How much are you talking about yourself on your website and social media? I have worked with hundreds of creative businesses in my 20+ years career, and 9 out of 10 people struggle with writing good sales copy and they end up talking too much about themselves. It’s not that they’re all narcissists or self-centered individuals, it is because they just don’t know how to create content that attracts clients. If this is not something you do on a daily basis, then how would you know? This article will give you some ideas for writing strong sales copy for your own website and other content.
Writing strong sales copy for your website, the first step
I started working today with a creative new client from NYC, who runs a photobooth business for weddings and corporate events. His intro on his website went a bit like this: “I love photobooths myself and that is why I invested in setting up one as a business.”
Cool. I said. So your clients should get excited about hiring you because you love your own photobooth so much? Why would anyone care about your passion for your own photobooth?
This is the problem I see happening all the time. Artists, makers, illustrators, designers… They love what they do and make, but when it comes to selling their work, they forget about who the end receiver is. They show their work, which is great, but then go off talking in great detail about why they enjoy doing their work so much, themselves. Or why they love finally being their own boss after having worked in corporate for years. They may also share their whole back story and how they ended up becoming a designer, because they think that is relevant.
These stories are nice to read (for some), but not relevant for the customer. And certainly not for the customer who wants to make a quick decision. Strong sales copy requires a little mind shift.
Step into the shoes of the person you want to sell to. What do they need to know? And more importantly: what would make them feel confident to go and buy from you? When they read your copy, do they feel seen and understood?
Strong sales copy starts with understanding the client’s needs
Shall we do an exercise? I suggested to my client with the photobooth. Name me ALL of the benefits why a bride should get a photobooth at her wedding. What would make her go ‘yes, THAT’s exactly what i want’, and get excited about the idea of hiring you.
He came up with 18 valid reasons, all to do with HER needs.
- Guests to have something to do at the wedding, not hanging around bored
- People would post about the event on social media, spreading the fun
- They would have instant keepsakes for a frame or on their phone
- It raises the fun of the party
- It would help people to feel good at their wedding
- It’s a great way to document people’s outfits and makeup etc
- The bride wants informal pictures with her friends
- The bride wants to create her own memories as well
- It’s a glamorous touch to have a photo booth, elevates the status
- Guests wil feel more confident with their looks
- etc etc
Great! I said. Now do the same for the stressed out HR manager who is trying to avoid organising a Christmas party that nobody wants to go to. My client understood, and had no problem coming up with another long list of benefits that would solve this person’s problem.
See, I said, now you have gathered all your ammunition for writing strong sales copy on your website. Make these clients see their party come alive. Add bells and whistles. Make the bride realise that her old auntie Betty will have such a laugh getting her photo taken with the groom’s handsome cousins and they’ll have a keepsake photo to cherish forever. Make the HR lady understand that the team of coworkers will demand to have that photobooth again at next year’s office party as it was an absolute hoot and they actually all go out for Friday drinks a bit more often since then.
Shift your mindset, turn your sales copy around
Of course, you can share your own story too on your website. In an About page, you can go a little deeper into your big ‘why’, your passion, your credentials and your process of working. But always write with your client in mind: are they still with me? Is this text relevant? Will this information help my client to make a decision to buy from me?
Deeply understanding the needs of your audience and ideal client will make writing sales copy so much easier. Because you know what they desire, and what solution they are trying to find, you know what to say to them. Your messaging will be so much stronger, and your content will be relevant to their situation.
It is not rocket science, and there are no ‘secrets’ either around writing magnetic sales copy. It is simply a good understanding of who your client is, what they are looking for in their life or work situation, and how you can help them solve this problem. This is not a hard selling technique but just helping and serving. That is all.
Need help with all this?
I am Nina Eggens, and I am a creative business coach. I help people like illustrators, designers, publishers, photographers, coaches and course providers to grow their business. Mindset, marketing, goal setting, strategy and writing strong sales copy is all part of the programme. Check my offers here, or book a free call to discuss your needs.
