• Sales Copywriting


Sales Copywriting Tips

Matthew Burley, Copywriter @ Article-Writing.co

Posted On: November 09, 2018

Most business owners will stop at no end to make sure that potential customers are learning about their business. Some businesses will spend thousands of dollars on expensive advertising schemes in an attempt to reach new customers. However, there is a simpler, easier way for businesses to reach a new audience: sales copywriting. Having quality sales copywriting can transform your dull content into an effective sales tool. Although no one is born a copywriter, there are a number of tips you can use to hone your skills.

The Simpler, The Better

When writing sales copy, it is important to keep it simple. The goal of the copy is to inform potential customers of your product or service, not to flaunt your writing skills. Avoid flowery language and cut down on fluffy content. Adding unnecessary content to your copy will waste the potential customers time. It will also possibly lower their interest in the product or company.

Instead of adding to your word length, focus on the core concepts of your product or service. An example of this would the benefits of purchasing your product or service. Be as succinct and informative as possible.

Focus on your core concepts to keep your sales copy simple.


Evoke an Emotional Response

After you have mastered the art of simplifying your sales copy, it is wise to work on evoking an emotional response in your customers. Depending on the company, this emotion could range from happiness to nostalgia. The goal is to make the reader feel something after reading the sales copy.

To evoke emotion, you have to pick your words wisely. If you are having a hard time, think back to a time when you laughed, cried, or got excited about an advertisement. Pinpoint what that emotion was, and integrate it into your copy. This will help your sales copy flourish.


When writing sales copy, try to remember the SLAP rule, as it will help keep your copy focused and on topic. The SLAP rule is to write copy with the goal of making potential customers:

  1. Stop
  2. Look
  3. Act
  4. Purchase

When sales copywriters try to be neutral, the end product is often bland and ineffective. However, sales copywriters who use the SLAP are able to command the attention of the audience. It does so by utilizing simplicity and emotion in a more aggressive tone.


This post is a great and simple example of the SLAP rule.


The picture above is a great example of the SLAP rule as the copy is an extremely simple, yet effective. The #youbuynow demands the attention of the reader and is quite memorable. This simplistic copy works perfectly with the product that the company is selling. It also has the chance to make the reader smile, as the post has an infectiously happy vibe to it.

All businesses strive for constant improvement and growth. One of the best ways to obtain this is through effective sales copywriting. Remember to keep it simple, to evoke emotion, and to use the SLAP rule when writing top quality sales copy.

Need help writing?

For more details about the tricks and tips of sales copywriting, contact the content experts at Article-Writing.co.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

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