Do you remember the movie Matilda?

Of course you do.

Now, do you remember Matilda’s dad?

Aside from being a terrible father, he was a used car salesman.

Icky, gross, slimy.

He sold cars for far more than they were worth, lied about their condition, and all of the other slimy things a stereotypical used car salesman would do.

Now, I don’t know you personally, but I would venture to guess that you’re not selling things for far more than they’re worth, or promising to fulfill peoples hopes and dreams with broken products.

I would also venture to guess that your products and services are probably really cool, and probably fairly priced, and probably do make a huge difference in the lives of people who’ve used them.

Soooo… why is selling so hard for you?

Probably because you’re seeing yourself as Matilda’s slimy dad, and not the Miss Honey of your industry that you really are. 

You have what your audience needs– you should brag about it.

And you can do it in a way that doesn’t feel slimy. Promise.

Here are a few key strategies to help you create copy that converts, without making you sound like a used car salesman.

Start with Your Audience in Mind

One of the most common mistakes in copywriting is focusing too much on what you want to say and not enough on what your audience needs to hear. To write copy that converts without feeling sales-y, the first step is understanding your target audience inside and out. Who are they? What are their biggest challenges, desires, and goals?

Whether you’re a wellness brand, a social media manager, or a personal trainer, your copy needs to reflect your audience’s unique problems and the solutions they’re searching for. Think about what keeps them up at night—whether it’s building a personal brand, finding clients, or launching a new service—and speak directly to those concerns.

Your goal should be to make your audience feel like you understand them and their needs better than anyone else.

Frame Your Copy as a Solution

Your potential clients are looking for one thing: solutions. They have problems they need solved, whether it’s an overwhelming launch, an underperforming website, or a lack of connection with their audience. Your copy should highlight how you can solve these problems.

Instead of focusing on yourself or listing out what you do, position your copy to show how you can make their lives or businesses better. By emphasizing the solution, you’re addressing their pain points and making it clear how you can help.

Remember, people want to know what’s in it for them. Your copy should always center around the value you provide and how it will benefit your audience, not just the features of your service.

Keep It Real (And Conversational)

Sales copy doesn’t have to sound like a pitch. In fact, the most effective copy is often the most conversational. It should feel like you’re talking to a friend, not delivering a rehearsed sales speech. The best way to avoid sounding sales-y is to keep your tone approachable, relatable, and real.

Your clients want to connect with someone they trust—someone who understands their struggles and can offer genuine solutions. So, write like you’re having a one-on-one convo with someone you’ve known for a while.

When your copy feels like a conversation, your audience is more likely to engage, trust what you’re saying, and ultimately take action.

Include a Clear Call to Action (CTA)

Even if your copy is compelling, you won’t see conversions unless you make it clear what your audience should do next. This is where a strong call to action (CTA) comes in. A CTA doesn’t have to be pushy—in fact, the best CTAs are direct and encouraging, making it easy for your audience to take the next step.

Make sure your CTA is strategically placed where it makes sense—whether that’s at the end of a blog post, on a sales page, or in an email—and always tie it back to the value your audience will get by taking that action.

Use Social Proof to Build Trust

One of the best ways to build trust and convert potential clients is through social proof. Testimonials, case studies, and client success stories show your audience that other people have had positive experiences working with you and have seen real results. This not only builds credibility but also makes your audience feel more confident in choosing to work with you.

If you have glowing reviews from past clients, weave those into your copy. By letting your clients speak for you, you create a sense of trust and authenticity that no sales pitch can compete with.

Creating conversion copy that feels natural, engaging, and authentic is all about focusing on your audience, offering real solutions, and building trust. When you write in a conversational tone, include clear CTAs, and back up your claims with social proof, you’ll find that your words don’t just sound good, they actually get results– no slimy, icky Matilda’s dad energy required.

If you’ve read this far and you’re still thinking, “I have no clue what I’m doing, Jessie,”— I have great news for you. We can work together to make it happen 😚

Check out my services page to get more details, and contact me here to set up a discovery call!