Make Your Copy Count

Ben Desjardins Audrey Nesbitt Joe Fitzpatrick Charles Dimov, MBA (MASc)

Some time ago, I was in a meeting with a business owner whose business had flatlined.  “Our leads suck,” he exclaimed. It wasn’t the first time I heard such a comment. Business owners need their salespeople to be set up for success so they can grow quickly, so I understood his frustration.

After checking out the business website, it was apparent to me why his leads sucked. I could hardly understand what the nature of the business was. Now my question is, if your website messaging is unclear, then what about the rest of your marketing material?

Here's a fun fact! When someone lands on your website, they will spend three seconds or less trying to figure out if you can solve their problem. This means that all your marketing copy needs to be so clear and to the point that the reader will immmediately know you are worth calling. Then they will call you right away.  

Unclear copy means you will attract all kinds of people who misunderstood the nature of your business. These people waste your time and keep your sales team from performing optimally.

Great sales copy is brief and to the point. Rather than speaking in general terms about your solutions, speak about the exact problems you solve and the specific solutions you offer.  

Here are some more tips to help you write concise sales copy.

Know Your Audience: Understand your target audience and tailor your message to resonate with their needs and desires.

Focus on Benefits: Highlight the benefits of your product or service rather than just listing features. Show customers how it will solve their problems or improve their lives.

Use Power Words: Choose words that evoke emotion and create a sense of urgency. Words like "exclusive," "limited-time offer," or "transform" can be powerful motivators. When you understand your audience’s frustration, you’ll be able to choose the best words for your copy.

Clear Call-to-Action (CTA): Be direct and tell your audience exactly what you want them to do. Whether it's making a purchase, signing up, or contacting you, a clear CTA guides the reader. This direction is surprisingly effective.

Headlines Matter: Craft attention-grabbing headlines that make readers want to learn more. It should be concise but compelling.

Eliminate Jargon: Keep your language simple and avoid industry jargon that might confuse your audience. Make it easy for anyone to understand. Newspapers write at a grade 7 level. A 13 year old should be able to understand your business.

Use Bullet Points: Break down information into easy-to-digest bullet points. It makes your copy scannable and helps emphasize key points.

Tell a Story: People connect with stories. If possible, weave a narrative into your sales copy that illustrates the value of your product or service.

Create a Sense of Urgency: Encourage action by creating a sense of urgency. Limited-time offers, exclusive deals, or low stock can motivate potential customers to act quickly.

Edit Ruthlessly: After writing your first draft, go back and edit with a critical eye. Remove any unnecessary words or sentences. Every word should contribute to the overall message.

Follow my lead, and your leads will never suck again! If you don’t have time to manage your own marketing, I’ve got a team of highly qualified CMOs who can guide your marketing team toward excellence. What makes us special is how we leverage each other’s knowledge to turn stagnant companies into dynamic, revenue-generating powerhouses.

We partner with our clients to craft strategies that not only resonate with your target audience but also leave your competitors in the dust.

Book a meeting with CMO On The Go to see how we can help your business achieve the extraordinary results you desire.

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