“Just show up on Instagram stories more consistently!”
We’ve all heard this line of advice tossed around, especially in the online entrepreneurial space.
And while some people thrive on face-to-cam Instagram stories, plenty of business owners find themselves drained, tired, and depleted from constantly creating content in this format.
Plus, focusing on showing up on social platforms is misguided at best, and can stunt your business growth at worst.
While social media is fun, it just doesn’t do the heavy lifting of converting prospects into buyers. Social media comes dead last compared to other marketing channels.
But you know what does lead to conversions, along with connecting you to your potential customers and empowering them to make an informed decision?
Sales copy is very similar to conversion copy—aka, writing that convinces the reader to take action.
Sales copy, though, is specifically focused on persuading the reader to make a purchase.
When someone first meets you through social media, they’re not primed to buy. Your stories, posts, and video content can get them closer to buying from you, but at some point, they’ll need to read about your offer, too!
Sales copy is there to sell your offer as they move through the five stages of awareness and start interacting with you outside of social media.
And if you’re tired of being on Instagram stories all the time, then getting strong, persuasive, and ethical sales copy in place will help relieve the pressure of constantly showing up. Rather than having to explain your offer over and over again to the camera, you’ll have a link to include in your bio or a page that pops up in search when someone is interested in your offer.
So what kind of sales copy should you focus on first? As a conversion copywriter, here are the four types I’d recommend you add to your business.
You thought I was going to start with sales pages, right? We’ll get there! But first, let’s chat about the very first sales copy that potential customers should see from you: your tripwire page.
A tripwire is a bite-sized offer that you show to someone immediately after they sign up for your email list. They’re usually in the $5-50 range and offer a quick win. Best of all, they’re relatively easy to set up and you don’t need oodles of sales copy to sell them.
For example, here’s a partial screenshot of the tripwire I’m currently offering to new subscribers to my list:
My tripwire is for one of my most popular offers, the Voice of Customer Research Bank. When someone subscribes to my email list, they’re redirected to a tripwire page that offers them a 50% discount on the product.
I don’t have a timer on this page because I find them anxiety-inducing, but you can use a tool like Deadline Funnel if you’d like your tripwire page to redirect after a certain amount of time.
While my tripwire is just a copy of the sales page for the Voice of Customer Research Bank with a few edits, your tripwire page can be much, much shorter than mine! As long as you explain what the offer is, why it will help them, and answers any obvious Qs they might have, you’re on your way.
By the way: if you want to learn all the ins and outs of setting up a tripwire product, then I highly recommend checking out The Tripwire Training (affiliate link) from my business friend, Elizabeth Goddard. Her course is comprehensive and shows you just how easy setting up a tripwire can be.
When someone clicks a buy button, they’re one step closer to a purchase…but they might still need some convincing! Checkout pages are often overlooked, but the sales copy on your checkout page can definitely make a difference in your conversion rate.
I recommend including the following in your checkout page sales copy:
That’s all you really need! Just make sure you have something on the checkout page to assuage any niggling doubts that your customers might have.
Here’s an example of the checkout page for my Voice of Customer Research Workshop:
You can see that I have a quick overview of the benefits at the top, so potential customers can review them as they enter their payment information.
Your checkout page should also be easy to use and appealing to look at. I use Thrivecart for my cart software and love the templates that Dama Jue creates! Click here to check out her behind-the-scenes tour of Thrivecart and see her templates in action (affiliate link).
Last but not least, we have the ultimate sales copy: your sales page!
Or, if you’re exclusively a service provider, your services page(s). 😉
Sales pages can feel daunting to write, but they’re worth it. A strong, optimized sales page takes potential buyers through the five stages of awareness and addresses all their questions—which means you’re freed from answering the same five questions in your Instagram DMs on repeat.
In addition, your customers aren’t carbon copies of each other. While they share some common attributes, they don’t all think and make decisions in the same way! Some people want to feel a connection to you, while others want all the facts about the features of your offer.
It can be really tough to address every buyer type via Instagram stories. But a sales page can reach all the buyer types in the way that works best for them.
I have an in-depth course on writing your own high-converting sales page called Sales Page Success™. Be sure to check it out for more guidance!
Having these three types of sales copy ready to go will allow potential buyers to check out your offers on their own time.
Not to mention, you’ll be able to direct people to a page rather than explaining your offer to the camera on repeat or answering the same questions in the DMs for the thousandth time!
There are tons of other types of sales copy, but these three (tripwire pages, checkout pages, and sales pages) are the ones that will help you take a step back from constantly showing up on Instagram.
When it comes to communicating clearly with your audience, nothing can replace voice of customer research (or VOC, for short!). But it doesn’t have to be an intimidating process—in fact, you probably already have VOC in your business!
Swipe my Notion template to organize, categorize, and utilize your customer feedback all in one place.
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Jaimie is a research & strategy-focused launch copywriter based in Seattle, WA.