Sales language is all about convincing your audience without being so convincing that they feel as though they’re being sold with every word. The right sales language will tickle their ears without making them itch. There are fine lines to every sales piece that you write; all you have to do is figure out when you’re crossing those lines… and then stop.
But when it comes to the right sales language for your needs (and trust me, everyone’s needs are different depending on the product and the audience), it’s hard to define this line. That’s what this guide will help you find out, so you can leave out the guesswork next time you write your own sales copy.
Sales Language That Leads Your Customer the Right Way
A customer does not like to feel that they’re being led straight into a sales pitch on the fast track to your online store. They don’t want to feel as though they’re being sold on something they don’t even know if they are interested in buying yet. That sort of sales language is taboo.
Thus, you need to tread carefully when so-called leading your customer. For example, assuming you know what they are thinking when they read the sales language in your copy is often poor practice unless you avoid certain words.
Stating your opinion, then asking things like, “Aren’t you disappointed when…” or “Wouldn’t you like the magic bullet to freedom from…” are both ways of leading the customer. This type of language works for some things, but only once you have established a good reputation with them.
Your objective in the language you use should be to get them nodding their heads in agreement with you, but without your prompting.
Sales Language That Turns Them Off
Sales language in a lot of sales copy breaks on common rule of selling the customer: It makes them feel stupid. Your customer should never feel stupid when they read your copy. If you ever wonder whether a sentence you wrote will turn off your customer, pretend you’re the customer and are getting sold on a product you really don’t want to buy. How would you feel? If you don’t like how it makes you feel, get rid of that sales language.
Improper grammar and sentence structure is another sales language turnoff. Not only is it a sign of being unprofessional, it looks like you cut corners when writing your copy, either by doing it yourself to save money or hiring a non-native English speaker who was cheaper than the native English speaker.
Your customer is very perceptive. They’ll pick up on your sales language in just about every way, from the grammar and punctuation to the questions that lead them down a funnel to the call to action button at the bottom of your web page.
If you want to really make your choice in sales language easy, remember the golden rule of selling: Treat your customers as you would want to be treated – or better. If your sales language is offensive, overbearing or downright obnoxious, don’t be surprised when prospective customers hit the back button.