There are various things in life that require maintenance to continue running smoothly—our cars need oil changes, our phones and computers need software updates, and even we, along with our animals, need regular physical exams.
So, why would your sales copy be any different? What, you thought you could just write it and leave it out in the webosphere until the end of time?
Nope. Not even close. And, I know you spent a good amount of hours thoughtfully crafting content that would get you the sales you want and need. But, if you want to maintain momentum when it comes to your conversions, it’s time to reevaluate your thinking.
And, to do just that, I’m about to give you a guide to help you repair your aged and abandoned sales copy. After all, things change as your business evolves.
That said, this’ll ensure you continue speaking to the right audience, sharing the most important features and benefits that sell, drizzling in the right amount of urgency and scarcity to take things to the next level, and enhancing your reader’s experience.
Sound great? I thought so. But, did I cause you to have an “oh crap” moment realizing you need to find more time in your busy schedule to refresh aged and abandoned sales copy? Well, I won’t leave you hanging high and dry.
Right here, once we work through what you came here for, I’m going to share a tool you can swipe that’ll craft refreshed, conversion-worthy copy for you. I’m not pulling your leg. You no longer have to spend hours striving to be a master copywriter. So, don’t move a muscle—stick around to get in on this secret.
1. Give it a brand spanking new voice.
Sometimes, when you’re first starting out in your business and writing sales copy for it for the very first time, it’s all too easy to get ahead of yourself and not take the time necessary to define your voice. And, as a result, you end up making it far too corporate and buttoned up. Know what I’m talking about?
Well, as Henneke explains, corporate babble is made up of three things:
- An abundance of long sentences
- The passive voice
- Over-complicated words
Okay, no thanks. Don’t want any of that. Do you? Didn’t think so. After all, long sentences just end up wearing the reader out, plummeting their motivation to click the call to action button for your product or service.
And, passive voice is pretty lackluster, if you ask me. Just take a second to read this sentence:
The house will be cleaned by me every Saturday.
Yuck. If that didn’t send chills down your spine just now, then that’s a conversation for another day. But, in all seriousness, that statement can be polished up by simply turning on the “active voice” switch. Here it is in all it’s glory:
I will clean the house every Saturday.
I think I just heard the copywriting gods singing their praises. The problem is, when you’re writing copy for your product or service, you feel the need—for whatever weird reason—to leave out I or We statements.
Yet, when you inject those into your sales pieces, you allow your words to rip off the tie and untuck the buttoned up shirt that makes up your voice. Thus, allowing your message to be so much more personal and friendly.
Oh, and lastly, no one is interested in your broad English vocabulary. So, speak the way you’d speak in real life—face to face with your reader. Take these words and phrases for example: use instead of utilize, reach instead of access, and finish instead of finalize.
And, just like that… your brand has a brand spanking new voice.
2. Re-optimize the overall message.
Were you eager to get your product or service out into the world? So much so that you avoided making it as robust as it could be? Therefore, your final product is pretty low-quality. The overall message is short, vague, and doesn’t give the reader all they could ever want (and need) to know, compelling them to click the button and grab hold of your offer.
So, as much as you probably hate to hear it, you need to make time in your busy schedule to revisit the copy of your sales piece for re-optimization.Make time in your busy schedule to revisit your #salescopy for re-optimization… Click To Tweet
What I mean by that is, you should evaluate it from the standpoint of your ideal customer. If they were visiting your sales page, would they truly understand what it is you’re offering them? And, how it could help solve their problems? Not to mention, why they should act now?
If not, you’ve got some repairing to do. But, don’t you worry. I’ve got the tool that’ll cut back the time it takes to do just that, which I’ll share at the very end of this post.
3. Refresh the customer profile.
If you’ve been rocking and rolling in your business for a bit, chances are, you’ve developed an even greater understanding of exactly who your ideal customer is. You’ve had time to engage in conversations with them, get their honest feedback on how your product or service is helping them, and even what messages they resonate the most with.
That’s why you might look at your original sales message and think: “Who the heck was I even talking to? That copy is certainly not for my people!” Therefore, I’m asking you (yes, again) to take some additional time out of your schedule and do the following: refresh your customer profile.Refresh your #customerprofile to target your ideal crew effectively… Click To Tweet
If you’re feeling stumped simply reading the need to tackle that task, we’ve created a blog post just so you can successfully cross it off your list. Once you have that refreshed customer profile on hand, you can then begin tailoring the following messages within your sales copy to target your ideal crew effectively:
- Where they hope to be with their business in the near future
- The main struggle they’re facing that’s limiting their ability to get where they want to be
- The features of your product or service that would appeal most to them, along with the benefits of each one
- What his/her immediate objections would be for purchasing to quickly combat them
4. Update expired reviews, stats, product or service names, dates, everything.
You know that jazzy product or service name you came up with awhile back, but then realized it didn’t make much sense? Therefore, you changed the name? In the process of doing that, however, you might’ve forgotten the reviews and paragraphs within your sales page that still reference the old name.
That’s where updating your copy comes in handy. But, this task isn’t just limited to brand names that’ve gone through the fixer upper ringer. The opportunities are endless, in fact. To prove it to you, HubSpot has a top-notch checklist of things to keep in mind as you’re repairing your sales messages:
- Replace outdated data/stats from industry studies or surveys with fresher, more timely ones.
- Update screenshots of things that’ve changed (ex. Social media platforms change on the regular!).
- Add any new best practices that have emerged (and remove “best practices” that are no longer so).
- Check and replace internal links (particularly if there are now better resources or lead gen offers for you to link to).
- Update the call-to-action (CTA). Evaluate whether your CTA’s offer is still the best option for your sales page.
And, we’ll leave you with one more: update the dates you used when driving a sense of urgency if you’re considering repurposing the copy and running another offer.Repair expired reviews, stats, product & service names, dates, EVERYTHING in #salescopy… Click To Tweet
Okay, so when should you repair outdated copy?
While I can’t give you a specific timeline, as it truly depends on your business, I can give you a piece of advice: create a centralized place to track your existing sales materials, along with a schedule to revisit each and every one of them for repairing on a regular basis.
No, I’m not saying every single week. But, as often as it makes sense—each quarter at the very least.Repair your #salescopy on a regular basis - each quarter at the very least… Click To Tweet
Do you find you struggle with actually writing your sales copy in the first place?
That’s okay. Just hold up a minute before you toss and turn over how exactly you’ll solve that dilemma. I have just the solution I think you’re going to love. It’s called ScriptDoll—your new, trusty sidekick (in the form of software) to help make the sales copywriting process a little less excruciating.
Here’s how you can benefit from simply adding ScriptDoll to your marketing toolbox:
- Frees up your time to put focus towards more productive tasks—simply complete your product portfolio, answer a handful of painless questions regarding your product details, target audience, and more, and ScriptDoll turns your answers into engaging copy in a matter of minutes.
- Keeps your content fresh with an ever-growing, extensive library of templates—new templates are added on a monthly basis, from sales letters to email sequences, video sales scripts, native ads, and much more. You’ll avoid putting your audience into a zombie state-of-mind, steering clear of sharing the same thing over and over again.
- Saves you some serious moola by keeping your copywriting in-house—there’s no need to drop loads of money on outsourcing your writing tasks to copywriters. And, you can also avoid investing hours of your time trying to improve your skills in a copywriting course. That’s because ScriptDoll crafts its effective templates thanks to its connections with champion copywriters around the world!
Get Your Refreshed Sales Copy in Minutes—Join ScriptDoll Right Now!
To wrap things up, if you’ve been running your business for some time now, there’s a good chance you have a good amount of sales messages out in the World Wide Web.
In the digital world we live in, however, with an average of 6,000 tweets whizzing through each second, it’s safe to say the shelf life of sales copy is less than it’s ever been. When you take the time to repair outdated messages, however, you’ll be able to keep your sales momentum going.
Now, the ball’s in your court. Are you ready to serve up some seriously powerful and captivating copy that sells? I bet you’re nodding that brilliant mind of yours. Go ahead and join entrepreneurs like you who are raving about ScriptDoll—you’re just a click away.
What do you think about refreshing your sales copy? Have you been tasked with this before? Let us know in the comments section below. We’d love to hear from you.