Advertising Copy That Works Through to the Final Sale Part 3

Posted on May 12, 2011 by Sara Hassler,, Resource Development Manager No Comments

One of the main differences between Hard-selling and Soft-selling is how buyers are made to feel during the process of deciding if they will make a purchase. Sales professionals who work to build a relationship with their prospective buyers are more likely to close a deal. These all important relationships are created through the use of the Soft-Selling methods.  

By taking a close look at how the Hard-sell doesn’t work and how well Soft-selling works, sales and marketing professionals can take this information and apply it to how they write sales copy, work on ad campaigns and approach clients in their sales efforts.

Here are a few great points to remember when working on creative materials that involve sales copy:

1. Buyers need to find a reason to make a purchase.

Hard-selling does not allow any time to explain the benefits of the product or service. A sales person that is Hard-selling is using features to sell their product or service and not the benefits of the product/service. Benefits are what tells a customer that they should buy. There is only one question in the mind of any buyer — “What’s in it for me?” Hard-selling doesn’t answer this question for the buyer and as a result sales are usually lost.

Creative marketing copy should always include both features and benefits. Features will explain the product or service and by listing the benefits, buyers will know why they need the product/service.

2. Build a positive rapport with prospective buyers.

By building a relationship with a buyer a company or salesperson builds confidence in a buyer. When buyers have confidence they are likely to make a purchase on the first product or service and will also be encouraged to continue to buy more products and services. Hard-selling doesn’t build this rapport. If there is not a positive relationship initial sales and future sales are lost.

Creative staff can build rapport into their sales copy by helping potential buyers feel confident about the product or service they are promoting. Copy that builds confidence can be, proving how long a company has been in business and/or offering customer testimonials that promote the same products or services being sold. Story-telling or giving the background of how the company was founded or how a product or service was created is a great way to build a relationship with a potential buyer.

We welcome new ideas and you might inspire us for our next blog post! Share your thoughts and tips by posting comments for us. Thanks for reading!

By Sara Hassler

Resource Development Manager

Photographic Credit: jscreationzs /

If you enjoyed this post, please consider leaving a comment or subscribing to the RSS feed to have future articles delivered to your feed reader.

Post a Comment

Your email is never published or shared. Required fields are marked *

  1. What is 4 + 10 ?
    Please leave these two fields as-is:
    IMPORTANT! To be able to proceed, you need to solve the following simple math (so we know that you are a human) :-)