Copywriter's Lab

Don’t like sales copy? You just don’t know how to write it. Using the structure of a sales copy as an example, I’ll show you how it works—how to write copy that will sell your business.

Why are sales texts needed?

Sales texts are not “aggressive” phrases or manipulations. They are structured texts that help a person understand what you are offering, who it is for, why they need it, and what to do next.

This structure is used in various formats and channels — wherever it is important for a business not to simply inform, but to explain the value and encourage action.

Most often, conversion texts are used in the following materials:

• Landing pages — single-page sites created with one specific goal: to receive an application, sale, or registration. Here, the text works as a consistent dialogue with the visitor: from the problem to the solution and action.
• Website pages — home, service pages, “About us.” Even if a person is not ready to buy right away, the text should answer their questions and dispel doubts.
• Printed products — booklets, presentations, marketing kits. Here, the structure of the sales text helps to quickly convey the essence of the offer and leave the right impression after the first contact.

In all these formats, the sales copy performs the same tasks: explains the value, focuses attention on the audience’s needs, and leads the reader to the logical next step.

That is why it is not “beautiful presentation” that is important, but a clear and proven structure, which will be discussed below.

5 essential blocks of a sales copy

One of the most popular masterclasses I conduct online and offline is “Copywriting: A User’s Guide. How to Write Copy That Sells Your Business.” In the masterclass, I discuss the five essential blocks of a sales copy that help make it persuasive. 

Here are the blocks we’ll discuss now:

1. A headline that highlights the target audience’s problem
2. The solution (your strong offer)
3. The benefits of your product
4. Evidence explaining why they should choose you
5. Call to action

This article isn’t a summary of a 90-minute presentation, but rather a set of points to help you navigate sales copy.

What a headline shouldn’t be

The reader’s introduction to a sales copy, and sometimes even to your company as a whole, begins with the headline. The headline is the deciding factor in the entire text. A potential client will either read on or immediately move on to another website.

Are you used to calling your texts “About the Company,” “Services,” “Commercial Offer,” or “Hello, Ladies and Gentlemen”? I have to disappoint you—these aren’t sales headlines. At best, they’re menu items unlikely to appear in the text, given their abundance on various websites.

To draw the reader into the text, use at least one of these approaches in your headlines:

• show the client’s problem,
• name the solution to the problem,
• display the key benefit they will receive.

An offer you can’t refuse

A unique selling proposition, an offer, or the unique selling proposition – copywriters and marketers call it by many names. Terms are irrelevant; what matters is that it exists. Moreover, you need to look for a unique selling proposition (USP) not at the moment of writing the text but at the moment of creating a business, product, or service, and then communicate it in every possible way, including through an offer in the sales copy.

Now, answer yourself honestly: what makes you better than the rest? After all, if you’ve decided to create it, then you’re better than all your competitors in some way. Just don’t use those “dynamically developing companies.” Only specifics, only hardcore.

A few hints about what this might be for non-unique products/services:

• price is the simplest, but not the best solution, unless it’s supported, for example, by cheaper production; dumping at a loss all the time won’t work;
• fulfillment or delivery times;
• the unique experience of the company’s employees that influences the product;
• or even a special quality that benefits your potential customers, something your competitors haven’t yet mentioned.

(Example of the sales copy from my portfolio)

 

Benefits

Benefits are the specific advantages of your product/service, described in terms of how it will benefit your potential client. To save time on explanations, I’ll give examples; I think it will make everything clear.

Example for B2B business (SaaS):

Feature → Benefit → Result

• Feature: AI-powered email personalization engine
• Benefit: Automatically tailor each message to the recipient’s behavior, preferences, and stage in the funnel
• Result: So your emails feel relevant, get higher open and click rates, and drive more conversions without extra manual work

Example for B2C business (eCommerce):

Feature → Benefit → Result

• Feature: Noise-cancelling wireless headphones
• Benefit: Block out background noise and enjoy clear, immersive sound wherever you are
• Result: So you can focus, relax, or work without distractions — whether you’re commuting, traveling, or at home

Consolidate this information into a short paragraph, and your benefit, along with its justification, is ready.

How will you prove it? Why you?

That’s the mindset your potential clients have when reading a sales copy that lacks evidence of the advantages and benefits described. And it doesn’t matter how much time you spent crafting a catchy headline, a compelling offer, and describing the benefits in “client language.” No evidence means no trust.

The most popular types of evidence:

• work technology/program/calculations,
• testimonials and case studies,
• our clients,
• company credentials (experience, number of projects, figures),
• guarantees,
• handling objections. 

(Example of the sales copy from my portfolio)

How to end a sales copy to keep a client: The butterfly method

Imagine you want to hold a butterfly in your hands.

What would you do? Make a neat little house with your palms: closed enough to keep it from flying away, but loose enough not to crush it.

The same approach should be taken with the “Call to Action” section of sales copy.

When the copy is finished and you’re ready to move on to the final CTA, look at it carefully and ask yourself the following questions:

• Am I sure I’m not trying to sell them?
• Are there too many promotions and discounts?
• Am I shouting too much—am I repeating the call “Buy from me! Buy from me!” too often, and with what intonation?

And only then call to action, which will be the easiest and most expected for your client, and will help you continue communicating with them or sell the product.

Conversely, if by some absurd coincidence you forget to add a call to action to the curse, your butterfly client will flutter away, flapping its wings and not even thinking of contacting you.

Remember: the client is a butterfly in your hands. It must be held, but not crushed.

Look at this structure. Do you really think that this is a steaming? Or maybe just a logical and detailed presentation of information that helps your future clients decide?

P.S. The task of the selling text is to provide information sufficient for making a purchase decision and to convince the person that the purchase meets all the criteria important to a person. Your task is to add all these components to the copy, and it will definitely work then.