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How to Sell on Your Website without Sounding Salesy

You’ve started your business, you’ve drawn out your vision and mission, and you’ve even gained an audience through social media but, now that you have your website created you’re disappointed to find that people visit, maybe hang around for a couple of seconds… and then bounce off your site.

How do you keep them around for more?!

Welcome to the world of copy.

The answer to this issue is awesome, inviting, and storytelling copy that keeps your audience wanting more and even turns them into buyers.

What you want is for people to visit your website, hang out a bit, discover intrigue, see worth, and trust you with an email, or better yet their email, and purchase of your services or product.

I’m talking conversions here.

Listen, time is of the essence in all of our lives. Your website needs to communicate within seconds whether your audience is in the right place. Then, you need to build trust. The best way to do this? Your words.

Using the right words to build the trust that leads to buyers is an art. I know, I know… Another thing to learn? ACH!

Let in a deep breath of air because Legacy Creatives is right beside you in this. As entrepreneurs, you don’t start a business or career because it’s going to be easy. Here are 7 easy steps to sales copy you’ll love that also sells.

Step 1: Research great copy on your own.

In fact, what was the last purchase you made? Why did you purchase it? Why did you choose that brand? Was it the best? The cheapest? The most convenient? Or, is it the only product/service offered in this area?

Now, think about your own product or service. What makes it unique? What’s going to really sell to your buyer?

Now choose a couple of competitors that are succeeding in their online business. Look at their website and write down things you love, things you don’t, how inviting it is, and how easy it is to navigate their site. You never steal other people’s work, but you can absolutely learn from it and adjust it to fit the needs of your business and audience.

Pro Tip: Keep a log of the copy you love online in a google docs file or another source. This will help you down the road as you need ideas and inspiration.

Step 2: Flip the way you think about writing.

Your audience doesn’t want to know more about you, which may sound like a burn, but it’s not.

They want to know how your product or service fits into their life. Your audience wants to know how hard you worked and what you sacrificed to get them this unique and one-of-a-kind problem solver.

That’s what you are to each member of your audience. You are solving a problem for them. Your copy, throughout your website, is a reminder and note of how your product/service solves that problem and fits into their life/biz.

So many people get the About page wrong. Yes, it’s good to get a little personal and let your audience know a bit about you; however, they’re really looking for this:

  • Does this person fit my needs?

  • Is she like me?

  • Does she understand what I’m going through?

  • How credible is this person?

Your copy answers those questions. It does not spill a bunch of random facts about yourself. Your copy is strategic and to the point.

Step 3: Connect with Your Audience.

Now that you’ve formed a case study on your competitors and you’ve flipped your ideas on writing to your audience, it’s important to get in your audience’s head

What are their biggest problems during the day? What keeps them up at night? What are their dreams and aspirations? What do they like to do? What shows are they watching, reading, and listening to?

I’m not saying stalk your audience, but I do suggest you survey them.

The best way is over the phone or in person of course! But you can also send an awesome survey through email or Facebook Messenger or even poll people on Instagram Stories.

Their responses will be copy gold to make sure you are connected with your audience in a voice they understand.

Step 4: Follow a formula.

Here’s a tried and true copy formula: P.A.S.- Problem, Agitate, Solve.

You will find this ALL OVER THE PLACE if you look for it. Look at your competitor’s site.

In fact, I’m sure you could think of an example right off the top of your head.

But, now let’s create it with your business in mind.

  • What is the main problem your service/ product solves?

  • How does this problem affect your audience’s everyday life?

  • And finally, how can you solve it.

Once you’ve written it out, go ahead and share it with us on Instagram!

The first thing I do for a client, as a professional copywriter, is create a case study. You want to be the best, the cheapest, the most convenient, or the only one who provides this product or service.

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