How to Write Sales Copy That Really Works

How to Write Sales Copy That Really Works

You’ve seen how to create content that will get read and you’ve seen how to write content that will get shared.

Now it’s time to look at what really matters in terms of writing for an affiliate marketer: and that’s creating content that will get your sales. Sales copy is going to be your number one tool as a marketer when it comes to making you lots of sales and this is what will largely make your landing pages so effective above and beyond what you would be able to do with an eCommerce store.

So how do you convince to buy something they’d never heard of before?

Introducing AIDA

The first thing to start with is your structure. Here there are plenty of options open to you but one of the most popular is known as ‘AIDA’. This stands for ‘Awareness, Interest, Desire, Action’. The general point is that when someone first lands on your sales page, they probably have never heard of whatever it is you’re selling and have no interest in staying there. You have to work from this assumption and hit hard and fast to ensure they stay on the page and they’re interested in what you’re selling.

Subtly doesn’t work. You don’t have time to reel someone in with an elaborate yarn and so what’s important is that you hit them hard and fast with a bold opening statement or a question and then immediately tell them what it is you’re selling. From there, you then have to make them actually want what you’re selling and then you have to clinch the deal by getting them to take action.

So how do you effectively do all those things? To start with, getting attention will often mean using a rhetorical question which will force your readers to engage with what you’re writing. When you say ‘have you ever…?’, this forces the reader to think back in order to answer the question. At that point, they’re then engaging with your content.

Another tip is to use a narrative structure. This is another way to keep people reading in a world when we’re constantly in a rush and constantly being bombarded with information. We have been telling and listening to stories since time immemorial, so if you give your sales pitch some kind of story, people will want to know how it ends and they’ll feel compelled to keep scrolling and keep reading.

How does this work? One common example is to talk about how you were in their position once but that all changed:

“Think you can’t make money working from home? I used to think the same thing.

And in fact, I had tried pretty much every money making method out there. So I knew it wasn’t possible.

Or I thought I knew. You see, that was before I stumbled onto something quite amazing…”

Notice how this kind of content makes you want to keep reading? We want to know what happens next. Each line is a cliff hanger, and as such we want to keep going and keep reading.

Another thing you might notice in this example is that the lines are very spaced out and very short. If you cast your mind back to our description of a landing page, you might remember that it was a narrow and vertical design that had lots of paragraphs. Remember: the more people scroll down, the ‘deeper’ they feel they have gone into your content and the more invested they become in what you have to say.

This is also great for preventing people from leaving your site as soon as you get there. The danger here is that people will see a massive block of text and then want to leave the site rather than sift through it all and strain their eyes. By using lots of short, well- spaced paragraphs, you can keep your readers scrolling through your content and give them the option to skip ahead and skim. It makes the writing that much more compelling – and using a big font works too.

From here, you then need to early on describe exactly what it is that the product you’re selling does and why people should want it. Telling them how it can help in no uncertain terms will prevent them from leaving out of frustration (if you’ve ever been to a website where it’s unclear what’s being sold then you’ll know how irritating it is!) and you’ll then be in a good position to really get them to want your item.

As we’ll see, the ‘what’ and the ‘why’ of your product are very intimately linked…