Authentic vs. Arsehole: How to Write Sales Copy that People Like

Top-7 tips for writing authentic copy that sells

Selling is never easy. For most of us, it feels uncomfortable to try to get someone to buy something. 

I totally get it. I feel this way sometimes. And it’s a hangup for a lot of my clients as well.

But I’ll let you in on a secret: 

There’s a way to craft engaging copy that sells, whilst also feeling aligned with the selling process and knowing that you’re providing a lot of value in exchange for money.

Sales make the world go ‘round! There’s no way to avoid them if you’re in business.

But there is a fine line between being authentic and being perceived as a sleazy, salesy arsehole.

Nobody wants to feel like they’re being manipulated or pressured into buying something they don’t need or want.

But—at the same time—effective sales copy should compel people to take action.

So how do you strike that delicate balance?

How do you write sales copy that people genuinely like and want to engage with and buy from?

I’ll break it down for you... 

Why is authentic copy important?

Authenticity is the foundation of effective communication, especially in sales. 

People are more and more wary these days of traditional sales tactics that feel manipulative or insincere. 

It’s the 21st century. We’re used to the internet and constantly being bombarded with marketing. 

We know the tricks.

We crave authenticity and transparency from the brands we interact with. And—when we see it—we’re immediately refreshed and ready to support those brands.

When your sales copy is authentic, it shows sincerity and integrity. 

It shows that you actually believe in the value of your product or service and that you're focused on meeting the needs of your customers rather than just making a sale. 

Authenticity nurtures trust, and trust is essential for building long-term relationships with your audience.

Signs of arsehole copy

On the flip side, an arsehole approach to sales copy is characterised by pushiness, dishonesty, and a lack of consideration for the customer's needs. 

Arsehole copywriters prioritise their own agenda over the wellbeing of their audience, resorting to manipulative tactics to close the deal.

Some common signs of an arsehole approach include:

• Exaggerated Claims: Making bold promises or exaggerating the benefits of your product or service beyond what's realistic.

• Aggressive Language: Using aggressive or confrontational language to pressure people into buying.

• Manipulative Tactics: Employing psychological tricks or manipulative techniques to exploit people's emotions or insecurities.

• Lack of Transparency: Hiding important details or misleading customers about pricing, terms, or conditions.

These are all things that you know when you see them. Maybe you can’t put your finger on it, but you’ll get the ick when these come up in sales copy.

You’ll feel the sale of it all.

How to write authentic sales copy

But there’s a way to do it right.

We can’t get away from marketing and sales. We need to sell to run our businesses. 

So now that we've outlined what not to do, let's focus on how to write sales copy that strikes the right balance of authenticity and effectiveness. 

Here are some strategies to help you craft copy that people genuinely like.

1. Know your audience

The key to any successful sales copy is a deep understanding of your target audience. 

Take the time to research and empathise with your customers. 

What are their pain points, desires, and motivations? 

What do they actually need and want in their lives?

How is what you’re selling going to meet their needs and wants?

Tailor your messaging to resonate with them on a genuine level.

And try to focus on the benefits, rather than the pain points (coz let's face it, there's enough crap in the world without rubbing it in people's faces).

2. Focus on benefits, not features

Instead of just listing the features of your product or service, emphasise the benefits and outcomes that matter most to your audience. 

How will your offering improve their lives or solve their problems? 

Paint a vivid picture of the transformation they can expect, not just the bells and whistles that make up the product. 

They want to know how your product will make their lives better, not the nuts and bolts of how it’s put together.

This is where storytelling is KEY.

If you can interweave these benefits into a story that resonates with your audience... winner, winner, chicken dinner!

I actually have a masterclass that helps you do just that, as well as giving you tons of content - check it out here.

3. Use authentic language

Choose words and phrases that feel genuine and relatable to your audience. 

Avoid corporate jargon or overly salesy language that can come across as insincere. 

This includes talking up your project and services too much. 

Speak to your customers as if you were having a conversation with a friend, using language that resonates with their values and concerns.

4. Provide social proof

This part is HUGE in these days of social media and constant connection.

Think about it: everyone has something to sell online, so we tend to buy the things we’ve been influenced to buy by those we trust, whether that’s from an influencer we’ve followed for years or friends who recommend stuff to us.

Include testimonials, case studies, or reviews from satisfied customers to build credibility and trust. 

Social proof is a powerful persuasion tool that demonstrates the real-world impact of your product or service.

And it sets you apart from cheap products that are being pumped out by mass producers.

 5. Be transparent

Be upfront and transparent about what you're offering, including pricing, terms, and any limitations or restrictions. 

We all know how selling works these days. We’re so ready to look for the hidden costs and the catch.

When you give all the information upfront, even if it’s a massive price tag, people are more willing to buy.

Think about it this way: would you be more willing to buy something with a price right there on the page, or would you be more willing to book a call to find out a price?

Of course, this isn’t going to be the case with service providers. It can be a great practice to connect with a client and discuss possibilities before deciding to work together.

But if you have a packaged product, post that price on your website.

Transparency breeds trust, and trust is essential for fostering lasting relationships with your customers.

6. Offer value first

Instead of leading with a hard sell, focus on providing value to your audience upfront. 

Offer helpful resources, educational content, or free trials that demonstrate your expertise and build goodwill. 

When people perceive you as genuinely helpful, they'll be more receptive to your sales messages.

Be careful here, though.

A lot of business owners fall into the trap of providing too much free value and then providing nothing new when the customer actually buys.

Give away tasters, but keep the full meal for paying customers.

7. Respect your audience

Avoid using manipulative tactics or pressure techniques to coerce people into buying. 

Respect your audience's autonomy and empower them to make informed decisions that are right for them. 

Trust them to know what’s right for them instead of running around in circles convincing them to buy from you.

A customer who feels respected and empowered is more likely to become a loyal advocate for your brand.

Why should you write authentic copy?

Simply put, authentic copy sells better.

And it also brings in better clients.

Plus, it allows you to build deep, long-term relationships with customers who will come back for more. 

And that’s way better for your business than a bunch of quick, one-time sales. 

Striking the balance between authentic sales copy and arsehole copy can be tough, but professional copywriters have the system down.

If you’re ready to take that balancing act off your plate, let’s connect. Click here to get in touch.