3 Quick Tips to Improve Your Sales Writing
Why is sales writing so challenging when it comes to your own business?
You know more than anyone else about your product or service, shouldn’t it be a snap?
Well, yes, and that’s exactly what makes it difficult. You already know you have a great product, so it’s nearly impossible to see it through the eyes of someone who doesn’t.
“My product is fantastic, shouldn’t it speak for itself?
And sales writing is the vehicle through which your product speaks its virtues. Learning how to communicate about it effectively AND objectively is the key to unlocking a successful marketing strategy.
I assume you’re intelligent. I also assume you’re busy building your empire, so reading a treatise on business writing may not be in the cards.
These 3 quick tips form the foundation of great content writing. There’s no reason you can’t start using them today to help you author winning copy that speaks clearly and directly to your audience. Keep them in mind when writing for advertisements, web content, social media, presentations, product descriptions, speeches and even packaging.
1. Engage With Compelling, Focused Content.
People like to be engaged by good conversation and clear information. And we generally like it to be short and painless. Ease of reading is one of the most important aspects of good sales writing. Sentences that flow together make for a much easier and quicker read with better comprehension.
Solve a problem for readers quickly and concisely, then direct them toward a specific action.
- Stay focused on your key points
- Communicate clearly
2. Know Your Audience.
Then try speaking with them, not at them.
Nobody likes to feel insulted – avoid it by not speaking either above or below them. Deciding which of their sensibilities you’re speaking to will guide you in this process.
If your product fills a technical need, by all means wax on about production processes, number of kilobytes and chemical composition. If your product fills an emotional need, use words that speak to that need.
You talkin’ to me?
One of the worst examples of ignoring consumer insecurities is the dreaded pharmaceutical insert. Have you ever read one of those? (yeah.. hold on a sec while I get my magnifying glasses)
Who exactly are they speaking to? And when was the last time your doctor opened one up and translated all that medical gobbledy-gook for you? Doesn’t exactly give consumers a high level of confidence, does it?Cater your language to the mood and needs of your customers. Provide information that’s relevant to them, no more and no less.
3. Writing For the Medium.
- Advertisements in trade publications, magazines and newspapers are expensive and highly competitive, writing for them should be concise and industry-specific. If there’s room, include a strong visual to immediately grab the reader’s attention. And please, don’t forget the white space! It isn’t necessary to fill up every open space in your ad, one to two objectives or points are enough.
- Brochures give you a bit more real estate to work your message. Spread the love around by telling a little about specific products, benefits of choosing yours, and maybe a little about your company story if it’s relevant. Again, don’t crowd too much information or graphics.
- Postcards are short and sweet sound bites. Keep one objective front and center, use bullets, and choose a quality visual to reinforce your call to action.
- Websites and Blogs allow customers to interact with you on their own terms. Sales writing here should be subtle. Present your company’s mission, show expertise, and a bit of personality. Content for this far-reaching medium should offer readers variety, interactivity (like links to other useful information or resources) and contain SEO keywords targeted to attract more users and increase traffic. Learn more about keywords and SEO.
- Speeches, demonstrations and presentations engage in a more conversational manner, exposing your personality and that of your business. Between sales information, allow room for live audience feedback and build in questions to monitor interest. Again, this type of sales writing should be interactive, not a monologue. Writing for live mediums should be energetic, direct and verbally descriptive, yet easily understood. Stories work exceptionally well.
One final note…
I always visualize my copywriting as the product’s voice, which, admittedly, does crack me up from time to time.
Utilize these powerful sales writing tools to open lines of communication and build interest within your audience.
I’d love to hear your thoughts, share your love in the comments!