If you’re looking for one of the best ways to convince someone to take a desired action, you’ve come to the right place. Sales funnel copywriting is not a “one size fits all” deal. At each level, the ad copywriting style needs to change.
This is because the way a potential buyer looks at your product, and the information they need as a result, always changes as they learn more. When the sales target starts along the customer journey, they need only basic product information, but as they progress through the sales funnel until a purchase is made, they will need to learn about other things.
There are four levels of the online sales funnel, and they are awareness, interest, decision, and action. As you will discover below, it takes a lot of skill and effort to generate the right type of sales funnel copywriting at each stage – unless you are aware of one important shortcut!
In the awareness stage, the marketer attempts to turn prospects into leads. The main challenge of the awareness stage is to be seen and understood amidst the crowd of other companies competing for the prospect’s attention.
The first engagement with your product can happen through various channels, each of which determines the optimal writing style:
Excellent SEO writing is important here because of “search intent”. Shoppers can be interested only in information, or in immediately buying something, or in learning about a product with serious intent to buy, or simply Googling to find a particular website.
SEO should therefore be based on channeling users to your blog based on their intent. For example, if you are selling dog food, then include terms like “sale” and “free”. But if you want to establish yourself as a top dog food brand, and therefore as a popular source of information, then include terms like “expert” and “advice”.
Social media / advertising
Obviously, great ad copywriting skills are a must for this type of entrance into the sales funnel. (The topic of ad copywriting is exhaustive, but you can brush up on the basics reading our blogpost about copywriting skills). Keep in mind that, at this stage, you want to attract attention, not force a purchase, and so the language should be friendly and informative, not sales-y or pushy.
You can also use “lead magnets” in your sales copy to make readers curious and take that essential first click towards conversion. Lead magnets include free trials, information, and gifts that a prospect can receive if they give you their email address or otherwise convert.
Again, on the first visit to your website, the vast majority of users are not prepared to make a real commitment, so pushing “buy now” without a “sweetener” should be avoided.
Instead, in your landing page copywriting, be very clear about your product and value proposition, include a lead magnet, and try various ways to get an email address or some kind of contact info. This includes a sign-up form to receive industry news, free trials, and push notifications.
Now that the prospect has taken that vital step into the sales funnel, it’s time to make sure that your name sticks in their minds and has positive associations.
Again, the messaging needs to change. Instead of an intriguing ad, for example, the copy should create interest in your products and establish your brand as being popular and trustworthy.
This is where all of your branding efforts come into play, for example, through case studies, thought leadership articles, interesting social media videos, influencers, and blogs. In every channel, make sure to repeat your value propositions and maintain a consistent look and feel. But don’t just copy paste existing text; instead, try to say the same things in a different way every once in a while.
It’s also advisable to implement an email drip campaign composed of occasional messages that are both useful to the lead and impart your branding message.
For the decision stage of the sales funnel, it’s time to give the lead all of the essential pricing plan information. However, the timing for this messaging depends on the price. For instance, if your product is a “micro-purchase”, you can enter the decision stage after a few interest stage articles are sent to the lead. On the other hand, if the product requires a comparatively large expense, you should spend more time on interest stage messaging.
Now, the theme of sales copy needs to be adapted again. The language should impart a sense of urgency with, for example, limited time discounts and sales; stock-out warnings; and price increases for upcoming versions.
Back everything up with more trust-building measures like testimonials, impressive sales numbers, and the mention of notable clients, as well as satisfaction guarantees, no-hassle return policies, and customer support details, all on the same page. Your purchase page should also be branded appropriately, even if you use a third party. Finally, keep plan options to a maximum of three to avoid confusion.
Let’s define the action stage as occurring immediately after purchase. Once the customer has made a purchase, make sure to include thank you/receipt emails and web screens that include:
- Reminder of your value offering, of the great deal they just received, and of how they are about to become a satisfied customer like many other users
- Mention of user communities and support resources, along with a related CTA to enable easy access for the customer
Don’t forget to follow up with a few more “how is it going?” emails, occasional special offers, and new feature notices, all with the goal of user activation and retention.
Phew! Now What About That Shortcut?
Copywriting for the various sales funnel stages is complicated and time-consuming. But technology is here to reduce that burden — with the help of Anyword’s AI copywriting platform.
Writing a blog, composing a CTA, creating text for a landing page, coming up with that perfect headline – Anyword’s platform can handle all of these tasks. It also customizes sales funnel copywriting according to the channel. With just a few clicks, you can use Anyword to build sales copy that is specifically adjusted to social media, or a landing page, or to native advertising.
Discover how Anyword saves you time while generating high-quality sales copy with excellent conversion rates.
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