Shouldn't Your Sales Copywriter Know How to Sell?
You’re here because you need your words to sell. You need buyers to read about your product, become well-educated and feel compelled to take action.
Traditionally, you’d look for a badass copywriter. But there’s just one problem with that:
How can you be sure that their words will sell if they’ve never sold anything before?
It’s tough to drive decision-making when you can’t interact with the people making decisions. I found this early on when I first started out over 15 years ago. Most of my work involved guessing, testing, and measuring the results to help me do better next time. Until I realized that if I’m going to sell through my words, I’d better just learn how to sell.
And so, I began my excursion down the rabbit hole of B2B and B2C sales. I worked within several influential startups and “unicorn” companies, soaking up everything I could learn to fine-tune my skill set. I spent over a decade shadowing brilliant salespeople, producing at the top of their game. And now, I lead and train sales teams to dominate in their markets.
I’ve learned from the most respected salespeople of high-growth companies like Zenefits and ZocDoc, but I realized it wasn’t enough. Selling still felt like an unruly tangle of luck and grit. I needed a way to take everything I’d learned, package it up, and drive it as a scalable strategy.
I wanted to be able to make a winning cold call, write a high-converting landing page, overcome any objection without all the guesswork. As a student of linguistics, I knew that the way you remove guesswork is by identifying patterns to create formulas.
From that point forward, everything I did involved identifying what makes a sales interaction work. Now, I use what I’ve uncovered to help startups scale using laser-targeted copy that converts.
I ask every business leader I meet with this: is your content being written by someone who has shown success in sales? And 90% of the time the answer is: "no", followed by "that's a new way to think of it for us, but it makes a world of sense."
Infusing your message with copy that sells can get pretty exciting. Think outcomes like:
A B2C healthcare startup with a landing page conversion of 84%.
A B2B tech startup with 7400% more decision-maker sales meetings in 60 days.
A B2B SaaS company effortlessly setting 20-30 demos per week over cold email.
A B2B software team shortening their average sales cycle by 89 days.
A B2B marketing agency going from 1-3 to >20 decision-maker sales meetings per week.
These are just a few examples of what happens when you marry together copy with its soulmate, sales. Take a look at some copy examples to peer into how it all works!