7 Tips For Captivating Copy That Sells

If you’re a business owner sooner or later you will have to write (or have a copywriter write for you) an ad or sales letter to sell your product. How will you persuade your prospects to buy?
One thing’s for certain. You can’t sell by boring your reader to tears with dry, unimaginative copy. Fascinating facts, tantalizing tid bits, and riveting dialogue are what pull your prospects into your sales message.
Your copy must grab their attention and keep it from beginning to end. Along the way you establish rapport and communicate on a level that resonates with your reader. If your sales message does that you’re well on way to winning a new customer.
Here are 7 tips to keep in mind when writing captivating, persuasive copy that sells.
1. Paint a picture with your words
Studies show that people think in pictures. If your sales message delivers clear, lifelike details your reader will want to keep reading. Engage their senses – what will your reader see, feel, hear and taste when they use your new widget? One way to do this is visualize in your mind exactly what your reader is experiencing now and how that experience will change when they use your product.
2. Look visually appealing
Imagine opening a book and each page is crammed solid with type. Do you really want to settle down in your easy chair with it? Unless your cramming for an exam, probably not. It looks like too much work. Most people don’t like too much work.
The same is true with reading your sales letter or ad. Make it effortless to read. This means use short sentences, short paragraphs (no more than 5 or 6 lines), subheads, bullets, and dialogue if appropriate.
Your reader knows at a glance if your copy is going to be an easy read. First impressions count so make sure yours is a good one.
3. Be the solution to your reader’s problem
Of course you have to understand the problem first. If you don’t, you’ll just be throwing something out there, hoping it will stick. What is your reader looking for? A real solution to a real need. Your customers want the benefit of your product and not just the features – they want what your product can actually do for them on an emotional level. For example, they’re not buying an antique Persian rug to cover a bare spot on their living room floor; they’re buying beauty, quality and prestige.
Find out exactly what your prospect wants – get inside their head before your write one word of your sales pitch. Then use this information to help your customer fix their problems.
4. Establish trust
Customers are increasingly leery these days and anything you have to say will probably be met with skepticism. It’s understandable. People have been ripped-off by snake-oil salesmen so many times they are extremely hesitant to trust you.
One way you can overcome this stumbling block is with testimonials – the more the better. And if the quotes are from famous and respected people, that’s even more confirmation what you’re saying is true.
Another way to gain credibility and trust is to offer a rock solid guarantee. Tell your prospect they have nothing to lose by buying your product – and mean it.
5. Trigger emotion
Never underestimate the power of emotion to get response. Why? Because people buy with emotions and justify their decision with logic. Copy that resonates with your prospect on a personal level strikes an emotional chord that commands attention. Your reader will want to take action – either move toward something they desire or move away from something that is painful.
Take the fashion industry for example. Women don’t spend thousands of dollars on a designer handbag just so they’ll have a place to keep their wallet and lip stick.
They want the latest Louis Vuitton purse because it broadcasts class, style, and impeccable taste. Fashion companies know this. They tap into the buying emotion of vanity or pride to sell the latest thing off the runway.
It works, too. Just ask any happy fashion diva.
6. Tell a story
Everyone loves a good story. People respond to tales that shock, amaze, surprise, charm or even terrify. We’ve been conditioned that way since we were children.
When you sell with a good story, you engage your reader in a way that cold facts and statistics never can. Use the power of storytelling to introduce yourself to your reader, grab their attention, overcome their fears or promote the benefits of your product.
7. Enthusiasm sells
As you write, think about how you would tell your message to a friend. You’d probably gesture, change the tone and pitch of your voice, and change your facial expressions. Your written message should come across the same way, like your talking to a friend. But what usually happens is instead of talking toyour reader, you end up talking at them. Your copy sounds stilted and aloof.
Get excited about what you’re selling and it will come through in your writing. Even if you’re selling something as insipid as a bag of rocks, dig deep and find a way to generate enthusiasm.
Because if you don’t believe in the merits of the product, you can’t sell it. And if that’s the case, you shouldn’t even try to.
When all is said and done, copy that pulls at core emotions will always win over copy that is aimed at logic. Use these 7 tips to write captivating, persuasive copy that sells.