We hate to sell.
Which sounds kinda weird coming from copywriters, right??
What we mean is we hate the heavy-handed sell. The blatant, in your face sell. It’s SO off putting. We’re all capable of sensible decision making, we don’t need it shoved down our throats.
So, how do you sell without selling? It sounds irreconcilable.
Great marketing copy is all about showing customers what your product can do for them. The key word being SHOW, don’t TELL. You need to do enough to demonstrate that what you offer will bring value to their lives.
One of our favourite brands for doing this beautifully is Beauty Pie. They demonstrate their expertise in top quality skincare by educating their audience about the science behind fabulous looking skin, using language that everyone can understand. And using keywords which will resonate with every beauty consumer on the planet.
Here’s a great example. We recently purchased their ‘Plantastic Micropeeling Super Drops’ and here’s the description that convinced us…
"Can you remember envying somebody's flawless, faultless, fabulous face? Well, a couple of drops of this every day, and you might be in awe of your own. The best thing for keeping breakouts at bay, skin looking bright, pores-refined and tight, these Super Drops are an easy, everyday addition to your skincare routine. With fruit-acids, micro-purifying biosurfactants and natural brightener, it's a 24/7 glow-giving one-serum wonder."
Who wouldn’t be convinced to try this product? Who doesn’t want a ‘glow-giving, one-serum wonder’?
The point is they’ve managed to address many of our ageing skin concerns and highlight how their product will transform our skin in all the ways we desire. Without the hard sell, we’re sold!
So, next time you go to write your marketing copy, think about how you can educate your customers and demonstrate your expertise. It will work wonders for a ‘flawless, faultless, fabulous’ sales pitch.
(Disclaimer: we have no affiliation to Beauty Pie - although we'd be happy to!)
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