Great sales copy names your client’s problem in their own words, shows you understand how it feels, and presents your offer as the clear solution. Most sales pages don’t convert because the copy talks about the coach’s process instead of the client’s problem. These 4 tips fix that, as part of a simple marketing strategy for your business.
If selling has ever felt out of alignment for you, here’s a reframe: good sales copy isn’t pushy. It’s how the right clients recognize that you’re the person they’ve been looking for.
1. What problem does your client think they have?
If you are creating a product or service but don’t actually know how your customer is struggling, then it’s going to be difficult to really get into your customers’ heads to figure out how to provide unique solutions for them.
It’s vital to identify what problems your service/product will be providing solutions for. You will be able to really dig deep into hitting every point of struggle your avatar may be having, within your creation and within the marketing for your offer.
The best way to find your client’s words is simple market research.
2. What does that problem cost them?
When someone is struggling with something they need a solution to, they have their problem and then, their pain point where they actually decide to make a change.
The problem will persist until the customer finally reaches a pain point and says, “oh! I don’t have to live my life this way anymore.”
3. Why is your solution different?
Use your sales copy to present a unique solution to your customers’ problem. You have to dive deeper than what your service, product or course is.
Creating a unique solution involves understanding why your solution is different from other similar solutions that are out there. Why does your solution need to exist among all of the others that are out there on the market already?
If you come up with mindset blocks, understand that although there are similar solutions on the market, there have never been ones from YOUR perspective, which makes the solution unique.
The more you have an understanding of how your process, story and overall solution is unique, the more confidence you will have in selling your product.
And when you are confident in your product, the confidence will be transferred to your customers who will then be confident in you and your solution, which will lead to sales! The confidence transferred will not only be confidence your avatar has in you, but confidence that your program or solution will work for them.
Pro tip: your unique solution on your sales copy should not provide all of the exact steps of your process.
Whether it be a low or high-ticket offer, oftentimes when you give people too much information about your solution, it gets them into a cycle of questioning whether your course or program will work.
All your copy should include is a clear sense of understanding your avatar. Position yourself as an authority. You can outline pillars of your process but should leave out details of your work. Ultimately you’re going to sell them what they want and give them what they need.
For example, I sell to people wanting online programs to make more money, which I do, but I start with mindset and accountability, which is what they need.
Put your copy on a dedicated landing page so nothing distracts from it.
4. Use your client’s words, not yours
This is probably the most challenging tip in this post, because your customers don’t write your sales page, you do!
You have to really get out of your head to appeal to your target audience.
This is why market research is so important before you sell something, and this goes for your lead magnets/opt-ins as well.
If you were to explain the problem, pain point and solution in your own language, this will not appeal to your target audience, and whatever you’re selling will not sell.
Do the market research, have conversations in different communities, do whatever you need to do to get into your customers’ heads to be able to speak to them with their language.
A before-and-after example
Before: “I help soul-led women align with their highest purpose.”
After: “I help healers and intuitive coaches fill their programs without feeling salesy.”
The first version is meaningful to you, but it’s vague to someone deciding whether to buy. The second names who it’s for, the result they want, and the fear that’s holding them back, in words a client would actually say.
[PERSONAL PARAGRAPH: In your own words, describe a sales page or email of yours that started converting after you changed the copy, and what you changed.]
Whether you’re writing on a sales page, social media post or blog post, be sure to understand your customers’ pain points, problems, and your unique solution (expressed without too much detail), all in your customer’s language.
The same tips work for your opt-in page. Here are 20 lead magnet ideas.
Want a second pair of eyes on your sales page? Book a marketing strategy call.
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About the author: Alison Reeves is a holistic business coach with more than 15 years in marketing and nearly a decade coaching entrepreneurs. She’s trained in somatic and trauma-informed coaching and is the author of Embodied Abundance. Work with Alison
FAQs
What makes sales copy good?
Good sales copy speaks to one specific person, names their problem in their own words, shows the result they want, and gives one clear next step. It’s about the client, not about you.
How long should a sales page be?
Long enough to answer every question a buyer has before they say yes. Low-cost offers can use a short page. Higher-priced coaching, healing or mentorship programs usually need a longer page with proof, details and FAQs.
How do I write sales copy that doesn’t feel salesy?
Write it as a conversation with one person you’d love to help. Describe their problem honestly, share what’s possible for them, and invite them to take the next step. When the copy is about serving the right client, it feels aligned instead of pushy.
Should I hire a copywriter?
If your offer sells well in conversations but your sales page doesn’t convert, a copywriter can help. Do your own market research first, so you can give them your clients’ exact words.
More marketing help for spiritual entrepreneurs
- Simple marketing strategy for your business
- How to do market research
- Benefits of a landing page
- 20 lead magnet ideas
- Coaching website examples and best practices
Want help with your marketing? Book a marketing strategy call.
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