Feeling stuck on writing compelling sales copy? Today on the blog, learn how to write a sales story that actually sells.
My first sales page sucked.
If I’m being totally honest with you! It wasn’t interesting, a good read, or effective. I was trying way too hard to be someone I’m not. I was too pushy and too soft in all the wrong areas.
But hey, it was my first sales page ever.
And now, I know better.
While my first few attempts at writing a sales page weren’t selling out my offers by any means, I quickly skyrocketed my copywriting and selling skills.
Now, as a mindset coach, sales trainer, and copywriter, I can say without a doubt that I f*cking love to write copy. And my intimate understanding of sales and the human mind makes me pretty damn good at it.
Back in college, I tutored English classes and learned that there are two things that I love about writing:
Helping others write better
So, it shouldn’t be a surprise to me that my writing story came full circle in my business. And I’m so delighted to get to share some of my sales and copy magic with you today.
Whether you’re a total noob or you’ve got a few sales pages under your belt, these are my top tips to write a sales story that actually sells.
How to Write a Sales Story That Sells
My copy clients tell me all the time that they can write a sales page to communicate information to the reader. But they struggle to write in a way that’s human and reads well.
From a writing standpoint, copy that’s truly compelling to your reader involves two key pieces: the language you use and the structural vehicle that drives the message.
Ultimately, you want to create an emotional connection with your reader because emotion drives buying decisions.
When people are interested in buying your offer, they’re looking for a solution to their problem. Which means that they’re currently in a position of struggle and pain (whatever the degree may be).
Asking for help is a vulnerable experience.
So your potential clients and customers are looking to buy from someone who is not only an authority on the subject, but also who they can trust with their journey.
Use Language That Creates an Emotional Connection
The specific language (i.e. words and phrases) that you use creates a connection with your reader to give them the “it’s like you’re in my mind” sensation. It shows that you understand their struggle and builds trust.
I know a lot of copywriters say to survey your audience to capture the specific language they use to talk about their struggle. I don’t disagree that this is an effective and useful tool if it feels like the right fit for you and your audience.
But truthfully, it’s a strategy that I’ve never been drawn to.
The key to creating true emotional connection is in the phrase itself – emotion.
But even if I don’t currently struggle with copywriting itself, I’ve 100% experienced the same emotions that my copy clients feel before working with me.
Frustrated, confused, lost, overwhelmed, disempowered, stressed, etc.
That emotional experience combined with feedback from a friend or two who came to me for copy help (before I officially opened doors as a copywriter) and remembering when I sucked at copywriting helped me emotionally identify with my clients.
Use Story as Your Structural Vehicle
While your language creates an emotional connection with your reader, story is the structural vehicle that carries your message.
Story is an excellent structural tool to take your reader through the transformation that you’d love to deliver to them. You’re showing the reader what their life could be like if they invest in your offer. And story is a naturally interesting read (if done well).
A common mistake that happens with sales stories is that the seller writes the story with themselves painted as the hero.
While your offer is definitely going to help your clients, they’ll have an easier time emotionally connecting with the story if they are painted as the hero and the story is about their journey.
You get to come into their journey as a wise one with the magic elixir they’ve been looking for that will help them achieve their goal.
Every sales story has 5 major components. I use each of these in all of my sales pages.
The Struggle + Desire: What’s life like for them right now (i.e. before investing in their offer)? What do they desire?
The Challenge: Something comes up that makes it difficult for them to get what they desire.
The Offer: The thing that will help them get what they want and in the way that they want it.
Focus on the Emotional and Practical Results
The most common copy mistake that I see on client sales pages is not focusing enough on the results that your offer will deliver. Often times, as the creators of our offers, it obvious to us how it will help our clients.
But it’s our copy’s job to clearly communicate that to our potential clients and customers.
If your readers can taste, touch, and feel how different their life will be by investing in your offer, they’re actually going to be inspired to buy.
This isn’t the time to downplay the way that your offer can change the lives of your clients/customers. Truthfully, it’s a disservice to them if you DON’T paint the full picture for them.
I always recommend having a balance of emotional and practical results (which I outline in my free Sexy Sales Story Worksheet).
How are your clients going to feel after investing in and completing your offer? These are the core desired feelings that they want to move towards. You can contrast these with the painful feelings we previously discussed.
What are they moving away from? What are they moving towards?
Additionally, people want to know how their life is practically going to change. What’s going to be different in their day-to-day after purchasing your offer? People are typically looking to invest in community, accountability, knowledge, or convenience. Which of these does your offer best address? How can you show that to your reader?
At the end of the day, selling is a HUMAN experience. It’s about showing people that you get them and their struggle. Then offering them a solution.
As a business owner, it’s your #1 job to sell. And as a coach, I know there’s a lot of resistance that comes up around selling (being sleezy, money stories, “am I worth it”, etc). But when you let those go and focus on serving people through your offer, selling does get easier and more fun.
To write a sexy sales story that sells, grab your copy of my free Sexy Sales Story Workbook where I walk you through step-by-step how to write a sales story that sells.