Do You Want “Killer Copy” or Writing That Actually Sells?

Compelling copy is one of the best ways to educate your customers, sell products and services, and legitimize your organization as a thought leader within your industry. The problem is that too many business owners approach copywriting with an unrealistic outlook - in the vast majority of cases, you’re not going to want some Mad Men-level adman writing “killer copy” full of big ideas to sell your products.

Good copy that actually sells is simple, readable, fresh, and informative. Save your big ideas for advertising campaigns and use writing that works to achieve your goals. 

Always, always, always include a Call To Action (CTA)

One of the biggest mistakes made on blog posts and landing page content is that a call to action isn’t included. This is a major no-no, especially on pages meant for selling rather than informing. The feeling that usually leads to axing them is that they read as schlocky and desperate. Badly written ones are, but if you write a good one, all of the data and experts agree that they work.  

Always go for the close, otherwise you’re inevitably going to miss major opportunities that could’ve been reeled in had you simply used a quick, catchy CTA. In fact, the majority of people expect to find a CTA when reading copy, and neglecting to add one means you missed your chance to capitalize on human psychology.

Over 90% of people reading your headline will also go on to read your CTA, offering you an unmissable opportunity to capture their attention with a captivating call to action will convert them. To increase the chances of a conversion, make sure your landing pages are laid out in a logical way, with the call to action encouraging immediate actions like getting in touch or downloading a white paper.

Use copy to inform your readers

Readers should always leave your website or blog with a feeling that they’ve learned something. Use blogs and landing pages to solve problems for customers and answer their pressing questions,. Show them why your products and services are superior, and why they need you, specifically, to provide them. 

When discussing what your business offers, focus heavily on the benefits of your products or services rather than the features - your sales copy shouldn’t read like a product page. Once readers are convinced about the benefits of what you’re offering, they’ll care about the features. 

Leave the sermons at church 

Always be concise, especially if you’re going for sales or thought leadership. Your tone should be helpful, and not pandering or ponderous. You’re the authority on the subject, but that doesn’t mean your copy has to be obnoxious or overly technical. 

The more helpful your copy is, the most relatable you’ll seem. The more visitors will want to continue reading. Blogs and landing pages need to act as a reliable resource for useful information - useful tips will quickly establish you as a thought leader in your space. 

This isn’t to say you can’t showcase your skills and expertise, just that you should do it in a subtle manner that the average person can understand. Avoid flowery language and wordiness, and explain complicated subject matter in a way that can be easily digested. If your visitors wanted to read a novel, technical manual, or a book of poetry, they wouldn’t be on your site. 

Don’t be broad - be as specific as possible

Engaging copy needs to focus on a single subject relating to your business rather than attempting to be a broad statement about everything you offer. Addressing one issue is far more likely to drive action over your opinion about something. In addition, you’re more likely to capture searches from people looking for help, and these searchers are very likely to convert to customers if your business solved their problem before they even bought something.

For example, if your business sells accounting software, it would be far more effective to use each blog or landing page to address specific benefits of your software and how it will change the lives of your customers instead of a broad overview of what it is. Each benefit could be its own engaging piece of copy. 

Stop settling for ineffective “killer copy” that only serves to confuse and alienate your customers with vague opinions and “big ideas.” You need copywriting that actually sells. The team at Working Web Communications features experienced content marketing experts and copywriters who focus on what’s most important - making sales and informing your audience. Contact us today to get started.