
getting writing right
3 February 2025
how to write excellent sales content that gets results
Do you want to know the secret to writing compelling copy that drives sales?
Well, we’ll tell you below in 5 simple steps. Stick to these straightforward copywriting principles and your sales copy will result in action. No copywriter needed (though if you want one, we can help).
1. don’t make this mistake
If you look at almost any company website, the content is often about the company itself, not what it can do for its customers. This is a BIG MISTAKE.
Clients buy for their own reasons, not yours – so identify their needs and speak to them, It’s as simple as that.
2. language
When writing text, keep the focus on how your clients will benefit from working with you, rather than the features of your company. How do you do this? Use the words ‘you’ and ‘your’ much more than ‘we’, ‘us’, and ‘our’. This will ensure that your text focuses on the client and talks directly to them.
Can you spot the difference below?
The wrong way:
Pad Creative is an integrated design agency that provides companies with first-class brand, print, web and exhibition design. We use the latest technology to ensure that our clients always have a professional-looking product. We have been established for more than 20 years and have experience in all areas of design and marketing.
The right way:
Enhance your brand and increase your sales.
First impressions count. Your brand is the first impression customers will have of your business and a good first impression converts to sales. If you need a brand refresh or a fully bespoke website, your business is our business. At Pad, each project is tailored perfectly to your unique requirements. Our work is always produced within budget, on time and to the highest standard. 100% satisfaction guaranteed.
Chatting through your project costs nothing, so give us a call today on 020 8662 6030 or e-mail [email protected].
3. structure
Let me introduce you to AIDA (Attention, Interest, Desire, Action)
All of your sales copy, whether it’s for a small leaflet or a complete website, should follow this structure.
Attention
Grab your customers’ attention. Without this, they won’t bother to read the rest of the text. A bold headline is key.
Interest
Keep your reader interested. Provide some relevant information. Let them know they’re in the right place. Tell them how you can help or how you can provide a solution to their problem.
Desire
Creating desire (to buy) is very important. Talk about the benefits to your clients rather than the features of your business. Give real-life examples such as customer testimonials. How can your suggested solution make the client’s life easier?
Action
The action is the most important phase in this four-step process. Without a ‘call to action’ (CTA) your potential customers may not bother to get in touch with you. A CTA can turn a reader into a new client.
Your call to action could be:
- Call us today…
- Sign up to find out more…
- Register now…
- Order before [date] to receive an exclusive discount of …
- Book now…
4. keep it conversational
Use the reader’s language, not yours.
If your business process is complicated, then in most cases your clients won’t need to know all the ins and outs of it, and in many cases won’t care. They just need to know the end result and how it will make their life easier, save them time or make them money.
5. less is more
In a world where people are short on time, ensure your text is scannable and digestible.
Keep it simple.
Bullet points and sub-headings are a good way to break up text.
Remember, you don’t have to inform the reader of absolutely everything. If someone requires further information from you, they will get in touch, and you will be able to engage with them on a personal level.
Why not apply this to your project? Let’s make it happen. You’ll find a CTA somewhere on this page – go on, take action!