Selling text – myth or reality
A businessman would be glad to crack for the sake of increasing the conversion to at least 3%. But there is nowhere to expand the assortment, experiments with landing pages do not give the desired effect, and dumping is unprofitable. And then the entrepreneur remembers that he heard something about sales texts. He immediately holds a meeting and gives instructions to his subordinates. “Who is our best copywriter in Runet, order texts from him!” says the businessman. “Let him write in such a way that at least 5% of traffic is converted.” The owner of the online store is ready to spend considerable funds on mythical sales texts. Such investments do not pay off, since there are no magic words in the world that by themselves make consumers line up and get out their wallets.
If there are no sales texts, then what texts exist?
In fact, there are texts that sell. Moreover, by and large, there are no texts that would not sell. However, in most cases, online business owners misunderstand the meaning of the term “selling text”. As a result, they form incorrect expectations from cooperation with agencies and copywriters. They want to get a text that, figuratively speaking, will make a person with Bruce Willis’ haircut buy a comb. Not even a comb, but a professional hair styling kit, the price of which exceeds the market price, and the quality raises questions. But such selling texts definitely do not exist. Confused? Then you need to understand the concepts. Advertising texts are divided into two groups.
A phone number database is a list of phone phone number database numbers, usually organized for purposes like marketing, sales, or reaching out to customers. This list often includes extra information such as the person’s name, address, and other details about them, along with their phone number. It’s important to follow the law when using these databases, especially rules like GDPR, TCPA, and CAN-SPAM, which need permission from the users for marketing. These databases are usually bought from companies that gather data or collected through online forms, surveys, or other methods where people agree to share their information.
People don’t need advertising texts
The advent of the Internet has changed human behavior in the purchasing process. We are talking about buying a more or less expensive product, for example, a computer, a travel package, a car, etc. Having access to the Internet, consumers prefer to independently study the information necessary to make a purchasing decision. They begin to interact with the seller when they know what they want to buy.
To illustrate this thesis, it is convenient to use the concept of the buying cycle. According to it, any purchase consists of five steps: recognition of the need, search for information, study of alternatives and risks, making a final decision, and evaluating the purchase.
…people don’t trust advertising and don’t listen to it
According to VTsIOM, only 1% of consumers middle east mobile number example fully trust television advertising. You shouldn’t expect that online advertising texts are more trustworthy. According to the CEB marketing agency, advertising messages attract the attention of only 12% of the target audience who read them.
Note the absurdity of the situation. Consumers do not need advertising materials at all for most of the path to purchase. Not every representative of the target audience even notices advertising messages. And only 1% of potential customers trust advertising. Despite this, many online business owners continue to believe in the existence of texts that, with a wave of the hand, increase conversion and increase the ROI of the business several times.
Don’t discount direct response
Despite consumer mistrust and the lack of need for advertising, direct response advertising texts remain relevant. They are necessary, effective, and even useful for the consumer, provided one condition is met. The seller must clearly understand in which situations it is appropriate to use direct response.
Imagine a person who wants to buy a paid antivirus program. He has probably looked through several authoritative ratings of the reliability of antivirus software and selected several programs. When visiting the developer’s website, the person is already ready to immediately respond to the advertising text with an offer to install a trial version of the software.
How to Sell When There Are No Selling Texts
It was noted above that at the first stages usb directory of the buying cycle, consumers need objective information about the market, product, risks, etc. Once again, pay attention, they need information and actively seek it. By satisfying this need, a business sells without mythical sales texts that no one notices, trusts, or wants to read.
By providing useful expert-level data to potential customers, brands draw them into their sales funnel. Only at a certain point in the buying cycle does the consumer begin to respond to delayed and immediate response advertising texts. In other words, sales texts work at the late stages of the consumer cycle.
We are talking about normal sales materials that describe the characteristics of the product and the benefits of buying it, promising discounts and bonuses, calling for immediate conversion action. Other sales texts – which in themselves increase conversion dozens of times, pull gray business into the lead, instantly convince all readers to part with their money and make the Hollywood tough nut buy himself a comb – do not exist.
It is time for these businessmen to finally understand that people no longer want to be objects of sales technologies. In fact, they never wanted to be. And with the advent of the Internet, they have become subjects of purchase. They want to make decisions independently, and advertising messages and sales texts only interfere with studying objective information.
