I'm the main face behind the Buoyant brand. I'm also a wife and mom, a globe-trotting linguaphile, string musician, and mixed-media artist. Enneagram 3 and ENFP.
FOUNDER + ACCESSIBLE WEBSITE STRATEGIST AT BUOYANT
Just because you can write your own sales copy doesn’t mean you should publish it.
Now hear me out, friend. I would love to write your launch copy for you, but I totally get why you would want to do it yourself. You’re a roll-up-your-sleeves kind of girl. You’ve worked ridiculously hard for your money and don’t quite feel ready letting go of it to hire a copywriting pro. I’ve got your back. I’ll show you how to review the copy you’ve already written and make sure it’s going to serve you well.
First and foremost, you need to plop your copy into Google docs (or another collaborative word processing tool) so you can get messy with highlights, comments, and whatnot. If this totally freaks you out and you don’t want to mess up what you started with, you can make a copy and label your docs “v1,” “v2,” and so on. Once you’ve got your copy settled into its new home, your first job is to scan your copy for clarity. If you’ve hung around me long enough, you know I looooooooovvvvvvvvvve some creative language. I never shy away from casual conversational tones or slightly-obnoxious amounts of emojis. However, one of the main questions I ask myself when reviewing is: Is my message clear from top to bottom?
This next task is the absolute hardest for most creatives — one that’s tricky to balance. Once you’ve scanned for clarity, now you’ve gotta scan for conciseness. You might have heard that Google has all the heart-eyes for web page content that is 2200 words or more. Zoinks! It’s true, it’s true, but don’t take that as an invitation to fluff-stuff on your sales pages, okay? You need to write what’s important, add some flavor, and review to cut out any of the irrelevant junk in between. Concise doesn’t mean short or boring, but it does mean intentional. So, in this part, I ask myself: Do all of my sentences have purpose?
You’re more than halfway through! I see this one as an absolute essential for sales copy, but one that 100% of my clients have said they struggled with in the DIY process. Here is where you will review for a compelling theme, storyline, or voice. You want your readers (your dream client) to feel something when they read your words — I’m an Enneagram 4, so I get feelings… You want them to feel the ache of their problem and then see the twinkling-light benefits of your solution (whatever you’re launching). Here is where I ask myself: Will my readers feel what I want them to feel?
You probably don’t struggle with this last step, but we’ll go through it anyway. The last thing we have to do is scan through your copy for credibility. I’m sure your ninth grade English teacher hammered this into your brain well enough, but have you cited your sources and given a link to the source material? If you’ve got that in the bag, then let’s check a few more things. Have you provided a few snippets of social proof, such as client testimonials or casual feedback? Bonus points if you can add some snazzy stats to showcase how you have made an impact for your clients. In this last part of reviewing sales copy, I ask myself: Am I proving credibility?
So now, you’ve got four steps to review your sales copy and get your fancy new service/product/event/empire launched. Writing clear, concise, compelling, and credible sales copy is going to be the key to turning your readers into enthusiastic heck-yes clients. While I totally believe you can do this review with these four steps (and Grammarly, hello!), I am always here for you if you need another set of eyes on your work. Tap here to schedule a copy review consultation, where we’ll dive deep into your sales page and optimize it for conversions. Let’s get booking!
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