Want your sales copy to stand out to readers and compel them to make a purchase? Of course you do. But for your sales copy to be effective in a time when consumers are constantly bombarded with content it must meet three vital criteria:
- Your sales copy must grab attention.
- Your content must then gain the reader’s interest.
- Your words must appeal to their emotions for them to buy. Savvy Panda explains.
However, sales copy must also include facts and statistics so consumers can justify their purchase. The creation of a seductive sales copy requires a delicate balance of emotional appeal and factual benefits. Luckily for writers, copywriting formulas exist that can help us create seductive and effective sales copy.
1. 1 – 2 – 3 – 4
The beauty of this formula is that it focuses on the reader and what a product or service has to offer them.
- Provide a description of the product or service
- Detail benefits for the user.
- Explain why the author or business is an authority.
- Include a call to action that is clearly stated.
2. SLAP Rule
This is a checklist for what a sales copy needs to elicit in a reader.
- Stop – Does the sales copy effectively grab attention?
- Look – Are readers continuing to read to discover the benefits?
- Act – Does the sales copy contain a compelling a call to action?
- Purchase – Has a sense of urgency been created by the call to action?
3. Star - Chain – Hook
This is a three-step process to create a unique sales copy. The Star of the show needs to be highlighted right at the start. A Chain of convincing facts, benefits, and reasons is then included to explain how the product or service will improve the reader's life. The Hook is an urgent call to action leading them to the purchase.
4. Star Story Solution - $$$
The most effective sales copy makes an emotional connection with readers. Most people typically make a purchase decision based on emotion. The best way to elicit emotion is to offer a compelling story.
- Star – This is the main character in the story, usually your reader.
- Story – Appeal to the emotions of the reader.
- Solution – Compel the reader to make a purchase. How will the star of the show benefit?
5. A Forest
I’m a sucker for mnemonic devices. Anything that helps retain important information is a good thing, and A Forest is one such device. This is a simple formula to help you remember the key components of a successful sales copy.
- Alliteration – Attain a positive effect with a pleasant play on words.
- Facts – Provide hard data to help readers rationalize emotional decisions.
- Opinions – Include user opinions to help sway a potential customer.
- Repetition – Key benefits need to be repeated to drive home the main point.
- Examples – Offer solutions to problems and stories that relate to the reader.
- Statistics – Use specific numbers and not generalizations. Example: 300 instead of hundreds.
- Threes – Specifics need to be repeated at least three times to be sufficiently memorable.
I know the headline promised you five formulas but guess what? You get a bonus! I just could not write a blog post about sales copywriting formulas without adding FAB to the list.
This copywriting formula is not only an effective tool to create compelling sales copy, it also encompasses the basic elements of persuasion that will entice readers to buy any product or service. So even if you use one of the other copywriting formulas listed above, make sure that the copy contains each one of the following FAB elements:
- Features – This is the intro for the sales copy. What are the standout features?
- Advantages – Describe what makes the product better than competing products.
- Benefits – Include reasons how the product will make a reader's life easier. What problems are solved?
Want to know the difference between features and benefits? Unbounce explains it in simple, visual terms.
Some writers use a single formula for all of their sales copy while others keep a handful in their toolbox and employ them judiciously. Whichever you prefer, using an effective formula can help you develop a sales copy that will elicit an emotional reaction and urge readers to commit.
Want more? Check out this Writtent post about writing persuasive sales copy.