The Anatomy of High-Converting Sales Copy

Nov 29, 2022

And no, you don’t have to be a copywriter or hire one. Yet.

Can this post alone show you how to write your high-converting sales copy? Keep reading.

Will it feel like plenty of work? Possibly.

Will it work? Yes.

When some entrepreneurs and marketers consider writing copy, they either turn to AI or Google their way through it. Possibly they get lucky and rating a free template they’ll copy and paste.

Unfortunately, that is lazy. And lazy effort equals sluggish results. But you’re not lazy. You’re here to peruse this text and get to work right after.

Here’s what it’s essential to do to nail your sales copy:

Doing Voice of Customer Research

This research involves learning every part it’s essential to learn about your current and prospective clients.

So that you could learn:

  • Their wants
  • Their needs
  • Their frustrations
  • Their successes
  • Their motivations
  • Their hesitations
  • Past failed solutions
  • What they’re saying about your competitors
  • What they’re saying about your brand
  • What they consider themselves

In the event you skip this step, you’ll risk not knowing what your ideal clients are saying or how they’re saying it.

Which suggests you’ll risk not connecting with them on any level.

Without this research, you’ll write copy blindly and guess your way through it moderately than using your prospects’ words and phrases.

And guess what… this research alone can write 90% of your copy for you.

You possibly can do that research in some ways. You possibly can interview a few of your clients and possibly survey them.

You may as well read your positive and negative reviews and type them based on the list above. Last but not least, you’ll be able to read social media comments and even forums.

At the top of this research, you ought to have an organized spreadsheet with the info you collected and sorted using the bullet points from above. Use this spreadsheet to assist drive your copy.

The research above will inform you what to say and tips on how to say it. In case your biggest blocker around writing copy shouldn’t be knowing what to jot down, you’ll eliminate it after doing all your Voice of Customer research.

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Structuring Your Funnel

That is where you are taking a step back and wireframe your funnel before you’re employed in your assets. Start together with your traffic sources (social media, paid ads, blogs, etc.) and what their last step must be (purchase).

After you plot the start and end of your funnel, filling in what goes in between is simpler. You’ll also have the ability to inform what number of assets you’ll need.

Let’s say you’re selling a low-ticket product. Your easy funnel could possibly be ads > landing page to steer magnet > email sequence > purchase.

In the event you’re selling a high-ticket product, your easy funnel could possibly be ads > landing page to mastermind/3-day challenge > email sequence > purchase.

It’s as much as you to determine what number of assets your funnel must have. Nevertheless, it’s essential to be realistic about it because in case you’re selling a high-ticket product and your audience is cold, you have to to incorporate more assets to maneuver them deeper down the funnel.

In the event you are selling a low-ticket product, fewer funnel assets might make more sense because there’s less convincing to do.

Regardless of what number of funnel assets are involved, it’s essential to be certain that one asset can move your prospects easily over to the subsequent and that your voice is consistent throughout each.

Which means your assets, equivalent to your sales page and emails, must construct up on one another while maintaining your brand voice and still including your Voice of Customer data from the research above.

Your Sales Page and Sales Emails

Together with your research and funnel wireframe done, you’re able to assemble your sales page and sales email copy.

Notice how I wrote “assemble” and never “write,” that’s because copy is assembled through the use of proven frameworks as a substitute of sitting down and writing from scratch without direction or guidelines.

You’ll also use your Voice of Customer data (research) to jot down your sales page and emails. Use their words and phrases! Show them you already know exactly what they need.

Relating to your sales page copy, you ought to select the right framework in keeping with your audience’s stage of awareness (how much they learn about their problem and your solution) and market sophistication (how much they learn about your market).

In case your prospects are problem aware, they know they’ve an issue but don’t learn about any solutions for them. So, your copy’s job is to focus on their pain and tell them that they’ll finally solve it together with your product. Longer copy is likely to be obligatory to point out them their current state, desired state, and the way your product serves because the bridge. You’ll also need a qualifier for them to know that your product is supposed for them. This is the reason my favorite framework for that is QUEST.

  • Qualify – mention who your product is for, starting with “ideal for…”
  • Understand – make them feel you understand exactly where they’re.
  • Educate – show them what you already know and what they’ve been doing is fallacious.
  • Stimulate – show them social proof.
  • Transition – tell them what to do to repair the issue.

In case your prospects are solution aware, they know they’ve an issue and know there are answers on the market but don’t know tips on how to find those solutions or where to look. So, your copy’s job is to focus on your solution as their holy grail. My favorite frameworks for this are PAS and AIDA.

  • Problem – highlight the pain they live with on daily basis.
  • Agitation – make them feel that pain very deeply.
  • Solution – show them how your product can take the pain away.


  • Attention – get their attention with a shocking statement or headline.
  • Interest – show them something recent or interesting, with a “wow!” factor.
  • Desire – allow them to know they need what you’ve got and might’t be without it.
  • Motion – tell them what to do, like make a purchase order.

You possibly can assemble your sales copy using any of the frameworks above after determining your prospects’ stage of awareness and market sophistication.

Market sophistication means how much your prospects learn about your market. In the event that they don’t learn about group coaching, which is what your product is, they’ve low market sophistication, so that you’ll need longer copy.

Relating to your sales emails, you need to use any of the frameworks above. The identical stages of awareness and market sophistication rules apply.

But even after reading all of this, you would possibly wonder what you’ll be able to do to enhance your conversion rate.

First, you most likely need to seek out out why your copy could possibly be underperforming.

Well… my copy sabotage quiz will show you how to learn how your copy could possibly be sabotaging your conversions and the way you’ll be able to fix it.

You’ll finally know what to work on to make your sales copy sell.

You’ll get suggestions and methods from me (a conversion copywriter) on implementing such changes.

You won’t need to Google “tips on how to write copy that converts” because I’ll be your guide.

But in case you need a prompt-guided copy system to show you how to write your high-converting sales copy in a day, not per week, take a look at my Sales Copy Bundle.

See you again soon! I’m Elenny.