It is common knowledge that the engine of trade is advertising. This is especially true for online business. After all, it is there that huge resources of sales and services are concentrated today. And this, in turn, generates an increasing demand for high-quality advertising content, including the so-called selling texts. These are articles whose task is not only and not so much to inform the site visitor about something, but to subtly convince the reader to buy the offered product or use the provided service through a light, digestible text.
Order or write yourself?
If you are the owner of an online store and you need material that increases sales, then the easiest way is to order it from professionals by contacting a specialized agency selling texts. Luckily there is no shortage of them. Another thing is that such offices present rather big bills for their services. And given the fact that advertising texts, as a rule, need several, if not a lot, then ordering them will cost a tidy sum. And if you are just a novice entrepreneur and do not have extra funds for expensive services? In the latter case, and also for those who want to start a career as a copywriter, belowthe basic rules and principles will be disassembled, revealing the secrets of how to write sales texts.
Formulation of the purpose of the promotional article
So, the main task of the selling text is to stimulate the site visitor to perform some operation. As a rule, the end result of visiting a resource by a user should be reduced to a click on the “buy” or “order” button. However, these are not the only possible consequences of the impact that selling texts have. Examples of other user operations on the site: registration, call to the office, online consultation, subscription to the newsletter, request to meet with a company representative.
When starting to write an advertising article, the first thing you need to decide is what exactly it should encourage the reader to do. When such a goal is clearly formulated, you can proceed to the next stage.
An important rule for writing sales articles
At the second stage of drafting the text, it is necessary to clearly understand the following: good selling and SEO-optimized content is intended primarily for people. This means that the material should be readable, light and interesting. Of course, you can flawlessly observe all the canons of writing advertising texts, but the result will be inoperable. The maximum that he can do is to promote the site to the first pages when searching for keywords. However, a real person will close the tab with your resource before they read the text to the middle. As a result, he will make a purchase from competitors, and it is for them that such content will eventually work.
Therefore, the second rule on how to create a sales text says: it is reasonable to use the algorithm for creating such texts without being their hostage.
Defining destinations
It happens that when generating promotional content, the advertiser tries to reach the maximum audience. As a result, the output is a product intended for everyone. This is a disastrous PR mistake, because the message for all is not addressed to anyone as a result. As a result, the text does not bring any benefit, being useless advertising garbage. In order to avoid this, you should decide on the target audience - who is your article intended for, who are these people, what are their incomes, age and social status. It is necessary to enter into the role of the buyer, to understand his needs, to understand his problems, to realize the needs and give him exactly what he wants. Even if a person does not place an order right away, he will have a favorable impression of the site, and next time he will give preference to you.
To illustrate, here is the correct and incorrect advertising text. Examples follow.
Option one. How not to write sales articles
"Do you want to go on a romantic trip abroad? The cost of the trip will depend on a number of factors - the country, city, season, class of service and the list of services provided. Therefore, you should decide on your wishes and provide for all possible expenses when planning an unforgettable vacation for two.offices are ready to answer your questions at… or by phone…"
Obvious flaws:
- Firstly, for whom this text is written remains unclear - for students looking for a budget travel option, or for newlyweds considering where to spend their honeymoon, or maybe for an elderly couple who want to celebrate their golden wedding abroad ?
- Secondly, no matter what the needs of the consumer, he will not find answers to his questions about the price, about the list of possible countries, about the available services.
Most likely, most people will not have any desire to contact this company, and they will go to the sites of competing companies to look for options.
Second option
How to write sales texts correctly? Consider an illustrative example.
If you want to go on a romantic trip, then our company will help make your dream come true, taking into account all your wishes at affordable prices!
- Western European countries (10 days) – from 850 to 2200 $.
- Egypt, UAE and the Middle East (10 days) - from $450 to $1750.
- North America (10 days) - from $1200 to $3500.
- South American countries (10 days) - from $900 to $2700.
- The price includes life and he alth insurance, ticket prices, hotel rooms for two, one romantic evening in a prestigious restaurant and a sightseeing tour of all the cities included in the travel plan.
- All Inclusive service available.
- Special unique bonus for newlyweds and couples traveling to coincide with their wedding anniversary.
- In addition to standard services, we will definitely take into account your individual wishes.
The price is calculated based on the number of stars of the hotel, the class of air travel and the geographical pattern of travel.
Please contact our office by phone… and we will be happy to advise you on all services and select the best travel option. We are also waiting for you at…"
Everything is clear here - price thresholds, standard services and additional features. The target audience is defined. I want to apply to such a company.
Article content
It should be remembered what distinguishes the best sales texts from all others. This is their clear structure and consistency. Literate texts are unobtrusive. They do not offer to immediately buy a product in your store or use your particular service. On the contrary, first you need to establish points of contact with the problems of the consumer and express solidarity with him. In other words, in the text, a potential buyer must read his own thoughts on some occasion, recognize himself. Then you should propose a solution to the existing problem with the help of your product or service. In doing this, there are two factors to consider:
- Everything has flaws, and your product is no exception. No need to deceive potential buyers, assuring them that there are no real defects - that's not what sellers are for.texts. Examples of this are everywhere. On the other hand, there is no need to focus on the shortcomings. Sometimes an obvious marriage is presented with a "+" sign. This can be done by good selling texts. Examples are found anywhere, at least in the used car market: the seller, selling the car, saves on painting, and in the ad writes the following: “Native painting”. The buyer sees this as a certificate that the car has not been in a serious accident. Thus, an obvious disadvantage positively affects the sale. Another principle of describing a defective product is that flaws must be drowned, dissolved in a sea of merits and advantages of the proposed product. Emphasizing the minuses with the pluses, you act honestly, informing in advance about all aspects of the product. At the same time, you earn yourself a reputation as an honest seller, which will increase the loy alty of potential buyers. By focusing on the positive qualities of the product, you run the risk of falling into the other extreme described in point 2.
- Excessive emphasis on the merits of the product. Yes, all the pluses should be taken into account and voiced, but you don’t need to use too loud slogans like this: “Our cat carriers are the best in the world” in order to advertise them. When the reader feels the elements of propaganda, he intuitively distrusts the company. Nobody wants to be bred for money, passing off a mediocre product for candy. Namely, this is how advertising of a too ideal product is perceived. A minimum of unreasonable praise, enthusiasm, a maximum of facts presented from the right angle - that'sadvertising text, examples of which generate high sales and consumer confidence.
Additional motivation
If your store has any promotions, bonuses or accumulative / incentive / discount programs, be sure to include such information in the text. This is a very powerful incentive and an unsurpassed weapon that sales texts have. You will find examples in your own life - how many times have you made an unplanned purchase for the sake of a discount or a system of returning a certain percentage of the purchase amount? You see…
Use all available means. In addition to the above factors, do not forget, whenever possible, to remember your authority and achievements, provide the text with quotes from the positive reviews of your already established real clients, provide statistics, etc.
Conclusion
Remember: no one anywhere will ever provide you with a golden sales text template. Simply because it doesn't exist. In each individual case, one should not be afraid to experiment, change something, bring a touch of originality, play with styles and vocabulary. Originality and a he althy sense of humor can win over customers as much as correctly inserted keys and a well-thought-out structure.
