Thinking you would like a steady, stress-free, automated sales process for your business?
Approximately 96% of visitors that come to your website are not ready to buy. So, you want to put the right message in front of the right people at the right time.
To complement the beautiful pages that are designed to walk your traffic through each step of the sales process, you need copy that grabs attention and sells your product through marketing funnels.
A marketing sales funnel is the best way to acquire, nurture and convert leads, whether you are a new business or want to grow your client base.
What is a sales funnel?
A sales funnel is a marketing concept that describes the process through which you take your customers closer to buying or accepting your offer.
With a sales funnel, you anticipate the actions your customers take at every stage of the buying cycle. This helps you design marketing actions to do the selling for you --- blogposts, ads, automated emails, landing pages, etc.
Many might not realize it, but they are making purchases because of sales funnels … from info products, services, and physical products that you find everywhere.
Types of Sales Funnels
There are different types of sales funnels from service package funnels to physical product funnels.
Each sales funnel has a specific purpose, and you can build any of these in a couple of hours with help from sales experts.
You can always mix and combine multiple types of sales funnels together to match your marketing needs. Here is a small list of funnel types:
· Lead Magnet Funnel
· Sales Letter Funnel
· Free Sample Funnel
· Membership Funnel
· Survey Funnel
· Video Sales Letter Funnel
· Product Launch Funnel
Here is an example of a marketing funnel structure that converts your traffic into customers:
1. Traffic: Ads, referrals, blog, PR, organic search
2. Homepage: Plenty of social proof, a CTA – to sign up for a free trial
3. Pricing page: Package price comparison on a landing page
Marketing Funnel Copywriting
The most important thing that you need to get right before launching your marketing funnel... is your Sales Funnel COPYWRITING.
Your copy has the power to double or triple your profits with nearly the same amount of effort you would be putting otherwise….
Sales funnel copywriting is the art of creating words that capture your potential customer and lead them through the funnel.
Good copy encourages prospects to follow you on social media or share their email addresses and eventually turn them into long-term customers for your business.
When hiring a copywriter for your sales funnel, it is important to understand that the different stages of a sales funnel call for a different writing approach.
Understanding the Stages of a Sales Funnel
Almost every sales funnel has 4 stages. Good ones have 5!
1. Awareness Stage
This is the entry point to your funnel. Here, your prospects first become aware of your product or service. The entry point might be:
· A Blogpost
· An Advert
· A Google Search
· A Social Media Post
At this stage, copywriting will vary depending on the medium...
With blogposts, copywriting has a focus on SEO, considers visitor’s search intent and uses an authoritative tone and style.
For ads and social media posts, the copy must be irresistible and emphasize the value of your lead magnet --- the download, the newsletter, the free trial, or gift you are offering in exchange for their email address.
2. Interest Stage
Here, your prospects show some sort of interest in your business or in the information you’re sharing. They will decide to follow you on social media or sign up for your trial or a newsletter.
At this stage, the copywriting style changes from attention-grabbing to nurturing by creating interest in your offers and building loyalty toward your brand:
· More Blogposts
· Lead Magnets
· Newsletters
· Product Demonstration Videos
· Testimonials And Reviews
Not all prospects who get to this stage will move onto the next unless their interests are aligned to your offer. So, aim to be detailed, persuasive or educational in your message.
3. Desire Stage
By this stage, your prospects know they are ready to buy or accept your offer. But still, they need more information to compare your offer to your competition’s offer.
They will be looking at your pricing, your product features, benefits they get, and so on.
Stress the scarcity message in your copywriting! You will want to create a sense of urgency with an expiring discount, a limited-time sale, or a sell-out risk in your CTA.
You should also share more social proof to build trust:
· Testimonials
· Case Studies
· Offers
· Guarantees
· Comparison Guides
4. Action Stage
This is the moment of truth.
After the previous stage, the next thing for your prospect to do is simply to buy or accept your offer.
This converts them from leads to customers.
The copywriting at this stage should be to show appreciation to your new customer. They trusted you until this far and you need to show them you appreciate and value them.
· Thank You Page
· Receipt Emails
This will be an opportunity to build a relationship with your customer. You want to make sure they can buy another product then or in the future.
5. Retention Stage
Most businesses leave their customers alone after the sale, ending at the Action stage.
This is a major mistake.
You should maximize on this stage by nurturing the relationships with your newly acquired customers.
Stand out from your competition by making yourself available to your new customers for support and to answer their queries:
· Email Series or Newsletter
· Tutorials
· Instructions
· Customer Support
· Incentives For Referrals & Social Media Shares.
The copywriter’s goal at this point is to make the new client feel like a valued member of your community.
Make sure they are happy with their purchase. Praise your customers as a group, so their association with your brand becomes part of their identity.
Resource : Read this more in-depth explanation of every stage of the funnel.
Conclusion
Sales funnel copywriting is multilayered.
Good copywriters target their messages for different stages of the sales funnel to guide visitors step-by-step through the full sales process. If not, visitors just leave!
Each stage, from creating awareness to following-up with your client, even after they make a purchase, brings distinctive challenges.
Throughout the process, the copywriter must consider the reader’s interests and emotional triggers.
By being customer-oriented and solving needs, your copy turn leads into sales and create a fruitful relationship between you and your prospects.
If you are looking for a good copywriter to write your marketing and sales funnel copy, contact me here.