Looking to get better results from your marketing sales funnels’ Welcome to the guide you’ve been looking for – copywriting for sales funnels explained.
A sales funnel alone will not turn your prospects into leads. You’ll need to take them by hand and guide them through the entire sales funnel process. And the only way to do this is by understanding their thought processes, challenges and decisions so that you can touch on these things using the right words in every stage of the funnel.
Sales funnels explained: How do they work?
Let’s first start with the sales funnel process. Every stage of the funnel is designed to take the potential lead one step closer to becoming a customer, by taking the defined actions that you’ve placed in each section.
To put it simply, it is a series of pages that lead to a conversion.
The potential prospects may enter the funnel through a link on a social media post, a paid search ad, or an email that will put them on a landing page that is specific to a product or service that your business sells.
It doesn’t matter what you are selling, whether it’s a physical product, a digital product, or providing a service, a sales funnel allows you to create a clear roadmap to revenue. This is because it allows you to focus on the most important areas of your online business:
- lead generation
- lead nurturing
- and customer satisfaction
Copywriting for sales funnels explained
To sum it up, sales funnel copywriting is compelling sales copy that is written for all stages of a sales funnel. The goal is to take the visitor through the funnel seamlessly.
There are many aspects of a sales funnel that will require copywriting – advertisements, landing pages, OTO pages, and email campaign series.
Why does sales copy matter?
Sales copywriting is one of the most important skills that you can learn. Writing sales copy that sways consumers to take action will increase your sales and grow your email list.
But there’s more too.
Good sales copy will strengthen your brand image, enhances your image, and draw your target audience to form a bond.
5 keys to good sales funnels explained
When it comes to writing good sales copy there are 5 keys that should always be included in the copy:
- Engaging: You can do that by focusing on reader benefits
- Credible: Readers can spot the hype. All you need to do is demonstrate why your product will make their lives better
- Clear: Make it easy to read and simple to understand.
- Concise: Get straight to the point with as few words as possible. Good sales copy doesn’t use more words than needed.
- Persuasive: Make them feel that push to take action
Good sales funnels explained – Four things you should know before writing
Writing sales copywriting can be challenging for anyone. There are some important things that you should understand before you ever sit down to write. These things will help to create compelling content that will have your readers eager to learn more and because of this they will willingly give their email address, click on the link, and make the purchase.
Here are the four steps that you should follow when writing sales copy for your funnel:
1: Understand the goals you want to achieve with your sales funnel
If you don’t understand the goal before you start writing it’s very likely that it will reflect in your sales copy. People need to be directed, and if you cannot clearly direct them to one thing they will not take any action. Basically, you cannot persuade someone to make a purchase, or sign up for your newsletter if you haven’t clearly stated this within the content.
To achieve the best results you’ll want to be specific, measurable, achievable, relevant to your long-term strategy, and time-based. This is called the SMART method.
Plus, when you have specific sales copy goals it makes evaluating the result much easier. This aids in improving your copy so that you can achieve your goals much easier.
2: Speak to your target audience
One of the most important aspects of writing sales copy is knowing who you are talking to. Before you even start writing you should understand who you are selling to and know their pain points, dreams, and desires. This allows you to talk about your product or service in a way that reflects their emotions, desires, and dreams. It also helps you answer any questions they might have within the copy. This is how you craft a compelling message that is specific to your potential customer and in the right tone of voice.
If you’re not confident in your copywriting skills, there’s also no reason to go at it alone. You can always hire content writing services to help you best communicate your message to your audience.
3: Get all of the details
By identifying your target audience you’ll be able to better understand their needs and know what their pain points are. This allows you to determine where they hang out, create offers that are specific to them, and find your competitors.
Here’s how you can find the small details,
Listen to your prospects carefully
When you understand their needs, problems, and tasks you are able to talk the way they talk, and feel the way they feel. You can uncover these things by spending time in their forums, reading comments on social media, and looking at the questions they are asking on websites such as Quora. Be sure to make note of the wording they use because you’ll want to use it in your sales copy.
Make a list of features
Creating a list of features of your product or service. These are an important aspect of your product or service. But rather than simply listing the features, turn them into benefits. Benefits are the positive impact the features will have on their lives. And when you transform them into benefits for your target audience it will aid in keeping them interested because you are touching their desires and need for a solution to their problem.
Shape the offer.
Make an irresistible offer that is specific to them. You can take a look at your competitors to help you create this offer. You’ll want to decide whether they would prefer a lower price for a limited time or prefer extra bonuses.
4: Draw the structure
When it comes to laying out the structure of your copy you’ll want to take one of several approaches. There are some ready-to-use formulas that are proven to be successful:
- AIDA = attention, interest, desire, and action;
- PAS = pain, agitation, solution;
- 4Ps = problem, promise, proof, proposal;
- Star, story, solution.
These are slightly different, but all have one thing in common – a solution to a problem they are having. This is the most important aspect of writing copy that makes them take action.
You cannot offer a solution if you don’t know the problem. This should be easy to identify after spending time in their forums and reading their questions and comments on social media and question websites.
How to write sales funnel content that makes them take action?
Your sales funnel success is determined by the actions that the reader takes. Copywriting is complex and each stage is designed for action. From creating the initial awareness to making the purchase you must take into account the reader’s interests and emotional triggers into consideration to make them take the actions you desire.
If you present well-written content that is customer-focused and demonstrates value at each stage of the sales funnel, your copy will lead prospects into a satisfying and fruitful relationship with your business.
Use words that demand they take action and give them feelings.
First, you’ll need to be clear and concise when it comes to your CTA. You are limited with the amount of space you have to get your point across, so you’ll want to choose words that are direct so they know exactly what to do, and how to feel.
Power words are words that persuade and evoke emotion from readers. They have the ability to make the readers click headlines, prompt action, ease cognitive overload, and push them through the sales funnel process. Some of these words include a guarantee, no risk, sale, now, last, and only just to name a few.
In order to elicit a strong response, you want to use a strong command verb to start your CTA and words that provoke emotion or enthusiasm.
Give them a reason why they should take action
Every reader has the thought in the back of their mind, what’s in it for me? By answering that question up front you’ll improve your click-through. When your call to action is something like, “call today to schedule your free consultation!” they know that they will call (the action) and the free consultation is what’s in it for them. There’s no guessing.
Take Advantage of the Fear of Missing Out
FOMO is a great tactic that has been proven again and again to improve your CTA. It is an effective motivator. These include, “Buy now while supplies last” or “Sale Ends Today”.
Know Your Audience’s devices
When you’re creating a killer call-to-action you’ll need to customize the CTA based on the device. Mobile device users and desktop users have different expectations. For example, someone searching on their phone is more likely looking for instant gratification while someone on their desktop computer is likely doing research. When you create the CTA to reflect this behavior you’ll find that it’s more successful. For example, you can have the call to action for mobile devices to generate phone calls
When crafting advertisements taking these things into consideration is also important. Google offers you the ability to set a mobile preference for your ads. This allows you to designate certain ads for searches that are performed on mobile devices or desktops which allows you to create specific ads for the device they are on.
Add numbers when possible
When it comes to pricing, discounts, promotions, incentives, or anything involving numbers you’ll want to include them in your sales copy. Consumers respond well to seeing this information in the copy. This allows them to make a decision on whether or not it’s something worth spending their hard-earned money on. And when it comes to items that they desperately want but aren’t necessarily essential to everyday life they need a little push. So if the opportunity emerges you should include numbers in your copy so that you can appeal to your target audience.
Tell a story
One of the most effective strategies you can use to persuade your reader to take action is storytelling. When we tell stories we are able to create emotion, and emotions are what we use to get them to take action. Stories have a way of connecting with the reader in such a way that you break down certain barriers and create relatability, authority, and trust with your prospect.
There are 4 different types of story structures that you can follow – the hero’s journey, future pacing, the trouble maker, and the before and after the bridge.
Here’s the layout for the future pacing story structure.
Begin by describing their current situation. This is something that you’ve discovered through your market research. Then contrast that situation with a future that’s way better, be descriptive and excited. Because ultimately the reason that this future is way better is because of your product or service.
Copywriting For Sales Funnels Explained
Building your sales funnel doesn’t stop once you’ve created it. The goal is to improve every aspect of your funnel to maximize its power. And this can be achieved through funnel analysis. When you track every aspect of it you’re able to improve various aspects based on the user’s actions. This helps to improve the quality of the landing page, and content to effectively optimize your digital marketing strategy.
Some of the ways to track your sales funnel are with Google Analytics. This will help you to understand the user’s behaviors, monitor KPIs, identify jams at individual steps within your funnel, and you’ll even be able to use funnel comparison for an in-depth analysis.
At Inflowlabs we have some of the best content marketing experts that can help to improve your content and sales funnel.