Sales Copy: 4 Techniques to Convert Leads into Customers


Sales Copy: 4 Techniques to Convert Leads into Customers

All About Sales Copy

Sales copy is text that has a direct objective: conversion. It is content that brings together persuasive writing techniques that aim to sell.

Writing a killer copy, however, is not always easy. There are a number of techniques and strategies that need to be employed to be successful.

A sales copy can be a game-changer. At the same time that it has the power to leverage results, it can drive away the potential customer and put even more doubts on him.

Persuasive texts are not necessarily new. For years, marketing teams have been looking for ways to delight, with a few words, all types of consumers.

So, if you have clicked on this article and are reading these lines, it is because you believe in the power of this technique. And you are right to believe her.

A good sales copy delivers sensations. It delivers the solution and makes the customer see themselves succeeding through the solution offered.

Today’s article answers some important topics for you to better understand this strategy.

We’ll talk about what sales copy is, its importance and, of course, the main thing: how to create a killer copy in your company.

Let’s check it all out? Good reading!

What is a sales copy?

Sales copy, also known as copywriting, is direct text and has the simple objective of converting people into leads. And lead in business.

In other words, a technique that has been applied for a long time and serves several steps in the sales funnel.

Advertisements on radio, TV, newspapers, magazines and billboards have used this persuasive writing for decades and decades. They sell emotions, sensations.

They make the customer see themselves as having success when consuming the product or service offered. The sales copy technique still exists today, it just changed “place”, so to speak.

Ads in traditional media lost space with the rise of the internet and the migration of the main strategies to digital marketing.

Thus, the copy gained new moulds. Today it is consolidated thanks to inbound marketing, which seeks to turn the visitor into a lead and the lead into a customer. Today it is the users who come to the brand.

After all, they look for the problem they have and come up with a list of possible solutions. That is, that’s where you need to be positioned.

Being attractive, offering good baits so that people can immediately trust the brand.

Why is a copy so important for converting customers?

Well, your company wants to sell more and better, right? First, then, we need to understand what conversion is.

When we talk about marketing strategies, a conversion can be the download of rich material (eBook, infographic, etc), such as signing up for a platform trial period.

And this is usually due to the creation of a landing page.

But it doesn’t necessarily have to be delivered that way. WhatsApp, email marketing, social networks ( Social Selling )… all these are channels to persuade customers and get their message across.

Ah! A Google Ads ad can generate a conversion as well: view, click or signup.

It all counts. Even sale. Therefore, the sales copy technique has the mission to guide the Internet user through the customer journey.

That’s why usually (remember this), the copy text is accompanied by a CTA, the famous “Call to Action”.

It’s time to ask the person impacted by the message to do something. Then you define:

  • download the material;
  • sign up for a trial;
  • ask for budget;
  • ask for evaluation;
  • buy, etc.

How to make sales copy? 4 tips on how to make a killer copy

By now you understand the importance and a bit of the timeline of the sales copy technique, don’t you?

After all, how to make a killer copy? How to make a sales copy simply?

Using the tips below, you can write a copy that makes your potential customer impact immediately and positively.

Above all, it will be crucial for him to take the action you want. We’ve selected 4 strategies for really efficient copywriting.


1 – Follow the AIDA formula

When you’re looking at a blank page and haven’t been able to write a single line, a statement sometimes comes to mind: “I don’t even know where to start”.

For example, a technique that can help you write your sales copy is called AIDA, popularized by Gary Halbert. AIDA stands for:

  • The attention;
  • I interest;
  • D esejo;
  • The action.

Let’s explain this strategy in two ways. The first will be putting a simple sales copy example here.

The second will be explaining each point of the AIDA technique, breaking down the model that we are going to share. Combined? The example:

the attention
Start by getting the lead’s attention with a headline that’s appealing. In this case, the title of the email. Above all, the subject must be relevant to the recipient’s need.

The example above brings this: “Solution to sell more doing less” .


Arouse his interest and urge him to keep scrolling to read your entire message. Good practices can be a personal story.

A case of how a customer’s problem was solved. You can also include a question to the reader or a description of an issue – one the recipient is predictably experiencing.

The example in the image brings one of these practices: “Did you know that in companies that do not use technology to sell, each salesperson spends 4 hours a month just copying and pasting emails?”.

I wish

After that, after gaining interest, it’s time to explain how the product or service contributes to the customer’s success.

In a sales copy, this is often expressed by the benefits the solution provides.

If we are talking about cold mail, a small paragraph can already have a significant impact.

The example above lists the benefit (in this case, increased productivity) that solves the problem brought up in the previous excerpt:

“A complete sales CRM has configurable email templates, and literally with one click you send emails to your customers” .

The tion

After impressing the prospect by exposing a problem and showing a solution, it’s time to invite them to action.

Click on a link, fill out a form or simply reply to the email sent.

In the case of the example above, there is an invitation for a trial. “See in practice how this is possible: try CRM PipeRun free for 14 days.

2 – Expose the sensations with a simple question: “so what?”

Sales Copy

Sell ​​the sensation, not the product. That is, “sell the hole; not the drill”. Focus on articulating the value people will get from your product or service.

Be aware that your team will do it the right way. Above all, do this by also making clear the client’s pains and how they can be resolved.

In short, do it all in a few lines. So, in the example above, you might even talk about the hole or the drill. But it should stimulate the feeling of it.

For example, talk about how it’s possible to start a DIY project ; fix things indoors; hang a picture with something made of a child. Do you understand the point?

Sales copy connects all the logical and emotional points to sell a successful experience to your potential customers.

However, your team – and you too, of course – need to understand and list all the benefits that the solution sold brings.

A simple technique to understand how to connect practice with emotion is to ask a basic question: “so what?”. Your software has such and such functionality.

Okay. So what? What results and consequently what sense does it generate when using it? This encourages creative thinking.

As a result, it makes the technical part take a back seat, letting the sensations surface. For example, let’s think of Apple’s classic iPod ad.

No wonder, by the way, Steve Jobs is so worshipped for his teachings on marketing and sales. The device’s feature is to store up to 1GB of songs.

Then you ask: “So what?”.

Apple, rather than just citing functionality, cited the sensation: “A thousand songs in your pocket”.

3 – Tell your story in detail to generate empathy

How to differentiate yourself from the crowd? With the internet and the improvement of strategies for capturing leads, the customer today has the power to bargain.

With rare exceptions, the consumer has never had so many options and information to make a decision as before. So, how to show yourself different from your competitors?

Rather than stating the obvious and listing its benefits, tell the story behind the brand.

The most important thing is to reveal how the path was traced to reach this differential that you want to propagate. This breeds empathy.

When everyone says “exclusive”, “super” or saying that such a thing is “different from anything you’ve seen”, then it’s just words.

However, it is still more of the same – only on another level or category. Differentiating yourself through your sales copy is looking for empathy.

Reduce the distance between product (in this case, company) and person (in this case, potential customer). Use very descriptive stories.

Don’t be afraid to detail. Share some failures, teaching. Small details even if they make the person see themselves in your situation.

Prioritize this rather than saying that the product or service is differentiated, or “never seen before”. Nobody can take more clichés.

4 – Worry about the structure of your sales copy

Sales Copy

It’s critical that your sales team have the ability to write the way you want to speak to potential customers.

The sale always needs to be consultative, right? Didactics by understanding pain and highlighting, point by point, how the solution offered helps to overcome challenges.

A sales copy facilitates the connection between company and prospect. And here it’s not just about throwing deals and saying time is running out.

In other words, it’s a method of making the message easier to understand. And this can happen:

  • Emphasizing words that are important (highlight them like this );
  • Using sentences and short paragraphs (even to facilitate mobile reading);
  • Leaving enough white space on the page;
  • Using words that are common in your persona’s everyday life.

With these tips, you’ll make really compliant sales copy text. Consequently, you will dialogue in the way your potential customer understands and will expose the sensations that your solution brings.

You won’t fail to communicate the value of the product or service you sell: you’ll just do it differently.

So, how can we help you?

If you have questions about the article or want to share some pain in generating qualified leads: TALK TO A CONSULTANT.

Enjoy and read two articles that will help you accelerate sales in your company.

The first talks about what CRM is and how it helps organizations sell more, better and do less.

The second talks about the importance of process automation in the sales sector and its benefits.

Good sales!


Sales copy is text that has a direct objective: conversion. It is content that brings together persuasive writing techniques that aim to sell. Writing a killer copy, however, is not always easy. There are a number of techniques and strategies that need to be employed to be successful. A sales copy can be a game-changer. At the…