5 Steps to Write High-Converting Sales Copy

The ability to persuade others is a powerful skill. Whether you’re a business trying to sell a product, a politician campaigning for office, or an advocate fighting for a cause, your success often depends on how well you can convince people to take action.

One of the most effective ways to persuade is through your writing. The words you choose, and how you arrange them, can dramatically impact your audience.

Whether you’re writing product descriptions, landing pages, emails, or any other sales content, applying these copywriting best practices will help you generate more leads and sales. Let’s dive in and start boosting conversions with copy that sells!

Speak to the Reader’s Desires

Let’s get real for a sec. This whole “persuasive copywriting” thing isn’t about dazzling your audience with fancy words or clever tricks. The secret is way simpler than that – talk directly to what your audience actually want.

See, people don’t care about you or your product. They care about themselves – their hopes, their dreams, their frustrations. Your job is to become a mind reader and get inside their heads. Copywriting matters for businesses!

Get inside the hearts and minds of your target audience. Ask yourself:

  • What do they aspire to? What are their hopes, dreams and ambitions?
  • What problems, frustrations and pain points do they face?
  • What results are they seeking? What concrete outcomes do they want to achieve?
  • What would delight them? What would their ideal solution or experience look and feel like?
  • Why should they care about what you have to offer? How will it help them accomplish their goals and fulfill their desires?

As you answer these questions, create a core desire statement that synthesizes what your audience ultimately wants. Let this desire statement guide the rest of your copy. Continually refer back to the hopes, frustrations and goals of your reader as you write.

For example, your desire statement might be:

“Sick and tired of disappointing homemade pizza that’s soggy, burned, or just plain lame? The Deluxe Pizza Pro oven bakes authentic brick oven-style pizza with smoky flavor and crispy perfection in under 5 minutes.”

“Want to start crushing your side hustle goals like a boss babe? Our Startup Slaying bundle gives you the social media templates, time management guides, and marketing playbooks to work less and earn more.”

“Still waiting for that big break in your music career? Our Hit Song Hacker system reveals the melody magic, lyrical secrets, and production tips of chart-topping songs so you can make a smash hit of your own.”

“Dreaming of beachy, bombshell hair but always end up disappointed with frizz and damage? Let the ocean-powered formulas in our Mermaid Magic line nourish your locks to flawless, flowing perfection.”

“Want to bring jaw-dropping drama to your eyelashes without the clumps or raccoon eyes? Our Fierce & Feathery mascara fans and lifts lashes to daring new lengths.”

See how it works?

Keeping your audience’s desires and motivations front and center ensures your message resonates.

Tune into their frequency. Jam out to their station. Synchronize your vibes. This is how you write copy with effective advertising keywords that seriously resonates.

Build Credibility and Trust

To truly persuade someone, you must be seen as a credible and trustworthy source. Your audience will only believe your claims and act on your recommendations if they trust you.

Here are some tips to establish credibility and trust through persuasive writing:

  • Use facts and data from reliable sources to back up your arguments. Cite all sources properly so readers can verify your information. Accuracy builds trust.
  • Avoid exaggeration and hyperbole. Use concrete, measured language. Generalizations and overstatement make you seem less credible.
  • Address counterarguments. Show you’ve considered opposing viewpoints rather than ignore them. This displays intellectual honesty.
  • Be concise and organized. Rambling, irrelevant writing signals a lack of authority. Get straight to the point and structure your writing for easy understanding.
  • Speak from expertise. If relevant, mention your qualifications, experience and knowledge that give you authority on the subject. But don’t overstate them.
  • Reveal assumptions and limitations. Admit what you don’t know. This shows intellectual humility and helps avoid misleading readers.
  • Write with confidence, not aggression. A confident, assured tone conveys credibility. Avoid arrogance, blame and insulting language.
  • Focus on the audience’s benefit. Why should readers care and trust what you’re saying? Explain how your perspective can help them.
  • Use personal anecdotes sparingly. While stories can engage readers, too many can undermine a professional image.
  • Check and double-check facts. Nothing destroys credibility faster than getting the facts wrong. Proofread carefully.

While establishing credibility takes time, incorporating some of these elements can go a long way. The more readers see you as reliable, honest and authoritative, the more open they’ll be to your message.

Create Urgency

Now that you’ve tapped into your audience’s desires and built up credibility, it’s time to create a sense of urgency and scarcity. These elements prompt action by making your reader feel like they need to respond right now instead of putting it off.

Some effective ways to inject urgency and scarcity include:

Limited Time Offers

  • “For today only, get 50% off your first order with code FLASH50”.
  • “This free bonus offer expires at midnight. Act now to claim your gifts!”

Countdown Timers

  • “Sale ends in 14:59:32. Grab this deal before it’s gone!”
  • “Enrollment closes in 5 days 23 hours. Apply now before spots fill up!”

Limited Quantities

  • “Only 100 units left in stock. Secure yours today before we sell out!”
  • “Limited seating for this exclusive event. Get your tickets now!”

Price Increases

  • “Prices going up next week. Lock in your low rate today.”
  • “Final days for the introductory price. Join now before monthly fees increase.”

Warning of Missing Out

  • “Don’t miss out on 20%+ annual returns. Invest your IRA now.”
  • “Hurry or you’ll miss the chance to win the $10,000 grand prize!”

Caution About Inaction

  • “Don’t delay. Failure to take medication as prescribed can worsen your condition.”
  • “Procrastinating on your taxes could result in major penalties. File now to avoid fines.”

Peer Pressure

  • “Thousands of people are already taking advantage of this offer. Don’t get left behind!”
  • “This product is selling out nationwide. Be one of the first to secure your supply.”

You don’t necessarily need all of these urgency elements, but including some of them can be highly effective. Just be careful not to manufacture false scarcity or hype. This destroys reader trust. Make your urgency realistic and back it up with tangible details like inventory levels, closing dates, and count-down timers. The right amount of urgency applied ethically can be a game changer for converting interest into action.

Employ Emotional Triggers

While logical arguments are helpful for persuasion, appealing directly to emotions is often more powerful. Human decision making is driven by emotion. We make choices based on how something makes us feel, then use reason to justify those choices after the fact.

Skillfully employing emotional triggers in your copy can motivate readers to take action by arousing feelings that propel them forward. Use these techniques to tap into your audience’s emotional state:

Appeal to Self-Interest

Focus on how the reader will directly and personally benefit from your offering. For example:

  • “Invest just 5 minutes a day and watch your focus and productivity soar.”
  • “Feel the tension melt from your shoulders with our therapeutic massage.”
  • “Serve restaurant-quality steaks from home with our gourmet meat delivery.”

Spark Curiosity

Pose intriguing questions, set up mysteries, and promise to reveal inside secrets to capture attention. For example:

  • “What really goes on in Area 51? This documentary uncovers the shocking truth.”
  • “I struggled for years to grow my business. Then I discovered a 3-step framework that changed everything.”

Evoke Pride and Achievement

Make readers feel smart, accomplished, and respected by taking your recommended action. For example:

  • “Throwing an unforgettable party is easier than you think. Here are 5 secrets to help you impress your guests.”
  • “You made the savvy choice going with our managed investment fund. Watch your wealth multiply this year.”

Inspire with Meaning and Purpose

Connect your offering to a greater mission, cause, or purpose that your audience cares about. For example:

  • “Join our movement to ensure every child has access to quality education and opportunity.”
  • “Keep your town beautiful by supporting our neighborhood clean-up initiative.”

Spark Joy and Excitement

Focus on delightful feelings like fun, pleasure, and playfulness. For example:

  • “Taste rich, velvety chocolate perfection with our handmade truffles.”
  • “Turn your bathroom into a relaxing oasis with our eucalyptus shower mist.”

Incite Anger or Outrage

Channel your reader’s indignation toward injustice into support for your cause. For example:

  • “It’s outrageous that billions go without access to clean water. Together, we can solve this crisis.”
  • “Hard-working families shouldn’t have to choose between healthcare and groceries. Tell Congress you’ve had enough.”

Play on Fear of Loss

Prevent pain points by showing what readers might lose if they don’t act. For example:

  • “Don’t lose your family photos forever. Back up your files now before it’s too late.”
  • “Are you prepared if you suddenly can’t work? Disability insurance gives you peace of mind.”

Arouse Patriotism and Pride

Connect your offering with local or national identity and values. For example:

  • “Celebrate your freedom with fireworks and fun this Independence Day.”
  • “As American as apple pie – now you can enjoy this classic treat in under an hour.”

Match the emotion you want to elicit with carefully chosen language, stories, and details tailored to your audience. Measure response and refine your copy to keep improving emotional resonance. With skillful emotional appeal, your message will connect at a deeper, more powerful level.

Guide the Reader to Action

The final step is guiding your audience down the path you want them to take. You’ve captured their attention and desire. You’ve built credibility and trust. You’ve injected urgency and aroused emotion. Now close the deal with a strong call to action.

Some tips for effective calls to action:

  • Use clear, concise, imperative language. E.g. “Buy Now”, “Register”, “Schedule a Demo”.
  • Make the action concrete and specific. Don’t be vague.
  • Use buttons, links and graphics to make the CTA prominently stand out.
  • Repeat and reinforce the CTA throughout your copy.
  • Make it obvious what the customer will get as a result of taking action.
  • Add urgency and scarcity to compel immediate response.
  • Provide social proof showing others have taken this action.
  • Minimize steps required to complete the action. Remove friction.
  • Set up the CTA as the next logical step after presenting your persuasive arguments.

Keep your audience always moving toward this final action. Shape your copy to guide readers down the funnel step-by-step. With skillful guidance, you’ll convert interest and desire into real, measurable action.

To help you master SEO copywriting, I have created a free SEO copywriting checklist that covers the essential tips and strategies outlined in this article. You can use as a handy reference when optimizing your own website content for search engines and converting readers. With this checklist, you’ll have a valuable resource to boost your SEO content and see greater results from your efforts!


What is sales copy and why is it important?

Sales copy refers to the persuasive text used to sell a product or service. The goal of sales copy is to convince readers to take a desired action, such as purchasing a product, subscribing to a newsletter, or downloading an ebook.

What are the most important elements of sales copywriting?

The most important element of effective sales copywriting is conveying the benefits to the reader. You must identify and communicate clearly the tangible outcomes and advantages that your product or service provides to the customer. Explain exactly how it will improve their life, save them time or money, or solve a specific problem they have. Focus on the benefits, not the features of what you are selling.

The tone you use is also crucial. Your copy must sound authentic, trustworthy and persuasive. Write in a conversational style as if you are speaking directly to the reader one-on-one. Use simple, straightforward language with short sentences and active verbs. Avoid jargon, technical terms and hyperbole that readers will find inauthentic. The more genuine you sound, the more compelIing your sales message will be.

You must also have a clear call to action at the end of your copy that directly tells the reader what you want them to do next. Whether that’s purchasing a product, subscribing to your service, or simply providing contact information, clarity in your call to action is key to driving your desired result and converting readers into customers. Benefits, tone and a clear call to action are the essential foundations of effective sales copywriting that persuades readers and moves them to the next step.

How can I write high-converting sales copy?

  • Identify your target customer and speak directly to their needs, wants, and pain points. Use “you” frequently.
  • Focus on communicating the benefits of your offer, not just features. Demonstrate how you solve problems.
  • Use attention-grabbing headlines and subheads that draw readers in and convey benefits.
  • Break up blocks of text with bullet points, numbers, imagery, testimonials and examples.
  • Emphasize key selling points, claims, or calls-to-action with bold or italic text.
  • Create a sense of urgency with time-limited offers or scarcity messaging to prompt action.
  • Use active, engaging language that builds connection. Avoid jargon.
  • Optimize readability with short sentences, paragraphs, and white space.
  • Test different versions to determine what resonates best with your audience.


Persuasive copywriting is crucial for accomplishing business, advocacy and communication goals.

By mastering the techniques in this guide, you can craft compelling messages that speak directly to your audience’s deepest desires.

You’ll build credibility and trust. You’ll inject urgency and arouse the right emotions.

And ultimately, you’ll guide readers to take action.

It takes practice to become an expert persuasive copywriter. But keep your audience’s motivations and psychology at the heart of your message.

Understand what your readers want and need. Care about their problems. And hone your skills at leading them on a journey from attention to desire to action.

Do this consistently, and your copy will inspire, influence and motivate on a whole new level. So put these principles into play, and unlock the power to turn your words into results!