Have you ever wondered how a single web page or a few emails can multiply sales? That’s where ‘sales writing’ comes into play. In simple terms, sales writing is the art of crafting sales messages that prompt customers to make a purchase.

Individuals skilled in this craft are often referred to as ‘sales writers’ or ‘copywriters.’ In this discussion, we’ll explore the techniques these professionals use to encourage purchases and boost sales.

Don’t worry if you’re not familiar with the basics of sales writing. We’ll explain everything step by step from the basics. If you’re looking to increase conversions without spending more, this article is for you.

What is Sales Writing? 

Sales writing is the art of using written content to sell products or services. It aims to persuade users to make purchases by focusing on the needs and desires of the target audience, showing how your offerings can solve their problems appealingly and effectively.

The know-how of sales writing includes crafting compelling headlines, engaging in persuasive storytelling, and providing clear calls to action, among other techniques.

Applications of Sales Writing

First of all, in what situations is sales writing actually used? Sales writing is utilized in various scenarios, not just in specialized sales letters but also in emails, videos, and more. By employing sales writing across different mediums, you can maximize revenue generation.

Sales Letter

A sales letter is a document designed to advertise and lead to the sale of a product or service. Online, it usually consists of a single page and aims to capture the user’s attention, generate interest, and ultimately encourage a purchase. Effective sales letters often include the following elements,

• Headline
• Subheadings
• Body text
• Call to action

Reference: SalesLetter – Walton College

Sales Writing in E-Commerce Product Pages

Sales writing is also crucial for e-commerce product pages. A good product description does more than just convey the features and functionalities of a product; it effectively communicates how the product can benefit potential customers and lead to profitability. On e-commerce sites, sales messages are often crafted not only through text but also through visual means like product images and videos.

Email Newsletters 

Sales writing is employed in email newsletters as well. While some newsletters provide useful information, others promote products, services, special offers, or promotions. Hence, knowledge of sales writing is essential when executing sales through email newsletters.

Sales Videos and Audio 

Sales writing is integral to video advertising too. Though it might seem unrelated due to the format, sales writing skills come into play during the scriptwriting phase for videos. Thus, sales writing is beneficial not only for text but also for creating sales videos and audio content.

Offline Advertising

Sales writing extends to offline advertising as well, which includes newspapers, magazines, outdoor ads, direct mail, and brochures. In these media, conveying compelling sales messages within limited space is crucial. Due to the greater constraints compared to online, advanced sales writing skills are necessary.

Why Sales Writing Boosts Sales

Regardless of being online or offline, proper use of sales writing can quickly increase sales. But why is this possible? Let’s explore the reasons.

Increases the Number of Buyers 

Crafting compelling advertisements using sales writing skills naturally leads to an increase in the number of purchasers. Moreover, this usually involves just changing the sales message, so it doesn’t necessarily incur extra costs.

For instance, applying sales writing to a page that merely lists product features and specifications can significantly boost sales for your company.

Sales Around the Clock 

Hiring sales personnel to sell products means they won’t work 24/7. Typically, they work around 8 hours a day and 5-6 days a week.

On the other hand, sales letters or direct mails crafted with sales writing techniques operate continuously, selling your products 24/7 without holidays or time restrictions. Therefore, using sales writing can be more efficient in increasing sales than relying solely on sales personnel.

Creating a Positive Marketing Cycle

Both sending direct mail (DM) and attracting users to an e-commerce site incur costs like advertising and postage fees. If the promotional content on an e-commerce site is not appealing, it may result in low sales and difficulty in recovering advertising expenses.

However, if the sales writing is of high quality, leading to improved conversion rates, it can generate profits exceeding the advertising costs. Increased revenue allows for a higher advertising budget, creating a positive marketing cycle.

PR costs → Revenue that exceeds → Increase PR costs → More profits

Sales Writing Steps 

Now, let’s go step by step through the process of effective sales writing.

Research

Before starting to write, the first step is research. This involves gathering extensive information about the product or service, customers, and market conditions. Based on this research, sales writing can be executed more effectively. Key areas to focus on during research include;

Product for Sales

When researching a product, focus on its features, benefits, unique value, and development story. Understand not only the functional aspects of the product but also how it can improve customers’ lives or solve their problems. If there is a unique value to the product, it can differentiate it from competitors, so strive to identify its unique appeal.

Customer 

Customer research is crucial in sales writing. It involves understanding customers’ needs and desires, and analyzing their purchasing behavior. Identify what kind of customers are satisfied with your product and understand the issues they face or what inconveniences them. If possible, engage in direct conversations with customers or conduct surveys. The more concretely you can imagine your target customers, the clearer the message you need to convey in your sales writing becomes.

Reference page: Detailed explanation of survey research, including concepts, methodologies, and types

Competitive Research

In competitive research, you investigate the strengths and weaknesses of your competitors. Analyzing these aspects clarifies your own product’s position in the market. Based on the analysis, it’s crucial to understand and communicate the advantages of your product to users. If possible, listen to feedback from customers who have purchased competitors’ products or try buying and using these products yourself.

Concept Making 

A concept is the reason why customers buy a product. Customers are not just buying the product itself but the benefits it provides.

For example, people don’t buy a drill because they want the drill; they want the hole that the drill makes. Hence, it’s necessary to think about what customers truly want and convey that the desired outcome is achievable through your product. In the process of sales writing, messages are built around this concept.

Writing 

When writing, break down the content into different parts. These parts can include the headline, body copy, subheadline, customer testimonials, and price explanation. Each part should be completed one at a time.

Each section has its considerations and focal points. For instance, headlines and subheadlines should capture the customer’s attention, incorporating elements of surprise and specificity. Where possible, include numbers for clearer communication. Customer testimonials are vital for building trust and empathy, so include as many as possible. In price explanations, justify the value to lower the barriers to purchase.

Write each part with these considerations in mind, ensuring that the overall sales message conveys a consistent concept. The concept, being the core value of the product, is the reason for the customer’s purchase. Each section should reinforce this concept, forming a cohesive message. Sales messages crafted in this manner can attract customers and ultimately lead to purchases.

Frequently Asked Questions about Sales Writing 

Let’s address common questions about sales writing and provide explanations.

Q: What is the purpose of sales writing? 

A: The main goal of sales writing is to drive customer action, such as making a purchase, initiating contact, or requesting information. Sales writing should incorporate messages that effectively prompt these end goals.

Q: How can I increase conversions? 

A: There are several strategies to boost conversions with sales writing, such as using storytelling, defining target customers clearly, and including a clear call to action (CTA).

Reference: Detailed explanation of Conversion (CV) in marketing

Q: How is storytelling used in advertising? 

A: Storytelling involves creating engaging narratives related to a product or service that appeal to customers’ emotions. It makes content more memorable and relatable, thus facilitating conversions.

Commonly, storytelling involves sharing customer success stories or transformations. Through these narratives, the practical benefits and impacts of the product are depicted, making the abstract benefits more tangible and relatable for the customer.

Reference: The power of storytelling in advertising – USC Annenberg School

Q: What are some tips for writing an effective CTA? 

A: A call to action (CTA) is a prompt that encourages users to take a specific action, such as ‘Buy Now,’ ‘Learn More,’ ‘Sign Up for Free,’ ‘Contact Us,’ or ‘Download.’ CTA should be written not as “Click here for abc product” but as verbs such as “Buy,” “Learn,” and “Subscribe.”

CTAs typically appear as noticeable buttons or links, ensuring that customers can easily find and follow them.

Reference: Calls to Action – Stanford University

Q: Is it possible to test sales copy? 

A: Optimizing sales copy for better conversions commonly involves A/B testing. This process compares different versions of the copy, such as varying headlines or CTAs, to see which generates higher conversions.

Reference: What Is A/B Testing and How Is It Used? – Harvard Business School

Summary 

Sales writing is a vital skill for communicating the appeal of products or services and encouraging customer purchases. This article covered the basics and effective strategies of sales writing. While techniques are important, the key is to deeply understand the target customers. The better you comprehend the customers, the more you can craft compelling sales messages without relying solely on techniques. By leveraging sales writing, you can significantly alter conversions in a short period. It’s an essential skill for web professionals, so use this article as a guide to enhance your approach.

Author Profile

International Web Consultant Paveena Suphawet

A trilingual professional in English, Thai, and Japanese, she has numerous achievements in international SEO. She studied the latest IT technologies at Assumption International University, Thailand, and majored in International Business at the University of Greenwich, UK. Following her tenure at ExxonMobil’s Thai branch, she became a key member of Admano from its establishment.

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