doing so verbally, the basic premise is the same - you have to know how to reach someone and motivate them to take action. If you can do it face-to-face, you can do it on paper (or on your computer screen).

One of the most important aspects of talking to people, whether you're doing it verbally or in writing, is demonstrating a passion for what you're talking about and communicating that passion through your words, written or spoken. If your audience can see that you feel and believe something strongly, it's infinitely easier to evoke those same strong emotions from them, as well, and when you are able to provide information that resonates with your reader's emotions, you've successfully tackled one of the biggest obstacles in marketing - making people feel.

Regardless of the logic we believe we put into our everyday decisions, including buying choices and shopping habits, we are still creatures that are driven by emotion. You can attempt to sell, sell, sell all day long with the technical aspects and benefits of any product or service and you may see marginal positive results, but if you are able to motivate an individual to want or need something based on emotional responses, the results will be significantly more positive.

How can you evoke emotions from your readers and convince them with your copywriting that they should take action? While it may appear to be easier said than done, it's not that difficult when you identify a few key questions that have answers with emotional roots.

  • What do you want?
  • What do you need?
  • What is your question?
  • What is your problem, dilemma, or issue?
  • What solution are you seeking?
  • What would make something easier?

One or more of those six questions are almost always the driving force behind a consumer's decision to purchase something, and more often than not their decision is motivated by several of those questions combined. Consumers are looking for things that fulfill wants or needs, answer questions, solve problems, or make their lives more efficient, convenient, or hassle-free. It's up to you, as the writer, to create sales copy that tells them how those six questions will be answered and do so in a way that leaves the hard sell at the door.

Topics: Sales Copy

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