How to Create a Selling Text and Enhance Its Impact?

Creating a selling text is a key aspect of a successful advertising campaign. An effective selling text can enhance the impact on the target audience and increase conversion. In this article, we will examine several methods that will help make your text more persuasive and attractive to the audience.

First, let's analyze what constitutes advertising text and how it is constructed.
In the book "Principles of Marketing" by Philip Kotler and Gary Armstrong, it is stated that advertising text is built considering the target audience, their needs, preferences, and the degree of awareness about the product or service. An effective advertising text should capture attention, arouse interest, excite desire, and call to action.

The headline plays a key role as it captures the reader's attention and should be brief, memorable, and appealing. The main message should clearly and precisely convey to the audience the main idea or benefit of the product. A unique proposition represents the product's features that make it attractive. Describing benefits enhances value. And the call to action contains a clear instruction on what to do to acquire the product.

How to Enhance the Effectiveness of Your Sales Text? Here are Some Techniques for Working with Advertising Text:

Repetition
It's no secret that the effectiveness of advertising is determined by the frequency of ad exposure. The more often a person sees a particular product, the more familiar it seems, regardless of its quality. When choosing between several options, people tend to select what they are more familiar with.
Due to the total deficit of attention, many attempts to convey information to a person are nullified. Therefore, the more often you remind them of the product, the better. However, it's advisable to limit it to three times.

Negation
It's also important to remember that our subconscious does not process the word 'NOT'. This is actively used in some advertising campaigns, for example, 'do not buy this product' or 'do not come to this store'. Therefore, to enhance the advertising effect, simply use the word 'NOT'. For example, 'supplements are not a medicinal product and should be consulted with a doctor.' However, people still continue to use them as substitutes for medicines.

Alternation of Positives and Negatives
The creation of an advertising message through the alternation of positives and negatives works as follows: we show the person a negative in the form of problems encountered, through visual images or text, painting a picture in their mind with an emotional subtext, and then we offer them to solve this hassle with one effective solution. This principle is followed by most major companies, like cleaning products manufacturers.

When we first demonstrate discomfort and then a solution, the desire to act in a positive direction rapidly increases.

For example:
A tired mother grumbles over a mountain of dirty dishes because the stains won't wash off. And every woman saw herself in this heroine. And after that, the advertisement offers a positive solution. 'Make your life easier – wash dishes with our product.' And the advertisement ends with a direct motivating command to purchase the product – a call to action. 'Wash your dishes with our product and be happy.

Logical Justification
When we provide the mind with a logically formulated explanation, it becomes calm, stops resisting, and starts to agree with us. At this moment, we can state something that is not logical, but the mind protests less because everything before it was reasonable and natural.

The mind also loves something interesting: a captivating story, an exciting plot, intense emotions. That's why TV commercials are often so vivid and dramatic.

This is especially relevant when we need to advertise something less attractive. For example, a food additive. By itself, the additive isn't particularly appealing. Therefore, in the first few seconds of the advertisement, you see a happy family at the table, sizzling oil in a pan, appetizing pieces of meat and potatoes. And only when the salivation process is ensured, does the second stream of information come, more for the subconscious. As if this particular additive is what provides all this happiness. Then you go to the store, see this spice, and unconsciously throw it into your basket.
Advertisements make us dream about things we never even thought of before.

Thus, by engaging the mind with logic or interest, you lower its guard, and it 'lets through' to the subconscious what you want to convey.

The goal of immersing a person in a trance state is to lull the conscious mind to give the subconscious the directions we need.

The emergence of images is not subject to conscious control. In a person's imagination, images serve as a powerful tool for managing consciousness. A word is spoken, and an image appears. From there, the subconscious does the rest for you at the level of sensations.

Sequential Yes
This technique is actively used by manipulators, where after the first two agreements, a third 'yes' naturally follows, even if its logic differs from the previous questions.

The aim of this technique is to convey to a person an idea that is not obvious to them, gradually winning their agreement.

In advertising, it looks like this:
Are you tired of sitting at home? Are you tormented by anxious thoughts about the future? Do you want peace and financial stability? Learn programming in just a couple of months with our online school, take a worthy position in the labor market and get a chance to become a highly paid specialist right away within our company. Follow the link and start the career of your dreams.

How it's structured:

• Firstly, you should offer the interlocutor interesting and non-trivial ideas.
• Secondly, the richness of thoughts of the conduits should touch upon the person's values and meet their needs.
• Thirdly, it's enough to confirm three times, and the fourth statement will a priori be positive.
• Fourthly, the mind has a tendency to generalize; if the first three statements are evaluated positively, the subsequent statements will be assessed less critically.

1st Yes: a statement everyone is ready to agree with, and probably you too (scientifically proven).
2nd Yes: a linking word + a statement one wants to agree with.
3rd Yes: it follows that... (the main idea to which the reader was to be led).
4th Yes: a linking word, a choice without choice.

Another vivid example is IKEA, which advertises only cheap items, considering their wide price policy. The advertisement is based on the mind's tendency to generalize and its inertia. A person sees the first advertisement – a cup for $2. Thinks to himself, 'Hmm, cheap.' Then comes the second advertisement, some irrelevant aromatic candle, even cheaper. 'Wow, they really are cheap,' he notes to himself. And then the third advertisement – a towel for next to nothing. This way, a person forms the impression that everything in this company is cheap and will undoubtedly choose this place to buy furniture.

Now let's talk about the linking words, which connect the tri-fold agreement. Guide-ideas accompanied by expert opinions are also used to lull the consciousness. For example: 'it's already obvious to you,' 'no one doubts that...' 'it has become commonly known,' 'scientists agree in opinion.'

Quoting

• Quoting is often used to emphasize the importance of the words spoken, or in cases when:
• A direct answer could cause a controversial situation.
• The answer would be delicate, or giving a direct answer might be quite challenging.

If the answer from your mouth would sound inappropriate, for example, because you are too young.
And it looks like this:
For instance, you tell a client: 'We have one client who always buys this product, and he once told us: "I know that your quality is guaranteed."'

• This creates an impression in the person's mind that society speaks well of this company, even if this comment came from the company itself.

Considering the described techniques, you can significantly increase your impact on the audience. Using triple repetition, the 'NOT' particle, alternating positive and negative, logical justification, sequential 'Yes,' and quoting others – all these tools can make your text attractive and persuasive.