Sales Copy 101: How to Write Reviews That Sell

1. Introduction to Sales Copy
   Sales copy is writing that persuades readers to take action, typically to purchase a product. Unlike merely informative content, sales copy aims to convince potential customers of a product’s value and encourage them to buy.
2. Key Principles of Effective Sales Copy

a) Benefits

• Focus on what the customer gains from the product, not just its features
• Always answer the question “So what?” for each feature
• Use powerful language to describe benefits

Example:
Instead of “The screen is high resolution,” say “The high-resolution screen lets you quickly distinguish between fish and underwater structures, saving you time and improving your catch rate.”

b) Key Details and Explanation

• Provide thorough explanations for claims and benefits
• Don’t assume readers understand technical terms or jargon
• Back up benefit claims with clear explanations of how the product delivers

Example:
“This fishfinder’s advanced sonar technology provides crystal-clear images up to 250 feet deep. You’ll see individual fish, schools, and underwater structures with incredible detail, helping you make more informed decisions about where to cast your line.”

c) Trust Building

• Share personal experiences with the product
• Add drawbacks to appear unbiased
• Use powerful language and specific examples

Personal Experience Example:
“I’ve been using this fishfinder for six months, and it’s completely changed my fishing game. Last weekend, I spotted a school of bass 200 feet away that I would have completely missed with my old device.”

Drawback Example:
“While this fishfinder isn’t the cheapest on the market, its advanced features and reliability make it well worth the investment for serious anglers.”

d) Positioning

• Compare the product to competitors
• Explain where the product fits in the market (e.g., budget, mid-range, high-end)
• Highlight unique selling points

Example:
“Unlike the Humminbird 7, which only offers a 100-foot range, the Garmin ECHOMAP provides crystal-clear imaging up to 250 feet away. It’s the go-to choice for professional anglers who demand the best performance on the water.”

e) Call to Action

• Clearly tell readers what to do next
• Reiterate key benefits
• Create a sense of urgency or excitement

Example:
“Don’t let another big catch slip away. Upgrade to the Garmin ECHOMAP today and experience the clearest, most detailed underwater imaging available. Your future self will thank you when you’re reeling in record-breaking fish!”

3. Writing Process and Best Practices

a) Create a consistent structure for reviews

• Introduction
• Product overview
• Key features and benefits
• Drawbacks
• Comparison to competitors
• Conclusion with call to action

b) Use a conversational tone

• Write as if you’re speaking directly to the reader
• Avoid overly formal or technical language

c) Make content skimmable

• Use headings and subheadings
• Include bullet points for key features
• Add short paragraphs and sentences

d) Incorporate storytelling

• Share relevant anecdotes or scenarios
• Help readers visualize using the product

1. Tools for Scaling Your Content Creation

a) Writing Guidelines

• Create a document outlining your content principles
• Include tone, style, and formatting preferences
• Add examples of good and bad writing

b) Checklists

• Develop a list of key elements to include in every review
• Use for self-evaluation and editing
• Helpful for maintaining consistency across multiple writers

c) Templates

• Create fill-in-the-blank templates for different types of reviews
• Include section-by-section breakdowns
• Add instructions and examples for each section

1. Tips for Managing Writers and Editors

• Provide clear instructions and expectations
• Use templates and checklists to ensure consistency
• Offer constructive feedback and examples for improvement
• Regularly review and update your guidelines and processes

Conclusion

Writing effective sales copy for product reviews requires a combination of persuasive techniques, clear explanations, and a customer-focused approach. By consistently applying these principles and using tools like guidelines, checklists, and templates, you can create compelling content that not only informs readers but also convinces them to make a purchase. Remember to always prioritize the reader’s needs and clearly communicate how the product will benefit them.