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How to Write Authentic Copy that Sells (Part 2 of 2)

How to Write Authentic Copy that Sells (Part 2 of 2)

Fabienne Fredrickson
February 22, 2013


As you may remember, last week we talked about what it takes to attract ideal clients and customers who happily buy when you’re not in front of them.  We do this by having the skills to write authentic marketing copy that sells. I walked you through my first four strategies to creating authentic copy that sells.  We talked about setting an intention and really energetically setting yourself up for giving rather than taking.  We talked about identifying exactly who you’re writing to, defining your objective and your outcome, and then writing straight from the heart – from your heart to your reader’s heart. This is heart connection.

This week I’d like to take you through the three practical pieces of your sales copy that you must include if you want to sign on more clients and customers. (Click here to tweet this.)

1. Objections.  You’re going to want to anticipate the most common objections that are going to come up from your prospect and address them in the copy itself.  Objections can be any excuse that your reader may have for not taking action.  You want to put it all out there and address them one-by-one.  It’s about entering the conversation that’s already going on in their heads. It could be about money, about time, about business, will it work for me, etc.

2. Testimonials.  You want to include testimonials and case studies from clients who have gone through your programs or used your products.  Why? Because people love success stories.  It makes the results more real and it helps your reader to think, “Oh, if he can do it, so can I.  If she can do it, then it can be done.”

3. Call to action.  You want to give them a clear call to action.  In the end people just want to be guided as to what to do.  You want to make it easy for them to take the next best step.  This includes letting them know when the deadline is or how many are available.  Just tell them what to do, “Pick up the phone and call now.”  That’s what infomercials talk about.

Your Client Attraction Assignment

When you have these three elements in place you’re going to sign on more clients.  The next time you sit down to write copy, create a checklist from parts 1 and 2 of this video.

Finally, when you’re done writing, ask yourself, “Would I buy this?  Would I feel good after reading this?  Would I feel loved and significant?  Would I like this person who actually wrote me?  Or do I feel like I just got pitched heavily and that I’m just a number?”  It’s really important to get clear on what message you’re sending across because if you wouldn’t buy it, then probably no one else will.

  • http://www.facebook.com/francesca.gianaris Francesca Gianaris

    Dear Fabienne–I think the one we forget to do the most is to have a clear call to action. I have been spending time in creative meditation speaking with the “soul of my business” for guidance and clarity. It’s powerful when you tune in with love.

    • http://www.clientattraction.com/ Fabienne Fredrickson

      That’s the best way to do it Francesca! Thank you for your note!

  • Guest

    I think CTA is what most people don’t do enough. We make assumption that people will click that little add to cart button or pick up the phone. In reality, we nt only need to tell them what to do, but to repeat it a few times on a sales page. Another advantage of having the buy now button in a few places is that people don’t have to scroll up and down to look for the CTA.

  • http://twitter.com/slideberry ling wong

    I think CTA is what most people don’t do enough. We make assumption that people will click that little add to cart button or pick up the phone. In reality, we nt only need to tell them what to do, but to repeat it a few times on a sales page. Another advantage of having the buy now button in a few places is that people don’t have to scroll up and down to look for the CTA.

    • http://www.clientattraction.com/ Fabienne Fredrickson

      That’s so true! Thanks for your comment Ling.

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