Persuasive copywriting for sales is a vital skill for improving lead generation. Whether you are trying to build a relationship or learning more about your customer’s pain points, it’s difficult to get responses. The recipient doesn’t personally know you, and you have a short window of time to intrigue them, earn their trust, and convince them it’s worth their time to respond or book a meeting.
So how can you attract more leads? To capture your audience’s attention with your email outreach, there are seven things you need to do:
- Understand your audience
- Write a solid subject line
- Stick to one topic
- Tell a story
- Address benefits & pain points
- Use a strong CTA
- Read your email out loud
Copywriting for sales involves more of a formula than most people realize. As long as you double-check that each of these seven points is addressed correctly, you should be in a great position to attract quality leads.
Let’s break down each of the seven steps of copywriting for sales above and how they can improve your cold email campaigns.
Understand Your Audience
Before you can even start writing your cold emails, you have to know who your audience is. Given that 64% of small businesses use email marketing to reach leads online, it’s safe to say business professionals know the importance of good research.
When you know your audience, you can use the correct jargon or industry terms in your copywriting. This proves that you are knowledgeable about a topic, which will add authority. This will help the reader trust you, and want to engage.
If you don’t know your target audience, and you can’t address their wants and needs, should you even be sending that email? People quickly filter out messages that do not pertain to them and their immediate needs, especially in their email inbox.
So how can you draw them in once you have completed your research?
Write a Solid Subject Line
Speaking of filtering out irrelevant information, how many emails go straight to the trash folder before they are even opened? If less than 30% of prospects open your email, you need to revise your subject line. Try using A/B testing to see what works best in your industry.
One way to combat a low open rate is to write a catchy cold email subject line. In essence, subject lines are your one chance to grab a lead’s attention.
That means they should be short, snappy, and intriguing. Furthermore, they should get to the point of why you are contacting them. Anything over that character window tends to lose your audience’s attention, especially if the copy is vague.
Stick to One Topic
Now you can finally get into the body of your email. When copywriting for sales, always try to make the email as digestible as possible. The mistake many entrepreneurs and experienced professionals make is they include too much information. If your email is confusing and spread in different directions, your potential leads won’t bother.
One thing to remember when you’re writing both your subject line and the body of your email is to make sure they align. The reason they clicked on the email in the first place is because of the content in the subject line.
The goal is to build trust with your email audience, and tricking them into clicking on an email that’s irrelevant to the subject line won’t accomplish that.
Tell a Story
Our brains process information smoother through storytelling. It’s how we make sense of the world, and it also influences the decisions we make. Paul J. Zak, the founding director of the Center for Neuroeconomics Studies, wrote in Harvard Business Review:
“When you want to motivate, persuade, or be remembered, start with a story of human struggle and eventual triumph. It will capture people’s hearts – by first attracting their brains.”
Essentially, this is what experts mean when they talk about addressing pain points. What obstacles does your ideal prospect face in their work-life?
Address Pain Points & Benefits
The only reason someone will go out of their way to respond to an email, or purchase a product or service, is that it solves a problem. It might even solve a pain point they didn’t even know they had until you reached out! That is the power of persuasive copywriting for sales.
When you know your audience and their common or unique business problems, address them, and if they respond to you, explain how your product or service has solved those same problems for others.
This is a great opportunity to include a call to action, such as a case study, in your emails to provide proof and evoke an emotional response.
Use a Strong CTA
Use a strong, singular CTA that makes sense for your outreach goals. You don’t want to give people too many decisions because when overwhelmed, they may choose none.
Because CTAs are the best tools for communicating with your users, all reliable UK digital marketing companies use this in a number of ways. They should, however, be used wisely and imaginatively.
You want to avoid asking your prospects to click a link that takes them to a demo video and download a whitepaper, followed by replying to your email to book a meeting. Instead, you can include the created video in the email and your CTA can be a calendar link.
Need help writing a cold email call-to-action? Learn what makes a good CTA in this blog.
Read Your Email Out Loud
Finally, read your email out loud for typos and general readability. When you read what you wrote out loud, you’ll be able to get a better sense of how your audience will interpret your copy. Leave your computer for an hour, focus on other tasks, and then return to your draft. Read it out loud again.
Does it still hold the same appeal after you cleared your mind and reset your thinking? You might be surprised how many words or sentences you change after doing this exercise.
The Key to Email Responses: Copywriting for Sales
As you can see, writing the actual email isn’t the difficult part of copywriting; it’s the legwork you must do beforehand. A perfect cold email won’t help you get responses from prospects unless you do the right research, such as making sure they have a pain point you can address.
Part of this research is finding an email address that is linked to a prospect who would actually be interested in your product or service — and that’s where our email tool comes in handy.
When you’re done writing your sales copy, try using our email lookup tool to prepare a high-quality, verified list you can send it to.