How to be a Great Salesperson in Copywriting

Learn about value, sales, and how our writing should position a customer. Feedbackwrench how to be a great sales person in copywriting.

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We Make the Web Your Best Employee as an Amazing Salesperson

We build websites that are amazing sales people, let's learn about that.

Learn to be a Great Sales Person as a Copywriter

Here at Feedbackwrench, our mission is to help businesses by making the web an amazing sales person for small business, so that they can fill their sales funnels with their core focus clients.

Their website must be:

  • A Great Sales Person.
  • A Great Prospector
  • A Great Clarifying Tool to Connect with Core Focus Clients.

That's what we're all about here at Feedbackwrench.

Our writing is going to be the sales person for a business, and that's no small role.

You're a big deal to us, your a big deal to our customers, and entire communities can LITERALLY be lifted by your commitment to excellence in your job.

Our customers often struggle as sales people, or they struggle to put into words what makes them good at sales.

Entrepreneurs really need a website and videos that work as a sales person on their behalf.

Your writing and messaging will serve as this businesses' best sales person.

When you're writing on behalf a Feedbackwrench customer, you'll want to place yourself in their shoes, and help truly help them get the best chance possible of moving a prospective customer to take a step.

Generating traffic to a website isn't all that difficult when we do our jobs correctly, but ensuring that the website is a trust building machine that converts high value customers, is much more difficult task.

We need every customer's website to be in-tune with sound sales psychology & language, so that they move through the three stage customer journey.

Our website, writing, messaging and advice will help our customers attract and close more amazing customers.

But our writing and messaging plays a critical role in our business clients' lives.

Our writing truly becomes their sales person.

When a sales person is great, the company flourishes.  When a sales person get's it wrong, they can wreck a company and drive it into the ground.

Here's Some Ways Sales Person can Kill a Business:

  • Selling too low of a price leads to failure.
  • If they act unprofessional, it will cheapen their brand
  • If they don't make good on their promises, it will wreck the brand
  • If they don't sell enough, the business fails
  • Overpromising and under delivering leads to a ruined reputation and it stops momentum.
  • Overcomplicating the messaging and confusing a customer leads to cancellations
  • Setting improper expectations and promises makes the business liar
  • Setting bad timing expectations creates havoc & rage with fulfillment employees & customers
  • Selling too fast at too low of a margin can overwhelm the business
  • Failing to followup and serve the customer can lead cancellations and bad reviews
  • The entire business is predicated on sales occurring
  • If they don't get enough front end sales & prospecting to fill the capacity of the business, they won't generate enough revenue and fail
  • If they don't position against competitors & clearly convey value, they'll just lose sales

As you can see, our writing can actually lead into these major problems.

Sales people can really screw up a business, and our copywriting and website can do that as well.

On the other hand, sales people are the highest paid and most valuable people in a business.

Everything in business is predicated on a sale occurring.

Why Sales is the Most Critical Role in the Business:

  • Their guidance to a customer transforms the customer's life
  • Their wisdom to a customer benefits them
  • Their prospecting creates new life=long customers
  • Sales are the lifeblood of the entire organization
  • Sales people can position the company excellently to drive higher purchase price
  • They set the promises, and if they do it right, it makes the company into a hero
  • They're the face of the company
  • They build deep connections
  • They build trust
  • They can be the most life-giving influencer in the organization
  • They can be a leader

It's critical to your role here at Feedbackwrench that while you might not be a great sales person, I think you can learn to be one.

I've sold tens of thousands of interactions between my time at Perkins, Best Buy, Thriven Financial, Nuance Financial and now Feedbackwrench.

This advice will help you understand how you can grow - but you need to start with the idea that your writing is going to be the sales person to this organization, and that's a humbling responsibility.

Every new customer that signs up with Feedbackwrench makes my stomach turn with responsibility.

I tremble at the responsibility that we take on as a team, but I trust that your commitment to our values and God helping us, we can do amazing things for our customer.

Now let's get on a bit with what will make your writing and our websites a great sales person.

What Makes a Great Sales Person / Website?

A great sales person is someone who serves as a guide to solve problems.

They find out what the customer wants, helps them see the full picture of better outcomes, and positions their solution properly so that the prospect might choose their solution.

You (a writer of a website) serve as a guide to that person to choose wisely, and hopefully you have the blessing of working for a solution that's actually a wise solution!

Few things bless a salesperson as much as working for a great solution or provider!

I could never sell mediocre stuff or services.

But in sales & entrepreneurship, things are hardly ever just "good" or "bad".

There are many tensions to manage in entrepreneurship & sales.

We need to identify the various "value factors" at play, and then learn to manage the tensions between those value factors.

A value factor is simply something that would be considered valuable.

We are going to embrace this idea that when it comes to priorities or value factors, it's usually not an "either or", but a tension to manage.

We manage the tension between priorities everyday, and managing the tension in messaging on a website is also paramount.

The most primary tension to manage is between sales price and perceived or actual, quality.

Good stuff is usually expensive.

People would choose to pay $0

When people read a website, they should be getting the message about an expectation of quality and value, along with an idea of how much this might cost them.

Great sales people manage many tensions together elegantly.

They are not either one way, or another way, they simply serve as a guide to their customers.

In life, excellence is usually found in managing a tension between competing focuses.

Here's a major example of this idea of managing tension:

The tension between us getting a high price, and customers paying a low price.

They want to pay low, we want to get paid high.

We want to get as many people to find us and choose us, and then we want them to pay as high of a price as possible for our solution.

Business owners want their best interest served, which is to make a ton of money.

It sounds like a really good thing if that actually happens right? I mean, think of all that MONEY we would make, but there could be a problem.

Having people pay you lots could be bad.

It would be problematic for us if a customer saw it as a bad value, poor solution, or just "not worth it".

If they pay "too much", they'll ruin our reputation and we won't be able to continue business.

If we charge too much and they don't perceive it as "worth it", then the customer will go online, leave bad reviews, share their perspective

That would mean we charged "too much".

We need to charge highest price it's worth, at just the right amount, so that the customer perceives it as worth it, and we can make as much profit as possible.

Let's take this a little further, and add in competitors to this conversation and I think you'll see how penned in each sale really is.

Here's some tensions to manage:

  • Sales Price.
  • The level of satisfaction we deliver.
  • Our profitability

It needs to be worth it to the customer, compared to what else they could choose.

But let's bring it back to our original motivation, our own best interest of charging as much as possible and making the most money.

We STILL need to charge as much as possible.

If we don't drive as much profit as possible, we WILL go out of business.

If we go out of business, that's not in line with our customers', our employees', their family's or our community's best interests.

That's a rant I won't go into now, but corporate profits are actually aligned with the best interests of the community, so long as there's no unfair political advantage. (again, we won't go there now).

Now, if the company doesn't charge as much as it can, they will not have a sustainable business solution, and they are at risk of going out of business.

If they can drive margins high enough, they will enjoy profits, their employees can get raises, and their communities benefit as they sell and service to the owner, shareholders and employees.

It's the fundamentals of capitalism, trickle down economics, and the exchange of value.

Everyone wins when solutions are provided, but there are MANY tensions to manage.

The company will be kept in check by their competitors.

Competitors might forego high pay and margins, in order to undercut and drive revenue or market share.

Therefore, the equation starts to look like this.

  1. Charge the most possible to obtain great margins
  2. That leaves the customer perceiving it's worth it.
  3. In such a matter that positions your company as a great value compared to others.

How Does this Tie Into Writing Great Website Copy and Messaging?

Our customer's websites are going to tie their company into this equation.

Our writing is dramatically important.

Our writing positions our customers, it makes a promise to their prospective customer, and it needs to position them properly in the market so that their "secret sauce" is understood and their customers understand the core differentiators from their competitors.

Our writing will help the right customers engage with them, choose them, and it will play a huge role in whether or not the customer perceives them as worth.

Our writing will serve as a guide to our customers prospective customers to understand who they are, what they do, where they do it, what benefits they provide, and so much more.

What our writing will do:

That's what business is all about, but you'll notice that there's some tensions to manage there.

Great Sales People Guide People Through the Tensions.

Great sales copywriters develop an understanding of these tensions, and help position their customer's solutions appropriately.

Great Profitability, Great Solutions to problems and a Great Value compared to others.

But our best interests won't be served if we don't relentlessly pursue the best interests of our customers.

The way we get the most people to buy our services at the highest prices and margins possible, is by pursuing their best interests entirely throughout the process.

That's a tension to manage.

Our best interest is to get the highest dollar, and their's is to keep as much of their money as possible and get as much as they can as possible.

That tension is just the beginning.

Sales people need to remember that that price being paid for something, and the tension between the buyer and seller's money exchange is just one of many other points of value.

Value Factors in a Sale that Have Other Tensions:

  • Quality of Service or Product
  • Speed of fulfillment
  • Reliability of outcome
  • Reliability of the solution
  • Benefits of Increased Productivity
  • Benefits of increased efficiency
  • Benefits of improved resale price
  • Benefits of up-time & avoidance of hassle
  • Benefits of time saving
  • Benefits of risk mitigation
  • Benefits of cost savings - long term and short term

Service Companies:

Examples of Tensions to Manage:

  • A great sales person is not pushy, but they also don't waste their customer's time.
  • A great sales person does not try to sell something a person doesn't want, but they will cast vision for a feature, benefit and "future" the customer might not know about.
  • A great sales person serves as a guide.
  • Great sales people focus on asking great questions and encourage their customers to do the majority of the talking, but they also provide guidance.
  • Great people focus on open-ended, lifestyle/benefit questions, but they also need to ask preference questions.
  • Great sales people don't try to "close the sale" and manipulate people, but they do encourage people & show they'd love to have them choose them so we can serve them.
  • Great sales people don't talk over people, but they also guide the conversation down the most productive path for both parties.
  • Great sales people don't try to get people to "like them", but they are humble, enjoyable to be around and are there to serve the needs of their client
  • Great sales people don't ignore people who aren't "buying today", but they will qualify their prospects and utilize brevity and recognize where the customer is at in the sales process

I could go on and on, but there's a tension at play within everything in life.

  • You either save money or enjoy life.
  • You either live in fear or blissfully ignore consequences
  • You either focus on evangelism and reaching the lost, or you focus on discipleship and living more holy lives.
  • You either spend time on sales and prospecting, or you spend time doing fulfillment work.

The point is that when we're writing, we'll have to balance the tension between some objectives and tones.


The customer is the hero in every story, not the guide.

We want our reader to be the hero in the story, and we want to focus on being the guide to help them solve their problem or achieve the preferrable future they want.

We're here to help them get what they want.

This comes from the Storybrand Marketing, written by Donald Miller, and it follows the classical hero story arch.

We know that our customers or readers are stuck in a place.

What problems do they have?

What things do they desier that they don't yet have?

What's motivating them?

What internal problems

Our Writing Guides Through the 3 Stage Customer Journey

A:Curiosity B: Enlightenment C:Commitment

A - Pique Their Curiosity that we Solve THEIR PROBLEM

Ultra Clear & Concise Headers and Sub Headers are how we'll pique people's curiosity that we solve their problem.

Our ultra clear and concise headers and sub headers must answer some simple questions:

  • What do we do?
  • Where do we do it? 
  • Who's it for? 
  • What's the one primary reason to consider OUR CUSTOMER?

There's so much messaging out there trying to sell things to people, and just a quick drive to drop off your kids will bombard you with messages on the radio, restaurant signs, phone messages and more.

Clearly Convey that we Solve a Core Problem

The first thing we need to do is connect the idea to people that we can solve a core problem they have and make their life better.

That sounds easy, but our messaging needs to be ultra clear.

Clarity Trumps Everything.

In order to pique people's curiosity that we can solve their problems, we need to be ultra clear, concise and to the point.

We don't want our writing and messaging to be overly complete or clever.

What tools will you use in your writing to pique people's curiosity for our customers?

You will use a combination of ultra-clear messaging, and headers with sub headers.

Headers must be concise, they must be clear, and they must be meaningful.

How to Write Headers for a Feedbackwrench Website

Start out with the questions I wrote above:

  • What do we do?
  • Where do we do it? 
  • Who's it for? 
  • What's the one primary reason to consider OUR CUSTOMER?

The first headers of every page must hit this simple messaging.

The hero section must truly establish clarity and one focused message.

We want the reader to be able to look at the hero section of headers, sub headers and image, and understand what we do, where we do it, who's it for and what's the one primary problem, solution and result.

The top fold of a Feedbackwrench web page will have a hero section and then a one-liner section.

The hero section is meant to clearly convey:

  • What we do
  • Where we do it
  • Who's it For
  • Our core focus

The hero section will have the following pieces:

  1. A small top title, that's usually used for optimized SEO titles of clarity building.
  2. Primary Hero Title - this is the largest heading, usually an H1 heading that's largest
  3. Hero Description Sub Title - this is the small paragraph underneath it
  4. an Image to support the who/where/what

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