5 tips for creating copy for sales

Sales copy is text that aims to convert leads. Follow the content and see the main formulas used in this approach and tips to boost the conversion of your business.

Articles, texts, posts… Quality and well-written content is fundamental in digital marketing strategies.

At the top and middle of the sales funnel, these materials aim to attract and educate leads throughout their buying journey. At the bottom of the funnel stage, the strategy should use more direct, engaging lessons that can influence the purchasing decision.

This is where sales copy comes in, a format to convince potential customers to close the deal. Clear messages are designed with a strategy that follows good copywriting practices.

What is sales copy?

Copywriting is a technique that focuses on persuading and converting. In other words, a text is created to sell a product or service to a potential customer.

In practical terms, sales copy is an approach that companies use to show everything that their solutions provide.

Every day, we receive these messages in ads on social networks, in emails and in offline advertisements, such as banners and brochures. Sales copy is part of our daily lives, whether we realize it or not.

In digital marketing, this technique won the favor of writers and became essential for convincing these leads and converting them into consumers.

Why is it necessary to develop copy for sales?

A brand that only shows its products to one person won’t generate revenue because its efforts don’t involve something fundamental: sales.

This is why conversion becomes so important during a person’s purchasing journey. Through this the company converts the lead into a real consumer.

But for that to happen, you need a gentle effort in the right direction, and that’s where sales copy comes in. The purpose of this writing method is to persuade that person with messages written primarily for them.

With the right messages, the public is encouraged to purchase because these messages show exactly what they need to see about the brand and its solutions.

Also read: Connected Retail: Why brand makers integrate online sales

Most commonly used formulas in sales copy

The conversion-oriented writing methodology has derived some formulas that help produce text that makes sense to the reader and fulfills its primary purpose: selling.

Check out some of the main formulas that are part of copywriting:


AIDA is one of the most well-known methods when it comes to sales copy. This is because its structure follows key points that grab the reader’s attention and show exactly what they should do.

The acronym stands for:

  • Note: With so much information available to the user at all times, the text must first capture their attention in a direct and thought-provoking manner;
  • Interest: Starting with attention, it is time to gain interest so that the person continues reading till the end;
  • Desire: What does this person gain from reading this message and consuming this product? Why should he choose your brand? This is where it should be shown what makes the company worth selecting this lead;
  • Action: After all these steps, it’s time for the call to action (CTA). This is where the coordinates should be to show the lead what they should do next.


In the original English acronym, Problem-Agitate-Solve, PAS is a sales copy formula based on the steps of “problems”, “agitation” and “solutions”.

  • Problem: Identify the problem the product or service solves, identify with the public’s problems;
  • Agitation: Find out the consequences that may give rise to, provoke and intensify the problem;
  • Solution: Propose a liberating solution to eliminate the problem and all its negative effects.


FAB is an approach that directly reflects the product’s features, the benefits it provides, and its benefits. Thought provoking, isn’t it?

Learn what the acronym means and how to put it into action:

  • Features: Product features should be clear and detailed as they should serve as the basis for the next step;
  • Benefits: When presenting benefits, the company should be honest and transparent, showing how its solutions solve the lead’s needs;
  • Benefits: The benefits of the product are highlighted so the lead can understand exactly how their needs will be met and why they should trust the company and buy its solutions.


BAB is an approach that creates a short story that shows the lead which path to take to meet their needs and what the benefits of doing so are.

Check the meaning of acronym:

  • Before: First refers to the reader’s problem, need, or desire;
  • Afterword: Afterword, the solution to the problem or fulfillment of the desire is presented;
  • Bridge: The bridge, or path, is the way this reader will get to your destination; This is where the company’s solution is presented.


Finally, we have a model with the ideal structure to capture the reader’s attention through the mental trigger of urgency.

See the 4U approach:

  • Practical: It is necessary to show how the company’s solution can solve the reader’s need;
  • Urgent: It is necessary to create a sense of urgency so that the lead makes a purchasing decision more quickly so that no opportunity is missed;
  • Unique: By showing the benefits and advantages of the solution, the company ensures that readers understand how its product is unique and can help them;
  • Very specific: Getting straight to the point and being clear saves leads time and allows them to make decisions more quickly.

Also read: Experience Marketing: How to Implement It in Your Sales Strategy?