Random Sales Copy Doesn’t Sell: How To Organize Your Brands Most Valuable Message

Sales copy is one of the most leveraged assets your business can use. 

Especially sales pages and email copy which gives the reader the opportunity to buy or opt-in to something.

These are revenue generators. Unless...

... they are random pieces of copy just thrown together.

This post shows you how to organize randomly pieced together sales copy that isn't working.


Sales copy is the communication where at that last moment, when a prospect is deciding to either buy something or not, there is psychological warfare going on in their mind.

They’re weighing their options, judging their level of trust and confidence in your business, and wondering if there is a better option.

And those are just a few things your prospect might be aware of.

It doesn’t account for the subconscious battles, like how will this effect their status and do they have what it takes to succeed.

Sales Copy’s Existential Dilemma

With all this pressure, and so much on the line, it’s no wonder direct response sales copy is so highly valued.

Which brings up a common question, or lack of questioning rather,

“Is there a strategy, a flow, or structure in effective sales copy?

The answer to this question reminds me of a movie that you either love or hate.

“I Heart Huckabee”

It was hilarious, but then again, I could spend hours talking philosophy.

It’s a comedy about existentialism.

Existentialism questions things like "what’s the meaning of life, is the universe random and chaotic, is it full of order and predictability, and is there a plan where everything happens for a reason?"

For the characters in the movie, or anyone who is searching and asking these questions, it feels like a pivotal moment in their life.

And it just might be.

The answer to question of chaos or order, determines how everything else they experience is framed. The filter to which their life passes through.

Now, is writing sales copy for your brand as significant as a soul-searching what’s the meaning of life journey?

Maybe not, but I suppose it depends on how much is riding on this sales message…

When people are new to writing sales copy, or they don’t have the time to devote to mastering it, they face a similar dilemma when they begin to write – is the copy randomly thrown together or is there an ordered framework to follow. Is there a strategy behind this process?

The short answer is YES - there are proven sales copy structures (order) that will help guide your customer to make a good decision.

Dysfunctional Sales Copy And The Chaos Theory

The typical approach I see businesses use to write emails, sales pages, or other material directly tied to sales looks like this:

  • They've done some research on how to write sales copy and they know about benefits, how their audience speaks, and the problems they experience (a quick Google search will tell you this)
  • They have an offer - either a product, service, or event they think their audience wants to buy
  • They sit down (or use a stand-up desk if they're the trendy type), get ready to type their sales message, and start winging it without a clear structure
  • They had an idea about what to say, but when it's time to write, they don't know where to start
  • Some will agonize, delete, rewrite, copy and paste, delete again, rewrite again, and still wonder if it’s effective
  • Eventually, they get sick of writing and rewriting, and just press send or publish hoping it sells
  • Or even worse, they give up, embarrassed and overwhelmed, and never put themselves out there to sell anything​

They follow the random, everything is chaotic world view of writing sales copy – they’re basically just winging it.

They just throw everything together hoping to get subscribers and customers.

This type of sales copy doesn’t flow.

The reader is all over the place (instead of following along in anticipation like a suspenseful novel).

Our brains are looking for reasons to get distracted. Disconnected sales copy leads to distractions. And distractions lead to fewer customers.

The problem is that random pieces of copy thrown together confuses the audience instead of guiding them to a solution.

​​Even if it’s obvious that they have a problem and you offer a solution, if they aren’t hooked, drawn in, compelled, and practically obsessed with your copy, they’ll probably move on to the next shiny distraction on their screen.

Bringing Order To The Dysfunction

The bad news – this is common, so if your sales copy is random and chaotic, you’re certainly not alone.

The good news – there are proven structures you can follow to write effective sales copy.

When your reader is at that pivotal moment in their buying process, you need to make it easy for them to buy.

The structures used to organize your sales copy are called templates and frameworks (used interchangeably).

Templates will vary based on the type of sales copy you're writing (emails, long sales pages, short product descriptions, short sales pages, and other web pages.)

If you searched for "copywriting template" you'll have an endless supply of examples. To help you focus on the ones that are proven to work, here are 5 that I’ve used and found most helpful:

Ray Edwards P.A.S.T.O.R. Framework

​When I began writing this post, I was attending Ray Edward's Copywriting Academy Live event getting a more in-depth look at Ray’s PASTOR framework. If you plan on attending a live event, plan on hosting one, or want the inside scoop to Ray Edwards’ events, then look at my full review of this event HERE.

The PASTOR framework is a full-proof approach that's easy to follow, implement, and modify. It's a framework I highly recommend checking out.

The PASTOR acronym stands for:

  • P - Person, Problem, Pain
  • A - Amplify and Aspirations
  • S - Story
  • T - Transformation and Testimony
  • O - Offer
  • R - Response

You can get a more detailed description directly from Ray’s site at http:// rayedwards .com/get-more-sales/.

Ray's book, "How to Write Copy That Sells" goes into more detail too. Here's a link to his book: http://amzn.to/2tWtymy

Ben Settle's Slacker Approach

​Another template, for lack of a better term, is an approach Ben Settle describes in his book "Crypto Copywriting Secrets." Ben's approach is simple, which is especially appealing, and it looks like this: ​

Headline -> Lead -> Story -> Bullets -> Call to Action (CTA)

The quick and dirty of Ben's approach is:

  • Headline - to get audience attention
  • Lead - to further peak their interest and engagement
  • Story - powerful way to illustrate benefits
  • Bullets - brief teasers about what they'll get if they buy
  • CTA - tells the audience what to do next

Ben's book describing this method in more detail can be found at http://amzn.to/2sZtqCu

Donald Miller's StoryBrand Framework

StoryBrand is another simple framework to follow. I've used this myself in a few different industries. I’ve also worked with Mike Kim who's used StoryBrand in at least 10 different industries. Mike's the best 'StoryBrander' I know of other than Donald Miller himself.

​The StoryBrand framework follows a story structure like many popular books and movies. Their structure includes a hero (your customer) and a guide (you) who helps them overcome their problem and saves the day.

This framework works with both small personal brands and multimillion-dollar companies alike.

If it makes the movie industry billions, perhaps it’s worth considering...

Here’s a quick breakdown of the StoryBrand framework (they call it a Brandscript):

  • A Character – What do they want?
  • With a Problem – External, internal, and philosophical problems
  • Meets a Guide – Who shows them empathy and authority
  • Who Gives Them a Plan – Summarize plan
  • That Calls Them to Action – Click, call, email, buy
  • Results – Successful results for using the plan and failure for not using the plan

You can find out more about Donald Miller and StoryBrand here at  https://storybrand.com/

Dan Kennedy's "The Ultimate Sales Letter"

Dan Kennedy's is one of the most widely used templates. It takes a more in-depth look so it may be complicated and overwhelming for some. His book is a deep-dive into every section that a sales letter could have.

​This template is too detailed and robust to attempt a breakdown in this post. This book is least worth a read over.

"The Ultimate Sales Letter" book can be found at http://amzn.to/2skGdxe

One More Easy-To-Follow ‘Template’…

​After using the templates listed above, I've noticed they have a few things in common. They have similar threads, principles, and overarching structures.

Pulling together pieces from these templates, my own work, and other high-ticket sales copy, I've put together a simple 5 Step Process that's easy to follow.

You can modify it (shorten or lengthen) depending on how you're delivering the sales message (email, short sales page, long sales page, etc.)

When I first created these 5 steps, I got an email from someone on my list who was in the middle of writing an email sequence to sell her consulting services. After using this guide, she went back through and modified her sequence to make it more compelling.

She was very thankful because it helped get into her audience's shoes and write more from their perspective. A key principle in copywriting.

You can get this simple 5 Step Process below

Just tell me where to send it...

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Why I Don’t Like Templates

After giving you 5 proven templates to use, I claim not to like templates. What gives?

Templates are great starting points instead of throwing random pieces of sales copy together and hoping it’s effective.

It’s also useful if you’re new to writing sales copy or if you’re stuck looking at a blank screen.

They provide order which facilitates learning the fundamentals and the principles.

But let me place a huge emphasis on starting points.

They are springboards.

Templates will hinder your copy and ability to stand out in your market if you rely on them.

Next week I’ll show you how to move beyond the limitations and flaws when using templates. This will help your brand stand out from the crowd. 

To get the simple 5 Step Process (as a starting point of course), put your email address in below and tell me where to send it:

You are also signing up for my email list. Don't worry, no SPAM. Just valuable copywriting and marketing content for your business.