3 Easy Rules for Writing Good Sales Copy

Want to write better sales copy but don’t know how?

Next time you’re writing sales copy or cold emails, just step back and ask yourself these three simple questions:

• Can you picture it?
• Can you refute it?
• Can anybody else say it?

If you have 3 no’s, you’ve got a problem. But if you have 3 yes’s, you’re on the right track.

Let’s take a closer look at each rule.

Rule 1: Can you picture it?

There’s a reason people say a picture is worth a thousand words. They’re easier to remember.

Don’t believe me?

Which do you recall better and more accurately: Da Vinci’s Mona Lisa or the words of your favorite Shakespeare play?

People remember clear images and visuals better than abstract or catchy language.

In other words, if you can’t visualize it, you won’t remember it. That’s why the more concrete and specific your visuals, the better your sales copy.

Many might write copy like this:

• Worn by athletes
• Get fit fast
• 32 GB storage

The first two are ambiguous and hard to visualize. There are a lot of questions:

• Which athletes? Sumo wrestlers wear very different clothing compared to soccer players.
• Worn for what purpose? Games and competitions, everyday use, and formal occasions have different needs.
• How fit is fit and how fast is fast? People have different ideas of fitness and timescale. Getting shredded will take a lot longer than just doing 50 push-ups in the morning.

The third is too specific and technical. After all, what would I do with 32 GB of memory? Why would I want it?

Here are better examples:

Just make sure to keep your target audience in mind. 

If your audience consists of mostly Americans, you shouldn’t use metric in most cases.

Same principle applies to sports references. The NFL is the biggest league in the US, and many Americans are probably familiar with Tom Brady. Not as many would know Erling Haaland or Harry Kane.

Likewise, if you’re targeting the UK, you’re likely safe using Kane and Haaland, but referencing Patrick Mahomes and Joe Burrow probably won’t help you out.

Rule 2: Can you refute it?

Will your statements be proven true or false?

A lot of companies toss around fancy language like:

• Revolutionize the way you work
• Enjoy world-class service
• Get next-gen technology at your fingertips

These sound cool, but at the end of the day, they’re overused weasel words and marketing fluff (and not that hard to disprove). Luckily, you can fix this by just sticking with objective facts and examples.

Let’s consider my favorite coffee for a second – Starbucks Pumpkin Spice Latte 🎃.

Lots of pumpkin spice enthusiasts might say:

• Best seasonal drink
• Comforting
• Warm and cozy vibes
• Creamy and smooth indulgence

These are subjective descriptions that hint at what you can expect, but under closer scrutiny, you don’t actually learn anything from them (as much as it pains me to admit).

Instead, you can say:

• A sign that autumn is here
• Aroma like a pumpkin pie on Thanksgiving
• Get it hot, cold, or frappe
• Have it your way (e.g. more/less sweet, double-shot espresso)
• A taste of home for Seattle natives

Potential drinkers now have a better idea of what they’ll get and whether it’s something they’ll want. 

This principle is something we try to live by at AiSDR – No BS. No sales tactics and marketing fluff that prioritize ARR. Just 100% honesty.

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Rule 3: Can anybody else say it?

Sharing something that’s unique about you is your greatest selling point. It’s unique to you, and no one can take it away. The best they can do is copy.

This is what gets someone to buy your product and give you an edge in your own sales showdown.

The coolest part? Your unique selling point doesn’t need to be innovative.

For instance, Aston Martin can lay claim to being the ultimate spy car thanks to its association with the UK’s greatest special agent.

After all, if you have the chance, wouldn’t you want to drive around like 007?