Good sales copy is assumptive. It’s not “if” they buy but “when.” Not “you may discover” but “you will discover.” Sales copy doesn’t leave room for “No” but it does leave room for positive skepticism. It addresses concerns from a position of assumption that the only logical decision — once you have all the facts (features and benefits) — is the one decision in the close: to buy.
It is proactive. It addresses questions, concerns and needs head on. It plans for those who want to skip to the end, giving them the synopsis and action steps. It recognizes everyone reading is not a prospect — but prospects have already come to certain conclusions about what you offer and are there to consummate the process.
Most importantly, good copy utilizes dynamic words. These words are harder to nail down than hyperbole words. These words shift and change, depending on your market, your product and your offer.
Sometimes dynamic words may also be hyperbolic in nature, but that’s not always necessary. For example, instead of “You’ll receive access” the hyperbolic “You will receive exclusive access…” makes access something more powerful and desirable, more “exclusive.” Specificity can make a sentence more dynamic as well. Instead of “You’ll know all the steps to…” try “You will know 11 specific steps to…”
