The Do’s and Don’ts: Write copy that sells without sounding pushy or salesy
As a copywriter who specializes in email and sales page copywriting, I understand the importance of writing copy that’s both informative and persuasive without coming across as pushy or salesy. After all, nobody likes to feel like they’re being sold to.
Quite simply, people like to buy from other people.
They like a story and a reason why they should choose to buy from you over your competitors. Think about how many times you’ve bought a service or product because the person behind it (and their copy) spoke to who you are. Their mission aligned with yours and you were nodding your head yes, as you read an email or sales page on their website.
So, how do you write copy that sells without sounding pushy or salesy, that also engages your audience and encourages them to take action without resorting to aggressive tactics?
Here are some tips to help you strike the right balance between informative and persuasive copy:
Know Your Audience
If you’ve ever read a how-to on sales page or email copywriting, or any social media post dedicated to how to plan your copy, know your audience is almost always the first point to be brought up.
This is important because in order to be both informative and persuasive, you have to understand their needs, pain points, desires, and motivations so that you can speak directly to them.
You have to do your research and create buyer personas to help you better understand your ideal humans. I use the term ideal humans over target audience or user for good reason, because you can’t tailor your copy to speak directly to them without treating them like humans.
Once you have a clear picture of your ideal humans, you can write copy that sells without sounding pushy or salesy, that uses the exact language that resonates with them and address their specific concerns and pain points. Doing this will also help you build trust and credibility with your audience.
If you need help creating a buyer persona, I have a free download, no optin required, RIGHT HERE.
Focus on Benefits
Instead of just listing features, focus on the benefits of your product or service. How can it solve your ideal human’s problems and improve their lives? What value does it provide? Highlight the benefits in your copy and make it clear how your product or service can help them in a real way.
For example:
If you’re selling a productivity app, don’t just list the features of the app (to-do list, calendar, reminders, etc.). Instead, focus on the benefits of using the app, such as saving time, reducing stress, and achieving more in less time.
By using the app, users can manage their tasks and schedule more efficiently, leading to a more organized and productive day. They can also free up more time to spend on the things they enjoy, leading to a better work-life balance. By highlighting these benefits, the sales copy becomes more persuasive and relatable because they’re looking for ways to boost their productivity and achieve more with their time.
Be Authentic
Authenticity is key when it comes to writing persuasive copy that doesn’t come across as salesy. If you want to gain leads, sign-ups, and eventually clients or customers, use your own voice and personality to connect with your audience. People can tell when you’re not being genuine, so it’s important to be yourself to build trust and authority in your copy.
Don’t try to sound like someone else or use language/phrases that are not natural for you. If you are a gentle soul, write like that. If you cuss like a sailor, ahoy to F-bombs. If you admire someone else’s copy or branding, use it as a frame of reference, but don’t try to copy it.
I see the latter a lot in copywriting. I ask clients about their competitors and I ask them to show me copy styles they like. But I also caution them against trying to be exactly what someone else is or do what they’re doing. Your job is to be the best version of YOU. You are unique in that you are the only you. Trust me, your ideal humans will appreciate your honesty and authenticity, and it will help you stand out from the crowd.
Avoid Hype
One of the biggest turn-offs for people is hype. And when I say hype, I mean the fake kind.
Things like:
? Making grandiose claims about a product’s or services’ benefits: Saying it’s the solution to all of life’s problems or the secret to becoming an instant millionaire is the epitome of fake hype.
? Overusing buzzwords: Drowning your sales copy with words like “ultimate,” “game-changing,” and “revolutionary” without any actual evidence to back them up is classic fake hype.
? Deceitful Claims: “Using this product can make you lose 50 pounds in a week without lifting a finger.” or promising to turn you into an overnight success with no effort. That’s fake hype and fake news, and definitely sounds salesy.
? Focusing on insignificant details, like fancy packaging or unnecessary add-ons, is a classic way to create a sense of false excitement and fake hype. It’s the equivalent of a shitty gift wrapped in Tiffany & Co packaging.
? Offering empty promises: Promising a 100% money-back guarantee without any disclaimers is a sneaky tactic used to set unrealistic expectations for unsuspecting buyers.
When you’re writing, it can be tempting to use exaggerated language or cute turns of phrase to make your product or service sound more appealing. However, this approach can often backfire, because it almost always comes across as pushy or salesy.
Using over-the-top language or making unrealistic promises can erode trust in your brand. Instead, just be honest about what you can deliver and what you can’t.
Provide Value
Offering value is a great way to engage your ideal humans and build trust. Providing valuable information, content or resources that your audience can use, even if they don’t buy from you will help establish you as an authority in your field. And it also makes your audience more likely to trust you and your recommendations.
For example, earlier in this article I gave you a link to a tear sheet for creating a buyer persona. I did that for two reasons.
One, why bring it up and not explain it? The whole purpose of a blog post is to add value to the person reading it.
Two, I could send you off somewhere on the internet for another article, but why not just give it to you in a printable outline?
I’m a firm believer in the concept of “there’s more where that came from”. As a reader of this blog post, you will get the very best of my knowledge. I will always overgive because gatekeeping simple fixes and information comes from lack mentality.
Use a Clear Call-to-Action
Finally, make sure your copy includes a clear CTA (call-to-action). Make it easy peasy for your audience to take the next step, whether it’s to learn more, sign up, or make a purchase.
Make it clear what you want them to do. For example, instead of saying “learn more,” use language like “click here to sign up now” “explore coaching packages” or “get started today.”
Writing copy that sells and is both informative and persuasive without sounding pushy or salesy is all about striking the right balance. You can create copy that engages your ideal humans and encourages them to take action, without resorting to tactics, faking anything, or being downright sleazy.
