If you ask yourself a similar question, then first forget about it. Such a concept as selling text does not exist. But do not rush to close the article. We will tell you how to write good text – interesting for the reader and helpful for business.
In the dreams of any marketer or company owner, “selling text” is a kind of panacea that can sell anything to anyone. But if the business is hopeless and no one needs the product, then even the best text will not save it.
What to do, not write anything at all? Write, but set a different goal for yourself – not to sell something head-on, hoping for the magical power of words, but to create helpful content that will interest the reader, answer his questions or solve a problem. Forcing a person to buy something is almost impossible. Firstly, you have competitors, and you must surpass them in everything to come to you. Secondly, a person may not even suspect that he needs your product.
You can not just write in an article: “Our product is the best! Come to us!”. And wait for leads – it is principal to explain what tasks and problems you or your product can solve. For example, in the case of a modem, you can tell that there is an easy way to connect the Internet in the country or a country house without wires. It applies to any goods and services – take the same credit cards from any bank. Headings of articles in the style of “Get the most profitable credit card” will not help, but material with a title hinting at personal experience will attract attention – “How I bought on credit for a year and did not pay interest.” Don’t sell, but
tell and explain – this is the main rule.
We have compiled a small checklist that will help you create goodly text that can interest the target audience in your products or services:
1. Set a goal
Formulate it for yourself so that when writing the text, remember what you want to achieve with it. Sell a product or grow brand awareness, talk about advantages over competitors, and so on.
Example: Our goal is to tell you that we are great at writing marketing articles through this text. If you have learned a lot of new things for yourself by the end of the article, you have succeeded.
2. Decide on your target audience
It is essential to understand who the article is being written for, who your customers are. Also, consider the level of expertise of your customers – is it enough for them to show the advantage of your product, or do you need to explain everything from scratch so that they understand what is helpful.
Example: Our target audience is business owners, marketers, and marketing directors of companies. They do not need to write the lyrics step by step, but it is essential to understand if we are suitable performers.
3. Find out the needs
Potential customers do not want to buy a product. They want to solve a problem – this is what they need to identify and then build on from it.
Example: You wanted to know how to write a sales copy and found our article in which we tell you in detail how to do it.
4. Be consistent
Be sure to think over the structure of your text so that it comes to its logical conclusion. First, identify the problem, and then tell us how your product can solve it. Next, you need to explain why you, and not your competitors. Separate the text with subheadings,
add bulleted lists for clarity.
Example: We described the problem, divided the text into readable paragraphs, and provided a bulleted list solution. We also offer small samples to make the material as straightforward as possible.
5. Deal with questions and objections
The text should not leave behind unresolved questions – “What if there will actually be interest on the credit card?” Think about what your client might ask, or rather, check it with the company employees who communicate with them. Also, try to anticipate possible objections and disclose them in the text.
6. Engage users
You have convinced the person that the product will come in handy and consider competitors’ proposals. Therefore, use heavy artillery: promo codes, promotions, bonus programs, or free shipping. You can also make a special offer for those who have read the article.
If you have famous clients, be sure to mention them, this will increase the level of trust. And, of course, add a call to action, for example, say that you need to order soon because there is a significant discount until the end of the month.
7. Give real-life examples
If everyone has already developed immunity to ordinary advertising, then the native one still works. You can give examples in the article of how your product helped one of the customers. Stories from the user’s perspective work even better, in which the advertising of the product is only veiled.
8. Come up with a catchy headline
This moment is the most important. It depends on whether your article will be open in principle. You can use clickbait, but don’t overdo it – the person shouldn’t feel cheated.
And a shortlist of what not to do in order not to spoil your text:
- Do not over-praise your product, and do not promise the impossible. Write the facts;
- Do not overload the text with information. It will be challenging to read;
- Do not focus on cheapness – the reader will decide that the product is of poor quality;
- Don’t beg to buy, but show that the product is valuable.
The most important thing is that each case requires an individual approach. There is no universal solution for excellent text. Analyze your product and audience to create actionable content. And don’t forget about advertising to promote your article or drive customers further down the funnel after reading the text.
