How to Write High-Converting Sales Copy That Actually Sounds Like You
What is it about writing sales copy that causes most business owners to completely shut down?? One minute, you’re effortlessly chatting with clients, recording Voxer messages, dropping gems on your Instagram stories…
…Then you sit down to capture some of this brilliance in your sales copy—and your brain goes on total lockdown.
Suddenly, everything feels forced and clunky. You know your offer is amazing. You know your results are solid. You know there are 1,001 reasons why your audience needs exactly what you’re trying to sell.
And yet, every sentence that springs forth from your fingers feels more awkward than the last. You find yourself typing phrases like, “Skyrocket your results” and, “Create a life you love” — marketing vagaries that you’d never actually say out loud in real life.
So what gives? Why is it so easy to verbally explain what makes your program amazing, but so freaking tough to write copy that gets your brilliance across + makes the sale?
Here’s the deal: You DON’T have to be a copywriter to create amazing sales copy that connects with your audience & converts like a dream.
But you DO have to have a basic understanding of what separates awkward, salesy, robotic-sounding copy from magnetic copy that radiates your essence, connects with your audience on a human level, and gets folks excited to buy.
Lucky for you, that happens to be my specialty. So let’s do this! Time to learn how to write effective sales copy, without slimy-used-car-salesman vibes or boring, canned content.
(Oh, and if you don’t know what the heck I’m talking about when I say “sales copy”? I’ve gotcha covered! Grab my FREE Ultimate Guide to Painless & Profitable Launch Copy right here + get the full scoop on writing sales copy to promote your offers.)
3 Secrets to High-Converting Sales Copy That Sounds Like You
1. Say yes to slang.
If you’re a real person and not a grammar automaton, you probably have certain slangy or colloquial phrases you use a lot in your everyday speech. For example—would you say something is “so exciting”? Or would you say you’re pumped? Freakin’ stoked? So-excited-ya-just-can’t-hide-it?
Embracing funny little phrases can be a great way to introduce some humanity to your sales copy & build your brand voice. As your audience reads, they’ll hear your voice in their head explaining why this offer is so perfect for them. That creates automatic connection, makes your sales copy super sticky, and promotes conversions.
2. Make your copy a no-jargon-zone.
Does anything kill a reader’s buzz faster than bulky, confusing buzzwords? Methinks not. Review your copy and ask yourself—would a random person off the stress know what I’m talking about?? If the answer is no, simplify simplify simplify.
Pro tip: If there are particular pieces of industry lingo that you feel really strongly about keeping in your sales copy for whatever reason, come up with a creative way to explain the concept to folks who may not get it. Can you invent a clever metaphor? A super apt analogy? When used carefully and in strategic places, colorful language can be a highly effective way to make complex ideas *click* for your audience.
3. Make it personal.
There are hundreds of thousands of sales pages floating around the internet, and at least a few dozen of them are probably for offers that are pretty similar to yours. So how can you make sure yours stands out from the crowd? It’s all about infusing your copy with your personality.
Your brand voice is totally unique, so of course, how you’ll go about doing this will vary depending on what feels natural to you. A few ideas for personalizing your sales copy include:
Nostalgia. Do you know your audience well enough to know what cultural touchstones made them them? Maybe it was crushing on the Backstreet Boys. Maybe your people were OG 90s grunge fans. Whatever that *thing* is, working nostalgia into your copy is the perfect way to make a reader feel instantly connected to you.
Pop Culture. The crazy thing about our online culture is that it’s never been easier to figure out what people are into. Do some digging, and work some relevant pop culture references into your copy. Whether you go with a Squid Games reference or a Lizzo lyric, your ideal clients will love you for it.
Storytelling. I’ll say this until I’m blue in the face, but openly sharing your story is THE #1 way to form a fast emotional connection with your audience. You don’t have to write a memoir. Just making simple references to your personal life and past experiences will remind your readers that there’s an actual real life PERSON on the other side of this sales copy. A person who actually shares a lot of their interests, seems pretty cool, and might have something valuable to share.
(FREEBIE ALERT: Want to learn how to effectively sell with stories? I made this free training for you!)
So, which of these tips will you try first? Be sure to save this list for future reference & share with your friends if you found it helpful!
Taking the time to personalize your sales copy might feel like extra work upfront, but I promise you—putting effort into writing conversion copy that connects on a deeper level and captures your voice will help strengthen your brand and improve your results.
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