Writing a sales copy is substantially easier when you know how to sell. But how can you tell whether someone writing for you understands sales? Is there a quick litmus test to help you determine how well it’s going to perform?
Well, sorta. You want to ask yourself a series of questions, but there’s just one caveat: you can’t be yourself. To really tell if your copy can sell, you need to imagine yourself as your target buyer. Really take a moment to embody their psyche. Visit their forums and online watering holes, even dress like them if you have to. Once you feel confident that you’re in your buyer’s frame of mind, you’re ready to grade your copy through a sales lens.
Does it make you curious?
Curiosity is one of the most compelling reasons why anyone does anything. Why’d you read that Facebook post? You were curious. Why’d you click the link in that email? You were curious.
If your copy makes you curious, that’s an excellent sign. It means that it can grab onto peoples’ attention and keep it long enough to educate them on your product.
Does it make you feel something?
Inspiration, anger, fear, excitement, it hardly matters so long as you feel something. Emotion is what compels people to act on their desires.
Remember the time you read that GoFundMe post that made you choose to donate? Or the news article you found so shocking, you just had to tweet it out to your friends? These are all impulses taken out of emotion.
Without emotion, most people are not going to act and they’re certainly not going to act quickly. Try to identify which emotions your sales copy makes you feel and how they make you want to act.
Does it feel like it's written just for you?
You’re shopping online for a new coffee table, so you start doing your research. And then you arrive at a page that makes you halt and say to yourself “it’s as if they know me.” This product page hits on all the right notes, comes with extra storage you've been wanting, it even has dulled edges so that kids can't get scraped on it. It’s as if the company who makes it in in your head. What do you do? You buy it and count down the minutes until it arrives.
Personalization is key in any sales copy. Your copy shouldn’t speak to everyone; it should speak to your preferred someone aka your target buyer. You want them to feel precisely the way you do when you not only buy something, but are thrilled about it.
Does it spark objections?
Often, the final stages of deliberating are marked by objections. They’re your brain’s way of pumping the breaks and shouting “what if?” While objections are not always seen this way, they're a promising sign that a buying decision is about to be made.
Having objections means that you’re seriously considering taking action. If a conversion copy can help you work through your objections by educating you, you’re far more likely to buy versus a copy that dismisses your concerns or ignores them altogether.
If you find that one or all of these elements are missing from your copy, all is not lost! You can work off of what you have and layer them in. Your result will be much more compelling sales copy designed to engage with the buyers you care about most.