How content can sell, what CTA to come up with, and why text needs to be written according to formulas.
What should you do to make your subscribers and potential clients from you? The first is to write sales texts, the second is not to leave the user alone. In this article, we will tell you how content on social networks attracts the audience and encourages them to .
WHAT IS SELLING CONTENT
Content is everything you produce and post on social media: photo posts, stories, reels, shorts, YouTube videos, and so on.
You need to manage your account
shopify website design according to your promotion strategy. The logic is simple: post what meets your goals and objectives. If you need a reputation and image, post ratings, interactives, and contests. If you need sales and targeted actions, post posts and videos that will make people stop, click, and pay.
Content that motivates targeted actions (order, subscription, purchase) is called selling. It should be aimed at solving the problems and “pains” of the target audience.
Selling content is any text, graphic and video materials in which you convey your selling meanings: offer, unique selling proposition, competencies, cases and reviews.
Selling content:
Conveys the offer and USP.
Warms up the audience.
Reveals the brand's values and motivations.
Brands have a question: how “ecological” is it to post exclusively sales content and not dilute it with anything? If you constantly impose something, the client will get bored. But at the same time, if you do not sell, you will not earn. It is important to find a balance between maintaining interest and direct sales.
HOW TO CREATE CONTENT THAT SELLS
Let's look at several options for the ideal formula for attracting an audience. This is a framework that can be optimized, improved, and supplemented.
AIDA - Attention, Interest, Desire, Action
A classic sales scheme that is used in most cases and is built around clickbait triggers. It is useful for impulse purchases and when promoting inexpensive products that can be bought here and now.
Attention - Clickable headline. Add triggers and provocations - this is a great way to attract attention.
Arouse interest - increase attention and emphasize that you know how to help the client. More intrigue and emotional anchors.
Create desire - list the benefits and talk about the features of the goods or services.
Call to purchase - add a call to action and tell them what they need to do to get what they want.
AIDA publication example
AIDA: An example of selling content
PMHS - Pain, More pain, Hope, Solution
The most ruthless scheme that hits the sick person and forces them to act in order to get rid of uncomfortable and negative emotions.
Pain is a catchy headline that describes the doubts, fears and concerns of clients.
What's even more painful is that we sow uncertainty. For example, with the help of "yes, but" and the verbs "you're afraid" and "you're worried."
Hope - promise a magic pill for the “pain” and dispel any doubts.
Solution: List the benefits of your product.
Example of PMHS publication
PMHS: An example of selling content
PAS - Problem, Attention, Solution
A standard pattern suitable for rational purchases, where the audience first examines the arguments and only then makes a decision.
Problem — a title with the target audience’s “pains.” It is written as a rhetorical question or exclamation. Topics can be formed based on feedback, audience surveys, and customer service data.
Attention - promise to solve the problem.
Solution - describe the advantages and USP of the product or service. In this block, you should answer the questions "why" and "why" it is worth buying from you.
Example of PAS publication
PAS: An example of selling content
- Usefulness, Uniqueness, Ultra-specific, Urgency
A scheme with an emphasis on the psychological aspects of behavior. It uses the effect of exclusivity and the FOMO syndrome - the loss of profit.
Usefulness is an interesting and relevant headline. It motivates the reader to take an interest in something new.
Uniqueness - description of the product or service. In addition to useful content, pay attention to creating a unique selling proposition.
Specificity – audience segmentation. Emphasize that your offer is not suitable for everyone, but only for certain categories of consumers.
Urgency – Provide time constraints to encourage purchase. Sales content that creates a sense of urgency increases conversion.