Compelling copy is *EXACTLY* what your sales page needs
Compelling is one of the 4cs of my signature Smooth(ie) Sales Pages formula.
And there’s a reason for that: Emotions sell. End of story.
The more emotion you feel, the more connected you feel to a story, to a person, to a brand, to a product.
Making your copy more compelling doesn’t mean you have to make your prospects feel shitty about themselves though.
It just means you have to make something interesting to them. How can you get people to react? How can you get them to take notice? How can you make them feel?
You might be wondering what compelling even means.
(The Power of Christ compels you! The Power of Christ compels you!)
I mean, the legit definition is “forceful,” “demanding attention,” or “convincing,” according to good ol’ Merriam Webster.
I don’t love those first two because they have a sorta negative connotation, and we definitely don’t want to focus on anything negative here. Good vibes only, thank you very much.
So think of it this way instead: Something that’s compelling grabs your attention and won’t let go. It makes you a total believer and has you nodding in eager agreement. It makes you feel like you absolutely MUST do something.
But it really just means it makes people feel something. It makes people want to do something. It makes people want to take action. (Kinda like I feel compelled to make my third smoothie of the day because it’s too hot to cook anything. The heat and how it’s making me feel COMPELS me to be lazy and resort to an easy AF solution. Ahhh, blended nourishment.)
Other words with similar meanings ‘cuz I wanna geek out on this for just a moment: absorbing, captivating, convincing, enthralling, exciting, fascinating, gripping, irresistible, persuasive, powerful.
I like those words. So much more positive, don’t you think?
You probably already guessed that one of the easiest ways to make your copy more compelling is work some emotion in there.
Seriously, emotion is easy for people in the health and wellness space. Even if you don’t think it is.
You might think emotion is a sneaky sales tactic. Like greeting card companies getting you all weepy and worked up over a made-up holiday and somehow making you feel guilty for not sending your grandma a card for Elephant Appreciation Day.
Or you might think emotion has no place when you’re talking about someone’s health. Like, just the facts, ma’am.
Well, friend, I’d argue that it has a reserved parking spot when you’re talking about someone’s health. Because we get stressed out about our health. We get worried about our health. We get angry. We get sad. We get frustrated. We get pissed off. We get depressed. We get excited. We get hopeful. We get happy.
So. Many. Emotions.
And let’s be honest. It’s not like you’re selling accounting services or something super dry.
Okay, I picked on accounting because I HATE numbers and think they’re boring. I actually know some badass accountants out there making numbers fun and sexy and emotional. Like, holy shit, imagine what kind of swanky ass vacay you can take by saving just an extra $100 a month. Oh yeah, all that relaxation, all that stress melting away, all those responsibilities someone else’s problem for a whole week…
There’s gotta be something drier. Maybe…air conditioning filters. Yeah, air conditioning filters.
Now that I’ve convinced you of emotion’s rightful place in your copy, let’s talk about the HOW. Here are some places you can infuse some emotion to make your sales page (or any piece of copy, honestly) more compelling.
If there’s not a better place to slap some emotion, smack my ass and call me Sally. Errr…right.
Your headline is the first thing people see when they land on your sales page. It’s your first chance to grab their attention and to pull ‘em in.
Why not lead with some emotion?
Think about the benefit of your offer or service. What’s a result that’s gonna give your client alllll the feels?
Or…what emotion are they experiencing right now? And what emotion CAN they be experiencing?
Maybe you help busy, stressed out moms sleep better by creating relaxing bedtime routines.
What if your headline was something like “Sleep like a baby tonight?” Or “Unwind your mind so you can finally sleep.” Perhaps “Go from crazy to cozy with a simple bedtime routine.”
Hitting ‘em with some emotion right away – especially the RIGHT emotion – will compel them to keep reading.
The dreaded before
You’re pretty well acquainted with how frustrated your client is before they work with you. That’s why you do what you do – to help them feel less stuck.
Think about all the emotions your clients have ever shared with you. Maybe they didn’t say the actual words.
But how were they feeling, for example, when they were so stressed out they couldn’t sleep and they were lying in bed staring at the ceiling, counting the revolutions of the ceiling fan, and checking the time on their cell phone and realizing they’d listened to their sleep meditation six times already so they started counting the hours until their alarm was going to go off, even though they were pretty sure they’d be awake and wouldn’t need an alarm anyway?
Even though there’s really only a couple of “emotion” words in there, that paints a pretty compelling picture. It’s something your client can imagine. Something they can relate to.
Make sure that your client can SEE themselves in your copy. Whether’s that by expressing the actual emotions they’re feeling or showing them how they’re feeling, making them feel like you’re reading their mind makes your copy ridiculously persuasive.
The awesome after
Okay, it might not be as easy to put yourself in the “after” shoes, but if you’ve worked with clients, you’ve probably got some emails or some testimonials or maybe even some texts from them raving about how amazing you were to work with.
What do those emails say? Can you read in to the emotion behind the words? Are they expressing relief? Excitement? Are they feeling beyond thrilled and so ecstatic that they slept for eight hours that they can’t even?
Checking in with your clients and mirroring back what they’ve already told you is, of course, a stellar way to get to the heart of the after.
But…what if you haven’t worked with clients just yet?
Think about your ideal client. Think about yourself. Ask yourself how you were feeling when you solved this problem for yourself or for a family member. (Because most of us use ourselves as test cases and teach what we most needed help with once upon a time.)
What major emotions did you unlock? What awesome benefits did you experience?
Maybe you felt so totally rested after you implemented your bedtime routine you were about 15 times more productive the next day. Maybe you were a little more patient with your SO. Maybe you were so energized you started working out and felt EVEN MORE energized.
Show your clients what life looks like for them after you work together, and they’ll actually be stoked and excited to start spraying lavender on their pillow.
Still a little stumped?
Here are a few ways to find some customer emotions (I’ll be writing a much more in-depth post on this in the future so make sure you’re on the list to get notified when that post goes live!):
Amazon book reviews – Scope out some of the bestsellers that address the problem you help your clients with. What are people saying? What did the book help them do that they couldn’t do before and how do they feel now?
Blog comments – Spend some time lurking on blogs that your clients are reading. Check out the posts that relate to your offer to see what people are talking about.
Facebook groups – A veritable gold mind, my friend. If you’re looking in the right place. Search for posts about your topic to find a bunch of comments you can totally copy and paste right in to your copy.
Your call to action
Let’s do away with the tried and true “Sign me up” buttons, yes?
Why the hell should I sign up? What does signing up really do for me?
Let’s spruce those calls to action up with some freakin’ emotion, yo! Something your clients will respond to and think, “Yes, yes, that’s exactly what I need!”
What if your button said, “Put me to sleep!” That’s a fun play on words that’s clear and compelling. Or “I’m tired of feeling tired!”
Maybe your text says something simple like, “Ready to fall asleep and stay asleep without any drugs or weird seance rituals? Your personalized bedtime routine will have you dreaming before your head even hits the pillow."
Have some fun with your call to action. Make it emotional. Make it grab their attention. Make it say something the reader might say as they’re actually signing up for your offer.
(Sure, sure, someone might actually say, “Sign me up!” There’s totally a place for that. But if you’re out to make your sales page as compelling as possible, your call to action is a great option to pile on some emotion.)
The packaged goods
When you’re telling your peeps what they’re gonna get, are you just telling them what they’re gonna get?
Or are you telling them WHY what they’re getting is so freakin’ awesome they really, really, really need it to solve all their sleep problems once and for all?
Okay, maybe you’re not using those words exactly, but you’re being so specific about the benefits of each part of your package or offer or service and creating a compelling story about why they need it.
Think about it: What’s more enticing? A one-on-one call? Or a 100% private audience with your personal sleep coach with the spotlight totally on you so you know every part of your bedtime routine is completely customized and designed to get you asleep faster than when you listen to sports talk radio?
I don’t know about you, but I kinda relate to that second one a whole hell of a lot more.
Every component of your offer should have a benefit or a result that makes your client raise their hand and go, “Yes! Me! That will totally help me!”
Nothing is less compelling than a straight-up list of stuff: two coaching calls, email support, a workbook, relaxation meditations. Bo-ring.
How can you make that stuff more exciting? More focused on your client and what they’re hoping for?
Here’s your next step: Spend a few minutes reading through your sales page. Does it sound compelling to you? Would you sign up? If not, where can you add in some more emotion? Take 10 minutes and spruce up one of these sections. And don’t worry – you can always go back and add more or tweak things as you get more and more comfortable infusing emotion in to your copy.
And, if you’d like to learn more about what makes copy compelling, have you seen Smooth(ie) Sales Pages? In this (totally free) live class, I teach you my 4Cs framework (that one I mentioned at the beginning of this post) and help you better understand what makes a sales page compelling and what makes it fall a little bit flat. I’m purposefully keeping the class small so there’s the opportunity for individual feedback so definitely grab your spot now!