Where Your Copy Connects with Customers

Learning Objective

Find the point of contact where you influence a potential customer to take action and buy.

Where Your Sales Copy Appears

You’re clear who your ideal customers are, and you know the key message you want to get across about your offer.

Let’s look at the point where you put the two together and use your sales copy to direct them to the shopping cart and motivate them to buy.

This can happen in a variety of places including:

• Web sales pages
• Social media posts (if the platform allows you to post a direct link to a shopping cart – you may need to set up a business or professional account for this)
• Paid ads on social media or in the press
• Online stores such as Shopify, Squarespace, or Odoo
• eCommerce applications on your own website such as WooCommerce
• Learning platforms such as Teachable or Thinkific
• Emails
• SMS text copy
• Direct messages (such as in Messenger/Twitter/Instagram)
• Online chat with chatbots
• Call-to-action (CTA) buttons

What you use will depend on how your business makes sales.

I’ll be looking in detail later at the formats to use on different channels.

Speak Your Copy

When we talk about copy, we’re usually talking about the written word. And you should always start with that.

But your sales copy can exist in a spoken version to great effect. For example, selling from a webinar might fit your business model better than long sales pages. If you’re running a webinar from which you’ll make an offer, first write out the copy where you identify your key message to help you stay on point. When it’s time to make your offer, you’ll be clear and direct and use resonant language with your audience to motivate them to click through to the shopping cart.

Here are some examples where you write your copy first and then deliver it in a spoken format:

Spoken Sales Messages

• TV and radio ads
• Promotional video and audio
• Webinar and stage presentations
• 1:1 sales conversations

Your spoken delivery will be more fluid and conversational than words on a page but writing the basic copy first will give you a good starting point.

Don't read the copy. It's a better idea to list the talking points from your copy and either memorize them or use them as notes that you glance at as you speak. But just speak naturally.

Identify Your Success

You’re in business and already making sales. This means some of your copy is working for you right now.

If you can identify what type of copy is converting to sales, then this will help you create more successful copy. Conversely, if you can pinpoint product launches that have flopped and compare them, you’ll learn a lot about what needs to be improved.  

Action Steps:

List all the places you currently use copy to sell (e.g., SMS, email, sales pages).

What copy is working for you and leading people to buy? Note down this information:

• What are they attracted by?
• Where are they finding the sales copy?

Identify a piece of copy that isn’t working and analyze why. E.g., it’s not using resonant language, it’s about us and not about the buyer.

Choose where you will place your chosen piece of copy (e.g., sales page, online store).