The Good and The Bad About Soft Sell Copywriting

Good, Great, Bad, 

Ugly Copywriting

Zipping across digital advertisements and platforms, copywriting has become a powerful tool that could either make or break your marketing efforts. We now live in a world saturated with aggressive sales tactics, and consumers are now seeking for visible authenticity and valuable connections. This is where soft-sell copywriting comes into play.

Unlike its pushier counterpart, soft-sell copywriting resembles an advocate of peace. Soft-sell copywriting focuses on building trust, establishing relationships, and nurturing long-term customer loyalty. By adopting a more conversational and persuasive approach, this form of copywriting can effectively engage readers attention and guide them towards a company’s target actions.

Therefore, in this article, we will be providing an explanation of the pros and cons of soft-sell copywriting. Click here for a basic guide.


Soft-Sell Copywriting (in a Nutshell)

We need to first understand what it is meant by soft-sell copywriting—in detail. Basically, soft-sell copywriting is a form of copywriting that approaches its subject in a subtler manner. It focuses on building trust, establishing relationships, and nurturing long-term customer loyalty. This strategic approach to its potential customers is quite the opposite of its more hard-ball relative. Aiming to engage a reader’s attention through employing a conversational and persuasive tone, soft-sell copywriting bids its time. An important aspect to practicing this skill is to create a trustable and authentic environment, one where customers feel heard and understood.

However, we should not forget that digitalisation has surged at breakneck speeds, allowing consumers to keep up with trends at the push of a button! Bombarded with various advertisements or sales pitches at any point of the day, consumers are also subjected to aggressive marketing tactics. What happens then? Consumers begin to acquire a new resistance and scepticism—disallowing such crude techniques to be implemented on themselves.

How do we combat this?

Well, soft-sell copywriting acknowledges this new development in consumer behaviour, and instead works towards establishing a genuine relationship with them. Not only does it do that but it also builds a brand new foundation of trust, positioning the copywriting service as both reliable and credible. By placing emphasis on value, being able to educate the reader, while addressing their queries and concerns, copywriters aim to leave a lasting impression. 

Pros of Soft-Sell Copywriting

What makes soft-sell copywriting viable and beneficial?

Establishing Trust

First things first, this form of copywriting offers a wide range of benefits that could change the tides in a marketing campaign. An amazing marketing campaign would keep the ship going, but a bad one? Jumping ship would be a wise option.

A primary advantage of implementing a soft-sell copywriting technique is having the ability to establish a groundwork of trust—especially with your target audience. Adopting a conversational and relatable tone, a brand is able to build rapport with its customers. This then allows them to become more receptive towards the brand’s message.

Without a doubt, trust is an integral part in consumer decision-making. By prioritising trust-building, copywriters are able to lay the groundwork for future long-term customer relationships.

Fostering Loyalty

The second benefit to soft-sell copywriting would be its capacity to foster customer loyalty. Focusing on providing quality value while addressing the needs of its audience, creating a positive brand perception able to go beyond immediate sales. At the same time, customers will be inclined to remain loyal to a particular brand. This is because a consistent brand ensures a consistent and quality-proven content delivery—not to forget, its connection with its fellow customers!

Therefore, this shapes soft-sell copywriters into a trusted advisor, fostering a sense of community and engagement—all because they were being respectful and understanding. As a result, businesses will enjoy higher customer lifetime value, and an increased repeat of its business.

Briefly speaking, soft-sell copywriting aims to provide a holistic and customer-centric approach to marketing. Focusing on the customers, ticking the checkboxes of: trust, relationship with customers, and high-quality value. The results? A positive brand image and potential long-term customer loyalties. Through adaptable and engaging content, soft-sell copywriting sets the stage for an extremely successful marketing campaign—one that resonates deeply within the audience.


Cons of Soft-Sell Copywriting

We have talked about how advantageous and full-of-benefits soft-sell copywriting can be, but we also have to acknowledge its potential challenges and limitations.


One of its drawbacks is a longer conversion process.

In contrast to its hard-balling relative (aggressive marketing), soft-sell is a bit, well, soft.

Hard-sell copywriting usually employs a direct and persuasive form of writing, manipulating language into a call-to-action for consumers. On the other hand, soft-sell, as we mentioned above, focuses on the relationship between consumer and brand on a foundation of trust.

This, unfortunately, makes this form of copywriting slow and requires a certain level of patience.

It is completely understandable as trust and relationships are not an overnight scenario, but they also might not align with proposed sales targets. Hence, brands will need to be acutely aware of soft-sell copywriting’s longer conversion process, factoring into production timelines, and developing other alternatives to optimise conversion rates.


The other drawback is misinterpretation or miscommunication.

If we take into account how such a style of copywriting does not explicitly push for sales, consumers might not be aware of the underlying call-to-action. We, as customers, tend to follow through on more obvious, or ‘desired’ options, but soft-sell refuses to participate in such measures.

Failure to do so would ultimately lead to lower conversion rates and sales. A business should not be allowing such behaviour to occur; thus, the copy has to go back to the drawing board. Any copywriting, be it hard-sell or soft-sell, should be implementing persuasive language and a substantial amount of clarity in its meaning—meant to draw the attention of consumers and audience.

There are fine margins to that form of balance, but in copywriting it is a must!


In conclusion, soft-sell copywriting has become a vital skill in the digitalised marketing environment. With priority on trust-building, long-term customer relationships, and engaging brand images, soft-sell allows brands to connect with their audience on an intimate level.

Though it requires patience and a long-term vision, the future gains of soft-sell copywriting should not be ignored so easily. Customer loyalty and an enhanced brand reputation are invaluable assets currently, making soft-sell copywriting all the more indispensable.

Yet, it is important to remember that this technique should be used to encourage a fostering of meaningful connections over time. For a better understanding of what it means to incorporate different types of copywriting techniques, visit us at Paperballad.

Words can change the world. At Paperballad & Co., we wield the mighty pen to help you achieve product-market fit through science-driven content. Schedule a consultation with us here and change the world with our words.


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