Copy templates can be really helpful if you’re feeling like you don’t quite know where to start or what to write when it comes to sales pages. However, if used in the wrong way, copy templates can have the opposite effect of what you may have intended.
Yep, that’s right! Copy templates can hurt your brand and lower sales…but, I’ve put together my top 5 tips on how you can make templates work better for you! So if you’ve got a template or 2 sitting in your Google Drive ready to use, you might want to give this a read first!
Making it first person
You’ll often find that a lot of the copy templates use him/he, she/her fill-ins. And just, generally speaking, they tend to be very generic!
So if you are using a copy template, make sure you’re on the lookout for generic buzzwords and phrases they might have popped in and replace them with terms that are specific to you and your target audience. For example, phrases like ‘but wait, there's more!’ or ‘let me pull back the certain and show you xyz…’
Remember: just because you’re using a template doesn’t mean you can’t make it personal!
You can write it in the first person and still tell stories so you can connect with your ideal client. Because ultimately, that’s what it’s all about!
If you are looking to use copy templates, there are probably a few things you’ll need to ask yourself first. You don’t want to just buy the first one you come across.
Even though they are a template, that doesn’t necessarily mean it’s one size fits all!
So here is my list of questions I recommend thinking about before you click that ‘add to cart’ button:
- Is this template for my industry?
- Do my clients expect to read content for me in this way?/ Does this align with the ways I’ve previously communicated with them?
- Does this template line up with my industry and my personal standards?
- Does the template make it clear what I’m selling?/ Does it have all of the features I need?
- Is the source of the template reliable? (is the person an industry expert and do they have the same values as me?)
- Will it support the content I need to include?
- Does it match my brand image? Does it use things/phrases I never use?
- Is it a template for the right sort of offer? (Make sure you aren’t using a template for a launch when you need to promote an evergreen offer!)
Essentially, you need to really think about the template before you buy it and make sure it’s right for you and your brand. Otherwise, you’re just wasting your money on something that probably won’t convert!
Use your own phrases
Templates can be great if you use them properly. But, if you’re just taking someone's template and adding a few words in where they tell you to, it’s not going to sound like you or your brand!
Instead, it will just sound like everyone else’s out there and you’ll be left wondering why it isn’t converting and why there is so much ‘competition’ in your market.
So my top tip when it comes to templates is to not just insert the words into them.
Writing a sales page is not just like writing a MadLib!
You need to do a little bit more than just fill in the blanks. Read it all through, add in some phrases you’d use, and change anything that doesn't feel right!
And you know what … it may be that the entire ‘formula’ or template doesn’t feel right … and that’s ok! Change whatever pieces you need to, delete sections that don’t fit, and for the love of all things get rid of phrases that you would never say!
Also, be aware of what country you’re purchasing the template from - if you buy one from somebody who is British and you’re American, spellings and phrases might be different! As a Canadian, I am constantly having to change the spelling of things.
Make it personal
In case you haven’t figured it out by this point in the blog - you need to be personalizing the templates you use!
Make sure you’re still weaving in your story and are seeking to connect with your audience. Don’t be afraid to edit the template beyond the blanks you’re meant to fill in!
If not, you run the risk of the template not fitting in with the rest of your business and it can almost discredit the rest of the work you’ve done so far - especially if people are being driven to your sales page template (for example) which you haven’t fully written, from social posts that you have written and that truly showcase your personality.
If they sound completely different, you’re going to end up forming a layer of distrust between you and a potential client because they won't know which tone of voice is the real you! Or even who they’ll be working with!
Think beyond the template
It can be very easy to fall into the trap of believing that your only two options when it comes to getting help with writing your copy are: 1) buying a template or 2) hiring a copywriter to write it all for you. But they aren’t your only options!
First of all, I’d always recommend doing a bit of research and seeing what information is out there (for free) to help you write! For example, I have loads of tips on my blog all about how to optimize your sales pages or add personality into your copy!
If you do decide a template is the right choice for you, you don’t always have to follow it literally (can you tell yet that I’m not pro-template). You can take the formula they use with it and apply it to what you want to say and do it in your style! This is what copywriters often do! We use different formulas that we know work and then write copy around that to keep it unique and interesting.
Another option (which you can combine with a template or on its own) is a power hour or consultation call with a copywriter! These are great to give you a bit of extra guidance on what to write, what you could change or how to add in more of your personality!
You could even take a course to learn how to write sales copy. Sites like Udemy offer some really great courses that aren’t too expensive! (sidenote: I do not endorse any particular course, and be sure to do your research before selecting a course to make sure the instructor's values align with your own values).
If you’re still wanting to look at other options when it comes to writing copy, I’d love to help! My Sales Page Sanity Saver helps you nail down all of the prep work before you start writing so you have a clear idea of what you need to include in your sales page!