Copywriting can be frustrating because there are so many angles to consider that you hardly know where to turn.

Don’t worry.

Here are six ways to help you write some great copy that will improve your sales.

1. Don’t sell the product, sell the feeling. This just means that you should try to evoke the pleasurable emotions the customer will feel once they buy your product. It can be done in a thousand different ways but it must conjure up strong feelings. So don’t just say your widgets are top quality… tell people that they’ll be the envy of their friends once they become the proud possessor of one your widgets.

2. Emphasise the reward to be gained. For example, you could sell a burglar alarm by saying it uses the latest technology but you will get a better reaction if you tell people they will be able to able to sleep more easily, safe in the knowledge that their home is protected.

3. Emphasise the pain that can be avoided. This is the opposite approach to point two but it is equally powerful. In this case when selling a burglar alarm you might tell customers that they will avoid the trauma of having their home violated by thieves if they buy your burglar alarm.

4. Mix the emotional pull with lightly spread facts. Once you’ve made people feel good at the prospect of buying your product you can add a little factual detail about quality and specifications to appeal to the more rational side of the brain. Don’t overdo it though because emotion is by far your strongest selling point.

5. Follow up the evocation of emotion with commands to take action. Having been made to feel the pleasure to be gained in buying your product or, alternatively the pain to be avoided, your customer’s intellectual guard is down for a moment. This is your opportunity to throw in a call to action such as "buy now and save 10%".

6. Give customers several opportunities to buy. Some people may be sold on the product straightaway so give them an opportunity to click through to sales or pick up the phone without having to read all the way through the copy. Other customers may want to know more before they’re ready to buy so let them read on and then give them another chance to buy. Continue like that to the end.

Good copywriting is all about understanding the aspirations of your customers. Before you tell them about technical qualities of your product you need to make them feel good about the thought of buying it. If you can evoke the right emotions, you’re half way to making the sale.