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How to write copy that drives sales with Christina Torres

💡Service-based businesses need to sell more and product-based businesses need to serve more.

Did you know that there is a science to copywriting? In this episode, I sit down with Christina Torres, copywriter and CEO of Run and Tell That Co. She shares the differences between selling as a product versus a service-based business, mistakes that business owners make when it comes to their copy, and how to loosen up your sales page buttons. 

This episode is full of tips to help you strengthen your copywriting abilities and feel more confident selling your products or services.

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Transcript

How service-based businesses and product-based businesses can learn from each other

Christina believes that service-based businesses need to sell more and product-based businesses need to serve more. Service providers will nurture and educate the world to death and never ask for a sale. They assume that people know that they provide services.

On the flip side, product-based businesses spend all their time trying to sell their products and not enough time on community building. 

While service-based businesses and product-based businesses have different goals and motivations, they would benefit by learning from each other.

From finance to copywriting: Christina’s entrepreneurial journey

Christina has a background in finance, but she always wanted to be a writer. After she had a baby, she realized she didn’t want to be in the corporate world anymore. She worked with a personal development coach who told her she was a great writer and could make a business out of her writing skills. She pivoted into freelance copywriting and now primarily writes for Latinx, Black, and queer founders. Christina is five years into her business and now runs a successful agency and team. 

The most common mistakes business owners make with their copy

  1. They make their copy about the product instead of what people want and need. People care about what you can do for them and how your product or service is going to change their lives. Instead of convincing them your product or service is perfect for them, you need to convince them why they are perfect for your product or service.
  2. Overpromising and making it seem like your product or service is going to change your customer’s life. Instead, get creative and provide several uses for what you offer. Listen to how your current clients are using your products and services to benefit them and use that information in your copy.
  3. Always trying to say something new. Copywriting is message engineering, not creative work. You can take a message that already exists and put it in an order that people need to hear. They should hear the same message so much that it immediately comes to mind when they need your product or service. 

The difference between a call to action, a call to benefit, and a call to decision

  • A call to action directs your audience to the thing you want them to do next, such as sign up, click here, or shop now. Call-to-actions are effective in places where people don’t have a ton of time, such as text and email marketing.
  • A call to benefit reminds your audience why they came to you. It’s great for high-ticket items that might feel more risky. Instead of saying “click here” or “buy now,” you can say something like, “you had me never writing another piece of copy again.” A call to benefit can be more effective and fun to write than a call to action. It makes your sales page playful.
  • A call to decision should be at the bottom of your FAQ section on your sales page. By this point, your customers should be ready to make a decision about whether or not your product or service is right for them. 

Most business owners only use call-to-actions when a call to benefit or call to a decision could be more effective. It’s important for your sales page to have copy and buttons that will work for all types of buyers and where they’re at on their decision-making journey.

How to improve your sales copy

Pay attention to the sales copy you encounter in your day-to-day life. What makes you open an email from a brand? What makes you stop reading? What makes you stop on a Facebook ad and what makes you roll your eyes and keep scrolling?

You can even use AI tools like ChatGPT and Claude.ai to tell you why a piece of sales copy is working or didn’t work. 

Next, talk out your ideas into your voice notes app or use an AI tool like otter.ai or Loom that can transcribe your words. Talking out your copy is a great way to refine it and discover new ideas. 

Talking out loud also allows for more passion to seep through than staring at a blank document does. You can get into a flow instead of worrying about editing yourself, which helps you find your brand’s voice. From there, simply edit your words to convert them into a piece of copy. 

Additionally, it’s important to talk to your audience as much as possible. Learn what people love, hate, and what they want. 

The biggest differentiator between the businesses that succeed and the ones that fail

Christina believes that the biggest differentiator between the businesses that succeed and the ones that fail is not feeling guilty about pivoting and staying attuned to market changes.  

Important sections of the conversation

  • [1:35] How service-based businesses and product-based businesses can learn from each other
  • [9:03] From finance to copywriting: Christina’s entrepreneurial journey 
  • [17:06] The most common mistakes business owners make with their copy
  • [25:11] The difference between a call to action, a call to benefit, and a call to decision
  • [31:33] How to improve your sales copy
  • [41:44] The biggest differentiator between the businesses that succeed and the ones that fail

Resources mentioned

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