Skillful Sales Content Writing: How To Sell Without The Hard Sell

Sales content writing is one of the toughest types of writing styles to get right. You don’t want it to be too pushy, but you also need it to do its job of prompting a purchase. The old days of heavy use of exclamation points and inauthenticity backfire more than succeed these days and consumers have plenty of ways to research businesses, buying choices, and pricing before they make a decision.

So, how do you sell without coming off as pushy or self-serving? How do you stand out from the competition? And how do you do it without feeling sleazy? Below, we’ve assembled 7 tips to creating sales content that sells without being salesy.

7 Tips For Creating Sales Content That Isn’t Salesy

  1. Mind your tone. Why do we write sales content that sounds so entirely different from how we’d speak to a person? No one wants to read that. (I promise, no one really wants to.) It’s very easy to turn a reader off by starting with the wrong tone. To avoid this, start by asking yourself how you would speak to a customer who was standing right in front of you, then use that as your tone guideline.
  2. Keep it natural. One way to engage with readers is to let your sales content flow naturally. Don’t think of it as making a sale, but more as providing information. What would the consumer like to know about your product? What benefits can they expect to receive from it? Be genuine, approachable, and open for questions or feedback, not flashy, egotistical, and authoritative. And, don’t just tell them they need to buy it, but rather how the product or service will help them.
  3. Offer a solution. People love things that help them. Angle your content so that it provides consumers with a solution to their needs or problems. Focus more on helping people and less on manipulating them into doing your bidding. Don’t even think about the word selling and instead focus on how you can make their life better. This newsletter from Modern Surfaces is a great example of how their products meet a growing need.
  4. Take a long-term view. Content marketing tips focus quite a bit on developing a reputation as an authority in your field or industry. That takes time, but it’s a very, very effective way to stand out from the competition and build a reliable client base. Don’t be afraid to start slowly by building your email list and sending out educational content like videos, blogs, infographics, etc. The more content you put out and the longer you do it, the broader your reach will become.
  5. Make the customer feel special. Content marketing is all about making connections that build trust and set the foundation for a sustained business-buyer relationship. Really good salespeople aren’t focused on the numbers, they’re focused on the customer. Keep the customer’s needs and experience at the forefront of your content and the sales will come naturally.
  6. Tell a story. Everyone loves a good story, right? Use that natural human interest to attract attention and draw people in. How has your product changed the way a customer does business? What are some creative ways the product has been used by others? What was the inspiration behind the product’s creation? What’s the human interest angle – every good story has one.
  7. Give some direction. We can’t stress enough the need for a call to action in your content. This does not have to be an urgent “Buy now! Before it’s too late!” kind of plea. Instead, your call to action should be a subtle push to take the next step. Placed towards the end of your content, calls to action look like “Click here for more information”, “Call to reserve your spot”, or “Join our email list”.

The bottom line is that sales content doesn’t have to be salesy, sleazy, or underhanded to be effective. In fact, it probably shouldn’t be any of those things! Aim for genuine, honest, and helpful instead. This approach makes it less about creating killer sales content and more about developing killer connections with your customers…which will then lead to killer sales numbers.

Need help getting started? Contact Orlando Content Marketing for assistance! Our services include content marketing campaign, development, content creation, and more!

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Sarah Kinbar

Sarah Kinbar is a Co-founder and Content Strategist at Orlando Content Marketing. She is a writer and editor with 20+ years of experience in publishing and communications.