Struggling to boost your online sales? Here are the top copywriting tips to improve online sales.
Great copy has the ability to captivate your audience, build trust, and compel them to take action.
In this guide, you’ll discover 44 actionable copywriting tips to elevate your sales copy and drive more conversions.
Ready to take your copywriting skills to new heights? Let’s dive in!
1. Write in the Second Person
Why it Matters: Using “you” and “your” language makes your copy more personal and relatable. It helps the reader feel like you’re speaking directly to them, which can increase engagement and trust.
How to Apply: Throughout your copy, replace generic references like “people” or “customers” with “you” and “your.” This small shift in perspective can have a big impact.
Example: “Our product helps people save time” vs “Our product helps you save time.”
2. Focus on Benefits, Not Features
Why it Matters: While features provide logical details about your product or service, benefits speak to the emotional and practical value your offering provides. Customers care more about how your solution will improve their lives.
How to Apply: For each feature you want to highlight, reframe it as a benefit. Ask yourself, “So what?” or “Why should the customer care about this?” to uncover the underlying value.
Example: Feature – “Waterproof design” | Benefit – “Never worry about damage from spills or rain.”
3. Use Compelling Headings and Subheadings
Why it Matters: Strong headlines and subheads capture attention, make your content scannable, and encourage readers to dive deeper into your message.
How to Apply: Craft compelling, benefit-driven headings that address your customer’s pain points or desired outcomes. Use subheads to break up your content into bite-sized, easily digestible sections.
Example: Heading – “How to Double Your Website Conversions in 30 Days” | Subhead – “3 Simple Tweaks to Skyrocket Your Sales”
4. Tell a Compelling Story
Why it Matters: Stories have the power to forge deep emotional connections and shape how customers perceive your brand. Weaving narratives into your copy can make it more memorable and persuasive.
How to Apply: Identify customer pain points or transformation stories that align with your product or service. Use vivid details and relatable characters to draw readers in and demonstrate how your offering can help.
Example: “Just last month, Sarah was struggling to keep up with the demands of her growing online store. She was putting in 60-hour weeks, struggling to fulfill orders, and losing sleep over mounting customer complaints. That all changed when she discovered our inventory management system…”
5. Use Powerful Words that Evoke Emotion
Why it Matters: Certain words have a stronger psychological impact than others. Incorporating emotive, action-oriented language can make your copy more compelling and persuasive.
How to Apply: Avoid vague, passive language. Instead, opt for vivid, sensory words that spark the imagination and stir up positive feelings. Use words like “imagine,” “discover,” “achieve,” and “transform” to inspire your audience.
Example: “Unlock the door to your dream lifestyle” vs “Open the door to your dream lifestyle.”
6. Overcome Objections Proactively
Why it Matters: Customers almost always have doubts or hesitations that prevent them from making a purchase. Addressing these objections head-on can help you preemptively ease their concerns.
How to Apply: Put yourself in your customer’s shoes and think about the most common reasons they might hesitate to buy. Then, incorporate reassurances, guarantees, or explanations that directly address those objections.
Example: “I know what you might be thinking – is this really worth the investment? Here’s why this solution is a no-brainer for growing your business…”
7. Use Scarcity and Urgency
Why it Matters: Tapping into the fear of missing out or a limited-time offer can create a sense of urgency that spurs customers to take immediate action.
How to Apply: Highlight product or offer limitations, whether it’s a finite number of units, a deadline, or an exclusive discount. Use words like “hurry,” “limited,” and “last chance” to light a fire under your audience.
Example: “Only 7 spots left at this special price – claim yours now before they’re gone!”
8. Leverage Social Proof
Why it Matters: Testimonials, reviews, and social proof signals build trust and credibility, showing customers that others have found success with your offering.
How to Apply: Prominently feature customer quotes, ratings, and case studies throughout your sales copy. Don’t be afraid to get creative, like including video testimonials or featuring influencer endorsements.
Example: “Hear what our customers are saying: ‘This was a game-changer for my business – I recommend it to everyone!'”
9. Make it Scannable
Why it Matters: Most online readers are scanners, not deep readers. Breaking up your copy with visual elements makes it easy for customers to quickly digest key information.
How to Apply: Use short paragraphs, bullet points, numbered lists, and plenty of white space. Incorporate images, icons, or graphics to reinforce your message.
Example: Rather than a dense block of text, structure your copy like this:
“Here are 3 ways our product can help you:
🚀 Boost productivity by 25% 💰 Save $500 per month on operating costs ⏰ Cut your workload in half”
10. Focus on One Clear Call-to-Action
Why it Matters: Giving customers too many options can lead to analysis paralysis and abandoned shopping carts. A singular, compelling call-to-action helps guide them towards conversion.
How to Apply: Determine the single most important action you want customers to take, whether it’s making a purchase, signing up for a trial, or downloading a lead magnet. Then, craft a strong CTA button or link that stands out on the page.
Example: “Start Your 14-Day Free Trial” vs “Try it Now” or “Get Started”
11. Break Up Long Copy with Subheadings
Why it Matters: Readers skim content online, so breaking up your copy with clear subheadings makes it more scannable and easy to digest.
How to Apply: As you write your sales copy, pause periodically to ask yourself, “Where would a subheading be helpful here to guide the reader?” Aim for one subheading every 3-5 paragraphs.
Example: “The Importance of Subheadings” as a subhead.
12. Use Simple, Conversational Language
Why it Matters: Overly complex or formal language can alienate readers and make your copy feel stiff. Writing in a natural, conversational tone builds rapport and makes your message more relatable.
How to Apply: Avoid jargon, technical terms, and lengthy sentences. Instead, use plain language that mirrors how you would speak to a friend. Read your copy aloud to ensure it has a natural flow.
Example: “This solution is the perfect fit for small business owners” rather than “This offering is ideally suited for the small business demographic.”
13. Make it Visually Appealing
Why it Matters: People are naturally drawn to content that is aesthetically pleasing and easy on the eyes. Incorporating visual elements can enhance the overall user experience.
How to Apply: Break up text with relevant images, icons, or graphics. Use strategic formatting like bullet points, numbered lists, and consistent heading structures. Opt for a clean, uncluttered layout.
Example: A product description page that utilizes high-quality product photos, infographics, and bullet-point features.
14. Address Customer Pain Points
Why it Matters: Customers don’t care about your products or services – they care about solving their own problems. Demonstrating a deep understanding of their pain points shows you can provide genuine value.
How to Apply: Research your target audience extensively to uncover their biggest frustrations, challenges, and desires. Then, craft copy that speaks directly to those pain points and how your offering provides relief.
Example: “Tired of wasting hours every week on tedious admin tasks? Our all-in-one business management platform handles the busy work so you can focus on growth.”
15. Use Power Words
Why it Matters: Certain words have more persuasive power than others. Incorporating “power words” that evoke emotion or urgency can make your copy more compelling.
How to Apply: Sprinkle in words like “instantly,” “effortless,” “breakthrough,” “imagine,” and “now” to inject more energy and excitement into your writing.
Example: “Unlock instant productivity” versus “Boost your productivity.”
16. Leverage Curiosity Gaps
Why it Matters: Creating intrigue and leaving the reader wanting more can capture their attention and compel them to keep reading.
How to Apply: Use open loops, cliffhangers, and unfinished statements to pique the reader’s curiosity. Give them just enough information to get them hooked, then guide them towards your desired conversion.
Example: “You won’t believe the simple tweak that doubled my monthly revenue…”
17. Tell a Customer Success Story
Why it Matters: Sharing real-life examples of how your product or service has transformed customers’ lives is a powerful way to build trust and credibility.
How to Apply: Highlight a customer’s journey, from their initial pain points to the positive results they achieved with your offering. Use vivid details and quotes to make the story more relatable.
Example: “When Emma first came to us, her online store was barely breaking even. But after implementing our inventory management system, her profits skyrocketed by 35% in just 90 days.”
18. Use the “So What?” Test
Why it Matters: It’s easy to get caught up in product features and technical details. The “so what?” test ensures you’re focusing on the benefits that truly matter to customers.
How to Apply: For every feature you want to highlight, ask yourself “So what? Why should the customer care about this?” Keep digging until you uncover the underlying value that solves a real problem.
Example: Feature – “Automated email sequences” | Benefit – “Grow your email list on autopilot while you focus on other important tasks.”
19. Leverage Customer Testimonials
Why it Matters: Third-party endorsements from happy customers are one of the most powerful forms of social proof. They lend credibility to your claims and help overcome buyer skepticism.
How to Apply: Showcase customer quotes, ratings, and success stories throughout your sales copy. Don’t be afraid to get creative, like incorporating video testimonials or influencer endorsements.
Example: “Hear what our customers are saying: ‘This solution saved me 10 hours per week – I’ll be a customer for life!'”
20. Use the “Before-After-Bridge” Formula
Why it Matters: This proven copywriting framework helps you guide readers through a compelling narrative – first establishing their current pain points, then showcasing the transformation your product/service provides, and finally bridging the gap between the two.
How to Apply: Start by acknowledging your customer’s frustrations or challenges. Then, paint a vivid picture of the positive change they’ll experience. Finally, demonstrate how your offering is the bridge that will take them from point A to point B.
Example: “Tired of wasting hours on tedious admin tasks each week? Our all-in-one business management platform automates your workflows, freeing up your time to focus on growing your company.”
21. Use Numbered Lists
Why it Matters: Numbered lists make content more scannable and digestible. They also create a sense of structure and completeness that encourages readers to keep engaging.
How to Apply: Whenever you have a series of tips, strategies, or steps, organize them into a numbered list format. This helps each point stand out and ensures nothing gets lost.
Example: “3 Proven Tactics to Boost Your Email Open Rates” or “7 Productivity Hacks to Reclaim Your Time”
22. Incorporate Social Proof
Why it Matters: Testimonials, reviews, and other social proof signals build trust and credibility, showing customers that others have found success with your offering.
How to Apply: Prominently feature customer quotes, ratings, case studies, and influencer endorsements throughout your sales copy. Don’t be afraid to get creative, like including video testimonials.
Example: “Hear what our customers are saying: ‘This solution saved me 10 hours per week – I’ll be a customer for life!'”
23. Avoid Industry Jargon
Why it Matters: Using overly technical language or insider lingo can alienate and confuse your customers. Keeping your copy simple and conversational makes it more accessible and relatable.
How to Apply: Review your copy and eliminate any industry-specific terms, acronyms, or jargon that the average person might not understand. Opt for plain, everyday language instead.
Example: “Our AI-powered software automates your workflows” rather than “Our cutting-edge AI algorithms leverage intelligent automation capabilities.”
25. Highlight Unique Differentiators
Why it Matters: In a crowded market, it’s crucial to clearly communicate what makes your product or service unique. Showcasing your competitive advantages can help you stand out and win over customers.
How to Apply: Identify the specific features, benefits, or value propositions that set you apart from the competition. Then, weave these unique differentiators throughout your copy in a compelling way.
Example: “Unlike other project management tools, our software includes built-in time tracking to help you optimize your team’s productivity.”
28. Use Natural Language
Why it Matters: Overly formal or stiff language can create distance between you and your customers. Writing in a conversational, relatable tone helps build rapport and makes your message more engaging.
How to Apply: Read your copy aloud and listen for areas where the language sounds unnatural or overly formal. Rephrase sentences to mirror how you would speak to a friend or colleague.
Example: “This solution is the perfect fit for small business owners” rather than “This offering is ideally suited for the small business demographic.”
29. Leverage the “Problem-Agitate-Solve” Structure
Why it Matters: This proven formula allows you to first identify your customer’s pain points, then agitate those problems to create a sense of urgency, and finally present your solution as the logical answer.
How to Apply: Start by clearly outlining the problem your customer is facing. Then, dig deeper to uncover the underlying frustrations and consequences. Finally, introduce your offering as the ideal remedy.
Example: “Are you tired of constantly battling with slow, outdated software that causes you endless headaches? The cost of this inefficiency is hurting your bottom line and draining your team’s morale. Our all-in-one productivity suite is the solution you’ve been searching for.”
30. Speak to a Single Reader
Why it Matters: Addressing your copy to a single individual, rather than a broad audience, creates a more personal and compelling message. It helps customers feel like you truly understand their unique needs and pain points.
How to Apply: Use “you” language liberally and avoid broad generalizations like “people” or “customers.” Imagine you’re having a one-on-one conversation with your ideal buyer.
Example: “You’re probably tired of wasting hours each week on tedious admin tasks. I totally understand the struggle…” vs. “Customers are tired of wasting time on tedious admin tasks. They understand the struggle…”
31. Use Analogies and Metaphors
Why it Matters: Analogies and metaphors make abstract concepts more concrete and relatable. They help customers quickly grasp complex ideas by relating them to familiar experiences.
How to Apply: Look for opportunities to draw parallels between your offering and something your customers already understand. Use vivid, sensory language to paint a picture in their mind.
Example: “Managing your finances without our app is like trying to navigate a jungle without a map – it’s confusing, overwhelming, and you’ll likely get lost along the way.”
33. Eliminate Fluff and Get to the Point
Why it Matters: Customers have short attention spans online. Cutting out unnecessary words and getting straight to the value proposition keeps your copy lean, impactful, and easy to digest.
How to Apply: Review your copy and look for opportunities to tighten up the language. Avoid filler words, redundant phrases, and irrelevant details. Focus on clearly communicating the key benefits.
Example: “Boost your productivity by 25%” instead of “Our innovative solution will significantly increase your overall productivity levels, allowing you to get more done in less time.”
34. Use Power Verbs
Why it Matters: Verbs are the engines that drive your copy forward. Choosing action-oriented, benefit-driven verbs makes your language more compelling and persuasive.
How to Apply: Scan your copy and replace passive or generic verbs with stronger alternatives. Words like “discover,” “unlock,” “skyrocket,” and “transform” inject more energy and excitement.
Example: “Discover the secret to doubling your sales” instead of “Learn how to increase your sales.”
35. Emphasize Emotional Benefits
Why it Matters: While logical, feature-based benefits are important, appealing to your customers’ emotions can create a deeper, more lasting connection that drives them to take action.
How to Apply: Identify the emotional needs, aspirations, or feelings your product or service fulfills, and craft copy that taps into those powerful motivators.
Example: “Imagine finally having the freedom to focus on the work you love, without constant busywork dragging you down. Our all-in-one platform makes that dream a reality.”
36. Use Repetition Strategically
Why it Matters: Repeating key phrases, words, or ideas helps cement them in the reader’s mind and reinforces your overall message. It’s a simple yet effective way to increase memorability and persuasiveness.
How to Apply: Identify the most important concepts, benefits, or value propositions you want to drive home, and weave them throughout your copy in different forms. Avoid excessive repetition that feels monotonous.
Example: “Boost your productivity. Reclaim your time. Unlock your true potential.”
37. Highlight Authoritative Credentials
Why it Matters: Establishing your or your company’s credibility, expertise, and track record can build trust and make customers more likely to believe your claims and take action.
How to Apply: Share relevant professional titles, industry awards, client testimonials, media mentions, or other social proof that demonstrates your reliability and subject matter expertise.
Example: “As a certified project management professional with over 15 years of experience, I’ve helped hundreds of businesses just like yours streamline their workflows and boost their productivity.”
38. Use Rhetorical Questions
Why it Matters: Posing thought-provoking questions engages the reader’s mind and encourages them to reflect on their own experiences and pain points. This can make your copy more interactive and persuasive.
How to Apply: Craft questions that speak directly to your customer’s challenges, desires, or objections. Then, use the rest of your copy to provide the answers and solutions.
Example: “Tired of wasting hours every week on tedious admin tasks? Our all-in-one business management platform handles the busy work so you can focus on growth.”
39. Incorporate Scarcity and Urgency
Why it Matters: Tapping into the fear of missing out or a limited-time offer can create a sense of urgency that spurs customers to take immediate action.
How to Apply: Highlight product or offer limitations, whether it’s a finite number of units, a deadline, or an exclusive discount. Use words like “hurry,” “limited,” and “last chance” to light a fire under your audience.
Example: “Only 7 spots left at this special price – claim yours now before they’re gone!”
40. Use Numbered Lists
Why it Matters: Numbered lists make content more scannable and digestible. They also create a sense of structure and completeness that encourages readers to keep engaging.
How to Apply: Whenever you have a series of tips, strategies, or steps, organize them into a numbered list format. This helps each point stand out and ensures nothing gets lost.
Example: “3 Proven Tactics to Boost Your Email Open Rates” or “7 Productivity Hacks to Reclaim Your Time”
41. Use Crisp, Concise Language
Why it Matters: Customers have short attention spans online. Using clear, succinct language keeps your copy punchy and easy to digest, increasing the odds they’ll read and engage with your message.
How to Apply: Review your copy and look for opportunities to tighten up the wording. Aim for simple, direct sentences that communicate the key points without any unnecessary fluff.
Example: “Boost productivity by 25%” instead of “Significantly increase your overall productivity levels, allowing you to get more done in less time.”
42. Use Emotional Language
Why it Matters: While logical, feature-based benefits are important, appealing to your customers’ emotions can create a deeper, more lasting connection that drives them to take action.
How to Apply: Identify the emotional needs, aspirations, or feelings your product or service fulfills, and craft copy that taps into those powerful motivators.
Example: “Imagine finally having the freedom to focus on the work you love, without constant busywork dragging you down. Our all-in-one platform makes that dream a reality.”
43. Emphasize Unique Selling Points
Why it Matters: In a crowded market, it’s crucial to clearly communicate what makes your product or service unique. Showcasing your competitive advantages can help you stand out and win over customers.
How to Apply: Identify the specific features, benefits, or value propositions that set you apart from the competition. Then, weave these unique differentiators throughout your copy in a compelling way.
Example: “Unlike other project management tools, our software includes built-in time tracking to help you optimize your team’s productivity.”
44. Use Simple, Conversational Language
Why it Matters: Overly complex or formal language can alienate readers and make your copy feel stiff. Writing in a natural, conversational tone builds rapport and makes your message more relatable.
How to Apply: Avoid jargon, technical terms, and lengthy sentences. Instead, use plain language that mirrors how you would speak to a friend. Read your copy aloud to ensure it has a natural flow.
Example: “This solution is the perfect fit for small business owners” rather than “This offering is ideally suited for the small business demographic.”
Conclusion
If you need help with your copy and would like to take your business to the next level with expert copywriting, contact us today!
Our team of professional copywriters can help you craft compelling messages that connect with your audience and drive sales.
Don’t let bad copy hold you back – reach out to us now and see the difference a professional touch can make!