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.
Want better online sales? Start with your product presentation
Strong messaging drives online sales. Your visitors should understand what you offer in seconds. With physical products, images help—but clear text is still needed to explain the details.
Services are different. You can’t “see” them—they’re built from expertise, processes, and sometimes software. That’s why your words need to do the heavy lifting and clearly show the value you deliver.
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 helps people decide whether to buy from a provider. It does this by collecting and sharing real customer experiences, so users can make more informed choices—or share their own feedback publicly.
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:
"Make better buying decisions with real customer feedback—or share your own experience to praise or raise concerns."
2. This text from the front page of QualiWare, that dates back to 11.06.2024:
The company provides software for Compliance Management and Enterprise Architecture, making it easier for organizations to work in a structured and efficient way. It combines powerful tooling with the organization’s own expertise.
Through my knowledge of the company and the website's underpages I suggest the text like that:
"Use QualiWare’s software to simplify compliance management and enterprise architecture. Manage processes, controls, and information in one structured place—while applying your own expertise."
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:
- Define your audience, tone of voice, glossary
- Explain exactly what you sell and on which terms
- Solve yo customer need through your product presentation
- Stay factual and do not pitch
- Describe your primary proposition
- Present all the supporting facts as secondary information
- Make it short and clear as we live in a hectic world.
- Appeal to emotions through other communicative means, stay primarily factual. You can allow emotional tune in your descriptive texts.
- Use tone of voice to add recognition and emotion
- Optimize it for SEO
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