Natural Copywriting for (Way) More Sales

By MaryEllen Tribby

When it comes to writing sales pages, squeeze pages and other online forms of persuasion many people freeze in their tracks. They’re afraid if they don’t get just the right (perfect) formula they won’t sell a thing.

While it is true that you need to get it right. However, you certainly don’t have to get it perfect to start making sales with your own copywriting.

Think about when you tell a friend of the delicious meal you had a local restaurant. Do you follow a formula to make sure you’ve told them just the right things? No – I bet you don’t! You just let the conversation flow naturally.

You probably start with how it was a busy place but the transition from waiting for a table to being greeting by your waitress was seamless.

You might talk about how welcoming and friendly everyone was.

Then you talk about how clean and bright the washrooms were.

Then you might go on to say how delicious the food was.

Finally you might even include a story about the waitress who went out of her way to make sure your son had everything he needed to keep busy while waiting for the dinner.

There are many formulas out there to follow, but what usually works best is to write as if you were talking a friend. I actually call this the “Bar Stool Test”. That’s right; talk your prospects as if you were talking to a friend at a bar.

Natural Copywriting Is a Conversation

Pretend you’re about to let a friend know about this great product, or service, or program you’re about to write for and think about what you’d say to her.

Think about what she might ask you. Think about the reasons why it might not be for her. Then just start writing what comes naturally to you, what flows from your personality.

Readers can sense your energy. It flows through in everything you write. So if you’re writing is stiff and salesy then it’s not likely to get as good results as if it flows naturally from your unique personality.

This doesn’t mean you shouldn’t use any kind of format or formula for copywriting. There are certain elements that are proven to work and should be included. However, you should place a strong emphasis on your natural-born talent to communicate – you have that skill already!

Elements of Persuasive Copy

When writing copy, there are certain elements that are essential. And every one of them as a very specific job to do.

Here are some of the elements that will make your sales letters stronger:

  • Headlines: This is pretty much an essential element of most copywriting and as the most important job of all. The job of a headline is to grab the readers’ attention and spark interest. But most importantly it should lead the reader to the first sentence of the letter.
  • Sub-headlines: So many writers don’t use sub-heads and this is too bad. You see a subhead keeps the interest and curiosity flowing. It also helps for break up small text so the reader never gets the feeling of being overwhelmed.
  • Bullet Point & Numbered Lists: This too helps break up small text but more importantly it helps move the reader down the page (closer to the sale).
  • Testimonials: Testimonials are so important not only for credibility but to make your reader feel like part of the community, part of the club.
  • Benefits: Don’t just talk about the product – talk about what the product will do for the reader. Things like, make more money, lost weight, be happier etc . . .
  • Product Details: Include things like number of pages, format, warranty, pricing, etc .. . Include it all, make sure the reader feels good about the “deal”.

Another tip for writing sales copy is make sure you have covered the W5 + H:
1. Who?
2. What?
3. When?
4. Where?
5. Why?
6. How?

Like a news reporter you want to give them all the information they need to feel good about the purchase.

Whatever way you format it, taking the time to go through your copy and make sure it answers these six questions will put the least amount of barriers between the page and the next action you want your reader to take.

Remember that in the salescopy writing process: You don’t write it just once. Good copy is not just created, it evolves.

You put up a page and then you wait, you test, you tweak, you change and repeat. If you expect to put up the winning copy with one shot – good luck! It is a process and it takes time, patience and attention.

Do this and the payoffs will be worth the effort.

As mentioned earlier, you already have a natural talent for communicating. Don’t be afraid to use it, let your personality shine through and enrich the lives of others with the quality information and advice you have to share!


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MaryEllen About MaryEllen

MaryEllen Tribby has helped thousands of people start a new business or grow their existing ones. MaryEllen is the Founder and CEO of, the world’s leading newsletter and website for the empowerment of the working mom. Prior to founding WMO, MaryEllen was Publisher & CEO of Early to Rise and President of Weiss Research where she added millions to their bottom lines in just a few months. She also ran divisions at Forbes, Times Mirror Magazines, and Crain’s New York Business. MaryEllen is the best-selling author of Reinventing the Entrepreneur: Turning Your Dream Business into a Reality and co-author (with Michael Masterson) of Changing the Channel: 12 Easy Ways to Make Millions For Your Business.