Knowing how to write good upsell copy is like having a personal unicorn that leaves bags of leprechaun gold on your front porch. Upsell copy has a magical way of turning your words into money. It is different than sales page copy because it's designed to get someone to buy more than they originally purchased. It's written in a way that encourages someone to keep buying and not overthink their decision.
There shouldn’t be a noticeable difference between upsell copy and regular copy. Both should follow the RMBC method and have Research behind them, a Method, a Brief, and the actual Copy with a distinct call to action. The main difference, then, is that upsell copy is for the customer who is already “in the mood.”
To buy more products, that is.
Upsell page copy is always a page in the funnel. In addition, you can send automated post-purchase emails with copy that is similar to the upsell page.
As you write copy for your upsell page, keep these things in mind.
The First Step…
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Start by thanking your customer for purchasing your product, and then immediately revisit why they bought it in the first place.
You should rehash the other products you discovered during your Research stage and address the customer’s fears. Then remind them how yours is different and how using it will change their lives (throw in another testimonial if you can).
The information you supply in the rehash stage shouldn’t be copy/pasted from the copy that sold them the first product. Instead, think of it more like a brief recap – an affirmation to the customer that they made the right choice buying your product. A pat on the back, as it were.
Put in your plug.
You should know all about your audience from your Research, so you already know what their fears are and what products they’ve likely tried before. You now take a moment to hit back on the Method section (how your product helps) by introducing another product or idea that will make their life even easier when combined with their first product.
If nothing else, it gets them thinking, “What if…?”
What if I don’t have to work so hard?
What if I get faster results by using this other product, too?
What if I get a better ROI by spending a bit more right now?
And on and on. They’ve already bought one product from you, so anything you sell at this point is gravy. The crucial step is to have a distinct call to action somewhere near the end.
Something to Consider
One common trap that copywriters fall into is thinking that the copy needs to be short and sweet. We have this idea that our potential customers have short attention spans, so we need to snag them right at the beginning, or they’ll lose interest.
Maybe that’s true with some kinds of copy (logos, slogans, taglines, etc.), but with upsell copy, you already have their attention. They already bought something from you, so take as many words as you need to describe how this additional product will add value to their lives.
The long and short: don’t shortchange your product. In the immortal words of John Mayer, “Say what you need to say, say what you need to say.”
Ways to Upsell
Here are a few ways to be a great upsell copywriter:
- Write good copy in the first place.
- Make the customer feel really good about their purchase and highlight how they can feel even better when they buy the upsell.
- Write in a way that you come across as the authority or a trusted advisor or friend. If customers trust you and the data you present, they are more likely to pull the trigger on additional products.
There isn’t one right way to upsell a product, so you have to find a method that works best with your potential customers and their preferences. Some ways to upsell include:
- Enhancement: Talk about the benefits of the next thing up – how does it work to enhance the product they already bought? How much more successful could the customer be if he uses both products instead of just one? Be prepared with facts and figures.
- Discount Coupons: Offer a discount if they purchase a certain amount on their next order. It helps them feel like they’re getting a good deal. You’ll get a repeat customer, and by setting an order minimum, you’ll likely sell more. It’s a win-win-win!
- Bundle: “Based on your previous order, you might like these other products, and here’s why…” It makes the customer feel like you already know them and their preferences, so it’s almost like getting a referral from a friend.
- Suggest a Subscription: Setting your customer up with a recurring subscription saves them the time and inconvenience of ordering each month. It also sets you up to get regular payments.
Successful upsell copy helps both you and the customer, but it can’t be haphazard. There has to be research driving your copy, and you have to come across as a trusted friend giving the customer access to a “secret” deal or special offer. By sending upsell copy out right after a purchase, your customers are already excited and in “the mood” to buy additional products. You just have to extend the offer.