Target audience
Your message should be clearly directed to those to whom you expect to sell. That is, if you are writing a text about car hammocks for dogs, then your target audience will be owners of dogs who frequently travel by car and take their animals with them.
Then your task is to learn about the difficulties of such people and explain how you can help with your product.
Examples of how problems and solutions to them can be described in a sales text:
Problem Solution
Hair all over the car The wool what is 99 acres remains in the car hammock, it can be shaken out, vacuumed, washed
Puddles made by animals in cars The car hammock is made of waterproof material
The dog interferes with driving the car The animal is in a hammock and does not distract anyone.
The animal is in danger The dog is strapped in, which greatly reduces the risk of injury.
The advantages of your product and the benefits of purchasing it
The choice of goods and services before people is always huge. The task of the copywriter here is to push to purchase the product described in the text.
In the case of car hammocks, the goal is to show why this product is better than all others, and why it is profitable to buy it from you.
Benefits include discounts, guarantees, attractive prices, delivery terms, gifts (for example, a bag of food), and high quality characteristics. You can study examples of competitors' USPs to create your own.
Keep in mind that benefits and advantages are not the same thing. The latter show how your product is better, while the former is something specific that the customer gets when buying from you:
Advantage: “At night time the light switches off automatically.”
Benefit: “You save up to 60% of electricity because the device stops working by itself at night.”
How to create a good sales text? Present the most valuable advantages as benefits, and add advantages (that have not yet been described). The first part captivates the reader, and the second finally "squeezes".
Prospects/results from purchasing the product
When reading the text, the client should imagine how the product purchased from you will change his life for the better. Of course, this should coincide with what your target audience initially expects.
Have you noticed what kind of pictures banks use in their advertising when they offer loans? Not stacks of bills, but new cars, happy travelers, etc. Marketers demonstrate the prospects that open up to people after receiving money, and this is a smart move.
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