In this article I will discuss how to create the effective textual rhetorics to sell your products here and now. Many companies still fail to communicate their products to their customers in an easy and understandable way. They fail to talk to their needs but instead pitch their services and products to their customers which is not an effective way to sell as customers will have to decode what the product is themselves.
Why are textual rhetorics and product presentation important elements of your online sales?
Textual rhetorics are important for online sales, as it is through the text that you explain what you sell exactly. Your product presentation shall discover what you sell within seconds. It is a bit easier with tangible products as furniture, mobiles, appartments as pictures of the objects will give an exact presentation, but you will need an exact textual description anyway to specify the product in details.
Selling services makes it harder to present textually, as a service is not an object but a combination of actions, expertise, software and other elements that makes it possible to solve a need.
Examples from the real world
1. This is a text from the front page of Trustpilot.dk, that dates back to 10.06.2024:
"Læs anmeldelser. Skriv anmeldelser. Find virksomheder, du kan stole på". (Read references. Write references. Find companies that you can trust to)
Trustpilot is a company that specializes in collecting people's shopping experiences and ratings about different companies, in reality it helps customers to decide if they want to shop with a provider or not, or to express their like or frustration through a third party.
This text refers to a vague activity of writing and reading references. Why would I want to use my time on just writing and reading anything? So the customer need stays uncovered in the text, as nobody has a need like that.
As the real need in this case is to check if a person wants to buy from a provider, or wants to make a public praise or claim through a third party, the text should depict that properly, fx:
"Verify if any Danish registered provider is worth to purchase with. Rate your shopping experiences with any Danish registered provider and create a dialog."
2. This text from the front page of QualiWare, that dates back to 11.06.2024:
This text covers the main areas the company works with - Compliance Management and Enterprise Architecture, but leaves behind the fact that they provide it in the form of software that makes it easy for company to deal with Compliance Management and Enterprise Management applying their own expertise.
It is somehow understandable from the undertext that it is a Tech company and an industry leader. The text is presented in a bit unreadable way too, but this is a totally different topic.
Through my knowledge of the company and the website's underpages I suggest the text like that:
"Apply QualiwWare Leading Tech kit and ensure secure and well-structured Compliance Management with proper maintainance of processes, controls and other information objects. Top up with Enterprise Architecture applying a method of your own."
Now it is understandable what the company sells and how. Any additional information on global activities and other secondary information can be presented through layout, but this is a different topic.
Tips for writing texts that sell well:
- Remember your audience, tone of voice, glossary
- Make sure you explain exactly what you sell and how.
- Appeal to the need of a customer, uncover it through your service or product presentation
- Stay factual and do not pitch as it will send the perception of a receiver more into the future
- Present all the supporting facts as secondary information. Make sure that your primary proposition is described to start with
- Make it short and clear as we live in a hectic world.
- Use other means of communication to appeal to emotions, stay primarily factual and descriptive in the text.
- Use tone of voice to add recognition and emotion
- Optimize it for SEO
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