FAQ: How can you write copy that converts without sounding “salesy”?

Soft selling, quiet selling, ethical selling,

anti-used car salesman club,

whatever you want to call it, it’s the new way we do things.

Sales” evokes MLMs and slimy handshakes, but conscious

modern businesses and consumers seek something more.

Ethical copywriting and content allow you to be

successful in a way that’s aligned with your values.

The most frequently asked question I hear from 99% of clients… How can I sell in my copywriting without sounding “salesy”?

FIRST OF ALL

My immediate response is, first of all, would a man ask that?

So, priority number one is to shift our mindsets around selling.

Don’t let the fear of “sounding salesy” prevent you from selling. Wanting to make sales is the whole point! And your clients understand that. Sales only feel wrong when you try to manipulate someone into buying something that isn’t right for them, or they don’t want.

Now that that pep talk is over, I’ll go back into copywriter mode and tell you how your messaging can take the edge off “selling”.

To sell in a way that lets you and your customers sleep better at night, your messaging should be ethical, trustworthy, and realistic.

Here are my top 3 tips for writing sales copy that doesn’t feel greasy

Avoid fear-based selling and keep results realistic

Your product probably isn’t going to change your customer’s life. Is it amazing? YES! Is it valuable? 100%. But saying that a product or service will literally transform someone’s life is not ethical selling. But that doesn’t really mean anything because just having something that will brighten someone’s day or support them where they need it means the world.

Your skincare will make them look and feel radiant. Your workout program will help them become healthier or improve their self-confidence. Your city guide will enrich their experience of a place.

Framing a product’s messaging in these realistic terms — which are still powerful! — avoids dramatized expectations and ensures your customers buy from an authentic place of calm assuredness.

Make your product or service’s impact tangible

Use clear, concise language to walk your customers through the ‘how’ of how your product benefits them. Empower your clients with the knowledge they need to make an informed purchase by not only telling them that they’re going to benefit but also how that benefit happens.

If you’re a personal trainer and are selling your new method, your product’s benefit is that it will make people feel (and probably look) healthier. But how? Dig into the reasoning or science behind your approach. If your skincare line is launching a new vitamin C serum, the benefit to your customer is brighter, clearer skin. But how much better is it when you say, “Our serum illuminates and protects with vitamin C, a natural antioxidant and barrier against pollutants.”

Showing benefits is always more important than showing features, but the best option is for your copy to use features as supporting evidence of the benefit you promise.

Steer clear of one-size-fits-all messaging

Your product or service isn’t for everyone, and it shouldn’t be! That’s the point of having a target audience.

Prescriptive is usually a red flag. Especially when the claim is that if you follow simple, easy x and y steps, you’re guaranteed to achieve something substantial. It sounds ridiculous, but we see it all the time. Subscribing to someone’s newsletter and following their advice does not mean that you will start making 6 figures in 6 months, the same way doing 50 crunches for 5 days isn’t going to give you abs.

To avoid one-size-fits-all statements, I recommend consciously shifting your language from ‘How to…” to “How I…” Reframing your language to speak only for you eliminates the potential for people to feel misled if they try your approach and it doesn’t work for them. These things happen — your serum might not brighten everyone’s skin, and your city guide won’t prevent someone from disliking a place. That’s life.

When we stop trying to speak for everyone — because it’s impossible — we build credibility and trust.

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