Sales Funnel Copywriting: The Ultimate Guide to Structure Words That Sell

Learn what sales funnel copywriting strategy is, and how it can help you boost your business performance when creating it properly.
Ivana Vidakovic
July 8, 2022

Have you ever wondered how you can double your profits by improving traffic to your website, attracting new leads, and boosting conversions with one hit?

As a marketing manager, executing your content marketing strategy is the most tedious and time-consuming part of work that requires a lot of effort to bring the results you expect.

At the same time, it is the most critical part of your business that is in charge of bringing new leads and making conversions.

With a lot of effort and creativity, you have a copywriting strategy that should bring results — but it doesn't, which can be devastating.

If you’re asking yourself if you can improve your content marketing strategy with the same amount of effort to get better results and boost your profits - let us tell you this: 

Yes, you can, and we will show you how.

Today we will talk about sales funnels copywriting strategy, what it is, and what you need to do to improve it and boost your business performance instantly.

Let's begin!

What Is Sales Funnel Copywriting?

Sales funnel copywriting is a business strategy that helps you convert prospects into long-term clients using the right words.

It is responsible for moving your prospects closer to conversion — from subscribing to your email list to becoming loyal customers.

A compelling sales funnel copywriting will influence customers' motivations, emotions, and relationships with your business as they transition.

Additionally, It aims to use words that will elicit a reaction from the audience, depending on the stage of the sales funnel process, and make a massive impact on your business in different forms:

  • New lead
  • New subscription
  • New purchase

Whatever the outcome of the engagement, a good sales funnel copywriting strategy will ensure that your business receives as many leads and sales as possible.

And to explain how that works, let's check the sales funnel stages.

Stages In Sales Funnel Copywriting

There are five stages in the sales funnel that work together to achieve the desired outcome, and each of them is equally important.

1. Awareness

Awareness is the stage where your audience finds out what your business is about and its agenda.

2. Interest

The interest stage is the part of the sales funnel where actual interaction with your audience happens for the first time.

3. Decision

The decision stage is the part of the sales funnel where your prospects are half-convinced to make a purchase.

4. Action

The action stage is the purchase stage — where your prospects shift from being leads to customers.

5. Retention

Retention is the most critical stage of sales funnels copywriting strategy because it is a part where you maintain a solid relationship with your new customers.

The best part about sales funnel stages is that transitioning between them can tell you where the sales funnel gaps are and where exactly it went wrong.

That ability is essential because it allows you to repair a broken/missing link in the chain until you reach the desired results instead of starting from scratch.

A well-designed sales funnel is an automatic selling machine that works around the clock to acquire leads and close deals for your company, even when you're not closely watching.

sales-funnel-process

An example of a sales funnel structure can look something like this:

1. Social media Ad that sends your prospect to your landing page.

2. The landing page presents an opportunity to join an email list.

3. A series of automated emails elevates awareness of your brand and its offerings.

4. At the end of the series, a compelling call-to-action (CTA) encourages purchase and links to a second landing page.

5. The sale is completed by the second landing page and the shopping cart page.

6. The new customer email series makes buyers happy with their purchases and increases brand loyalty.

Looks good, right?

Let’s see what you can do to make all these 5 stages work for you.

5 Steps for Ultimate Sales Funnel Copywriting Strategy That Converts

As we learned in the previous section, each sales funnel step is equally important and requires special treatment to provide the best results and smooth transitions.

To achieve that, you need to understand that during each step in the process, your sales funnel strategy must invoke different emotions. 

For example, the awareness stage requires content that will invoke curiosity that lets your prospects discover you step by step instead of the urge to make the purchase right away.

To do that right, let's see what the best practice says about all five stages.

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Stage #1 Awareness — Make Your Prospects Into New Leads

When it comes to leads and traffic towards your business, it is essential to master how to attract the target audience you need.

Your sales funnel entry point is the toughest and the most challenging stage of the sales funnel process, that happens through:

💡Blog posts — articles where you talk about topics relevant to your business.

💡Social media — Platforms such as LinkedIn, Facebook, and Instagram.

💡Ads — Search engine and social media advertisement.

The awareness stage is not only responsible for bringing in the funnel to all interested prospects but also for entertaining them to move further to the following stages of the sales funnel.

And what is the best way to learn, then to investigate what the leading marketing titans do.

Here is an example of Ray Ban's landing page:

ray-ban-website-landing-page

Ray-Ban is one of the most famous brands for selling sunglasses.

We can clearly get that from the landing page, right?

Thus, lesson number one:

1. Be specific about your business

Your prospects do not like losing their time by guessing what the page is about. Be loud and clear about what your business offers. 

Conversely, we all know about the Ray-Ban brand, yet people still want to take a look at "what's new in the house."

Why is that?

If you pay attention to the overall impression of the first page, you will find that it is pretty simple, with all relevant guidelines to sneak around and explore more.

So here it goes, lesson number two:

2. Don't go overboard with too much information

Remember that new prospects need to feel the urge to discover what you offer, not to get everything right away.

ray-ban-website-landing-page

You can use a variety of different tactics to obtain more and more leads.

The results will depend on the success of the copy you create for your funnel's entry point.

However, since 96% of your website visitors aren't ready to buy on their first visit, focus your awareness stage on gathering email addresses rather than selling. 

Stage #2 Interest — Turn Your Leads Into Fans

Now that your new leads are aware of your business, it is essential to move them forward to the next stage by nurturing that connection.

That is the part where they can decide to:

👋 Subscribe or join your email list.

👋 Follow you on social media.

👋 Sign up for free trials.

👋 Ask questions to get more information.

It is the outcome of the awareness stage — the result of a well-organized representation of your business.

The interest stage is the part where you have double responsibility — to maintain the prospect's interest and influence them to move towards the decision stage.

One of the most popular ways to do that is by implementing outreach sequences.

Depending on what products or services your business offers, it is essential not to spam them with random content but rather to provide value by:

🚀Establishing your expertise by offering helpful and actionable content.

🚀Inviting leads to take a survey to learn more about their needs.

🚀Asking for input on products or services to improve your business.

🚀Offering gifts — free trials, free tools, downloads, discounts, and free delivery.

Here is how Ray Ban does that:

ray-ban-popup

Maintaining a healthy relationship and nurturing new leads takes time, but it is effective in the long run.

A compelling copy will improve this relationship and get in front of your audience on multiple platforms.

As a result, you will get better results moving forward in the sales funnel copywriting process.

Stage #3 Decision — Offer Exclusive Purchasing Options

When money is in question, people like to know where it goes. Therefore, they need to trust your business enough to decide to purchase.

By nurturing the relationship with your leads, they recognize you and trust your expertise, that you are well aware of the problem they have, and that you will provide a solution.

It is time to step closer to sealing the deal with Call To Action (CTA).

In the decision stage, you are still in the race to win your leads over by making tempting offers to surpass your competition.

Here they are reviewing:

💎Pricing that is acceptable for their pockets.

💎Features that will solve their problems.

💎Benefits that will justify the price.

So, what do you offer that no one else does?

After leads are done with reviews, they will either give up or move further to the Action stage.

For instance, the most effective part of the landing page lies in the CTA — an outstanding headline, with a little bit of original intro, finalized with CTA.

Compelling enough for people to check it out? Back to Ray Ban’s landing page example:

If you sell, you need to tell your prospects what you want them to do.

In the Ray-Ban landing page scenario, even though CTA says 'Shop the style' - it is an invitation for prospects to take a look at their new collection. 

However, there are numerous tactics you might employ at this stage.

Inform your leads about an expiring discount, a limited-time deal, or a sell-out risk, for example, to invoke a sense of urgency in your CTA.

ray-ban-cta

Surround that message with more social proof to promote trust, and your sales will rise naturally because people are emotional bags waiting to be stirred into action.

If you trigger the correct emotions, the transition to the action stage will go smoother than you can imagine.

If you are unsure how to craft the right CTA, you can always experiment until you find the right one.

Different copies can stir up different emotions — play with words until you find the perfect formula that encourages your leads to take action.

Stage #4 Action — The Conversion You Are Waiting For

This stage involves customers purchasing your product or service, but it doesn’t end up here.

After the transaction, you should thank your customer and send the receipt using emails which you can use as an opportunity to create a relationship with your customer.

For example, you can invite them to your customer group — that way you will provide your customers a sense of belonging.

ray-ban-community

Also, make sure to remind them of the fantastic price they got and reinforce your social proof messaging.

ray-ban-social-proof

And, if they don’t reply to your email on the first attempt, don’t give up.

Begin a nurturing outreach sequence, or send your nurturing newsletters until they are ready to buy again.

However, don't fall into the trap that every marketer overlooks -- this is NOT the last and most important stage of the sales funnel.

True, once your prospects buy from you is essential for your business, but it is even more vital if you can form a long-lasting relationship with those customers and make them buy again, right?

This leads us to the final stage of the sales funnel of copywriting strategy:

Stage #5 Retention — Keep Nurturing Your Connections

“Customer satisfaction is worthless. Customer loyalty is priceless.” — Jeffrey Gitomer.

Retention stage is where you make them stay loyal to your brand and services by invoking a sense of security — making them feel that they are in good hands.

That way, you will establish your business as trustworthy, resulting in a devotion that encourages your customers to buy from you again.

Even better, they will want to share their good experience and recommend you to others, which means more leads.

When selling to existing clients, sales efforts have a success rate of 60-70%, compared to fewer than 20% when attempting to generate new leads.

Retaining consumers is significantly more manageable and less expensive than finding new ones.

As a result, writing email copy, social media copy, and blog post copy for this stage will assist your leads in transitioning from one funnel to the next, allowing you to sell them more items and services in the future.

That is how you can make more money from the same consumers without spending money to recruit them again while simultaneously turning your clients into fans and business advocates.

Improve Sales Funnel Copywriting Using  TextCortex

Sales funnel copywriting strategy is one of the most important parts of your job, which does require a lot of time to figure out and adjust to provide desirable results.

Not to mention required knowledge, researching your competition, and consistent copywriting adjustments on existing and new products to reach targeted leads.

For that purpose, we created TextCortex.

TextCortex is an AI writing assistant designed to take away 80% of your writing work while enhancing your writing skills.

You don’t have to be an expert in writing product descriptions and product titles to master a well-crafted copy.

Additionally, you don’t need to have experience writing blog posts for your website since our AI writers can generate entire blog articles based on keywords you provide.

How does TextCortex do that?

TextCortex is a use-case module-based AI writing assistant that can help you create any form of content within seconds.

Its AI writers use complex algorithms and machine learning processes to generate natural-sounding output with 98% plagiarism-free text and 2% of creativity.

How to use it?

TextCortex is available as a web application and rewriting extension.

To use it, all you need to do is to:

  1. Sign up for free
  2. Pick a desirable content form.
  1. Enter a blog title you want to write about.
  1. Enter a keyword that you want AI writers to focus on.
  1. Set the text length.
  1. Adjust the creativity level.
  1. Hit “Create

On the other hand, our rephrasing extension can help you:

  • Rewrite sentences for better tone and context.
  • Create blog posts from a single sentence.
  • Extend your text for more details.
  • Shorten the original content.
  • Use bullet points to create cold emails.
  • Autocomplete your sentences.

A free version of TextCortex allows you to make 15 free creations per day.

You can increase those free creations by validating the tool or recommending it to a friend.

Join TextCortex for free to explore how it can easily turn your prospects into new leads, and conversions into long-term clients.

Your AI partner is ready to (re)write content.

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