Why Awesome Sales Copy Isn’t Enough

by Nov 4, 2016Content Strategy

Why Awesome Sales Copy Isn’t Enough

by | Nov 4, 2016


Sales copy.

There’s a lot of tips, tricks, strategies, pointers, methods, angles, and tactics out there on how to make a sale.

But guess what, it’s really easy to slip from serving your customers down the dark, slimy, creepy-crawly path of manipulation.

At Resound, we believe that marketing is really about making connections between remarkable companies and the people that are already looking for them. (Check out this blog post by David Cosand circa 2013.)

The world is waiting for you to be you. Sales should be about showing off the DNA of your company – the authentic identity that makes you unique.

That’s what helps you position in relation to competitors.

That’s what makes customers identify you as the right choice for them.

Values & Sales

Now, I can almost hear the chorus, “That ideology sounds nice…but how do we move the numbers? We’re a business! How are we supposed to make sales?”

Okay, take a breath.

This doesn’t mean that you can’t make sales. It doesn’t mean you don’t have great calls-to-action, and it doesn’t mean that your website has no sales page.

Yes, you want repeat customers, but why will people come back? Because they think you’re remarkable, and you fit their needs. There’s a balance – a link between ideology and practicality (and believe me…I’m all about practicality).

The Link

Are you ready for this? Here’s the link:

Consider your customers.


That’s it, plain and simple. In the same way that customers don’t want a sale shoved down their throat, they don’t want to aimlessly wander your website for hours wondering what to do. That’s not a good experience for them, is it? Ain’t nobody got time for that.

They need to get to know you. They also want you to make their experience easy. So ask for the sale! They’re expecting you to do it.

You can do both. Keep the needs of your customers in mind through your whole strategy.

It’s just good manners.

When Sales Get Pushy

Some people put such a high priority on making the sale that they place no value on being authentic and attractive. There’s no engaging story, and no attraction factor. Sure you might make the sale…once. But if customers aren’t delighted by the experience, they’re not coming back (well they might…but only if your product is laced with crack).

As a consumer, I love getting lost in a company’s world. What does it look like? What does it sound like? Where did it start and where is it going? What are they passionate about? What kind of person will I be in relation to them? Is this a story I want to be a part of? (For example, I love brands like Chipotle, In-n-Out, and MOO.)

I have the dignity of making a purchasing decision on my own time after researching the company and feeling respected through the process.

It’s incredibly arrogant for a company to just start preaching like they know me – even in an attempt to “meet me where I’m at.”

We don’t like people like that: people that don’t listen, who tell you everything they think you want to hear. People who think they know you when they’ve never spoken to you before in their life. People who are calculating their behavior and their words in order to sell you.

If you’re only worried about making the sale (not authentically finding the right fit), your customer experience will be boring. It’s just more sales copy in a huge wide world of sales copy. And, forgive me, your sales copy isn’t as clever as you think it is.
Your customer can tell you’re trying to sell them. They want to know what you believe and where you’re coming from before they’re going to take their credit card out. But too much sales copy says, “We don’t care about you…we don’t care about anything…just buy our stuff.”


You can’t make a tribe out of sales copy. People can’t be a part of a movement if the only movement is them making a purchase.

Now, there is a place for sales copy. It’s for the place in the relationship where they’re ready to take the next step. Don’t leave them wondering, “Well what do I do now?” Make it clear.

Customers Can Tell

As a marketer, I can appreciate when I’m being persuaded. I love a good argument, and I love an argument that doesn’t even have to be made because I’m already convinced. I appreciate a good sales campaign, and will likely go out of my way to support it.

However, I very much dislike what feels like a desperate grab at my attention/wallet from companies that can’t reach me where I’m at in a creative way. I’m almost insulted: “You really thought I’m dumb enough for that to work on me?”

We have got to remember that our customers are people…not data points.

People are not sheep. Now, marketing can clearly influence. Of course it can. With that influence, we build up our credibility, the reasons you should buy us over someone else, and that is how we make a sale.

– Gary Vaynerchuk, Speaker

Instead of convincing people who are opposed to your message, spend your time finding people who are already predisposed to it.”

– Chris Guillebeau

Attract and promote. What’s attractive about your business? Why should people partner with you? Do you have a mission (besides making money)? How are you trying to change the world?

Tell us that.

Resound Newsletter

Get more industry-leading branding and marketing insights like this delivered to you monthly.

Our Book Is Here!

Unlock the power of authentic branding to become a better marketer and business owner.

Latest Posts

The Key to a Smooth Branding Experience

You’ve decided to pull the trigger and invest in your brand, setting aside the budget and time needed to get things rolling. Your workshop is scheduled and you’re getting excited about the future. Or maybe you’re nervous about the investment and the process. Here are...

The Simplest B2B Funnel Strategy to Get Started

In B2B marketing, we're often supporting business development funnels. Basically, we're sending traffic to sales. Those are different from B2C funnels in that we're not trying to get people to buy. Instead, we're trying to get people to get into a conversation that...

Can Authentic Brands Be Canceled?

Last month, I wrote about how authentic brands that last and endure build a loyal community. This month, I’m tackling a logical, highly relevant follow-up question. Given the polarization that’s put everyone in our country under increasing pressure to take sides, can...

Don’t Improve Your Marketing Processes (Let Your Team Do It)

With the right marketing team, and clear process improvement objectives, you can change the entire culture of your organization and get a ton done…if you know how to ask questions. Many of us are doers or at least planners. We know how to get things moving. And hiring...

To Build an Enduring B2B Brand, Start Small

A strong, healthy B2B brand builds a community.  If a B2B brand is serving customers well and consistently, and guiding its employees with a strong vision, then its community will see the B2B brand through ups, downs, and adaptations to a changing marketplace. Of...

Brand Foundations Course

How to Unlock Your Remarkable Brand

Discover Your Brand Values, Brand Personality and Brand Story to get you and your team thinking about what your authentic brand is and how to manifest it.

Brand Webinars

Learn how to develop your brand’s foundation to get a competitive edge.

Unlock Your Remarkable Brand

Want to build unlock your remarkable brand and lasting relationships, but aren’t sure where to start? Set up a call and talk about it with Mike.

Your organization is remarkable – now start acting like it.

Our new book, You Are Remarkable, helps businesses and organizations unlock their authentic, genuine, real brand identities and express them effectively to their customers.