When you work in the B2B sector and you want to sell anything online, you need to know how to write sales copy that persuades and converts. Sales copywriting is the art of writing engaging, persuasive content that encourages prospects to make purchasing decisions.

Whether you want them to click a button, fill out a form, or make a purchase, you need it for every stage in the sales funnel.

But what is sales copywriting in the first place? Why do you need it? And how do you write sales copy that gets results?

In this guide, we will show you what makes a good sales copy, what are the best practices and techniques to follow, and what are some examples of successful sales copy in action.

Let’s dive in!

What is Sales Copywriting?

First things first, let’s define what the guide is actually about! Sales copywriting is the art of persuading your prospects to buy your products or services with words.

It’s not just about listing features and benefits, but also about connecting with their emotions and desires.

Sales copywriting can be included in your prospecting emails, website, blog posts, landing pages, and more. It’s all about creating content that makes the reader stop in their tracks and take action.

The idea is to make it easy for your prospects to make a purchase by showing them the value proposition of your product or service.

But, we’re getting ahead of ourselves, before we dive into the specifics, let’s look at why sales copywriting is so important.

Why do you need Sales Copywriting?

Sales copywriting is the backbone of modern sales and marketing. The idea here is to convince your leads to take a specific action.

Just like in our guide about LinkedIn connection messages, here’s why you should absolutely invest resources in sales copywriting:

  • Persuasion at its core: Unlike other forms of writing, sales copywriting is highly persuasive and informative. Effective copywriting is all about understanding the psychology behind what motivates potential customers to take action and how to match their emotions and needs.
  • Compelling sales copy drives sales: Sales copywriting is the key to generating better sales. By crafting messages that resonate with potential customers, businesses can capture their attention and convert them into paying clients, leading to more sales, more leads, and increased revenue.
  • Outshine competition: Sales copywriting allows businesses to stand out from competitors, build credibility, and trust with potential customers. With the right message, copywriting can give your business a competitive edge over companies with similar products and services.
  • Communicate your unique value: Effective sales copywriting allows businesses to articulate their unique value proposition, highlighting how their products or services stand apart from others in the marketplace.
  • Essential for modern marketing strategies: Sales copywriting is an essential component of any successful sales and marketing strategy. Its ability to connect with leads and persuade them to take action makes it a valuable investment for businesses of all sizes.

When you’re in the B2B space, sales copywriting is even more important. It’s what helps you stand out from the competition and build trust with buyers.

We say that, but we understand how hard copywriting is in general. But not with LaGrowthMachine; our ultimate multichannel sales automation tool.

Lucky for you, our feature “Magic Message” utilizes the power of AI to create awesome sales copy in seconds!

We also make sure it is perfectly tailored to your own business by asking you to fill out a couple of questions that allow the tool to really understand your product/service, target persona, and what kind of benefits you are trying to convey.

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We are a team of outreach specialists and we have helped 5000+ companies launch 36000+ multi-channel campaigns. We share our best practices and insights.

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By signing up today, you’ll get a free 14-day trial to test our tool!

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How to write sales copy that actually gets results?

Now that you understand the importance of sales copywriting and how it can help your business, let’s take a look at some techniques you can use to craft compelling messages that get results.

One of the most well-known and used techniques is the AIDA model.

AIDA stands for Attention, Interest, Desire, and Action. It’s a four-step process that helps you craft an effective sales message.

If you’re interested in this specific model, you can read more about it in our blog post “How to Use AIDA with Copywriting to Craft your Messages?”

That said, this is going to be an extremely thorough, step-by-step guide, so hang on tight, and let’s get started!

Step 1: Break down the writing process:

Writing sales copy can seem daunting, especially if you’re not a professional writer. But don’t worry, you don’t have to write a masterpiece in one sitting.

You need to break down the writing process into smaller and more manageable steps that will make it easier for you to write your sales copy:


Before you start writing, you need to research your target audience, your product or service, and your competitors.

  • Who are you trying to reach? 
  • What are their pain points? 
  • How can your product or service solve them?
  • What makes you different from your competitors

These are the questions you should be asking yourself in order to gain insight into who your audience is and how to best craft a message that resonates with them.


After you’ve done your research, you need to outline the main points of your sales copy.

You need to decide what you want to say and how you want to say it.

Structure your sales copy in a logical and persuasive way that guides your prospects from their current situation to their desired outcome.

Include the following elements in your outline:

  • Subject (for Emails or LinkedIn InMails)
  • Introduction
  • Body (features and benefits)
  • A Call-to-Action

1st Draft & Edit:

Once you have your outline ready, you can start writing your first draft!

You don’t have to worry about perfection at this stage. Just focus on getting your ideas on paper and following your outline.

After you’ve finished your first draft, you need to edit it for clarity, accuracy, and impact.

Check for spelling, grammar, punctuation, and formatting errors. Also, make sure that your sales copy is clear, concise, and consistent.

You need to eliminate all the unnecessary fluff. Meaning no more filler words, jargon, or cliches. Basically, any sentences that don’t add value to your message.

Lastly, use active voice, positive language, and specific details to make your sales copy more engaging and convincing.

If you’re a LaGrowthMachine user, you can use the aforementioned Magic Message feature and save the automatically-generated message as a template. This will make the editing process much faster and easier!

Plus, it’ll help you iterate and quickly improve your messages when you see something’s not working.

inbox lgm

This, combined with our integrated sales Inbox, where you can send and receive your lead’s responses on all our 3 channels: Email, Linkedin, and even Twitter!

You’ll save time and skip the manual process of forwarding each to where it belongs.


Speaking of iteration, the final step of the writing process is testing your sales copy. You need to test how well your sales copy performs with real prospects.

You can run A/B tests to compare different versions of your sales copy. This will allow you to identify which one resonates best with your target audience and drives the most conversions.

You can also track and measure metrics like click-through rates (CTR), conversion rates (CR), bounce rates (BR), and average time on page (ATP).

Step 2: Start with a compelling headline:

The headline is the first thing that your prospects see when they encounter your sales copy. It’s also the most important element of your sales copy because it determines whether they will read the rest of it or not.

According to Copyblogger, 8 out of 10 people will read your headline but only 2 out of 10 will read the rest of your sales copy.

That means you have only a few seconds to capture their attention and entice them to read more.

So how do you write a compelling headline? Here are our tips:

  • Use numbers: Numbers are proven to attract attention and increase CTR. They also make your headline more specific and credible. For example: “How I Made $10K in 30 Days with This Simple Strategy” or “7 Secrets to Writing Sales Copy that Converts”.
  • Use power words: Power words are words that trigger an emotional response in your prospects. They can make your headline more appealing, intriguing, or urgent. For example: “How to Write Sales Copy that Sells Like Crazy” or “The Ultimate Guide to Writing Sales Copy that Gets You Results Fast”.
  • Use questions: Questions are another way to pique your prospects’ curiosity and interest. They can also make your headline more conversational and relatable. For example: “Do You Make These 5 Common Mistakes When Writing Sales Copy?” or “What if You Could Write Sales Copy that Gets You Results in 10 Minutes or Less?”.
  • Use benefits: Benefits are the outcomes or results that your prospects want to achieve or avoid. They are the main reason why they buy your product or service. You need to show them how your product or service can help them achieve or avoid those benefits in your headline. For example: “How to Write Sales Copy that Boosts Your Sales by 300%” or “How to Write Sales Copy that Saves You Time and Money”.
  • Use formulas: Formulas are templates or structures that you can use to write your headline quickly and easily. They can also help you avoid writer’s block and ensure that your headline follows the best practices of copywriting. Here are some popular formulas that you can use:

Step 3: Address the lead’s pain points:

We went on about this earlier; this is where you apply the research you did in Step 1.

You did your research, right?

Pain points are the problems, challenges, frustrations, or fears that your prospects face in their current situation. They are the reasons why they need your product or service.

You need to identify and empathize with your prospects’ pain points in your sales copy.

Step 4: Craft persuasive language:

Once you’ve identified and addressed your prospects’ pain points, it’s now time to start crafting the persuasive language that will convince them to take action.

Persuasive language is the words and phrases that you use to influence your prospects’ thoughts, feelings, and actions.

It’s the way you communicate the value and benefits of your product or service and you convince them to buy from you:

  • Use emotional words: Emotional words are words that evoke an emotional response in your prospects. They make your sales copy more impactful and memorable, help you connect with your prospects on an emotional level, and motivate them to take action.

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  • Use action words: On the other hand, action words are words that motivate your prospects to take action. They create a sense of urgency and compel your prospects to take the desired course of action.

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  • Use social proof: Social proof is the evidence that other people have used and liked your product or service. You use it to build trust and credibility with your leads by showing them that other people have already benefitted from your offer. You can add testimonials, reviews, ratings, case studies, endorsements, or statistics from your existing customers or industry experts.

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Obviously, these are not the only techniques you can use to write persuasive copy. Experiment and find the language that works best for your offer!

Better yet, you don’t even have to limit yourself to just one of these techniques! We actually recommend mixing and matching them to create the most powerful persuasive language possible.

Step 5: Deliver your CTA:

You’re almost there! All that’s left to do is supply a clear and convincing call-to-action (CTA).

Your CTA is the part of your sales copy where you tell your prospects what you want them to do next.

It’s also the most important part of your sales copy because it’s where you get them to take action and buy from you.

Naturally, you want to use the same style of persuasive language you used earlier to craft your CTA. You’ve seen one of ours through this article:

Get 3.5X more leads!

Do you want to improve the efficiency of your sales department? With La Growth Machine you can generate on average 3.5x more leads while saving an incredible amount of time on all your processes.

By signing up today, you’ll get a free 14-day trial to test our tool!

Try now for free!

You also need to deliver a clear, specific, and compelling CTA in your sales copy. You need to tell your prospects exactly what they need to do, how they need to do it, and why they need to do it.

Here are some tips and methods that will help you deliver a CTA that gets results:

  • Use action verbs: “Buy now”, “Sign up”, “Download”, “Join”, “Claim”, etc.
  • Use incentives: “Sign up now and get a free ebook”, “Subscribe now and save 10%” or “Buy now and get free shipping”.
  • Be specific: Instead of saying “Go here to learn more”, say “Click here to get my free PDF guide”.
  • Use urgency and scarcity: “This offer expires in 24 hours. Don’t miss this chance to write sales copy that gets you results.” or “Only 5 spots left! Claim your spot now before it’s too late!”

Don’t be scared to use emojis just like we did in Step 4. They make your CTA stand out and help you draw attention to it.

Finally, always test different versions of your CTA to see which one performs better. You can even A/B test your CTA to see which words and phrases produce the most results.

How to use sales copywriting in LaGrowthMachine automations?

You’ve made it this far in the post and you’ve learned a ton about sales copywriting and how to write messages that rock.

But how can you put these skills to use in your LaGrowthMachine automations?

LaGrowthMachine is a multichannel sales automation platform that lets you reach your leads wherever they are and get 3.5x more replies! It also enriches your leads, handles your conversations, and gives you awesome reporting.

To use sales copywriting in LaGrowthMachine automations, you need to:

  • Import or create your leads list. You can use LinkedIn Basic Search or Sales Navigator to easily import your leads to LaGrowthMachine. Or you can upload your own CSV file.
  • Enrich your leads with their contact info. LaGrowthMachine will automatically find their email, phone, Twitter, LinkedIn, and more. You can also manually edit or add any info you want.
  • Create your multichannel sequences. You can pick from email, LinkedIn, Twitter or voice messages as your channels. You can also set up conditions and actions based on your leads’ behavior and profile.
  • Write your messages using the tips and tricks you learned in this guide. Use personalization tokens, emojis, humor, storytelling, and more to make your messages pop and persuade your leads. You can also use our Sales Inbox feature to manage all your messages from multiple channels in one place and access your templates easily
  • Launch your campaigns and watch your results. You can see how your messages perform on each channel and tweak them accordingly. You can also sync everything with your CRM and other tools thanks to the Zapier integration.

That’s it! You’re now ready to use sales copywriting in your LaGrowthMachine automations and boost your conversion rate. If you want to give it a try, you can start a free trial today!

Happy copywriting! 😉