5 Copywriting techniques you can use on your sales page

The justification for so many companies to bet on Inbound Marketing and content production is simple: the results appear, even more so when the content is well structured and with quality information.

Now, a question: have you ever stopped to think about how this content is produced? The answer is Copywriting, a communication and marketing technique focused on converting people and disseminating strategic content, according to the public's interest.

Copywriting techniques are vast and applicable to different content formats. Today, our focus will be on presenting 5 techniques that can be used on the sales pages of a business website. Ready to discover how to write powerful texts to sell?

WHAT IS COPYWRITING?

Copywriting is the name given to a content production strategy whose focus is on convincing the reader, seeking to make him perform a specific action.

The copywriter's job is to write persuasively, providing triggers to arouse the reader's interest and, consequently, generate conversions for the company to obtain new business opportunities.

This is nothing new in the 21st century. The term copywriting was coined in mid-1828 and, fifty years later, it was used to describe professionals who produced texts for advertisements, that is, for years, the copywriter was, in fact , the advertising copywriter.

Years later, with the rise and democratization of the internet and the use of the web for marketing strategies, copywriting was used again by digital content producers , but not to create advertising appeal texts, but to bring content marketing to life .

WHAT COPYWRITING TECHNIQUES CAN BE USED ON SALES PAGES?

Now, let's gather some copywriting strategies that can be applied to texts inserted within a company's sales pages. Here, as sales pages, we will consider productions such as landing pages and also website pages whose purpose is to convert with the audience.

SELLING A SOLUTION, NOT A PRODUCT OR SERVICE

If the purpose of copywriting is to convince a person to convert, then nothing is more natural than the strategies for this involving the solution of a problem and not the offer of a product.

A person might say “no” to a product offer right off the bat, but they sure stop and think about an offer of something that solves a pain they have.

Positioning itself as a company capable of solving a problem for its audience is the starting point for any sales pitch. In this way, the company dialogues empathetically with the needs, placing the consumer in evidence, and not the product offered.

EMOTIONAL CONNECTION

One of the great advantages of copywriting is the possibility of establishing an emotional relationship between the company and the potential customer.

This technique is based on a basic human principle: people have a tendency to agree with institutions/people they know and trust. If your company has masterfully executed the techniques to create authoritative content, the emotional connection focused on conversion becomes very efficient.

Seek to connect with the public, understand what kind of situation they are experiencing and what will be the impact of your product/service on their reality. To increase the chances of persuasion, the language of the text must be fully aligned with the target audience and its particularities.

STORYTELLING

The fact that the page is focused on sales does not prevent the discourse adopted from being focused on telling a story.

Specialists in communication and content marketing point out that the act of telling a story and involving it in publicity strategies and generation of authority has positive effects in winning people's trust and attention.

Storytelling is a technique applied to various media and advertising products, and its main function is to make the sales pitch more attractive and less aggressive.

With this, the reader gains a more interesting experience when consuming a sales pitch and, with this, the chances of attracting and retaining customers and interested parties are increased.

WHIM IN THE CTA

If the basic premise of copywriting is to develop text with a focus on conversion, it is obvious that the content needs a call to action .

The CTA is the moment when the text invites the reader, so this invitation needs to be developed with the same quality as the rest of the content. Simple CTAs like “buy here” cannot exert the same persuasive power as attractive CTAs that lead to conversion more naturally.

When closing the content and inviting the reader to convert, it is essential that the CTA provoke and encourage the person to continue consuming information about the products/services.

One of the most interesting techniques to close the text and invite conversion is using the last options technique. It works as a choice for the reader. See an example:

Now that you know everything about copywriting, you have alternatives in your hands:

1. Keep doing everything the way it was done before and continue with the same results;
2. Use only the easiest, most labor-intensive tips and see how they solve your problem.
3. Adopt all the tips and discover some more powerful conversion tools in this post here.

Do you see how the alternatives generate an interaction and an invitation to convert in an unusual way? Don't underestimate the power of the CTA! And take care to make creative, provocative and well-structured CTAs.

REVIEWS AND RATINGS

People trust the speech of trusted companies, but they trust even more in the opinion of those who bought it and liked it.

For this reason, it is worth structuring a space on the sales page to present the opinion of satisfied customers. But here comes a point of attention: no making up testimonials!

Remember that the internet is full of information about companies and there are specific places to analyze the company's reputation and quality.

By adopting these copywriting techniques, the contents of your sales page will be structured with more quality and assertiveness, and this should result in a more expressive number of conversions and business opportunities.

Don't forget that writing content for the web is complex and very strategic, so if your company wants to have the best content in its hands (provided with the best techniques), the best solution is to leave this job in the hands of specialized teams.