I used to think good sales copy was just fancy words and clever taglines.
You know, the kind of slick marketing talk you’d see on a billboard or a cheesy infomercial. So, when I launched my first online product — a digital workbook — I didn’t spend much time writing the sales page.
Big mistake. It tanked. And I don’t mean “meh” sales. I mean zero. Nothing. Not even a “thinking about it” message.
That was my wake-up call: sales copy matters — a lot. If your product page isn’t converting, the issue might not be your product. It might be the words selling it.
Since then, I’ve rewritten dozens of product pages, email campaigns, and checkout prompts. Some flopped, some crushed it. But the difference always came down to this: clarity + emotion + a reason to act now.
Here’s what I’ve learned about writing high-converting sales copy that actually brings in sales.
Speak to One Person, Not Everyone
This one was a game-changer.
I used to write like I was addressing a crowd. “Hey everyone! This workbook helps creatives stay organized!” But no one buys as a crowd. They buy as individuals.
So now, I write like I’m talking to one specific person. I imagine my ideal buyer — let’s say it’s Sarah, a freelance designer juggling too many projects — and I write to her.
Here’s how I shift my tone:
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Use “you” instead of “we” or “our customers”
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Talk about her problems like I’ve been there (because I have)
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Make her feel seen and understood
When I started doing this, my conversion rate jumped from 1.8% to over 4% on one product page. No design changes — just the copy.
If you’re working to optimize your store for holiday sales too, speaking directly to your audience becomes even more critical during those high-stakes shopping seasons.
Focus on Benefits, Not Just Features
I once listed out every feature of my course like it was a software manual. “12 modules, 30 video lessons, downloadable PDFs…” Snooze fest.
The truth? People don’t care about features — they care about what those features do for them.
So now, for every feature I write, I follow it with this: so you can…
Example:
✅ “Includes 12 productivity templates”
👉 so you can finally stop wasting hours every Monday planning from scratch.
It’s a small change, but it turns boring info into a benefit-driven promise.
This also ties beautifully into cross-selling and upselling strategies — if people see the benefits clearly, they’re more likely to add those bonus offers to their cart.
Use Emotion to Trigger Action
Look, logic doesn’t sell — emotion does.
When I rewrote one of my worst-converting sales pages, I added a story about my first panic attack during a launch. I talked about the burnout, the 3 a.m. meltdowns, the guilt.
That page? It made over $2,000 in a single weekend. Why? Because readers felt something — and then they took action.
Here’s what helps:
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Use words your audience uses (check testimonials, reviews, Reddit threads)
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Include a short personal story or a “before-and-after” moment
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Paint the transformation: “Before this… After this…”
If you can trigger an emotional “yes,” you’ll create the kind of copy that feels like it’s speaking straight to someone’s soul.
Adding emotional resonance is also crucial if you’re collecting and showcasing customer reviews. Authenticity drives trust — and trust drives sales.
Add Urgency, But Keep It Real
One of the fastest changes I made that got real results? Adding a deadline.
I used to be scared it’d feel pushy. But the truth is, people need a reason to buy now, or they’ll just come back later (spoiler: they won’t).
Here’s how I do it without sounding like a sleazy car dealer:
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Offer a limited bonus (like a checklist, coaching call, or extra lesson)
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Set a deadline with a countdown timer (Payhip, Deadline Funnel, or ConvertKit works great)
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Use language like “only available until…” or “this won’t come back again”
Urgency works. Period.
And when you pair urgency with limited-time offers to increase conversions, it feels natural — not pushy.
Just make sure your urgency is honest — fake scarcity will absolutely destroy your brand trust.
Read It Out Loud. Seriously.
I’ll leave you with this unsexy but powerful tip: read your copy out loud before you publish.
I catch awkward phrasing, typos, and weird sentence structure every single time I do this. If something doesn’t sound like how I’d say it in real life, I rewrite it.
Your copy should feel like a conversation, not a brochure.
Final Thoughts: High-Converting Copy Isn’t About Being Clever
If there’s one thing I’ve learned, it’s this: you don’t have to be clever — you just have to be clear and honest.
Good sales copy sounds like a friend who’s got your back. It tells the truth, hits the pain points, paints a better future, and makes it easy to say yes.
So don’t overthink it. Start messy. Edit later. Test everything.
And remember, it’s okay to sound like a human.
In fact, it’s better that way.
