Whether redesigning an existing site or creating a new website from scratch, I invariably find myself explaining to clients why their existing website sales copy should be rewritten and the logic behind the sales copy I’ve authored.

What follows are some recommendations on writing effective sales copy based on my own experience in marketing, sales and web design, as well as other infinitely more respected authorities on the subject.

Customers buy benefits not features
There’s an old saying, “sell the sizzle, not the steak”. Every product feature has a purpose and every purpose should be of potential benefit to the customer - me.
Sell the benefits, not the features.

And don’t assume the benefits of your product will be obvious to me. I may not figure it out.

Using a downtown hotel as an example, instead of saying:

“We’re conveniently located just two blocks from downtown and a wide variety of restaurants, shops, galleries and nightlife.”,

highlight the benefit of staying at this hotel with:

“Save money on an expensive rental car or cab ride - we’re conveniently located just a short two block walk from downtown and a wide variety of restaurants, shops, galleries and nightlife.”

View your product (and your message) from the customer's point of view
Read what you write and think to yourself, “who cares!?” Isn’t that what we all do? No apologies, I’m a selfish customer. I just want to know what’s in it for me.

Present a compelling reason for doing business with you
Ask yourself - What is it about my product or service that is unique? What do I offer that my competition can't? Perhaps the best reason I should do business with you instead of your competitor is because you offer:

• the lowest price
• the fastest delivery
• the most convenient location

Again, as a selfish customer I want to know what’s in it for me and why I should choose you. Tell me.

Pay attention to layout
Place your headlines – your strongest selling points - where they will be seen first with no chance of being overlooked.

Arrange your sales pitch in a succinct, logical and rational order. Tell me right up front what you're offering and what the benefit is to me. Don’t beat around the bush and make me guess. Get to the point.

Use graphics or photos wisely
Don’t use graphics or photos simply to fill space. Instead, question the purpose of the graphic or photo and ask yourself what it’s intended to accomplish. Some appropriate purposes are to:

• demonstrate your product
• illustrate a benefit
• promote your professional image
• draw attention to text or an important page section

Page space is valuable. Try to get the largest possible return from each graphic or photo. Use them to elicit positive emotions. A picture of a happy group of fisherman on a charter boat is much more appealing than just a picture of the boat itself.

Make the text easy to read
Break paragraphs into easy-to-read pieces. Use mini headings, bulleted or numbered lists, and bold type to make it easier for me to quickly skim through your sales message.

This technique allows me to digest and comprehend a great deal of information without having to read every word.

Make a call to action
Never assume I’ll know what to do next. Instead, spell out exactly what you want me to do. Examples of a call to action might be:

• “Pick up the phone and call now!”
• “Simply complete the order form.”
• “Subscribe to our newsletter.”

Also explain what will happen after I’ve done what you want me to do and again, what the benefit is for me.

Sell the sizzle, not the steak.
 

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