Have you ever bought something that felt like a natural choice rather than a sales pitch?
That’s soft sell copywriting at work. Instead of pushy tactics that turn people away, this gentle approach helps customers make decisions they feel good about.
In this guide, we’ll explore what soft sell copywriting is, why it works so well, and look at five real examples you can use today. By the end, you’ll understand how to write copy that builds trust and boosts sales without feeling like a pushy salesperson.
What is soft sell copywriting?
Soft sell copywriting is a gentle way of selling that focuses on helping people instead of pushing products. Think of it like being a helpful friend who gives advice rather than a pushy salesperson at a car lot.
This approach builds relationships first and makes sales second. It’s a bit more like customer service. Instead of saying “Buy now or miss out forever!”, a soft sell approach might be to write, “Here’s how this could help you solve your problem.”
The main difference between soft sell vs hard sell is simple. Hard sell copywriting uses direct response copywriting techniques like scarcity, urgency, social proof, features & benefits, and direct commands. Soft sell copywriting uses stories, education, and gentle suggestions. Both have their place, but soft sell often works better for building long-term customer relationships.
Why soft sell works
Soft sell copywriting works because people don’t like feeling pressured. When someone tries too hard to sell us something, we naturally put up walls. But when we feel helped and understood, we open up.
Here are the main reasons why soft sell marketing examples perform so well:
Builds Real Trust: When you focus on helping instead of selling, people trust you more. They see you as someone who cares about their problems, not just their money.
Feels Natural: Soft sell copywriting reads like a natural conversation. Instead of feeling like they’re being advertised to, people stay engaged and continue reading. It gently helps them realise that your product or service could be the solution to their problems.
Creates Long-Term Customers: Instead of one-time buyers, soft sell approaches create loyal customers who come back again and again. Shopify’s research shows that customers acquired through soft sell methods often have higher lifetime value.
Reduces Buyer’s Remorse: When people don’t feel pressured to buy, they’re happier with their purchase decision. This means fewer returns and more positive reviews.
5 Great Soft Sell Copywriting Examples
1. Storytelling in Ads
Rather than simply listing product features, effective copy tells a story.
Example: Fitness App. Instead of saying “track calories” or “daily workouts,” the ad tells John’s story. He’s a busy professional who struggles to exercise. With the app, he started doing 20-minute workouts at lunch. Soon, he felt stronger, more energetic, and more confident.
The ad doesn’t scream “Download our app!”. It shows how the app made John’s life better. Readers can imagine themselves in his shoes, thinking, “If it worked for him, it could work for me.”
2. Helpful blog posts with light CTAs
Educational blog posts are perfect soft sell copywriting examples. An e-commerce store selling gym equipment might write “10 Simple Exercises You Can Do at Home.” The entire post provides genuine value without mentioning their services.
Only at the very end or throughout the article, they might add a gentle call-to-action like “Want to do dumbbell lunges at home? Check out our Elite Core Dumbbells.” This approach helps people first and sells second, which builds trust over time.
3. Case studies framed around customer success
Case studies work great as soft sell marketing examples because they focus on customer wins, not company bragging.
Instead of saying “Our software is amazing,” they show how the software helped a real business solve actual problems.
The case study tells a story: “Company X had problem Y, tried solution Z, and got these results.” Readers get to hear a helpful example and understand how someone like them achieved a result so they can learn how to do it for themselves. They resonate with the story and naturally wonder if they could get similar results.
4. Gentle email marketing sequences
The best email sequences feel like messages from a helpful friend. Instead of bombarding subscribers with “Buy now!” emails, soft sell sequences provide tips, insights, and valuable content.
For example, a gardening company might send weekly e-commerce emails with seasonal planting tips. Occasionally, they’ll mention a product that relates to the tip, but the main focus is always on helping the reader succeed with their garden.
5. Lifestyle product descriptions
Rather than listing technical specs, lifestyle descriptions show how products fit into customers’ lives. Semrush notes that this approach works especially well for consumer products.
A backpack description might say: “Picture yourself hiking through mountain trails, knowing everything you need is organised and secure on your back.”
This creates an emotional connection before mentioning features like “waterproof zippers” or “ergonomic design.”
Tips for writing soft sell copy
Here are some simple tips that work to give soft sell copywriting a try:
- Focus on benefits, not features: Instead of saying “Our software has 50+ integrations,” say “Connect all your favourite tools in one place so you can focus on what matters most.”
- Use storytelling: People remember stories better than facts. Share customer stories, your own experiences, or create scenarios your readers can imagine themselves in.
- Write conversationally: Use simple words and short sentences. Write like you’re talking to a friend over coffee, not presenting to a boardroom.
- Ask questions: Engage readers by asking questions they can relate to. “Tired of spending hours on tasks that should take minutes?” This gets them nodding along and thinking about their own problems.
- Provide value first: Always give something useful before asking for anything. This could be tips, insights, free resources, or entertaining content.
- Be patient: Soft sell copywriting is a marathon, not a sprint. It builds relationships over time rather than pushing for immediate sales.
Final thoughts
Soft sell copywriting shows us that selling doesn’t have to feel pushy or uncomfortable. By focusing on helping people and building relationships, you can create copy that attracts customers naturally.
Don’t get me wrong, hard sell direct response copywriting definitely has a place and it is super effective. The key is knowing when to use each approach. Soft sell works great for building brand awareness, nurturing leads, and creating long-term customer relationships. Hard sell works better for limited-time offers, urgent problems, or when customers are already ready to buy. Start with soft sell techniques to build trust, then use harder sells when the timing is right.
Great copy doesn’t need to be pushy. At The Copy Brothers, we believe in writing words that feel natural, connect with people, and help your business grow. If you’d like help with writing copy for your brand, you can book a time to chat.