writing

[330] How to write awesome sales copy for your business

Do you struggle to write sales copy for your business?

In this  podcast episode I share practical tactics for writing sales copy in your business including sales pages, marketing emails, Facebook ads and more. And I share the frameworks I use in my own business to help me write awesome sales copy - and do it fast.

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes}.

Here’s an overview of what I cover in the episode:

I spent 18 years writing and editing for national newspapers like the Guardian. I’ve also helped hundreds of business owners with copywriting. And if there’s one thing I’ve learned it’s this: if you’re struggling to write sales copy for your business, it’s not because you’re a bad writer and/or don’t have any ideas. It’s simply that you don’t know what you want to say and/or have a structure or framework to follow. With that in mind here’s five practical tips and tactics to help you write more effective copy in 2019 and beyond. 

1.Focus on the problem your product/service solves for your customer

Before you even think about writing sales copy for a product or service, you need to understand the problem you’re solving for your prospective customers or clients. You need to be able to articulate that pain point - and show how you can heal that pain.

This means you need to get specific. Let’s say you’re a Facebook ads specialist, for example. Saying that you have an online course for small business owners who are fed up wasting money on ads that don’t work or specifically for business owners with online membership communities is far more likely to resonate with potential customers than simply saying you have a course on Facebook ads for small business owners.

It can be scary to niche down on a very specific type of customer/client - or hone in on a very specific pain point - but if you try to appeal to everyone, you’ll end up appealing to no one.

2. Create a ‘core offer’

For every new product/service I launch I write a ‘core offer’ - around 200 words of sales copy that sets out exactly what I’m selling and who I’m selling it to. I use this core offer as the basis of all my ad copy e.g. email marketing, Facebook ads, sales pages, social media posts and more. This saves me hours of time as can literally just cut and paste the words  into different types of sales copy.

You can hear me teaching my four-step sales formula to one of my clients in this podcast episode: On-air coaching: how to write awesome sales copy. 

My sales formula, along with a tutorial on how to use it, is also available as part of my how to write awesome sales copy course (which also includes templates, cheat sheets and swipe files for email marketing, sales pages, Facebook ads and more).

Get my how to write awesome sales copy course.

3. Focus on benefits not features

People don’t buy your product or service because they want a ‘thing’. They buy because they want the transformation that comes with having that ‘thing.’

For example, people don’t buy my how to write awesome sales copy course because they want a bunch of video tutorials, templates and swipe files. They buy it because they want the transformation that comes with the course: becoming the kind of person who can simply open a word or Google doc and write great copy (without spending hours sweating over their keyboard).

And they don’t buy high-end handbags because they want a bag. Yes they need something to carry their belongings in, but why spend £500 when a £10 bag would do the job? They buy the £500 bag because they want the transformation that comes with having the bag. For some people that might be about feeling fashionable and stylish (because that makes them feel good). For others that might be about showing off to other people that they have money.

Whatever you think of their motivations, it’s important you understand that peoples’ buying decisions are driven by emotion. Which is why simply listing the features of your product or service in your sales copy will leave them cold. Focus on the transformation your product or service can offer and you’re much more likely to grab peoples' attention.

4. Create or follow a framework

If you’re struggling to write sales copy, it’s not because you’re not a good writer, it’s because you don’t know what you want to say. And without a plan or a structure to follow the task of writing a sales page, Facebook ad or an email marketing campaign can seem too overwhelming.

This is why I’ve created frameworks for all the sales copy I create in my business. For example, when I’m writing Facebook ads, I generally create around 12 ads for each campaign (so I can test out different combinations of copy and images to see what resonates with my audience).

Sitting down to write 12 ads (around 3600 words) could be quite a daunting task, But because I’ve created frameworks I can follow to write Facebook ads, I can write each one in around five minutes.

Here's how I do it.

I create three styles of ad for each campaign: aspirational, painful and playful (I generally do 3-4 of each) - most of which are built around my 200 word ‘core offer’ (I explain what this is in point 2). This means all I have to do is switch the opening sentence or two in each version of the ad to create a new one.  As a result, I can generally write copy for 12 ads in around 90 mins. Without that framework I think it could take all day.

You can get access to my Facebook ad writing formula in my how to write awesome sales copy course.

I have similar frameworks I follow for writing email marketing campaigns, events sales pages, social media posts, online course sales pages & more - all of which are also available in the course. 

Learn what's working on Facebook right now. 

5. Be conversational

If you want to engage your ideal customers/clients in your sales copy, they need to feel as if you’re talking just to them. That’s why it’s important to use a relaxed, conversational style, personal pronouns (i.e. ‘you’ and ‘you’re’) and use simple, accessible language. If you imagine you’re writing a post on your personal Facebook page or a letter to a friend, you should have it about right.

Want to stop stressing over your sales copy? Get my how How To Write Awesome Sales Copy course. 

Podcast shownotes

Here’s what you’ll learn in this episode:

  • How to access all the resources referenced in this podcast (3:45)
  • Why you need to understand the particular pain point your customer has (8:35)
  • How to nail your ‘core offer’ (15:42)
  • Why you need to focus on the transformation your customer will receive/experience
  • How to understand the particular pain point your customer has (if you are a product based business) (23:15)
  • Why you need to use writing frameworks to help you create your copy quickly (32:07)
  • The three different types of ad copy I write (32:10)
  • The three different types of email copy I use (35:22)
  • Why you need to get conversational with your sales copy (39:02)
  • Examples of ad copy that works (40:41)

Resources

Book your place on the ‘How to write awesome sales copy’ course here 

Jennifer Hamley’s Website

Episode 325: Three social media posts that will help you generate sales today

Janet Murray’s Audience Calculator

Janet Murray’s Facebook Page

Register your interest in the Build Your Audience programme

Order the 2019 Sorted Content Planning Toolkit here

Order the 2019 Media Diary

Order the 2019 Media Diary and Media Diary Owners’ Club

Order the 2019 Wall Year Planner

Janet Murray’s Love Marketing Membership

Love Marketing, Make Money Income Goals Checklist

The Janet Murray Show Podcast Guide

My YouTube channel

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional

Guide To Selling Your Story In The Media)

Connect with me on Twitter, Instagram and Facebook

[275] On-Air Coaching: How to write awesome sales copy - fast! With Sarah Cooke

Do you struggle with knowing what to include on your sales pages?  Or spend so long writing your sales copy it resembles a blog post and not the clear, pithy call-to-action you originally had in mind?

Listen to this episode, as I coach Sarah Cooke through my simple, four-step process to writing effective sales copy, using her stylish silicone jewellery business, Halia Rose, as a live example.

Here’s what you’ll learn in this episode:

  • Sarah’s business story and why she needs to rewrite her sales page (2:52)
  • The two questions you need to ask to grab the attention of your customers (4:20)
  • How to make the offer and give a call to action (8:00)
  • How to refine your sales page and tune in on your prospective customer’s emotions (10:05)
  • Why effective sales copy doesn’t have to be long (16:10)
  • A summary of the four things you should be doing to write your sales page (22:26)
  • Examples of finished copy for a sales page (26:23)

Resources

Halia Rose’s Website

Sarah Cooke on Instagram and Twitter

Love Marketing, Make Money Sales Page Cheat Sheet

Love Marketing, Make Money Income Goals Checklist

Love Marketing, Make Money Membership Wait List

Media Influence Live

The Janet Murray Show Podcast Guide

My YouTube channel

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional

Guide To Selling Your Story In The Media)

My FREE Soulful PR Facebook Community: tips & advice for promoting your business

Connect with me on Twitter, Instagram and Facebook

 

 

[274] How to create an ebook or guide for your industry with Aleisha McCormack

Would you love to create an ebook or guide for your industry?  In this podcast, Aleisha McCormack, podcaster, producer and entrepreneur, explains how she created and marketed her popular Bridechilla Wedding Planning Survival and Field Guides, including some top tips on how to build your audience and juggle a business alongside a full time job.

Here’s what you’ll learn in this episode:

  • Aleisha’s business story (2:08)
  • Why (and how) Aleisha decided to start producing eBooks for her podcast listeners (6:28)
  • How much it cost to create and produce the Bridechilla Field Guide (17:04)
  • How to decide on pricing (25:21)
  • How Aleisha plans to expand the business going forward (27:05)
  • How to use start your own podcast and use it to grow your business (29:48)
  • How to build an audience (and moderate it) (35:54)
  • How to create an eBook or guide on a smaller scale (50:25)
  • How Aleisha juggles a full time job with her business (54:05)

Resources

Aleisha McCormack’s Online Store

Aleisha McCormack on Instagram and Twitter

Bridechilla’s Facebook Group

The Bridechilla Guides

Gary Vaynerchuk’s Book: Jab, Jab, Right Hook

Love Marketing, Make Money Income Goals Checklist

Love Marketing, Make Money Membership Wait List

Media Influence Live

The Janet Murray Show Podcast Guide

My YouTube channel

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional

Guide To Selling Your Story In The Media)

My FREE Soulful PR Facebook Community: tips & advice for promoting your business

Connect with me on Twitter, Instagram and Facebook

 

[228] How to land a regular column in a newspaper or magazine

Getting a regular column in a newspaper or magazine can be a really good way to help grow your business.

In this episode, I share my advice on how to land a regular column and why it’s a good PR move.

Here’s what you’ll learn in this episode:

  • How most editors choose writers for their columns (1:50)
  • Why it all starts with building relationships with editors (2:45)
  • The importance of researching your target publication (3:03)
  • How to get to know an editor by pitching an opinion piece (4:01)
  • Why you need to start small - before building up to a bigger dream (4:28)
  • Whether you’ll get paid for your column (7:17)

Key resources

My YouTube channel

My video on how to write a press release

My video on how to write an email pitch for journalists

My blog post on how to write an effective press release for your small business

Register your interest in my course to create - and launch - your own planner

Order the 2018 media diary or join the media diary owners’ club

The Soulful PR Studio

Video of Soulful PR Live

Soulful PR for Starters

A PDF guide to navigating the podcast episodes

The new speaking page on my website

My blog post How to land a regular column in a newspaper or magazine

Soulful PR Podcast Community on Facebook: chat about the show with Janet and other listeners

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional Guide To Selling Your Story In The Media)

My FREE Soulful PR Facebook Community: tips & advice for promoting your business

Connect with me on Twitter, Instagram and Facebook

What to do next

If you enjoyed today’s show, please share it using the social media buttons at the top of this page.

I’d also love it if you could take a few minutes to  leave an honest review and rating for the podcast on iTunes. I read every one personally and may even read yours out on the show.

And don’t forget to subscribe to the podcast on iTunes, to get automatic updates every time a new episode goes live.

 

[209] How to write great copy with John Espirian

When it comes to writing content for your business, it’s important to understand exactly who you are writing for and be able to speak their language.

In this episode, technical writer John Espirian shares practical tips on how to get tuned into your audience’s needs and write compelling content to help grow your business.

Here’s what you’ll learn in this episode:

  • John Espirian’s business story - how he became a technical copywriter and blogger
  • The questions you need to ask about your audience before you start writing
  • Some of the most common copywriting mistakes made by businesses - and how to avoid them
  • Why John thinks you are the best person to write content for your business
  • How to research the language your prospective customers use, by using LinkedIn, Facebook groups and industry forums
  • Practical ways of writing in a conversational tone - including using voice memos to create written content
  • Ideas on where to get inspiration for blog headlines
  • What to consider when it comes to keywords and the search engine optimisation (SEO) of your content
  • Why every piece of content you write should encourage an action

Key resources

Order the 2018 media diary or join the media diary owners’ club

The Soulful PR Studio

Your Year in PR - my media planning masterclass

Video of Soulful PR Live

Soulful PR for Starters

A PDF guide to navigating the podcast episodes

John Espirian’s website

John on Twitter

KW Finder

Keyword Tool.io

Answer the Public

Podcast Are you making this mistake with your about page? (episode 144)

Podcast SEO made simple with Martin Huntbach (episode 167)

Podcast Shut up and write with Stella Orange (episode 99)

Podcast How to tackle writer’s block (episode 172)

Podcast Six types of blog post you should be creating regularly (episode 134)

My blog post Why using big words can make you look stupid

Podcast How to quadruple your income through blogging with Kate McQuillan (episode 119)

Podcast How to use competitions in your marketing with Kate McQuillan (episode 191)

Livestream Katya’s website

Podcast How to use livestreaming to make money in your business with Livestream Katya (episode 103)

Podcast How to build raving fans through livestreaming (and why you need to) with Livestream Katya 195

Soulful PR Podcast Community on Facebook: chat about the show with Janet and other listeners

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional Guide To Selling Your Story In The Media)

My FREE Soulful PR Facebook Community: tips & advice for promoting your business

Connect with me on Twitter, Instagram and Facebook

What to do next

If you enjoyed today’s show, please share it using the social media buttons at the top of this page.

I’d also love it if you could take a few minutes to  leave an honest review and rating for the podcast on iTunes. I read every one personally and may even read yours out on the show.

And don’t forget to subscribe to the podcast on iTunes, to get automatic updates every time a new episode goes live.

 

[188] How to repurpose your content (and why you need to)

Creating content to promote your business can be time consuming, so it’s a good idea to think about how you can make your content go further.

In this episode, I share a step-by-step example of how I have repurposed one piece of content and used it in lots of different ways and across different platforms.

Here’s what you’ll learn in this episode:

  • Why repurposing content is a good idea for your business
  • Examples of the different types of content you might want to create, including blogs, social media posts and infographics
  • How to decide which platforms to share your content on - and advice on tweaking to suit your different audiences

Key resources

The Soulful PR Studio

Your Year in PR - my media planning masterclass

Video of Soulful PR Live

Soulful PR for Starters

Blog post How to prepare for Soulful PR for Starters

Blog post 10 common concerns about enrolling for Soulful PR for Starters

Blog post 13 reasons to sign up for Soulful PR for Starters

Canva

PicMonkey

Leadpages (Affiliate Link)

Podcast How to plan a social media campaign for a launch (episode 178)

Podcast How to test your business ideas (episode 184)

Podcast Product launch strategies that actually work with Mark Asquith (episode 153)

Soulful PR Podcast Community on Facebook: chat about the show with Janet and other listeners

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional Guide To Selling Your Story In The Media)

My FREE Soulful PR Facebook Community: tips & advice for promoting your business

Connect with me on Twitter, Instagram and Facebook

What to do next

If you enjoyed today’s show, please share it using the social media buttons at the top of this page.

I’d also love it if you could take a few minutes to  leave an honest review and rating for the podcast on iTunes. I read every one personally and may even read yours out on the show.

And don’t forget to subscribe to the podcast on iTunes, to get automatic updates every time a new episode goes live.