Writing a copy that sells is a bit like convincing a friend to try your favorite pizza place. You don’t just list the toppings — you describe how the cheese melts perfectly, how the crust has that ideal crunch, how the flavors hit in just the right way. Good copy isn’t just about information. It’s about feeling. It’s about guiding someone to a decision without making them feel like they’re being sold to.

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So, how do you write a copy that sells? Let’s break it down.

Know Who You’re Talking To (Seriously, Really Know)

This is where a lot of people trip up. They think knowing the audience means slapping on a vague demographic — “women, 25-40, interested in fitness.” That’s not knowing. That’s guessing.

Real understanding comes when you know what makes them hesitate, what keeps them up at night, what they secretly wish someone would solve for them. A mom trying to find a reliable stroller doesn’t just want “durable wheels.” She wants a stroller that won’t tip over when she hooks a bag on the handle, a stroller that folds up without a fight, a stroller that makes her feel like she’s got it together, even on days she’s running on caffeine and four hours of sleep.

Talk to them like you get it. Because if they feel understood, they trust you. And trust sells.

Forget Features, Sell Outcomes

No one wakes up thinking, “I really need a new ergonomic office chair with a mesh back and adjustable armrests.” No. They wake up thinking, “My back is killing me. I can’t sit through another Zoom call without shifting every five seconds.”

Features are great, but only when they’re tied to benefits that actually matter to the buyer. Instead of listing specs, paint a picture of what life looks like after they say yes.

• Feature: This laptop has a 10-hour battery life.
• Selling Copy: Work from your favorite coffee shop all day without scrambling for an outlet.
• Feature: Our skincare line has hyaluronic acid.
• Selling Copy: Wake up with skin that feels as hydrated as if you just drank a gallon of water.

See the difference? One is a fact. The other is a feeling. People buy feelings.

Make It Conversational (Ditch the Corporate Jargon)

You’re not writing a dissertation. You’re talking to someone. So write like a human, not a robot that swallowed a marketing textbook.

Bad copy sounds like this: “Our innovative, state-of-the-art platform provides seamless solutions for optimizing efficiency.”

Good copy sounds like this: “Tired of wasting hours on paperwork? We make it easy to get things done fast — without the headache.”

See? One feels like a person is talking to you. The other feels like a PowerPoint slide. And no one buys from a PowerPoint slide.

Create Tension, Then Resolve It

Great sales copy makes people feel something before it offers the solution. Think about storytelling — every good story has conflict and resolution. Your copy should too.

If you’re selling noise-canceling headphones, don’t just say, “These block out sound.”

Say: “Ever tried to focus in a coffee shop with someone having a full-on therapy session next to you? These headphones make all that noise disappear, so it’s just you and your thoughts.”

You’re creating a problem they recognize, then swooping in with the answer. That’s how you make a sale feel like relief, not a transaction.

Use Social Proof (Because People Trust People More Than Brands)

You can say your product is amazing all day long. But people will believe a stranger on the internet before they believe you. That’s why testimonials, reviews, and case studies are gold.

A simple tweak: Instead of saying, “Our customers love this,” show a real review:

“I used to wake up feeling exhausted every morning. This mattress changed my life — I actually wake up feeling rested now.”  —  Sarah, verified buyer

Specificity makes it real. And real sells.

The Power of the P.S. (Yes, It Still Works)

People skim. That’s just the reality. Which means a good P.S. is one of the most-read parts of your copy.

Use it to drive home urgency, reinforce the benefit, or add one last nudge:

P.S. Don’t forget — this offer expires Sunday. Say goodbye to stiff, uncomfortable shoes forever.

or

P.S. We only have 50 seats available for this workshop. If you’ve been thinking about finally mastering email marketing, this is your chance.

It’s a small thing, but it works.

Test, Iterate, Repeat

No one writes a perfect copy on the first try. The best sales pages, emails, and product descriptions come from testing different angles, tweaking headlines, and seeing what resonates.

Try different versions. Swap out a benefit. Change the opening line. See what clicks. And when something works, double down on it.

Final Thought: If It Feels Like Copy, It’s Probably Bad Copy

Great sales copy doesn’t feel like a sales copy. It feels natural. It makes the reader say, “Yes, that’s me” or “I need this.” It builds trust, answers questions before they’re asked, and makes taking action feel easy.

So, next time you sit down to write, forget the marketing jargon. Forget what sounds “professional.” Write like you’re convincing a friend why they need this in their life. Because at the end of the day, that’s all a good copy really is — an honest, compelling reason to say yes.