I’ve been reading a whole lotta sales copy over the last few weeks. I keep seeing a common trend that could be the reason your sales page isn’t getting traction and leading to sales like you’d hoped:  Generalizations and vague descriptions.

The more sales pages I read, from working on client sales copy, to reviewing sales page drafts for my Copywriter on Call clients, to compulsively reading the sales page for all the offers that land in my inbox… (umm, am I the only one who does this?). The more I notice that people tend to shy away from specifics and write bland, vague copy that technically could resonate with anyone, but doesn’t lead to sales.  

High converting sales copy starts by getting extremely clear about the who, what, where, when, and why of your offer so you can write in specifics that show a very targeted audience exactly why your offer is a perfect fit for them. Let me show you what I mean:

The offer:

A group coaching program to help business owners scale beyond 6figures.

Who it’s generally for:

Service-based business owners who are making 6 figures and want to scale so they can work less and stop trading their time for money.

Who it’s specifically for:

Sally, who’s been hovering just over 6 figures in her design business for years, but can’t seem to scale past that. She’s a single mom, and her business is the single source of income for her family. She wants to scale her business so she can stop working 60-80 hours/week and have more time to spend with her kids. But the only way she can see doing that is to hire a team or invest a ton of time and money she doesn’t have into developing a new business model. The way she’s’ running her business now is bringing in just enough money to support her family, and she’s afraid that investing in her business is too risky.

See the difference?

When you write a sales page aimed at showing Sally how your offer provides a solution for her specific situation, you can bet that Sally and all her friends will be beating down the door to work with you.

On the other hand, general sales copy for an offer that “helps 6-figure business owners stop trading time for money” does technically match Sally’s situation, but she’s not really going to feel compelled to invest here. She has no reason to trust that her specific concerns will be addressed inside the program.

It’s really easy to be tempted into writing about your offers in vague and general terms because, well, it’s easier.

Getting specific requires effort and skill and a deep understanding of your ideal clients and the transformation that your offer creates. There’s also the thought that generalizations will make your offer appeal to a wider audience, which technically could be true. But specifics will build a rock solid connection with YOUR people who are jumping up and down because your offer is the unicorn solution to their specific situation.

Check back next week for my tips on what you can do to uncover the specifics of your offer and ideal clients and incorporate that into your sales copy. In the meantime, I want to hear from you!

Send me an email and tell me what you’re working on, and where you’re feeling stuck with your sales copy. I may just have a resource or two I can share to help you get over that hurdle.

Are you interested in working on your sales + launch copy with me? Schedule a time for us to chat right over here.