For service-based businesses, sales copy is very important – you aren’t selling a tangible product; you’re selling your time and your expertise. Expressing why your ideal client needs this and why they should pick YOU can be difficult. 

And it can be hard to wrap your head around having to try and ‘sell’. When I first started my business, the idea of ‘selling’ made my palms sweat.

But selling is necessary, so how can you do it in a way that isn’t salesy, that isn’t showing up in a cold DM pushing your services on someone you’ve never even spoken to?

As an online business, or a business with an online presence, your selling is done via your copy.

It’s done via your social media content, your website content, your adverts, your messaging. And that’s why it is so important to get right.

The second thing you need to realise is that it IS possible to have sales copy that is non-salesy. And if you’re anything like me (i.e. not a scam artist), you’ll be ecstatic to hear it. 

In order to write good sales copy – and by good, I mean great and by great, I mean sales copy that is non-salesy and that actually converts to clients – you have to 100% believe in what you’re selling. And this comes from understanding your role in your ideal client’s story

Getting to this level of belief and confidence in what you’re doing and offering in your business is so key. A good part of it is to do with mindset; the other part is to do with knowing why you are doing this.

Your why, your mission, the thing that is pushing you through, the thing that made you want to start your business in the first place is going to be centered around your ideal client.

• When you know (really know) their problem, you can see how your solution will fix it.
• When you really know how they are feeling now and how they want to feel, you can see how your solution can make that happen.
• When you know where they are and where they want to be, you can see how your solution can get them there.

Knowing all of this will first of all help with the believing in what you are offering because you’ll see how what you are offering is so NEEDED by your ideal client, is so transformative, so powerful.

It will also help you in knowing how to express all of this to your ideal client, to get your message across to them in a way that makes them realise that this is the solution they need, you are the helper they need, there is a way towards where they want to be and you represent it.

Remember that there IS someone out there who needs exactly what you’re offering.

Your job is to make sure they can find you – and a HUGE part of this is making sure your copy, your messaging, your content, everything you say and do in your business is geared towards this person. They will not be able to hear you if you don’t speak to them, so make sure you are talking to them in everything.

For much more on this, listen to Episode 4 of The Copy Coach podcast.