Every online business has ever faced stagnation. Imagine such a situation: the search traffic of an online store ran into the ceiling, contextual advertising is expensive because of high competition, and the conversion rate does not exceed 1.5%, even though you are cracking. A businessman would be happy to crack for the sake of increasing conversion to at least 3%. But there is nowhere to expand the range, experiments with landing pages do not give the desired effect, and dumping is unprofitable.
And here the businessman remembers that he heard something about selling texts. He immediately holds a meeting and distributes instructions to his subordinates. “Who there is the best copywriter of the RuNet, order him the texts! - says the businessman. “Let them write in such a way that at least 5% of the traffic is converted.” The owner of the online store is ready to spend a lot of money on the mythical selling texts. Such investments do not pay off, because there are no magic words in the world that in themselves force consumers to line up and get their wallets.
If not selling, what texts are there
In fact, there are selling texts. 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". In this regard, they form incorrect expectations from cooperation with agencies and copywriters.
They want to get the text, which, figuratively speaking, will force a person with Bruce Willis hair to buy a comb. Not even a comb, but a professional hair styling kit, whose price exceeds the market one, and the quality raises questions. But such selling texts definitely do not exist. Entangled? Then you need to understand the concepts.
Advertising texts are combined into two groups. The first group includes materials designed for deferred sale. They tell the buyer about the brand and product, describe its characteristics and advantages, form expectations and needs. Here is an example of such a text:
The second group includes texts designed for immediate response. Brands use materials of this type so that a potential customer immediately takes the desired action, for example, subscribe to a newsletter, download a file, order a product, call the sales department. Bought something right now if you want. An example of such a text in the illustration:
Surely your site already has advertising texts of the first and second type. Then what other selling texts do you need? Perhaps you are looking for the very mythical materials that instantly convince visitors to leave half your monthly salary in your store? And they look like this in your presentation:
Pay attention again. There are advertising texts designed for delayed or immediate response. One can argue about their effectiveness or relevance in a given situation, but they work. There are no texts that in and of themselves make, convince, incline a person to immediately buy something, if the purchase is not included in his plans. And they do not exist because the practical value of such materials tends to zero. To buy something, a person almost never needs an advertising or selling text.
People do not need advertising texts.
The appearance of the Internet has changed the behavior of a person in the process of buying. It is about buying a more or less expensive product, for example, a computer, a travel package, a car, etc. Having access to the Web, consumers prefer to independently study the information necessary to make a purchasing decision. They begin to interact with the seller when they know that they want to buy.
To illustrate this thesis, it is convenient to use the concept of the consumer cycle. In accordance with it, any purchase consists of five steps: awareness of the need, searching for information, studying alternatives and risks, making a final decision and evaluating the purchase. Pay attention to the needs of the consumer at each stage of the buying cycle:
Awareness of need or problem
At this stage, the person understands that he has some kind of need that can be satisfied with the help of a product. For example, he realizes that traveling to work by taxi is expensive, and by tram a long time. You can solve this problem by buying your own car.
Most people successfully realize the needs without any advertising. But delayed response advertising texts sometimes help the client to realize the need by updating it. If a person constantly sees information on buying a car on credit on billboards, he may decide that it would be nice to study this issue in more detail. However, prior to the awareness of the problem and the formation of the need, the person definitely does not need a direct response advertising.
At this stage, the person is already aware that he needs a car. Now he needs information. The consumer studies the market, evaluates the reputation of automakers and dealers, selects the type of bodywork, etc.
At the stage of studying information, a person does not need advertising materials. He is looking for objective information that can be used to select a machine. Moreover, he is wary of commercial materials, fearing bias.
Exploring Alternatives and Risks
At this stage, the consumer doubts and is looking for alternatives. For example, he chooses between a passenger car and a minivan, buying for cash, on credit or using a leasing scheme, purchasing a domestic or imported car, etc.
Studying the risks, a sensible buyer probably avoids promotional materials. He wants to know about the pitfalls of a possible purchase and ways to avoid them. As you can see, the mythical selling texts, even if they exist, do not work here.
At this stage, the person already knows what he wants to buy. For example, he decided that he would buy a car A or a car B, since they best fit his needs, and he just likes them. To make a final decision, the consumer wants to clarify some nuances. Usually at this stage he contacts for the first time with sellers.
The person is still looking for objective information. For example, he wants to know how the car behaves on our roads and whether the car consumes too much gas B. Or wants to understand what a monthly loan payment is offered by bank Yu and bank I. Despite this, the consumer is already paying attention to advertising texts.
When making a final decision, people take into account the advantages of cooperation with the brand, product features, discounts and additional features. In a word, everything about what advertising tells.
At this stage, people are trying to understand whether the purchased product meets their expectations. In addition, they are looking for confirmation that they made a good choice. Therefore, they pay attention to the materials such as "Car A is recognized as the best choice for residents of large cities" or "Owners of B cars are entitled to free MOT in branded car services."
Advertising texts work on the evaluation stage of the purchase. Moreover, this is the only stage of the consumer cycle, when the consumer can search for advertising information himself.
So, in the first stages of the customer cycle, the client practically does not need advertising. Advertising texts work well only at the final decision and purchase evaluation stages. You have not changed your mind to increase sales with the help of magic words? Then you will be interested to know that ...
... people do not trust advertising and do not hear it.
According to VTsIOM, only 1% of consumers completely trust television advertising. Do not expect advertising texts on the Internet to be more credible. According to the CEB marketing agency, advertising messages attract the attention of only 12% of the target audience representatives who read them.
Pay attention to the absurdity of the situation. Consumers generally do not need promotional materials on most of the way 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, which, with a wave of the hand, at times increase conversion and increase the ROI of the business.
It is time for these businessmen to finally understand that a person no longer wants to be an object of selling technologies. Actually, he never wanted to be. And with the advent of the Internet, he became the subject of purchase. He wants to make a decision on his own, and advertising messages and selling texts only hinder the study of objective information.
Do not discard direct response
Despite consumer mistrust and lack of need for advertising, direct response advertising texts remain relevant. They are necessary, effective and even beneficial to the consumer under one condition. The seller must clearly understand the situations in which it is appropriate to use a direct response.
Imagine a person who wants to purchase a paid antivirus program. He probably looked at several authoritative ratings of the reliability of antivirus software and chose several programs. Visiting the developer's site, the person is ready to immediately respond to the advertising text with a proposal to install a trial version of the software.
Here are some general situations in which it is appropriate to use immediate response ad copy:
- Use landing and conversion pages. Landing must include a call to the desired action.
- Sale of inexpensive products, the choice of which does not require the study of information.
- Sale of goods and services, the demand for which is largely dictated by emotions. Use direct response if you sell, for example, fashion accessories.
- Trade in branded goods that are well known to the audience and in demand.
- Carrying out draws, promotions, sales. The audience takes the opportunity to buy something on favorable terms.
- Email distribution. Commercial e-mails usually involve the immediate response of the respondent.
- Repeated sales. If the buyer trusts the seller, he is loyal to his advertising messages.
How to sell if there are no selling texts
It was noted above that at the first stages of the consumer cycle, consumers need objective information about the market, product, risks, etc. Note again, they need information and are actively looking for it. To meet this need, a business sells without mythical selling texts that no one notices, does not trust, and does not want to read at all.
By providing a potential client with expert-level useful data, brands engage him in their sales funnel. Only at a certain stage of the consumer cycle does the consumer begin to react to advertising texts with a delayed and immediate response. In other words, selling texts work in the late stages of the consumer cycle.
We are talking about the normal selling materials describing the characteristics of the product and the benefits of buying it, promising discounts and bonuses, calling for an immediate conversion action. There are no other selling texts that, by themselves, increase conversion by dozens of times, draw the gray business into leaders, instantly convince everyone who reads to part with their money and make the Hollywood hard nut buy a comb.