Copywriting Tutorial: How To Write Sales Copy That Sells

How to Make Your Sales Copy Too Legit to Quit

In this video, Alex shares the 9 components of a compelling sales offer. He emphasizes that as copywriters, it is their job to write offers that convert and explains how these 9 components can help achieve that goal.

The Headline

• The headline is a strategically-written attention-grabbing statement with the sole purpose of getting a viewer to engage with you.

• The goal of the headline in writing sales copy is to pique your prospect’s curiosity enough to get them to continue reading or listening.

• A well-written headline should be able to provoke an emotion and help the reader identify with you.

The "S-Hook"

• An S-hook is any idea that hooks the viewer’s interest.

• It should open a loop with your headline and then continue on with that hook concept as you begin your sales message.

• This component of your sales message needs to do at least one of five things: encourage dreams, justify failures, allay fears, confirm suspicions, or help throw rocks at enemies.

The Problem

• You must address the pain or problem the viewer is feeling.

• By addressing their problem, you are showing them that you understand their situation and can provide a solution.

The Solution

• After identifying the problem, present your solution in a clear and concise manner.

• Explain how your product or service can solve their problem better than any other option available.

Social Proof

• Social proof refers to using testimonials from satisfied customers or industry experts who endorse your product or service.

• It helps build trust and credibility with potential customers by showing them that others have had positive experiences with what you're offering.

Scarcity/Urgency

• Scarcity/urgency refers to creating a sense of urgency around purchasing your product or service.

• This can be done by offering limited-time discounts, creating a sense of exclusivity, or highlighting the potential consequences of not taking action.

The Offer

• The offer is the specific product or service you are selling.

• It should be presented in a clear and concise manner, with all relevant details included.

Guarantee

• A guarantee is a promise to customers that they will be satisfied with their purchase.

• It helps build trust and credibility with potential customers by showing them that you stand behind your product or service.

Call to Action

• A call to action (CTA) is an instruction to the viewer on what they should do next.

• It should be clear and concise, telling the viewer exactly what they need to do in order to take advantage of your offer.

The 9 Components of a Compelling Offer

In this section, the speaker discusses the nine components of a compelling offer that can help businesses increase their sales and conversions.

The Offer

• The actual offer is where you present your solution to the problem.

• The value of your offer should always be greater than the price.

• Two ways to create this gap are through discounts and premiums.

Benefits

• Benefits are why someone should buy your product or service.

• This is the perfect time to overcome potential objections your prospect might have.

• You always want to promise some sort of immediate benefit.

Social Proof

• Social proof allays your prospects fears, creates massive trust and builds authority.

• You want to show how many other people have benefited from your product or service.

• Include as much social proof as possible throughout your sales message.

Scarcity

• Scarcity gives your prospect a reason to buy right now.

• Making products or services seem limited in some way makes them harder to obtain and more desirable.

• There are four different types of scarcity.

Risk Reversal

• Share all the stuff that just makes good business sense – guarantee, payment terms, and purchase expectations.

• These should be written in very concise and clear terms to make it as easy as possible for your prospect to get off that fence.

A Call To Action

• Tell your prospects what you want them to do next!

• On your sales or opt-in pages, include copy that tells people exactly what to do next.

Tips for Writing a Sales Message

In this section, Alex Cattoni shares tips on how to write an effective sales message.

Components of a Sales Letter

• Use bullet points to describe the 9 components of an Alex-Cattoni-Approved sales letter.

• Include multiple calls to action throughout your page or video if your sales message is longer than a couple hundred words.

• Have your first CTA above the fold so that your prospect does not have to scroll in order to see it.

Conclusion and Call-to-Action

• Give a thumbs up if you found the video helpful and share it on social media by tagging Alex Cattoni.

• Check the description below for a special link where you can download Alex's 9-Point Hot Offer Checklist which includes detailed notes from this episode along with a checklist that you can print off and use for every single piece of new copy you write.

• Watch other videos by Alex Cattoni on How To Write HOT Headlines or her 4 Steps To Finding a Hot Niche! Subscribe for more videos from her every week!