How seductive are your selling texts? Does your text intimate a potential buyer to click or make a purchase? Or you are satisfied to describe the significance of your product entirely? You must have to answer all these basic questions before writing a powerful selling text. Whatever you’re offering, from a baby’s feeding bottle to a luxurious trip to Los Angeles, you must write a compelling selling text to attract your clients and customers. Undoubtedly, it is no more a secret, what sells is always visible, attractive and intriguing. So being a copywriter or a professional writer, you must be well aware of the trick of the trade. Otherwise, you’re going to lose the battle, and it’s not an easy task to get sales in such a competitive market, so you must be vigilant in all respects.
Well, the secret to writing powerful selling texts is to follow a proven procedure to entice, persuade, and sell. First of all, you need to know exactly who it is that you want to buy your services or products.
Defining your buyer’s persona
As a rule of thumb, you should put your feet into the shoes of your potential buyer. You must know and learn what people are looking for or how they think about certain products or services. It is the first point to start your journey. Keeping your writing message according to your buyer's persona prevents you from sitting on your butt in the premises of your comfortable office just writing the stuff up, and this might become the major reason of ineffective marketing.
A buyer's persona is the creation of an imaginary client or customer. Of course, it is the expected customer or consumer for whom you’ve developed your service or product and to whom you would love to sell it. As a matter of fact, your imaginary customer represents your target customer. You must be well aware of your buyer's persona so that you know very well what makes her or him shake head in disbelief or what makes her or him laugh with joy, what makes her or him hesitate to buy and in the end, what makes her or him to click ‘buy’.
To know your buyer's persona, just think about what your potential client is reading or which website he is visiting because that will help you to set the tone of your message that will engage him. Think what keeps him awake at night, what your customer dreams of achieving, and how he makes decisions because all these details will enable you to create that powerful selling text that speaks to your buyer and taps into his feelings.
Knowing exactly about your buyer persona will provide you with the critical information you need to convert product-centric texts into customer-centric texts. As a matter of fact, visualizing your customer persona will empower you to create your texts more personal, attractive, vivid and persuasive.
Let me further guide you how it all works.
Develop a comprehensive list of benefits and features
Maybe you have spent lots of time creating and developing your app. Or you might be overwhelmingly excited about latest upgraded specs of your best-selling product. You would love to provide your potential buyers with all the information such as the features, details, and the specs and that’s all that buyers want to know about, isn’t it?
No. Not really.
The potential buyer doesn’t want to know what your product is or what it does. He wants to know what’s in it for him. What problems can it solve and how it can make his life better. Before you start writing a single word about your products or services, list all the features and specs, and then translate these aspects or details into benefits. Keep in mind that a feature is a fact about your service or product, while a benefit is an explanation of what that feature does for your buyer. Realistically, a benefit can be described as a positive aspect (e.g., improves efficiency or productivity) or as a serious problem or issue that can be avoided or reduced (e.g., decreases pain or stress). For instance, while you’re writing about a smartphone, you can write, ‘battery lasts for days not for hours’, ‘next generation built-in light- read without any eyestrain issues’.
In fact, a majority of the people are risk-averse, so it’s good to add some references to how your service or product avoids hassles, glitches, and issues.
Tone and voice do matter a lot
Do you want to intrigue and engage your potential buyer with a dash of humor or personality or you want to sound like a large boring organization? Undoubtedly, your tone can distinguish you from your competitors; it provides your customer with a strong and positive impression of your company or brand’s overall personality and culture.
Instead of saying directly you are fun to deal with, let your personality shine through your powerful selling text. Instead of remarking that your customer service is outstanding, let your tone describe that you’re approachable, friendly, and interested in understanding your buyer’s need.
Your voice tells the whole story. It describes who you are and how you deal with your customers. You must think about that if you’re going to talk to a customer in real life, what you would say to satisfy him. That is the tone you should employ to write powerful selling texts.
Create an easy-to-read format
According to the research, people read only 16% of the text on a web page. To make your text clear and visible, you should use an easy-to-scan and easy-to-read format. Keep your subheadings to a font of 30px and keep the body text to a size of 20px. Most of the subheadings must illustrate or describe a benefit. In this way, you can engage people to read the rest of the content.
Simple animations and Pictures almost make your potential buyers feel as if they’re using the product, and it increases their desire to try it.
To make your product or service selling texts easy to read and easy to skim, follow these steps:
- Create the subheadings to engage the scanners to start reading
- Create bullet points to attract attention to main points
- Use a comparatively large font to improve readability
- Use photography and Video to enhance the desire to buy and use your services and products
- Use plenty of white space to guide buyers through your text and create your page a joy to read
Seduce with sensory words
Restaurants have been using this trick for a long time. In fact, they entice more brain processing power. They use adjectives to enhance the overall attractiveness and beauty of the text. Adjectives often don’t add meaning to your text, so you delete them. But sensory adjectives are powerful tools because they make your buyer experience your product or service while reading the text. In this context, you can use words like bright, crisp, smooth, and velvety.
Keep your tools in order
Sounds obvious, but your working tools have to be in order. You are obviously dealing with the computer as we all do, in an era of technology. It’s really hard to maintain and clean up the computer because it can get stuck up at any moment. From the perspective of the writers, it’s necessary to keep a record of what they’ve written so far. In this way, they can blend the old stuff to create new powerful texts. In this way, you can keep a record of specific keywords used in your industry. Being a programmer or SEO specialist, you’d not like to lose your valuable data. So to maintain and clean up your computer is as essential as the rest of the things you’re dealing with.
All in all, powerful selling texts can help you boost your sales in no time. Whether you’re a writer, SEO specialist or a programmer, you need powerful selling text at times. Keep in mind the famous saying, ‘the first impression is the last impression’. And your selling text is the first interaction with your customer. Through this, you can convert a potential customer into a real buyer of your product or service.
Lori Wade is a freelance content writer who is interested in a wide range of spheres from education and online marketing to entrepreneurship. She is also an aspiring tutor striving to bring education to another level like we all do. Lori is used to handling many writing orders at the same time and as she likes sharing her ideas and experience, she decided to write a great article for you to show how multiple tasks should be dealt with. If you are interested in writing, you can find her on Twitter or Google+ or find her in other social media. Read and take over Lori’s useful insights!