One of the main ways of writing sales texts is the following scheme - "properties - advantages - benefits". Here it is important not to list all the characteristics of the product, but to highlight the final result that is important for the consumer. Using the FAB formula, you can write good sales texts about products or services. What does it consist of?
Features or properties. What does the seller offer?
Advantages or benefits. How will this help improve the situation or solve the buyer's problem?
Benefits or advantage. What can the consumer get from the product?
Example: "A smartphone with vnpay database face recognition can take studio-quality photo portraits! For only 9999 rubles, you get professional photos + telephony functions!"
BAB (Before – After – Bridge)
The "before-after-bridge" model is well suited for sales texts and any advertising activity. It can be used to identify the problems that concern the visitor. This formula is deciphered as follows:
Before or up to. Describes the state of affairs at the current moment.
After or after. Tells about what will happen after the problem is solved.
Bridge or bridge. Describes the entire path to success.
Example: "How difficult it is to find time in the busy rhythm of life to read new literature! But there is a solution! Now you can not only read your favorite books, but also listen to them on the way to work, on trips or walks. Our library has thousands of licensed audiobooks for every taste!"
4P (Picture – Promise – Prove – Push)
This formula can increase conversion rates. This is due to the fact that texts can make visitors believe the seller's words.
The 4P formula means the following:
Picture or image. Its purpose is to attract the client's attention by creating the desired image.
Promise or promise. Shows how the offer will be carried out.
Prove or evidence. Using evidence to support a promise.
Push or nudge. Pushing the reader to make a purchasing decision.
Example: "A pink sunset, the soft rustle of palm trees, a light sea breeze and a tropical cocktail in your hand. Tomorrow, with a last minute tour to the Bangkok resort, you too can get to this paradise! Those who indicate the code word "rest" when ordering will receive a 50% discount."
4U (Usefulness – Urgency – Urgency – Ultra specificity)
This model is best used for direct advertising and social media ads. The key here is to create a sense of urgency and need to buy. This can be achieved through a sense of lost profit, the end of a promotion, etc. It is necessary to constantly push the customer.
The formula 4U is deciphered as follows:
Usefulness or usefulness. Tells how your product can help consumers.
Ultra specificity or specificity. Use of specifics and numerical indicators.
Urgency or urgency. Limits the offer in time.
Uniqueness or uniqueness. Distinguishing a product from other similar ones.
Example: "Update your wardrobe for only 3999 rubles! All products are discounted up to 80% during the summer sale. Prices are lower than wholesale! You need to hurry, the promotion is only for three days!"
4C (Clear – Concise – Compelling – Credible)
This formula combines general advice on writing any advertising and sales texts, regardless of their goals, volumes and distribution channels. With the help of such a scheme, beginners will be able to place the right accents.
Formula 4C is understood as follows:
Clear or clear, pure. The selling text, its main message, should be simple, clear and understandable.
Concise or laconic. The text format should be short but informative.
Compelling or persuasive. Attracting attention and showing interest.
Credible or trustworthy. Supporting th