Persuasive copywriting is an art – and it can help you sell tons of products and services.
Of course, copywriting isn’t just words on a page. It’s ingrained with powerful selling techniques. And they don’t just work on paper or on the computer screen – they work in sales conversations too.
Yes, there’s a lot you can learn from great copywriting that can be applied to your cold calls.
We’ve picked out some great copywriting techniques to start implementing the next time you pick up the phone.
Let’s dive in…
1. Stress the Benefits
Features are nice, but benefits are what sell your product or service. Always stress the benefits, and only mention features when they support the benefits.
As a little reminder…
- A feature explains, “what it is.” For example, “Call Recording” is a feature of PhoneBurner.
- A benefit explains, “what it does for you.” For example, “uncovers training opportunities that result in increased revenue from your sales team” is a benefit.
2. Use Stories
Stories are relatable. They engage your prospect and evoke emotions.
Don’t be fooled by thinking you have a “boring” product or service that’s not applicable. Any product or service can be attached to a fun or gripping story that increases conversions.
Here’s more on how to use stories in sales.
3. Have a Strong Call to Action
Strong sales copy always hinges on the call-to-action. In fact, that’s the measure of success when it’s evaluated.
Just like in copywriting, sales calls should have a strong call to action. A good salesperson always knows the goal of their call… the specific action that they want their prospect to take.
It could be to set up a time for a follow-up the next week, a demo, an agreement to receive information, or for them to take their credit card out and make a purchase.
Know beforehand what your call to action is, and formulate your sales script around it.
4. Use Power Words
There are certain words that hold more persuasive power than others. These words have the greatest influence when it comes to decision-making. And thankfully, they are pretty simple.
According to Copyblogger (a top copywriting blog) the top 5 power words are:
- Because (Amazing Harvard study on the power of the word because)
Look over your sales pitch and see where you can add these words in.
5. Use Scarcity / Urgency
Urgency, or fear of loss, is one of the prime motivators.
Whenever you can, use scarcity to create a sense of urgency around your call-to-action. If your prospect thinks they can get your product or service at the same price at any time, there’s no urgency. They have no reason to buy now.
Discounts aren’t the only way to create urgency. There are a lot of ways to do it.
- We only have X of these, and once they’re gone, they’re gone
- It’s 20% off if you buy by X
- We only work with one client per zip code
- Order by X and we’ll include Y free
- I can include this premium feature free if you say yes today
What other sales lessons have you learned from copywriting? Let us know in the comments below!