How to Write Sales Copy That Converts

Mastering Sales Copywriting: 11 Proven Techniques to Skyrocket Conversions

Sales copywriting is an art and science that can make or break your marketing efforts. At IncRev, we’ve honed our copywriting skills to create high-converting sales pages that have generated millions in revenue. Today, we’re sharing our top 11 techniques to help you craft sales copy that truly converts.

1. Craft an Attention-Grabbing Lead

Your headline may be the first thing readers see, but your lead is what keeps them reading. A compelling lead acts like superglue, holding your audience’s attention and encouraging them to scroll further. For example:

“Imagine doubling your website traffic in just 30 days – without spending a dime on ads. Sounds impossible, right? Well, that’s exactly what our client Jane achieved using our proven SEO strategies.”

This lead uses a mini-story to pique interest and highlight a tangible benefit, making readers eager to learn more.

2. Format for Effortless Skimming

In today’s fast-paced digital world, readers skim content before fully committing to read it. Make your copy skimmable by:

• Using short sentences and paragraphs (1-3 lines max)
• Incorporating bulleted lists
• Adding subheadings to break up text
• Using transition phrases to guide readers

Remember, white space is your friend. Give your words room to breathe on the page.

3. Emphasize Benefits Over Features

While features are important, benefits are what truly sell. People buy outcomes, not product specifications. For instance:

Focus on how your product or service improves your customer’s life or business.

4. Experiment with Long-Form Copy

Contrary to popular belief, longer copy often outperforms shorter versions. While there’s no one-size-fits-all approach, don’t be afraid to go in-depth. Long-form copy allows you to:

• Address multiple customer pain points
• Overcome objections
• Provide detailed social proof
• Fully explain complex products or services

Our most successful sales pages often exceed 5,000 words. The key is to keep the content engaging and relevant throughout.

5. Use Compelling, Conversational Language

Forget about “power words” and focus on writing conversationally. Imagine you’re explaining your product to a friend over coffee. This approach builds trust and makes your copy more relatable. For example:

“Look, we get it. SEO can seem like a maze of technical jargon and ever-changing algorithms. But here’s the thing – it doesn’t have to be that complicated. We’ve broken it down into simple, actionable steps that anyone can follow.”

This conversational tone feels authentic and approachable, making readers more likely to connect with your message.

6. Leverage Strategic Social Proof

Testimonials and case studies are powerful, but only when used strategically. To maximize the impact of social proof:

• Feature testimonials from customers similar to your target audience
• Highlight specific, measurable results
• Use a mix of text, video, and images for variety
• Place social proof near key decision-making points on your page

Remember, quality trumps quantity when it comes to testimonials.

7. Address Common Objections Head-On

Every potential customer has doubts. By proactively addressing these concerns, you build trust and overcome barriers to purchase. Consider creating an FAQ section that tackles questions like:

• “Is this right for me if I’m a beginner?”
• “What if I don’t have time to implement everything?”
• “How soon can I expect to see results?”

Be honest and transparent in your responses to build credibility.

8. Create a Crystal-Clear Call-to-Action (CTA)

Your CTA should leave no doubt about what action you want the reader to take. Be specific and use action-oriented language. For example:

“Click here to start your free 14-day trial – no credit card required!”

Make your CTA stand out visually and repeat it at strategic points throughout your page.

9. Simplify Your Language

Even if you’re selling to experts, clear and simple language typically converts better. Avoid jargon, use active voice, and opt for shorter words when possible. For instance:

• Instead of “utilize,” say “use”
• Replace “commence” with “start”
• Swap “numerous” for “many”

The goal is to make your copy accessible and easy to understand at a glance.

10. Offer a Compelling Risk Reversal

A strong guarantee or risk reversal can significantly boost conversions by alleviating buyer anxiety. Be clear about your terms and explain why you offer such a guarantee. For example:

“Try our software risk-free for 30 days. If you’re not completely satisfied, we’ll refund every penny – no questions asked. We’re so confident in our product that we’re willing to take on all the risk.”

This approach demonstrates confidence in your offering and removes a major barrier to purchase.

11. Include a “Last Chance” Section

At the end of your sales page, include a final push to encourage action. Summarize key benefits, remind readers of your guarantee, and create a sense of urgency. For instance:

“Remember, this special offer expires at midnight. Secure your spot now and start transforming your business today. With our 30-day money-back guarantee, you’ve got nothing to lose and everything to gain.”

This last-chance section can capture those final fence-sitters and boost your overall conversion rate.

Conclusion

Mastering sales copywriting is an ongoing process, but these 11 techniques provide a solid foundation for creating high-converting copy. At IncRev, we’ve seen firsthand how implementing these strategies can dramatically improve sales page performance. Remember, great copy is about connecting with your audience, addressing their needs, and clearly communicating how your product or service can improve their lives.

Ready to take your sales copy to the next level? Our team of expert copywriters at IncRev can help you craft compelling, conversion-focused content that resonates with your target audience. Contact us today to learn how we can boost your sales and grow your business.

Frequently Asked Questions

How long should my sales page be?

There’s no one-size-fits-all answer, but generally, longer copy tends to outperform shorter versions. The key is to include all necessary information to make a buying decision. Test different lengths to see what works best for your audience and product.

Should I use professional jargon in my copy?

Even when writing for experts, it’s best to use clear, simple language. Jargon can create barriers to understanding. Focus on communicating benefits in straightforward terms that anyone can grasp quickly.

How many testimonials should I include on my sales page?

Quality matters more than quantity. Include 3-5 strong, specific testimonials that highlight different benefits or use cases of your product. Ensure they’re from customers who represent your target audience.

Is it necessary to offer a money-back guarantee?

While not always mandatory, a strong guarantee can significantly boost conversions by reducing perceived risk. If you’re confident in your product, a guarantee can be a powerful tool to increase sales.

How often should I include a call-to-action (CTA) on my page?

Include your primary CTA at least 3-4 times throughout a long-form sales page. Place CTAs after key benefit sections, following strong testimonials, and at the end of your page. Make sure they’re visually distinct and easy to find.