41 | How To Write Great Sales Copy (That Doesn't Sound Salesy) with Nicole Kepic
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How To Write Great Sales Copy (That Doesn't Sound Salesy) with Nicole Kepic
In the world of marketing, the quality of your sales copy can make or break your business. Great sales copy has the power to grab your ideal clients attention, hold it, and ultimately convince them to take action. But sales copy that isn’t created in the right way can be a complete turn-off, causing potential customers and clients to lose interest and move on to your competitors.
And it doesn’t matter how great your offer is, if your copy isn’t selling it, you’re not going to sell it. This is why it’s really important that you make your copy a priority and understand how to create copy that converts.
Nicole is a sales page copywriter with 20 years of experience. She serves coaches and creatives – helping them stand out from the crowd, attract their ideal clients, and sell out their signature offers with fun, feel-good copy.
IN THIS EPISODE, WE DISCUSS…
Why sales copy is so hard for so many business owners
Why we shouldn’t be focusing so much on our ideal clients pain points any more, and what we should be focusing on instead
How you can make your sales copy stand out and attract your ideal client
How Nicole became a sales copywriter.
Nicole Kepic is a sales copywriter who’s been in the business for more than 20 years! After graduating with a degree in Journalism, she bagged herself a 9-5 job in the copywriting industry and began climbing the corporate ladder working with huge brands like Pepsi, Walmart and a bunch of other household names!
In 2010, Nicole decided that she wanted more control over her career, and she began dabbling in freelance copywriting and working with her own clients. It definitely wasn’t an overnight success, but eventually she turned her freelance career into a full-time business and NK Copywriting was born!
Why sales copy is so hard to write for a lot of business owners.
Writing copy in general can be hard simply because we’re so close to our own businesses that it can be hard to talk about ourselves. But specifically when it comes to sales copy, many people struggle because they don't want to come across and come across as too pushy or obnoxious or like a used car salesman.
Many of us have been raised to be humble and taught that we shouldn’t brag about ourselves, so as soon as we start selling it’s natural to worry that we’re being obnoxious and shouldn’t be singing these praises about ourselves or our offers because it’s the opposite of being humble. This is what holds so many business owners, freelancers and solopreneurs back.
How to shift your mindset to write better sales copy.
As cliché as it sounds, it all comes down to shifting your mindset to ‘selling is serving’, because it really is. Your audience is struggling with something right now. If you have something that can genuinely help and support them then there’s nothing wrong with you pitching that to them because you are in a position to help them solve that problem.
It’s just about reframing your mindset from “I’m just being annoying” to “I’m here to help them solve their problem”. And it’s not about taking all the credit or claiming their success, it’s about helping and supporting them to make that journey easier for them. When you write sales copy from that perspective, it’s not going to come across as obnoxious or abrasive because you’re writing it from a standpoint of genuinely wanting to help people.
Why you shouldn’t focus solely on your ideal clients pain points within your sales copy.
It is still important to dive into your ideal clients pain points to an extent, because this shows that you understand what they’re going through and you can emphasise and relate to that. However, one of the biggest copywriting mistakes is placing too much emphasis on these pain points.
Sharing the solution and the benefits and what life will be like after the transformation is just as important. When you introduce your offer, it should be introduced as the supporting vehicle to their better future. Not introduced as “if you don’t have this your whole life is going to crumble”. Your language should be empowering and inspiring to motivate your ideal client rather than depress them with all the doom and gloom.
So when you’re writing your sales copy, remember to write it in a way that speaks to their future and how your offer will make that future easier to obtain and how they’ll feel after that transformation. Yes, pain points are important to relate to them right now, but they shouldn’t be the sole focus.
How to write sales copy that stands out.
The best way to write sales copy that stands out is by injecting your personality into your copy. There shouldn’t be a disconnect between you as a person and your copy, because this will be confusing for your client when they actually meet you and you’re the exact opposite from what they imagined after reading your sales page. For example, if you’re a really bold and fun person then your copy needs to reflect that!
Write like you’re writing to another person. Your copy should feel fun and conversational. That’s how you’re going to stand out and get people to stick around. And most importantly, when your copy sounds like YOU then you’re going to attract YOUR people.
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Hey! I’m Tish!
I'm a marketing mentor for ambitious entrepreneurs who want to create more time, freedom & profit in their online business, in a way that feels good to them!
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