Targeting has long been the magic word in online marketing – it was about accurate audiences and the lowest possible cost per action (CPA). In the meantime, however, this is no longer enough to stand out from your competitors and sell your products or services reliably. For the best possible conversion rates, you must now stand out qualitatively at all touchpoints of the customer journey.

You can find out how to do this in our three-part series “Performance Marketing in Transition”. With all the constant innovations, there is one element that remains important regardless of platforms, tools and technology – the writing of good advertising texts or sales copy.

And that’s exactly what this article is about.

Why is Sales Copy so important?

Pictures and videos are all well and good – but it’s the words that move the prospect to an action. It doesn’t matter how good your visual content is or how strong your brand is. If your advertising text is not convincing, the hoped-for success will most likely fail to materialize. Even Apple can’t afford to do without good sales copy!

In performance marketing, good advertising copy is particularly important because it makes your advertising measures more efficient. They appeal to the customer on an emotional level and arouse the desire to buy a product or service. Good sales copy hits pain points with your target audience, highlights the qualities of your product and sets you apart from your competitors.

Here are three important advantages of a good sales copy at a glance:

• Sales Copy is seductive.
  

  Good advertising copy turns products and services into a must-have. An experienced copywriter highlights the unique features and benefits of your offer in a way that emotionally engages the audience and sparks a desire for your offer. After that, readers can’t help but click on your CTA!

• Sales Copy gives you a competitive advantage.
  

  Online marketing is teeming with bad advertising texts. With smart Sales Copy, you stand out from the crowd and grab a real competitive advantage. The products or services of your competitors will fade in the light of your advertising texts while you consistently convert more visitors into customers.

• Sales Copy tells stories.
  

  And stories always boost sales. You gain more attention, can tell your message in an emphatic way and remain in the memory of your target group for a long time. With stories, copywriters can perfectly stage your product and make it the object of your audience’s desire.
  
  

In this way, Sales Copy leads to a direct increase in performance – this is reflected in a significantly higher Return On Investment (ROI) and Return on Advertising Spend (ROAS). Many entrepreneurs underestimate the importance of good texts. They write uninspired texts that scare off interested parties and give them an advantage, but their competitors.

To prevent this from happening to you, we will introduce you to our 5 most important tips for good sales copy in the next section.