4 Copywriting Secrets Every Great Sales Rep Should Know

Hey, copywriting is tough. It is often called an art.

It involves using words as allies to convey a message.

Similarly,salespeople craft stories to deliver compelling messages all the time. A compelling story relies as much on the delivery as it does on the content.

So I’ve come to this conclusion: salespeople should take a tip or two from copywriters.

I talk to sales reps frequently and follow their processes to understand their style. In doing so, I’ve come to understand that a few basic copywriting rules can truly help sales.

Okay, what can copywriting teach me about sales techniques?

1. Know who you want to reach.

Sounds simple, but it’s often mistakenly applied. As a copywriter it’s imperative  to know who you’re targeting. The only way a copywriter’s writing serves its purposes is by reaching those people.

How does that apply to sales?

Research your prospect, and know his problems and challenges.

Learn to think how they think.

That way, you’ll be able to:

2. Speak your customer’s language.

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(Get it? Get it? hahaha)

This is something we learn in any writing class.

The concept of what is too formal versus what isn't depends on context and who you’re communicating with.

50% (or more) of copywriting is understanding how the reader communicates, then writing in that style otherwise they won’t read at all.

You need to get your message across.

How does that apply to sales?

Following on from the first tip: this comes with your research.

By understanding a prospect or customer, you should do more than know their job title - you need to understand how they communicate. At a sales call, that process might start with understanding the flow. You will have to learn what makes them tick and speak their language.

Personalizing wins people over.

Moreover- if your prospect feels you talk their talk, they may be more inclined to think that your product or service truly solves their problem. Engage, engage, engage.

3. Don’t (ever!!) underestimate the power of words.

You can say the same thing in a million different ways.

It all depends on how the other person receives that information. While some words might be your best friends, other you should avoid at all costs.

You said it, Dumbledore.

How does that apply to sales?

Here’s the thing (and this is very important): nowadays, when developing a website, A/B tests are made for every possibility. Both visuals and words can influence someone to click or not. So, yes, “buy now”, “purchase now” and “get now” are very different - for the simple reason that one of these options will lead to  more sales on specific websites.

This means that sales communication goes by that logic too.

If you’re about to disagree, for example, you could say:

“I understand where you’re coming from, but I think we should take a different approach.”

and your point would come across fine.

OR…

You could say:

“I understand where you’re coming from, and I think we should take a different approach.”

Suddenly, you’re saying the exact same thing as the first example, but the person on the other end doesn’t feel like you disagree anymore: it feels like you’re actually contributing to the idea.

Another point is that some words can be extremely powerful or just too much.

Words such as “amazing”, “groundbreaking” and “life-changing” might catch the eye when you’re copywriting, but at a sales call or presentation, they could seem plain cheesy.

Instead, you should use words that convey the idea of usefulness in a problem-solving situation.

Find the words that define your solution, but make them stand out.

  • What is true about your product/service and what is too much advertising?
  • What can you say about your solution that truly differs it from any other?
  • And how can you convey your message in a simple, catchy way?

When you find those words and concepts, you’ve struck gold.

4. Humanize as much as you can.

People read standard copy every day. When it comes from a brand, they expect to find something formal and extremely serious.

But is that truly necessary?

Brands have personas for a reason.

As copywriters, we have to think of that persona: if this brand was a person, how would that person communicate? That’s something brands like Apple have adopted very well.

"(Jobs) had been asking for ads that were different and new, but eventually he realized he did not want to stray from what he considered the Apple voice. For him, that voice had a distinctive set of qualities: simple, declarative, clean."

How does that apply to sales?

When writing an email, you have to consider that it’s very different from speaking on the phone or giving a presentation.

Your voice isn’t there to develop part of the emotion. If you’re writing tone is too professional, it sounds almost robotic.

Think of your recipient.

  • How will they feel reading your email?
  • Could you try something different to make it stand out?
  • Could you use everyday language?
  • How can you speak as a representative of your brand's voice?
  • How can you humanize?

Again, it’s all about engaging.

‍Use this opportunity to channel your inner copywriter because conversation skills are often diminished by the email platform. Doing so will enable you to turn email into a powerful tool to engage a customer.

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