Be a Better Writer

One of the main problems I see with sales and marketing copy online is that it rarely makes me want to buy anything. More often than not, it sounds sales-y, and by the "call to action", I'm looking to the browser search bar to find something I actually care about. I, like millions of other net savvy surfers, have become grossly desensitized to online advertising, so it takes a lot more than your average, run-of-the-mill sales letter to get me to act.

Chances are that you're that way, too.

So how do you counteract this advert apathy? How do you write sales and marketing copy that converts visitors into subscribers and buyers?

You tell people what they want to hear, not what you want them to know.

Copywriters spend way too much time trying to convey the client's message instead of trying to satisfy the reader. If you simply satisfy the reader with the client's offer, everyone wins. The client is happy, they sell lots of widgets, and they hire you again and again. Then, because you're such hot stuff, you get to raise your rates and live like a movie star because you are a marketing mogul with a magic pen!

Well, maybe that was a stretch -

But the reality is that no one cares about what you have to offer unless it satisfies their needs and wants. So, I want you to remember this simple rule for writing highly effective sales and marketing copy that will increase conversion and make your clients think you are a genius:

Results-oriented copy works; write it and so will you.

As you sell yourself to potential clients and as you sell their wares with your words, the name of the game is RESULTS. Promise results that you can actually deliver, explain how those results are achieved, and remind the reader of what will happen if they don't get those results or what they can achieve if they do. Take the focus off of what you have to sell and place it on what the reader has to gain. Then, politely mention how what you are offering will get them those results for the least amount of time, effort, money, or what have you, and voila!

A sale is born :-)


I use this technique when I write for my clients, and I assure you that it will work for you, too. If you would like more writing tips and tools to develop your craft, subscribe to and/or follow this blog, so that you don't miss a beat!


To your continued success,

I.C. Jackson