Grab your FREE copy
of our new ebook.

Fill in your details and we'll send you our free ebook


How to Write Copy That Sells

Posted on 04/21/2014 by Adam Roth

Here at CFO Advisory, we can offer the best business advice and guidance via the expertise of our Business Consultants, Marketing Consultants or Business Advisors. However, there is a skill each business owner should develop, and that is written communication. Copywriting can enhance your website or business sales to such an extent that we have decided to help you hone this ability.The following tips for writing persuasive copy can be applied to both online and offline businesses. There are a few subtle differences, but the basic principles are the same.

How to Write Copy That Sells

Benefits Rather Than Features

Most businesses fail to appreciate the difference between these notions, so it is necessary to illustrate it. If you are selling an orange, there are two approaches: Features:

  • It is edible
  • It is orange colour
  • It contains Vitamin C
  • It is round with dimpled skin


  • It is  low-calorie fruit that provides plenty of nutrients that nourish your body.
  • It is delicious and it gives you an instant energy boost.
  • It is practical for transport and it doesn’t spoil fast.

Benefits show potential customers how they can profit from the features of a product or service. Writing about benefits is far more compelling and increases the chances of prospects making further enquiries or even purchases. It is also essential to know how and where to place the benefits in your copywriting. Here are some examples:

  • Place them in your headings and subheadings
  • Write about them early in your copy
  • List them in bullet points
  • State your benefits just before your call to action
  • Spread them throughout your copy

Headings & Subheadings

The beginning is always crucial. Your heading is what the readers see first and it can make or break your copy. A bad heading will deter readers. It takes very little time to write a good one and there are proven formulas such as the ” How to…” headings. Today’s online offer is vast. People are constantly being exposed to information, therefore, subheadings are invaluable, because they enable people to quickly scan through written content.

The Miscellaneous 7 

1. Produce copy that is conversational in tone and easy to read. You shouldn’t use jargon, unless your prospects expect you to.

2. One thought per sentence will be much easier to follow by your readers.

3. Don’t crowd the page! It is absolutely vital to keep it light and showing white or blank space. This also makes your copy easier to read.

4. Use short paragraphs, approximately 3-4 lines long.

5. Use bullet points because they:

  • attract attention
  • make the page more interesting to look at
  • are a great way to sum up information
  • increase response

6. Use facts and figures. They give your content credibility.

7. Don’t forget to test your copy and all its elements for effect.

Our goal at CFO Advisory is to help your business do well, so use our know-how and these proven techniques to write persuasive copy.

Share Button

Grab your FREE copy
of our new ebook.

Fill in your details and we’ll send you our free book


Matt Jenson of MJ Bale

Stephen Giderson of JimJam

more testimonials


Our money back guarantee

We guarantee that if you accept and follow our advice your business will increase in value by at least 10% each year, otherwise we will refund to you the difference between the increase in valuation of your business and our fees for the year.

In addition, if you are not happy with our services provided in any given month, you can tell us within the month and you decide our fee that month.