I want to share something that might make you squirm a little – writing copy that sells.
I know what you’re thinking; as soon as you hear the term ‘sales copy’, you probably picture those cheesy ads or pushy Arthur Daly-style car salesmen.
But what if I told you there’s a way to write compelling copy without feeling like you need a shower afterwards?
I know you know this already, but…
Why does sales copy matter?
Well, of course, it matters! How else am I going to generate interest and leads without it? Your words carry weight in professional services – whether you work in banking, trust administration, investments, or legal services. Your clients trust you with their money and their futures. So, when marketing your services, you want to be persuasive without compromising your integrity.
Here’s what will make your sales content sell
I’m gonna be a bit bold with you here, and I hope you don’t take offence.
It’s not about you…
Great copy isn’t about you or your services. It’s about your clients and their needs.
Imagine you’re at a party or a works drinks event. When networking, you wouldn’t walk up to someone and immediately start listing all your accomplishments and experience, would you? Instead, you’d probably ask them about themselves, find out what interests them, and then relate your experiences to their interests.
That’s precisely what good copy does. It focuses on the client’s problems and desires and then shows how your services can help.
So, how can I write great copy that sells?
There are eight key elements that you should consider when writing your sales copy:
1. Know your audience
First things first, you need to understand who you’re talking to. What keeps your clients up at night? Is it retirement planning? Money worries? Investment risks? Legal concerns? Once you know their pain points, you can address them directly in your copy.
2. Speak their language
We all know that the finance and professional services world is full of jargon, but that doesn’t mean your copy should be. Imagine you’re explaining your services to a friend who doesn’t work in the industry. How would you describe the issue, and how can you help in a way they can understand?
Keep it simple, clear, and relatable.
3. Tell stories
We love stories!
As humans, we are hardwired for stories. Instead of rattling off statistics (though those do have their place), share client success stories. How did you help someone secure their retirement? How did your advice save a business owner from a tax nightmare? How did you help someone navigate a complex legal situation for their benefit?
4. Focus on benefits, not features
Don’t just list what you do—explain why it matters. Instead of saying, “We offer comprehensive financial planning,” try “We help you build a secure financial future so you can focus on enjoying life.”
If your copy touches on deep-seated emotions like enjoying life, then it is far more likely to resonate with the reader, who will then take action (more on that later).
5. Be authentic
Now, this one is a biggie! Remember we talked about the jargon? Don’t bamboozle your readers with big words and jargon in your copy, as it will alienate them.
Words aside, it’s really important that your copy exudes your personality. Whether that is your personality if you are writing from you in, say, a LinkedIn post or your brand’s personality if you are writing copy for your website.
Don’t try to be someone you’re not in your copy.
Suppose you’re naturally analytical; lean into that. If you have a quirky sense of humour, let it show. By writing copy that sounds like it comes from you, the reader will trust what you are saying. And you know what comes after trust is grown? Sales!
6. Use social proof
In your line of work, trust is everything. Use testimonials, case studies, and credentials to build credibility. But remember, it’s not about bragging – it’s about showing potential clients you can help them, too.
7. Create a sense of urgency.
This doesn’t mean using pushy tactics. Instead, highlight the cost of inaction. What happens if someone doesn’t start planning for retirement now? What are the risks of not having proper tax strategies in place? What could happen if you don’t seek legal advice?
8. Have a clear call to action
At the end of your sales copy, never leave your readers hanging. Tell them precisely what you want them to do next, whether that is scheduling a consultation, downloading a guide, attending a webinar, or visiting your website. If you don’t add a call to action, it’s as if all your effort was for nothing. Your copy has a goal. Sales. However you get sales, be that through a phone call or a website visit, you need to tell the reader explicitly what to do.
Let’s look at a working example of good sales copy:
Imagine you wanted to promote your investment management firm, ABC Wealth Managers; you might have initially written:
“ABC Wealth Managers offers comprehensive investment services with a team of experienced advisors.”
But based on the eight points we discussed in the paragraphs above, this copy doesn’t really hit the mark.
This version of copy, however, could prove more successful:
“Worried [emotion] about your financial future? At ABC Wealth Managers, we’ve helped hundreds of clients just like you [social proof] turn financial stress into confidence. Our personalised investment strategies are designed to help you achieve your goals [result], whether that’s a comfortable retirement, funding your children’s education, or leaving a lasting legacy [solutions]. Ready to take the first step towards financial peace of mind? Book a consultation by calling 01534 123 456 [call to action]!”
Can you see the difference?
The second version focuses on the client’s concerns, offers proof of success, and provides a clear next step.
Ultimately, writing copy that sells without feeling salesy isn’t about giving you the ick. It’s about shifting your focus from your services to your client’s needs, building trust, showcasing your expertise through stories and results, and guiding potential clients towards a solution.
Remember, you’re not just selling financial services – you’re offering peace of mind, security, and a brighter future.
And that’s much easier to write about, isn’t it?
