How to write sales copy that sells services

Most business websites sound the same. "We are a premier provider of quality services." "We are dedicated to excellence."

The problem? Your customers don't care about you. They care about themselves and their problems.

If you want to write copy that actually sells, you need to stop talking about your "passion" and start talking about their "pain."

Key Takeaways

• It's Not About You: Customers only care about how you solve their problems.
• Agitate the Pain: Don't just state the problem; explain the emotional and financial cost of ignoring it.
• Sell the Cure: Position your service as the specific relief to that specific pain.

Why Doesn't Feature-Based Copy Sell Services? (The Golden Rule)

When a potential client lands on your site, they have a specific itch they need to scratch. Your copy should focus entirely on that itch.

Bad Copy: "We have been in business for 20 years and won 15 awards." Good Copy: "Stop wasting 10 hours a week on payroll. We handle the math so you can get back to growing your business."

See the difference? One is about the business; the other is about the result for the client.

What Is the PAS Framework and How Does It Sell Services?

The easiest way to write compelling copy is to use the PAS Framework: Problem, Agitate, Solution.

Step 1: How Do You Identify and Call Out the Client's Specific Problem?

Call out the specific problem your client is facing.

• "Are you tired of chasing clients for payments?"
• "Is your back pain keeping you from playing with your kids?"

Step 2: Why Should You Agitate the Problem Before Revealing the Solution?

Twist the knife a little. Explain why this problem is worse than they think.

• "Chasing payments isn't just annoying; it kills your cash flow and makes you look unprofessional."
• "If you ignore that back pain, it could lead to potential surgery down the road."

Step 3: How Do You Position Your Service as the Only Logical Solution?

Present your service as the only logical solution to the problem you just described.

• "Our automated invoicing system ensures you get paid on time, every time."
• "Our non-invasive chiropractic adjustment can fix the root cause in just 3 sessions."

Frequently Asked Questions (FAQ)

How long should my sales copy be?

There is no "perfect" length. It should be as long as necessary to overcome every objection the customer has. If you have a $10,000 offer, you need more copy than a $100 offer.

Can I just use AI to write my copy?

AI is a great starting point, but it often lacks the emotional nuance required for deep conversion. Use AI for structure, but inject your own empathy and customer insights.

What is the most important part of a sales page?

The headline. 80% of people will read your headline, but only 20% will read the rest. If the headline fails, the page fails.

Conclusion

Good copywriting isn't about being a creative genius. It's about empathy. Understand your client's pain, articulate it better than they can, and offer a clear path to relief. Do that, and you'll never struggle for leads again.