Write sales copy

1. Write for your buyer persona, not for anyone who reads it. If you have multiple buyer personas, identify the common denominator among them and use that in your copy.

2. Use the same language you would if talking to a friend.

B2B buyers are still people. Write in everyday language, not business jargon. If you spot a sentence or phrase you wouldn’t use when talking to a friend, change it.

3. Communicate a direct benefit in your headline.

People skim but they will read your headline. Your headline should capture attention and motivate readers to read the rest of your copy. You may need to test multiple headlines to find one that resonates.

4. Explain what your product is, what it does, and whom it’s for as soon as possible.

Clear communication is especially critical if your headline is more benefit-oriented. Use a photo (or screenshot) of the product to convey that information more quickly.

5. Use capital letters and exclamation points judiciously—if at all.

Putting many words in all caps or bold slows down reading, comprehension, and interest. Lower-case letters have more shape differences than capital letters. Text in lower case is recognized faster than all caps.

6. Ensure readability with a font of at least 14px, line height of 24px, and new paragraphs every 3–4 lines.

Use subheadlines (e.g., H3, H4) to further readability. Use images to break up text. Keep the line width under 600px. Use dark text on a light background.

7. Write copy that answers every user question, even if it’s long.

Uninterested readers won’t buy no matter how short or long you make your copy. Readers can always skip parts of your sales copy and click purchase, once they have the information they need. If readers read through the whole thing and still aren’t convinced or have questions, however, you have a problem.