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Copy sales

The Secret to More Sales May Shock You!

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Copywriting is sales.

For those who say they “hate sales”, I’ve got some breaking news – we are all in sales.
Whether you are a math teacher ‘selling’ your love of numbers…
A mom ‘selling’ bathtime…
Or a child ‘selling’ their desire for a lolly.

We are all selling something.

So how do we infuse selling into our copy without the sleaze, the trigger, the ego?

It’s something you already possess but may not use in your writing – EMPATHY.

The key to making more sales is empathy.

It’s understanding.

The same practice you would use in a Sales Conversation using empathy applies to your copy.

Here’s how it would look…

Step 1

Practice Empathetic Listening to your clients
– write down the words THEY use about their experience, emotions and feelings
– drop your judgement or inference of what they need/want instead listen
– don’t minimize your clients’ experience

Step 2

Allow a pause between ‘hearing’ your client and processing their words. Don’t leap to fix without truly understanding the ‘problem’ in their eyes.

Step 3

Assure them that you see them, hear them, feel them, understand them.
Use empathetic language directed at them by mimicking the words you use.

Step 4

Write your copy using the language of your client. Not your language.
Skipping the ‘jargon’ and reflecting back is empathetic language.

Step 5

Assure your clients that you have indeed ‘got them’ and that your solution can provide the results they seek. Guarantees are great here IF you can provide them.

So, what does this all look like?

Let’s say you have a coaching client come to you complaining that their partner just doesn’t understand them, that they feel invisible in their own home, that they can’t seem to keep up in their business or life, they feel like it’s a constant struggle.

How would YOU write copy to support this person?

You could say:

“Tired of feeling overwhelmed, misunderstood or forgotten in your own life?

Or, you could say:

“Sometimes we struggle to feel understood. We feel invisible. Work and life just seem to keep going and we’re in a constant struggle just to survive.”

Which one feels more empathetic, non-judgement, and non-assumptive to you?

Empathy changes how we relate to our ideal clients.

It becomes the mirror force of being seen which leads us to want more.

If you want to enhance your sales – start with empathy in your spoken and written words.

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Ready to get your wisdom into the world, however you write it? Book a free validation call. I’ll help you figure out the right approach for your specific book and your actual goals, whether that’s coaching, ghostwriting, or the two of us writing it together.

Crystal Adair-Benning

Crystal Adair-Benning is a 4x New York Times bestselling ghostwriter and book coach. Thirty years in publishing, more than 200 authors coached, and books that have gone to number one in twelve countries. She became a New York Times bestselling ghostwriter at fifteen, paid in dog food. She writes business memoir and expert nonfiction, coaches authors through the Word Magic Method, and runs Createcation writing retreats. She does not use AI to write, and will tell you so at length.

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Crystal Adair-Benning

Crystal Adair-Benning is a 4× NYT Bestselling Ghostwriter, Book Coach, and Publishing Strategist for authors who want to build authority and grow their business through books. Splitting her time between Vancouver Island, Canada and New Zealand, serving the USA, UK, Australia, and New Zealand markets, she specializes in ghostwriting, developmental editing, and book coaching for business and memoir authors. Crystal is the creator of Createcation™, immersive writing retreat experiences globally designed to accelerate your book project. Whether you're ready to hire a ghostwriter or work with a book coach, she combines strategic publishing expertise with a human-centred approach that prioritizes your vision and timeline.

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