There isn’t a defined right or wrong way to write sales copy. It’s best to be creative, authentic, and purposeful. However, we understand it’s not always possible to produce sales copy with these in mind. If you’re stuck, you can research different examples of sales copy to brainstorm ideas and implement a core selling strategy in your sales copy.
Scripted. Scripted or “canned selling” is a fail-safe when developing a sales strategy. With this approach, you can take advantage of pitches that have created results in the past. However, you run the risk of your sales copy being seen as cliche, boring, and repetitive.
Needs-Satisfaction. We briefly touched on needs-satisfaction in sales copywriting while explaining the importance of persuasion. However, it’s important to note that needs-satisfaction is entirely dependent on what your audience’s needs are. Unlike face-to-face sales, in sales copy, you don’t have the opportunity to ask your audience what they need directly then alter your sales pitch. Instead, you must predict what a customer is looking for and understand why your product or service is the best on the market. This is a great way to hook your audience. However, there’s a chance that you’ll alienate some of your audience members if your message isn’t useful to them.
Consultative Selling. Consultative Selling is a more focused version of the Needs-Satisfaction strategy. However, a key difference between the two is the solution to a problem may differ. To clarify, you’re still offering a solution to your audience but there isn’t a right or wrong answer. This approach would work the best when selling a service. For example, if you own a web design company, you can create sales copy that is promoting the act of solving an issue rather than a solution. Similar to the Needs-Satisfaction strategy, you run the risk of dividing your audience.