You’re sitting at your desk, checking out your latest sales stats, and realize your numbers are less than ideal.
What are you doing wrong?
More importantly, can you pull in more revenue without hiring salespeople?
The short answer: Yes. Give your copy a refresh.
We had the pleasure of sitting down with Joanna to discuss her top tricks and techniques for creating powerful copy for a special webinar, which you can catch a replay of over here, but advice that good is worth sharing twice over.
So, whether you prefer to read, want to refresh, or are just curious about how a world-class conversion copywriter tackles sales writing, read on to learn more about the power of copywriting and how you can leverage it to sell digital products.
The power of effective copywriting
Sure, there are a million things you could be spending your growth efforts on, like building partnerships, guest blogging, and social media.
So, why should busy entrepreneurs spend time on copywriting instead? Joanna elaborates:
“Copy is your online salesperson, and the best part is that it scales.”
Let’s unpack her deceptively simple line, starting with copy taking on the sales role.
“For 2019, just try looking at your copy like it is an online salesperson,” she challenges. “If it doesn't work, then go back to writing short copy.”
Her challenge comes with a guarantee. “If you apply [certain] techniques . . . that's where you can see that copy actually does sell. That's what it does,” she confidently explains.
“In some cases, we call it ‘coaching the conversion’, but in other cases, it's just like people are ready to buy. People need to hear X, Y, and Z, you need to tell them X, Y, and Z in their own language, and tada.”
And don’t be fooled into thinking good products simply sell themselves. Take Apple, for example.
Think the MacBook sells itself? Think again.
Joanna urges you to look up the MacBook’s sales page, where you’ll find anything but short copy.
She divulges, “It goes on and on and on because, even if a product is really good, people need information. And not just information. They need persuasively connected information in order to say a confident ‘yes’ to you.”
Once you have the persuasive connection to your audience, your copy sells for you around the clock, which brings us to Joanna’s next point of scalability.
“It means you don't have to do one-to-one every time,” she explains. “Instead of having a person standing there at the end trying to sell to 15 different people, you can have one page that just sells and sells and sells.”
There’s a sequence of touchpoints that has your copy working 24/7, too.
“You can write that long-form sales page, write the emails that drive to the long-form sales page, and just keep pushing traffic into that funnel.”
Putting it all together, Joanna shares three main ingredients that need to work in conjunction with one another, which is when the magic of copy really shines.
“You've got the list, the offer, and the copy. Those are the three levers that you've really got to work with. Your list is a huge deal. Your offer is a huge deal. And once those things are in place, then copy can do its job.”
That’s when your copy can really sell for you while scaling your business. Once you have your funnel properly set up, your copy works for you nonstop.
Interested in how Joanna uses copy to its full potential? Read on.
How to write for sales like Joanna
#1. Start at the bottom of the sales funnel
If you're wondering where to start giving your copy a makeover, begin at the bottom of the marketing funnel where transactions take place and work your way up.
In other words, update your copy at the “sales” stage of your marketing funnel.
“Focus on mastering the places where cash changes hands,” Joanna advises. “That's how we talk about it at Copyhackers. So, start closest to the point of conversion wherever possible, which is the quickest way to get more [customers] in.”
Basically, if you’re not sure what to prioritize first in writing, focus on refining the copy that’s at the bottom of your funnel, where visitors convert into customers, to see the most sales impact.
#2. Use email segmentation and speak to specific audiences
Another one of Joanna’s copywriting secret weapons is using segmentation (i.e., grouping contacts into smaller groups based on traits, actions, or behaviors) and personalizing messages to her segmented audiences.
And it’s no wonder because it works.
Evidence points to segmentation performing better across all email campaigns with a 14.31% higher open rate and a 100.95% higher click rate than non-segmented campaigns.
For best results, Joanna recommends:
“Start segmenting early. Segmentation is the best possible thing you can do. If you have people signing up to your list, try to segment them in some way.”
For those of you with several audiences, you have two options for conquering your segmentation.
First, you can segment your audience and get them into the right funnel with a sales page at the end for each audience.
“Then once you get those places right, it's just a matter of going up further up in the funnel and pushing more people through. And that's how you effectively widen the funnel,” Joanna coaches.
Your second option is to find the common denominator using a Venn diagram. To do this, Joanna suggests drawing “three circles with what they're looking for. Where it overlaps can be your value proposition.”
Regardless of your segmentation process, once you’ve grouped your like-audiences together, use language that speaks to your particular audience’s emotions. Joanna has two powerful frameworks for this, which you can read about in more detail in her exclusive ebook.
- Moment of highest tension (MOHT) - This is when you illustrate -- using copy, of course -- a detailed image of your audience’s worst moment related to the problem you’re trying to solve for them. You want to be vivid for these.
As an example, rather than writing that someone is struggling to set up their storefront, you could write something like this:
“You’ve been at it for hours (that you don’t have) sitting at your desk wrestling with WordPress to properly set up your online storefront. After numerous trial-and-error attempts, you hit ‘submit’ and the infamous plugin error pops up yet again. Ugh, you have no idea who to call for help.”
Can you feel the overwhelm in the pit of your stomach as you sit there staring at your screen?