{"id":163369,"date":"2022-11-26T13:25:23","date_gmt":"2022-11-26T19:25:23","guid":{"rendered":"https:\/\/www.digitalmarketer.com\/?p=163369"},"modified":"2022-11-29T06:41:20","modified_gmt":"2022-11-29T12:41:20","slug":"anatomy-of-copywriting","status":"publish","type":"post","link":"https:\/\/www.digitalmarketer.com\/blog\/anatomy-of-copywriting\/","title":{"rendered":"The Anatomy of High-Converting Sales Copy"},"content":{"rendered":"\n<figure class=\"wp-block-image aligncenter size-large largeScreensOnly\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2022\/11\/4-1024x576.jpg\" alt=\"sales copy\n\" class=\"wp-image-163429\" srcset=\"https:\/\/dmwsprod.wpenginepowered.com\/wp-content\/uploads\/2022\/11\/4-1024x576.jpg 1024w, https:\/\/dmwsprod.wpenginepowered.com\/wp-content\/uploads\/2022\/11\/4-300x169.jpg 300w, https:\/\/dmwsprod.wpenginepowered.com\/wp-content\/uploads\/2022\/11\/4-768x432.jpg 768w, https:\/\/dmwsprod.wpenginepowered.com\/wp-content\/uploads\/2022\/11\/4-1536x864.jpg 1536w, https:\/\/dmwsprod.wpenginepowered.com\/wp-content\/uploads\/2022\/11\/4.jpg 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>And no, you don&#8217;t need to be a copywriter or hire one. Yet.<\/p>\n\n\n\n<p>Can this post alone help you write your high-converting sales copy? Keep reading.<\/p>\n\n\n\n<p>Will it feel like a lot of work? Maybe.<\/p>\n\n\n\n<p>Will it work? Yes.<\/p>\n\n\n\n<p>When some entrepreneurs and marketers think of writing copy, they either turn to AI or Google their way through it. Maybe they get lucky and score a free template they can copy and paste.<\/p>\n\n\n\n<p>Unfortunately, this is lazy. And lazy effort equals sluggish results. But you&#8217;re not lazy. You&#8217;re here to peruse this article and get to work right after.<\/p>\n\n\n\n<p>Here\u2019s what you need to do to nail your sales copy:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Doing Voice of Customer Research<\/h2>\n\n\n\n<p>This research involves learning everything you need to know about your current and prospective clients.<\/p>\n\n\n\n<p>So that you can learn:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Their wants<\/li><li>Their needs<\/li><li>Their frustrations<\/li><li>Their successes<\/li><li>Their motivations<\/li><li>Their hesitations<\/li><li>Past failed solutions<\/li><li>What they are saying about your competitors<\/li><li>What they are saying about your brand<\/li><li>What they think about themselves<\/li><\/ul>\n\n\n\n<p>If you skip this step, you&#8217;ll risk not knowing what your ideal clients are saying or how they&#8217;re saying it.<\/p>\n\n\n\n<p>Which means you&#8217;ll risk not connecting with them on any level.<\/p>\n\n\n\n<p>Without this research, you&#8217;ll write copy blindly and guess your way through it rather than using your prospects&#8217; words and phrases.<\/p>\n\n\n\n<p>And guess what\u2026 this research alone can write 90% of your copy for you.<\/p>\n\n\n\n<p>You can do this research in many ways. You can interview some of your clients and possibly survey them.<\/p>\n\n\n\n<p>You can also read your positive and negative reviews and sort them based on the list above. Last but not least, you can read social media comments and even forums.<\/p>\n\n\n\n<p>At the end of this research, you want to have an organized spreadsheet with the data you collected and sorted using the bullet points from above. Use this spreadsheet to help drive your copy.<\/p>\n\n\n\n<p>The research above will tell you what to say and how to say it. If your biggest blocker around writing copy is not knowing what to write, you&#8217;ll eliminate it after doing your Voice of Customer research.<\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide is-vertically-aligned-center has-background\" style=\"background:linear-gradient(135deg,rgb(255,206,236) 0%,rgb(152,150,240) 62%,rgb(113,75,131) 100%);grid-template-columns:25% auto\"><figure class=\"wp-block-media-text__media\"><img decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2022\/02\/DirectResponseCopywriting-9271d151.png\" alt=\"\" class=\"wp-image-155551 size-thumbnail\" srcset=\"https:\/\/dmwsprod.wpenginepowered.com\/wp-content\/uploads\/2022\/02\/DirectResponseCopywriting-9271d151.png 300w, https:\/\/dmwsprod.wpenginepowered.com\/wp-content\/uploads\/2022\/02\/DirectResponseCopywriting-9271d151-150x150.png 150w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<div class=\"wp-block-group\" style=\"padding-top:2em;padding-right:2em;padding-bottom:2em;padding-left:2em\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p style=\"font-size:18px\"><strong>Copywriting Is Hard, We Made It Simple&#8230;<\/strong><\/p>\n\n\n\n<p>Discover The Foolproof Copywriting Formulas For Crafting Winning Sales Messaging From Scratch Every Time\u2026Even If You Suck At Writing!<\/p>\n\n\n\n<p style=\"font-size:18px;line-height:1.2\"> <a href=\"https:\/\/www.digitalmarketer.com\/certifications\/copywriting-mastery\/\" target=\"_blank\" rel=\"noreferrer noopener\">Click here<\/a><\/p>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Structuring Your Funnel<\/h2>\n\n\n\n<p>This is where you take a step back and wireframe your funnel before you work on your assets. Start with your traffic sources (social media, paid ads, blogs, etc.) and what their last step should be (purchase).<\/p>\n\n\n\n<p>After you plot the beginning and end of your funnel, filling in what goes in between is easier. You\u2019ll also be able to tell how many assets you\u2019ll need.<\/p>\n\n\n\n<p>Let\u2019s say you\u2019re selling a low-ticket product. Your simple funnel could be ads &gt; landing page to lead magnet &gt; email sequence &gt; purchase.<\/p>\n\n\n\n<p>If you\u2019re selling a high-ticket product, your simple funnel could be ads &gt; landing page to mastermind\/3-day challenge &gt; email sequence &gt; purchase.<\/p>\n\n\n\n<p>It is up to you to decide how many assets your funnel should have. However, you need to be realistic about it because if you\u2019re selling a high-ticket product and your audience is cold, you will need to include more assets to move them deeper down the funnel.<\/p>\n\n\n\n<p>If you are selling a low-ticket product, fewer funnel assets might make more sense because there\u2019s less convincing to do.<\/p>\n\n\n\n<p>No matter how many funnel assets are involved, you need to ensure that one asset can move your prospects smoothly over to the next and that your voice is consistent throughout each.<\/p>\n\n\n\n<p>This means that your assets, such as your sales page and emails, must build up on each other while maintaining your brand voice and still including your Voice of Customer data from the research above.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Your Sales Page and Sales Emails<\/h2>\n\n\n\n<p>With your research and funnel wireframe done, you&#8217;re ready to assemble your sales page and sales email copy.<\/p>\n\n\n\n<p>Notice how I wrote \u201cassemble\u201d and not \u201cwrite,\u201d that\u2019s because copy is assembled by using proven frameworks instead of sitting down and writing from scratch without direction or guidelines.<\/p>\n\n\n\n<p>You&#8217;ll also use your Voice of Customer data (research) to write your sales page and emails. Use their words and phrases! Show them you know exactly what they need.<\/p>\n\n\n\n<p>When it comes to your sales page copy, you want to choose the proper framework according to your audience&#8217;s stage of awareness (how much they know about their problem and your solution) and market sophistication (how much they know about your market).<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2022\/11\/image-15-1024x791.png\" alt=\"\" class=\"wp-image-163370\" width=\"669\" height=\"516\" srcset=\"https:\/\/dmwsprod.wpenginepowered.com\/wp-content\/uploads\/2022\/11\/image-15-1024x791.png 1024w, https:\/\/dmwsprod.wpenginepowered.com\/wp-content\/uploads\/2022\/11\/image-15-300x232.png 300w, https:\/\/dmwsprod.wpenginepowered.com\/wp-content\/uploads\/2022\/11\/image-15-768x593.png 768w, https:\/\/dmwsprod.wpenginepowered.com\/wp-content\/uploads\/2022\/11\/image-15-1536x1187.png 1536w, https:\/\/dmwsprod.wpenginepowered.com\/wp-content\/uploads\/2022\/11\/image-15.png 1600w\" sizes=\"(max-width: 669px) 100vw, 669px\" \/><\/figure><\/div>\n\n\n<p>If your prospects are problem aware, they know they have a problem but don&#8217;t know about any solutions for them. So, your copy&#8217;s job is to highlight their pain and tell them that they&#8217;ll finally solve it with your product. Longer copy might be necessary to show them their current state, desired state, and how your product serves as the bridge. You\u2019ll also need a qualifier for them to know that your product is meant for them. This is why my favorite framework for this is QUEST.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Qualify \u2013 mention who your product is for, starting with &#8220;ideal for\u2026&#8221;<\/li><li>Understand \u2013 make them feel you understand exactly where they are.<\/li><li>Educate \u2013 show them what you know and what they&#8217;ve been doing is wrong.<\/li><li>Stimulate \u2013 show them social proof.<\/li><li>Transition \u2013 tell them what to do to fix the problem.<\/li><\/ul>\n\n\n\n<p>If your prospects are solution aware, they know they have a problem and know there are solutions out there but don&#8217;t know how to find those solutions or where to look. So, your copy&#8217;s job is to highlight your solution as their holy grail. My favorite frameworks for this are PAS and AIDA.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Problem \u2013 highlight the pain they live with every day.<\/li><li>Agitation \u2013 make them feel that pain very deeply.<\/li><li>Solution \u2013 show them how your product can take the pain away.<\/li><\/ul>\n\n\n\n<p>And,<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Attention \u2013 get their attention with a shocking statement or headline.<\/li><li>Interest \u2013 show them something new or interesting, with a \u201cwow!\u201d factor.<\/li><li>Desire \u2013 let them know they need what you have and can\u2019t be without it.<\/li><li>Action \u2013 tell them what to do, like make a purchase.<\/li><\/ul>\n\n\n\n<p>You can assemble your sales copy using any of the frameworks above after determining your prospects&#8217; stage of awareness and market sophistication.<\/p>\n\n\n\n<p>Market sophistication means how much your prospects know about your market. If they don&#8217;t know about group coaching, which is what your product is, they have low market sophistication, so you\u2019ll need longer copy.<\/p>\n\n\n\n<p>When it comes to your sales emails, you can use any of the frameworks above. The same stages of awareness and market sophistication rules apply.<\/p>\n\n\n\n<p>But even after reading all of this, you might wonder what you can do to improve your conversion rate.<\/p>\n\n\n\n<p>First, you probably need to find out why your copy could be underperforming.<\/p>\n\n\n\n<p>Well\u2026 my <a href=\"https:\/\/witcopy.com\/quiz\/\" target=\"_blank\" rel=\"noreferrer noopener\">copy sabotage quiz<\/a> will help you find out how your copy could be sabotaging your conversions and how you can fix it.<\/p>\n\n\n\n<p>You&#8217;ll finally know what to work on to make your sales copy sell.<\/p>\n\n\n\n<p>You&#8217;ll get tips and strategies from me (a conversion copywriter) on implementing such changes.<\/p>\n\n\n\n<p>You won\u2019t have to Google \u201chow to write copy that converts\u201d because I\u2019ll be your guide.<\/p>\n\n\n\n<p>But if you need a prompt-guided copy system to help you write your high-converting sales copy in a day, not a week, check out my <a href=\"https:\/\/witcopy.com\/sales-copy-bundle\/\" target=\"_blank\" rel=\"noreferrer noopener\">Sales Copy Bundle<\/a>.<\/p>\n\n\n\n<p>See you again soon! I&#8217;m Elenny.<\/p>\n\n\n\n<a href=\"https:\/\/img1.niftyimages.com\/click\/6y5\/d3xh\/0a7h\">\n  <img decoding=\"async\" src=\"https:\/\/img1.niftyimages.com\/6y5\/d3xh\/0a7h\">\n<\/a>\n","protected":false},"excerpt":{"rendered":"<p>When some entrepreneurs and marketers think of writing copy, they either turn to AI or Google their way through it. Maybe they get lucky and score a free template they can copy and paste.<\/p>\n","protected":false},"author":6698,"featured_media":163428,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[34,83],"tags":[81],"class_list":["post-163369","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-copywriting","tag-copywriting"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Anatomy of High-Converting Sales Copy - DigitalMarketer<\/title>\n<meta name=\"description\" content=\"When some entrepreneurs and marketers think of writing copy, they either turn to AI or Google their way through it. Maybe they get lucky and score a free template they can copy and paste.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.digitalmarketer.com\/blog\/anatomy-of-copywriting\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Anatomy of High-Converting Sales Copy - DigitalMarketer\" \/>\n<meta property=\"og:description\" content=\"When some entrepreneurs and marketers think of writing copy, they either turn to AI or Google their way through it. 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