What is selling text and what should it be

What is selling text and what should it be

Already from the name it is easy to understand that the selling text will be the text that sells something: goods, services, as well as your brand as a whole. How professional and high-quality it is will determine what percentage of the target audience you can attract, interest, and convert into the category of buyers, perhaps even regular ones. So how to write a selling text? What should it be like? What nuances need to be taken into account before you start writing it. Let's look at all these aspects in more detail. The information received will allow you to understand this issue in more detail and learn how to create text content that will really sell.

What is selling text

The selling text can rightfully be called an advertising unit, which will facilitate the making of a purchase by people who revere it. This material should clearly outline the main advantages of your products or services, highlighting those benefits that the client can evaluate in practice after placing an order. Here everything that interests a potential buyer should be conveyed in the simplest and most accessible language possible.

But at the same time, you must understand that the presence of such text — This is not a guarantee of sales. Even the highest quality and professionally compiled material does not promise that everyone who reads it will immediately turn to you for a purchase. That is, you should not initially pursue this goal. To get the maximum effect from a sales text, you must understand that it is intended only to attract the attention of the audience, familiarize yourself with the features of cooperation and a gentle, unobtrusive push to make a positive decision. There should be no pressure on users, otherwise the effect will be the opposite of what was expected.

Requirements for selling text and its features may differ depending on what type of page it is intended for:

  1. Landing. A landing page of this type is mainly created in the form of blocks with one or another information. They briefly and concisely provide information about the product itself, the company that provides it, its advantages, and technical parameters. Without fail, there will also be a block containing a call to action, be it subscribing to the newsletter, placing an order, sending a request for feedback, etc. Remember: the information on the landing page is perceived more visually, which imposes its own limitations on the design of such pages and their filling.
  2. Home page. This solution is typical for classic multi-page sites with a complex structure. Here the main page can be called the brand’s business card. At it you should present your company in the most favorable light, show the audience what benefits you can get from such cooperation. Here it is necessary to talk about the brand itself, its goals and objectives, provide the audience with information about the goods and services provided, as well as the benefits that can be obtained in the process of cooperation. You must write text that will force visitors to go further into the catalog to study the product, contact managers for advice, or perform any other targeted action. You can read about how to write the correct text for the main page of the site here.
  3. Blog. This can be either a full-fledged portal or a separate section on a classic multi-page website of a company, which was created primarily to increase the level of loyalty of the consumer audience to the company. The articles that will be posted here should show people your authority and expertise in this matter, interest them in making a purchase or some other targeted action. After studying the text content presented in the blog, the audience should become interested in the company's products or services. It will manifest itself in the transition to the pages of the catalog to get acquainted with the products or services provided.
  4. Product card. This should contain the most detailed information about the product or service itself, its key advantages, and the benefits of the purchase. The information that will be contained in the product card directly depends on the type of product. In any case, the description must be as accurate and correct as possible. It should answer most of the questions of potential buyers, at least at the stage of preliminary acquaintance with the product.
  5. Text for email newsletter. This is a text content format where you will have very few characters to develop your ideas. But in any case, you must interest people, whet their interest in the product, and remove negative perceptions, if any. Here it is necessary to think through everything to the smallest detail, because the vast majority of the audience does not have a particularly positive attitude towards electronic mailings, recording them as spam.
  6. Presentation. The selling text in this case – This is something that will help form a positive image of the company, convey its advantages to the audience, distinguish it from competitors, and increase the level of recognition. It is also important here to talk about the goods or services themselves, to highlight what a person will receive after making a purchase.
  7. Posts on social networks. Modern social networks have become an effective tool for various businesses. Correctly composed posts will create a friendly and positive image of the company, will involve the audience in dialogue, and convince people of the authority of your opinion. These are all those aspects that will help increase the level of sales of goods or services.

Now that you know the main types of selling texts, you can move directly to practical recommendations that will allow you to create them as correctly and correctly as possible. And the first thing to start with is the preparatory work.

Getting ready to write a selling text

Before writing a sales text, you must determine what exactly your goal is. In particular, you need to understand who your content will be aimed at and what effect you want to get from it. Only after this will it be possible to collect the necessary materials and think through the overall concept. Of the main stages that you will need to implement in the process of preparing for writing, we highlight:

  1. Defining the goal.
  2. Defining your audience.
  3. Collection of reliable information.

Let's look at all these blocks in more detail.

Define the purpose for writing a selling text

Under the concept of “goal” in this case we mean what kind of reaction you would like to get from your target audience with your material. Understanding this, you will be able to:

  • collect the information that will be the most valuable and useful in this case, discarding third-party material;
  • strictly follow the chosen strategy, do not deviate from it, build the correct structure of the material;
  • identify data that is guaranteed to interest your client and satisfy his pain.

That is, a banal presentation of information, even if it is reliable and interesting — This is not the purpose of the text, which should sell your products or services. You must interest the person and show him that you are able to provide him with a product that will solve his pressing problems and answer pressing questions.

So, if you specialize in selling electronics, then your goal might be to provide a person with information about a new smartphone that will allow you to take professional-quality pictures. If you supply coffee to the market, make it your mission to tell people that on your online storefront they will find different varieties and types of beans to suit all tastes. If you work in the field of children's toys, then the purpose of the selling text may be to convey to the audience information about the developmental characteristics of your product, their safety for children, etc. These are just examples, but from them you can understand what the purpose of the selling text may be in that or another niche.

Determining the audience that the sales text is aimed at

To write a text that will really interest people and make them become more familiar with your products or services, you need to understand who you are working with. That is, your task at this stage – create a portrait of your target audience. Thanks to this, you will also be able to choose the appropriate style of presentation of the material, those techniques that will be most effective in a particular case.

So, to evaluate your audience, you need to pay attention to the following aspects:

  • gender and age;
  • country, region of residence;
  • hobbies, interests;
  • fears and preferences;
  • ideas that can motivate you to make a purchase.

So, if you sell electronics, in particular laptops, you can recommend some devices for pupils and students, others — for people who will use gadgets for work, others — for gamers. And it turns out that here for each it will be necessary to write a separate material in which to reveal the advantages of this or that laptop, to show why it is necessary to buy such a device and not another. Show how a gaming laptop will differ from ordinary consumer models. In the same way, you will need to tell why, when choosing a gadget for children, it is important to pay more attention to the quality of the screen than to a number of technical components that will not be particularly important in the operational process.

That is, at this stage it is important to evaluate your audience in order to present your products to them in the most favorable light. And the last thing that needs to be implemented at this stage is to select the most suitable platform for publishing the text. Both the format of your content and its structure depend on this. Also based on this, the appropriate number of characters is determined.

Collecting reliable information

To get a truly high-quality selling text, which, after placement, will fully meet your expectations for it, you need to approach the collection of information as comprehensively and professionally as possible. There are a fairly large number of sources to be explored here. But it is also very important to make sure that the information you collect is truly relevant, useful, and reliable.

The main sources for obtaining such data can be used:

  1. Expert opinion. Find someone who really understands your topic. Someone who has already spoken out about it more than once, who has the necessary statistics and research results. That is, one whose conclusion can rightfully be considered reliable data.
  2. Materials from competitors' websites. Companies that operate in the same niche as you also face the need to collect reliable data. And if they have already worked through the material, then your task is greatly simplified: you can use their information. Just be sure to check it for accuracy.
  3. The user audience of your competitors. Here it would be a good idea to study the comments under the texts and social networks in order to find out what exactly interests consumers in your products. What questions do they ask most often, what products or services do they bid on. This is exactly what you will need to talk about in your material.
  4. Reviews and testimonials about your product. You must understand how the market perceives your product, what advantages and disadvantages have already been identified in it. In the selling text, the strengths of the product must be emphasized, and the existing negative — smooth.
  5. Third party sources. This may include the media, analytics, and various reports. This is what will allow you to check the relevance of your product or service, see what event third-party sources link it to, and how they cover it.

But once again we would like to draw your attention to the fact that any information must be additionally verified using third-party sources. This is the only way you can be sure that it is reliable. Otherwise, you risk causing serious harm to your company's image. That is, spend extra time delving into additional sources and studying expert opinion. We are not sure that the data you collected is reliable — don't publish them. You should always understand that your material can be read by people who are well versed in this topic. And if mistakes are made, they will definitely see it and note it for themselves.

So, if you sell organic products, you must provide the appropriate certificates to show that various chemicals are not used in their cultivation. It would be useful to provide the results of laboratory tests, reviews from regular customers and everything that shows their safety for health.

Now that you already have an impressive amount of information at your disposal, you can proceed directly to writing a selling text. We'll tell you how to do this further.

Recommendations for writing sales text

To write a high-quality selling text, you also need to systematically complete a number of works:

  1. Think about the structure of the text.
  2. Enter headers.
  3. Write the first paragraph — lead
  4. Highlight benefits for customers.
  5. Mark offers.
  6. Write a call to action.
  7. Add an image and do the final layout.

Let's consider all these points in more detail.

Thinking over the structure of the text

At this stage it is necessary to provide for many nuances. So, you should initially decide in what format your selling article will be written: content for the website, presentation, blog article, post, etc. Then we select the product or service that you want to display here, the audience you will target. We separately think through the benefits and beneficial properties of the product. If there are shortcomings, we should also point them out, but smooth them out somewhat so as not to cause sharp denial about the user audience. That is, you must understand the existing problems, and also think through the most effective ways to solve them.

Another very important point at this stage will be the choice of the most suitable text structure model. Today there are quite a lot of such options, but we will now highlight the most common and popular solutions:

  • AIDA. This is an abbreviation of 4 words: Attention (attention), Interest (interest), Desire (desire), Action (action). That is, initially you need headlines and first paragraphs to attract the attention of the user audience to a particular problem. Next, we propose a solution to the identified problem. In the next block we reveal the benefits and advantages that the user who contacts you will receive. Last block — this is a call to action. This can be not only the purchase of a product or service, but also contact with company managers, sending your contact information, etc.
  • ACCA. This model is most widely used in practice in B2B and B2C businesses. Based on it, content is prepared for one-page websites, email newsletters, posts on social networks, and advertising booklets. Unlike the previous solution, there is no theory here, but there are confirmed facts indicating the benefits of a particular product or service. There is no emotionality here — exceptionally strict arguments that do not raise doubts. The decoding of this type of structure is as follows. A— Attention, that is, the attention that attracts the title and the first paragraph. With — Comprehension, understanding the arguments: provide facts that allow the potential client to understand the problems and that your product can solve them. The next C in the abbreviation is — This is Conviction, that is, persuasion: show people the benefits that they will receive from working with you. And — this is an Action, that is, a call to action: everything is standard here: unobtrusively invite people to place an order, download a product, contact managers, etc.
  • PMHS. This model of selling text has found wide application in B2C business. On its basis, advertisements are compiled, landing pages are designed, and posts are written on social networks. Relevant for both goods and services. In this case, the structure looks like this: Pain (pain) — this is a title that will address the so-called “pains” of life. audience. Further in the More pain block we talk about what negative consequences can be obtained if you do not take advantage of the business offer here and now. Hope (hope) — describe here all the options for solving the problem that you see, convince people that there is a way out. Solution (solution) — show how you can solve the existing problem using the goods and services that are at your disposal.
  • ODС. This model is also suitable for writing small selling texts, which is relevant for B2C businesses. The first component here — Offer, that is, a proposal. Already in the headline or first sentence, you should show that you have a useful offer for users. Deadline — this is a limitation. Indicate that the offer you mentioned above has a limitation, for example, on the number of available positions or the duration of the promotion. Call to Action — This is a call to action where you should indicate how users can receive your offer.
  • PPPP. A universal solution for absolutely any business, displaying both emotions and facts confirming its advantages. So, initially in the Picture block you should show your product in the most favorable light. In the next Promise block, reveal the advantages of your product, its strengths, and how it differs from similar products presented by competitors. Prove (confirmation) involves a description of facts, evidence that confirm the given higher information. It would be great if you provide some research results and statistical parameters here. Push (press, push) — this is a call to perform one or another targeted action.
  • QUEST. A sales text model that can be actively used in both B2B and B2C businesses. The key components here will be elements such as Quality (quality), Understand (understanding), Educate (training), Stimulate (stimulation), Transition (call to action). That is, initially you need to identify your audience, then show them that you understand the current problem and share it. The main part should highlight the benefits of the product and how it can benefit them. A more detailed disclosure of the merits of the product, as well as the benefits that potential buyers will receive, will encourage them to make a purchase. Last moment — this is still the same call to perform a targeted action.

Which version of the sales text model to choose in your case depends primarily on the type of content itself, as well as the platform where it will be posted.

Create the right title

Successful text title — this is one of the key aspects of his success. It contains not only informational, but also an advertising component. That is, in just a few words you must convey the whole meaning of what will be presented in the subsequent material. This should be both a definition of the problem and a way to solve it.

Here you must understand that the title — this is what will make visitors read the text further. It is also worth using subheadings in the article, highlighting individual blocks, showing what material you will present in them. So, in order to get the correct and easy to read sales text, you need to adhere to 3 basic rules when writing headlines:

  • display all user benefits in titles;
  • the design and writing of absolutely all headings must have the same style;
  • if you want to provide diverse information in one block, then it is better to enter an additional subheading of levels 3, 4, which will improve perception.

Write the first paragraph correctly

The first paragraph in the selling text — This is a lead, a magnet. That is, material that can captivate the reader and encourage him to fully study your material. Here you need to briefly tell us about yourself and what solutions you offer to the market. At the same time, information should be presented as clearly and concisely as possible, without unnecessary comparisons. You should also avoid hints and ambiguity. That is, show what exactly you want to tell your audience.

You should not start your sales text with the history of the company itself or how it all began, how the idea of creating this or that product arose. Initially, you need to highlight the client’s pain, show that you understand it, and note that you have a good solution for it.

Highlighting the benefits for the client

It is very important here to highlight the key benefits of your product or service, as well as how it can help your customers. When presenting this information, it is important to understand that all buyers, without exception, will be interested in the quality of the product and its cost, the availability of additional discounts or some gifts after ordering. It is also important to show that you are ready to solve a pressing problem for your user audience.

The material should be presented in such a way as to dispel all people’s doubts. Indicate the guarantees that you have, provide information about the features of payment and delivery of orders. If there is a technical support service, show that it is professional and available at any time. It would be a good idea to indicate the terms of credit, installment plans, and leasing in cases where such solutions are relevant specifically for your business.

Mark offers

This is the block that should lead the reader to form the idea that it is your products or services that can solve his problem. You must create an offer that is difficult for users to refuse. You can use several formulas in this block. In particular, when writing posts for social networks and advertising materials, the following solutions can be used:

  1. Benefit, bonus, guarantee, restrictions. That is, we show what benefits people will receive, what bonuses for purchases and guarantees you are willing to provide them, and also whether there are restrictions on time or the number of gifts.
  2. Need for the product and benefits. In this case, you must show that the market has a need for a particular product, product or service, and also note that you have solutions to this problem and that your products are better than those of competitors (give real arguments) .
  3. Target audience, client pain, solutions. Here you are already targeting a specific target audience, understand their needs and are ready to offer the simplest and most effective ways to satisfy them.

Write a call to action

In this case, you need to follow one simple rule: add only one call to action per selling text. That is, initially decide what it should be: placing an order on the website, purchasing at an offline representative office of the company, providing the user’s personal contact information by filling out a feedback form, calling consultants, etc.

It will be good if you immediately add this very form or call button to the site. This way you can count on feedback as quickly as possible, literally immediately after reading the material. That is, when user interest is highest.

Add an image and do the final layout

Even the highest quality and professionally presented material without graphic support will look boring and monotonous. Therefore, after you prepare the text content, make sure that it fully corresponds to your initial wishes, you can proceed to preparing the image for it. Here you also need to understand where your text will be placed. It’s one thing if it turns out to be social networks, and quite another if it’s a company website.

Also during the layout process, you should consider which devices your material will be displayed on: desktop or mobile. The best solution — This is a responsive design. This way, you don’t have to worry that it will be inconvenient for users to study your article from a smartphone or laptop. Here we also think through the fonts down to the smallest detail: they must be clear, easy to read, and simple in visual perception.

Only after you are sure that you have received a selling text that matches your idea, you can proceed directly to its publication.

To summarize

As you can see, creating a selling text is not as easy as it might seem at first glance. Here you should pay attention to many nuances, think through literally every word and picture to the smallest detail. This is the only way you will receive materials that will really interest the audience and will encourage them to take one or another targeted action.

But it is still very important to correctly implement the preparatory stage, namely, to understand what audience you are targeting. This in itself will be the key to success. And in order to create a portrait of your target audience, you will need to work through a fairly impressive amount of information and gain access to various sites and resources. This event can be significantly simplified and facilitated by additionally connecting to the work of mobile proxies from the MobileProxy.Space service. Follow the link https://mobileproxy.space/en/user.html?buyproxy to get acquainted with the functional features in more detail, read , what this solution is, who should use it, study the reviews of those who have already used it in practice.

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