How do I write sales copy that converts?

Writing sales copy that converts is both an art and a science. It’s about understanding your audience deeply and crafting a message that resonates so intensely they can't help but take action. Here’s how you can approach this:

1. Know Your Audience: Begin with empathy. Who are you writing for? What are their pain points, desires, and objections? Take time to truly understand what drives their decisions. This deep understanding allows you to speak directly to their needs. Back in my engineering days, this was something akin to deeply understanding the requirements before building a solution, and it applies here as well.

2. Focus on Benefits, Not Features: Instead of listing out features, translate those features into benefits. How does your offer make your audience’s life better? When I transitioned to freelancing, it wasn’t just about new skills—I had to show clients how these skills translated into solving their specific problems.

3. Craft a Compelling Hook: Your opening line should grab attention immediately. Think of it as the first punch in a boxing match—your message has to break through the noise fast. When capturing ideas for potential sales copy, I always start by brainstorming hooks that stop people in their tracks.

4. Use Emotional Triggers: Storytelling is powerful. Share stories that evoke emotion or tap into your audience's innate desires and fears. For example, I often share about the 'freedom' moments from leaving corporate life—these stories resonate because they’re tied to a deep desire many people have.

5. Create Urgency: People need a reason to act now, not later. Introduce scarcity or a time-bound offer to push them toward making a decision. However, ensure that this urgency is genuine; false urgency can breed distrust.

6. Include a Clear Call to Action (CTA): Don’t expect your audience to know what to do next. Make your CTA clear, direct, and compelling. Whether it’s “Buy Now,” “Schedule a Call,” or “Download Now,” clarity wins.

7. Test and Iterate: Analyze what works and what doesn’t. Just like I would iterate and tweak my processes transitioning from corporate to freelance, do the same with your copy. A/B test your headlines, body copy, and CTAs to find what resonates best with your audience.

8. Provide Social Proof: Testimonials, case studies, or any form of social proof can build trust and convince potential customers through the power of community validation.

In my framework—Capture, Develop, Expose—I would place writing sales copy under the ‘Develop’ phase. You're taking your understanding (captured knowledge of your audience) and developing it into persuasive copy.

Remember, writing that converts is not about manipulation but about genuinely reflecting the value you bring to your audience in a way that aligns with their deep-seated needs and wants. Keep that empathy at the core of your process, and you'll not only convert but also build lasting relationships.