Good salespeople know how to read their customers. They also know how to listen to their needs and respond with words that will mean something to those on the line of investing. Some of those tactics can't be taught -- but many of them can be learned.
If you want to close the deal with your customers, then you've got to learn to operate like a salesperson. The challenge will be to retain your trustworthiness and authenticity in the process.
Read on to learn my seven top copywriting tricks that incorporate the very best of sales. I'll give you a hint: You'll need to learn to tell a good story at the right moment.
Let's get started:
Strategy #1: Learn to really listen
Before you can be a copywriter who spins winning prose, you've got to learn to listen carefully. The best salespeople are good listeners. They don't impose their thoughts on their clients. They figure out the needs, wants, fears and obstacles before their customer.
By listening, they are able to better meet their customer where he or she is and deliver a product or service that the customer is more likely to purchase. So, before you put pen to paper, listen a little.
Strategy #2: Offer a little something extra
Successful sales representatives have mastered the art of giving the customer something extra. This is often an easy accommodation the company can make to get an even greater return on the customer.
I've noticed how the New York Times does this masterfully. Try to cancel your subscription. If you do, a good representative will offer you a reduced rate for the next few months. It usually works on me every time.
Incentivize your copy by offering a free gift or a reduced rate. Test out coupons and giveaways. Give away something for free, and you'll get a big return on loyalty and happiness from your new customers.
Strategy #3: Tap into their emotions
Selling is about emotions. It's about knowing when to talk about emotions and when to share stories that relate to those emotions.
For example, when a salesperson is trying to close a deal on a modern car with a classic feel, she might tell a childhood story attached to the original car or ask the customer if he or she has a childhood story about a similar car. If she has listened to her customer, then she probably knows whether the customer has a sentimental attachment to a particular car.
We are emotional creatures, fueled by neurotransmitters like dopamine and serotonin. So it makes sense that we make purchases with our emotions. The critical part to writing winning copy using emotions is to be real and genuine. Don't over-promise or take advantage of your customer. Just tap into the good emotions that will motivate them to buy.
Strategy #4: Know your sales pitch
Do you know what you are selling? That can get lost in the process. So go back to the building blocks and refine your pitch.
Your sales pitch should be the essence of a great leading headline. You want to engage your customers and grab their attention. At the same time, you want them to instantly understand what you are offering them. If your headline doesn't do that, it's time to rewrite it.
Strategy #5: Talk in short lists
Salespeople who close deals often have a short list of takeaways they use with their customers. Maybe it's the top three things they should remember about Product X before they leave the store. You can incorporate this strategy into your copy as well.
What this does is give your readers a sense that you are educating them and that you are giving them easy, consumable information that they can’t get from other places. They'll feel like you have given them something meaningful even if they haven’t fully committed yet.
Strategy #6: Balance confidence and vulnerability
Customers want to trust you and feel like they can invest in you. They want to know you know what you're talking about. At the same time, they want you to be forthcoming and vulnerable.
Don't be afraid to write about your successes and your failures. Both can work toward your ultimate goal of bringing a casual browser into your customer family.
Strategy #7: Know when to take a break
One of the worst mistakes a salesperson can make is to over sell. You can do this easily just by sending too many communications with the same call to action to your potential new customers.
Instead, test and study your target audience. Figure out the number of communications you should be sending them and at what frequency. Don't make every communication a sales pitch. You can send success stories from other clients or a Buzzfeed-type list of pro tips that would appeal to them.
Give your customers fodder they can use and can relish, and your messages with a call to action will be received better.
In conclusion, salespeople get a bad rep sometimes. But even salesman selling the worst used car knows something that you need to learn: You can sell anything with the right strategies.
Learn to incorporate these seven copywriting tricks into your content messaging, and you'll be surprised by the attention you'll generate with your target audience. What marketers and public relations specialists sometimes forget is that good marketing is all about a good story.
But it can't be just any story. The story you tell must be meaningful and truthful. It needs to communicate new knowledge and authenticity. Remember that in the end, you're really just trying to build good, old-fashioned trust with your new clients.
What copywriting techniques have you learned from salespeople?