Sales Copywriting 101: Write Emails and Messages That Convert
Comprehensive guide to writing sales copy that resonates with prospects and drives action. From subject lines to CTAs, master every element.
Emma has written copy that generated over $20M in B2B sales. She specializes in email sequences, landing pages, and sales scripts that convert.
Table of Contents
Psychology of Persuasive Writing
Psychology of Persuasive Writing
Great sales copy isn't about clever wordplay—it's about understanding human psychology and addressing real needs, fears, and desires.
The 6 Principles of Persuasion
Dr. Robert Cialdini's principles form the foundation of persuasive communication:
- Reciprocity: Give value first, prospects feel obligated to return the favor
- Scarcity: Limited availability increases perceived value
- Authority: Credentials and expertise build trust
- Consistency: People act in ways aligned with past behavior
- Liking: We buy from people we like and relate to
- Social Proof: We follow others' actions, especially similar others
The Pain-Agitate-Solve Framework
This proven structure drives action by making pain visceral:
- Pain: Identify the specific problem they're experiencing
- Agitate: Make them feel the consequences of not solving it
- Solve: Present your solution as the answer
Key Takeaways
- Understand buyer psychology before writing a single word
- Address emotional drivers, then justify with logic
- Use Cialdini's 6 principles to build persuasive messages
- Make pain points specific and relatable
Writing Magnetic Subject Lines
Writing Magnetic Subject Lines
Your subject line has one job: get the email opened. Everything else is secondary.
High-Converting Subject Line Formulas
The Question Hook:
"Are you struggling with [specific problem]?"
"How are you currently handling [challenge]?"
The Curiosity Gap:
"The [number] mistake most [role] make"
"What [similar company] did to achieve [result]"
The Social Proof:
"How [company name] increased [metric] by [number]%"
"[Number] [job titles] are switching to [solution]"
The Direct Value:
"[Benefit] in [timeframe]"
"Quick win for [their goal]"
Key Takeaways
- Subject lines should create curiosity without clickbait
- Keep under 50 characters for mobile optimization
- Test different formulas for different audience segments
- Avoid spam triggers: free, guarantee, act now
❌ Bad Examples
- ❌ "Check this out"
- ❌ "Important information"
- ❌ "FREE TRIAL - LIMITED TIME"
- ❌ "You won't believe this"
✅ Good Examples
- ✅ "How [Company] cut costs by 40%"
- ✅ "Quick question about [their initiative]"
- ✅ "[Mutual connection] recommended I reach out"
- ✅ "Idea for improving [specific metric]"
Crafting Compelling Opens
Crafting Compelling Opens
The first sentence determines whether they read the rest. Make it count.
Opening Line Strategies
The Specific Observation:
"Noticed [Company] just [specific recent event]. Given your focus on [goal], thought you'd be interested in..."
The Pattern Interrupt:
"This might be completely off-base, but..."
"I'll keep this ridiculously short..."
The Common Enemy:
"Most [industry] companies waste budget on [problem]. Here's what [similar company] did differently..."
Key Takeaways
- Skip generic greetings and get to relevance fast
- Reference something specific about them or their company
- Pattern interrupts grab attention in crowded inboxes
- Make the connection between opening and value proposition obvious
The AIDA Framework
The AIDA Framework
AIDA (Attention, Interest, Desire, Action) is the timeless structure for persuasive copy.
Applying AIDA to Sales Emails
Attention: Compelling subject line and opening sentence
Interest: Establish relevance with their specific situation
Desire: Paint picture of life after solving their problem
Action: Clear, low-friction call-to-action
Key Takeaways
- AIDA works for emails, landing pages, and sales scripts
- Each stage should flow naturally into the next
- Don't skip stages or rush to the ask
- Desire is where emotion meets logic
Social Proof That Sells
Social Proof That Sells
Social proof is one of the most powerful persuasion tools. People trust what others do more than what you say.
Types of Effective Social Proof
Specific Results:
"Helped [Company Name] increase [metric] by [number]% in [timeframe]"
Client Logos:
"Working with [recognized brands] on [specific outcome]"
Testimonials:
Direct quotes from customers about specific benefits
Usage Stats:
"[Number] companies use [solution] to solve [problem]"
Key Takeaways
- Specificity makes social proof credible
- Match social proof to prospect's industry or situation
- Numbers and names beat vague claims
- Recent results matter more than old ones
Writing Irresistible CTAs
Writing Irresistible CTAs
Your call-to-action should be the easiest yes they give all day.
High-Converting CTA Patterns
The Question CTA:
"Worth a 15-minute conversation?"
"Open to exploring this?"
The Choice CTA:
"Would Tuesday or Thursday work better?"
"Prefer a call or should I send over a one-pager?"
The Soft Ask:
"If this sounds relevant, happy to share more details"
"Let me know if you'd like to see how this works"
Key Takeaways
- Make next step as easy as possible
- Offer multiple options to increase yes rate
- Question CTAs often outperform commands
- Remove friction and reduce commitment
Power Words and Phrases
Power Words and Phrases
Certain words trigger emotional responses and drive action. Use them strategically.
Trust-Building Words
Proven, certified, guaranteed, verified, authentic, official, tested, results-driven
Urgency Words
Limited, today, now, deadline, ending soon, final chance, last opportunity
Value Words
Free, bonus, exclusive, premium, save, discount, gain, increase, improve
Curiosity Words
Secret, hidden, revealed, discover, unlock, insider, behind-the-scenes
Key Takeaways
- Power words amplify emotional impact
- Don't overuse—sounds salesy and desperate
- Context matters—fit words to your brand voice
- Test different power words to see what resonates
Editing for Clarity and Impact
Editing for Clarity and Impact
First drafts are always too long. Great copy is edited ruthlessly.
The Hemingway Approach
Cut unnecessary words. Use simple language. Write short sentences. Make every word earn its place.
Editing Checklist
- Remove adverbs (really, very, quite, extremely)
- Replace passive voice with active voice
- Cut introductory fluff
- Eliminate jargon and buzzwords
- Use specific numbers instead of vague terms
- Break up long paragraphs
Key Takeaways
- Shorter is almost always better
- Active voice is more engaging than passive
- Read aloud to catch awkward phrasing
- Remove words that don't add value
A/B Testing Your Copy
A/B Testing Your Copy
Never assume you know what works. Test everything systematically.
What to Test
- Subject line length and format
- Opening line approach
- Email length (short vs detailed)
- Social proof placement
- CTA wording and format
- Tone (formal vs casual)
Testing Framework
Test one variable at a time. Send to minimum 100 recipients per variant. Wait 48 hours for results. Document findings. Implement winner. Test next variable.
Key Takeaways
- Test one element at a time for clear results
- Small improvements compound over time
- What works in one industry may not work in another
- Keep a testing log to identify patterns
Frequently Asked Questions
How long should a cold email be?
Aim for 75-150 words. Long enough to establish credibility and value, short enough to read in 30 seconds. Test longer vs shorter for your audience.
Should I use humor in sales copy?
Humor can work but is risky. It depends on your brand, audience, and relationship stage. Generally safer to be professional and personable than funny.
How much personalization is enough?
At minimum: their name, company, and one specific reference point. Ideal: 2-3 personalized elements that show genuine research. Quality over quantity.
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