How to Create Content that Sells: Persuasion Techniques and Examples

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How to Create Content that Sells: Persuasion Techniques and Examplesd-tags
02 January 2024
Your content goes beyond sharing information or telling stories - it’s about selling. Whether it’s text, video, or graphics, it should instantly grab your prospects’ attention and make them eager about what you’re offering. As you continue reading, you’ll discover effective techniques, like using the language of benefits, on how to create content that drives sales.

11min.

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According to Conversion XL, you only have 17 milliseconds to make your visitors like your website. This means that if you can’t grab their interest right away, they won’t become your customers.

Once you manage to attract their attention, the prospects will be more likely to start interacting with your content. Before that happens though, it needs to be presented in an attractive way. This means that if you wonder how to create content that sells, you need to surround it with more visuals like pictures, graphics, colors, and charts – basically, anything that goes beyond plain text (more on that below).

a way of presenting a web content in an attractive way

source: Rock the Docs

Moreover, if you want your content to drive sales, it should inspire readers to take specific actions, such as subscribing to your newsletter, filling out a contact form, or making a purchase, depending on where they are in their customer journey. To make this happen, strategically position compelling call-to-action (CTA) buttons throughout your web page, integrating them into your web content (more on that later, too).

But most of all, you need to make sure that you publish various types of quality content. Why?

  • Quality content directly boosts how easily your website shows up in organic search results. This means more traffic from Google.
  • Publishing various types of quality content helps improve how people see and recognize your brand.
  • Crafting thoughtful and varied texts and videos is crucial for selling your products or services.

Types of Content that Drive Sales

Before listing the types of content that sell, there is one piece of advice that’s wise to follow, and that is:

No matter the web content you create, always use clear language that resonates with your target audience. Don’t try to sound too fancy, as it will only leave them confused and discouraged to interact with your brand. Keep things relatively simple so your audience doesn’t feel intimidated. You don’t want them to check your competitors’ offer, do you?

With that being settled, let’s see which type of content is highly likely to help you persuade your clients and customers to order from you:

Product and Category Descriptions

Write detailed descriptions for your products or services. This way you provide your customers with clear information about your offerings, persuading them to buy from you. Such pieces of content should highlight the features and benefits of your products, making them more appealing to potential buyers. Don’t forget that well-crafted descriptions also contribute to better search engine visibility, increasing the chances of attracting customers who are actively searching for products like yours.

💡 Example: If you sell handmade shampoos, describe their natural ingredients and benefits, avoiding excessive praise. Tell them what are the shampoos perfect for (eg. oily scalp, damaged hair) and how to use them to get the best results. Add before and after photos.

When creating content for your website, remember to provide details and unique characteristics that distinguish your offering from others. This means that if you write product or service descriptions, try to provide the very information like features, benefits and specifications. This helps convince your customers to buy from you. Detailed descriptions answer all their questions, making them more likely to make a purchase.

Blog Posts

Blogs can increase traffic and position you as an expert. Being recognized as an expert in your niche has never been as important as it is now. After introducing E-E-A-T, Google now rewards content written by real experts with practical experience, surfacing such expertise-rich content. Besides, people tend to trust and buy from brands they find credible, and being seen as an expert helps build that trust.

Also, blog posts are great for answering questions and clearing up any uncertainties that might be stopping people from buying from you.

💡 Example: If you’re in the fitness industry, collaborate with renowned sportspeople to write blog posts on workout routines or healthy recipes related to your products. It’s also a good idea to ask them for a comment that you can add to your blog post. However, if you don’t have these connections yet, you can consider using blog writing services to create high-quality content that sells.

Case Studies

Tell others all about the successful projects you’ve completed. Describe the process and achievements, helping potential customers grow to like you and appreciate how you handle your client’s problems.

💡 Example: If you’re a design agency, share a case study on how you revamped a client’s website, including before-and-after visuals.

Newsletter

Sending newsletters to your customers helps you stay connected with them regularly. Newsletters let you share useful info, updates, and special deals, keeping clients interested in what you offer. It also gives you a way to talk directly with clients, learn what they like, and create content that matches their needs, which can boost sales.

example of content that sells, newsletter

source: Delante newsletter

💡 Example: An online bookstore’s newsletter could include book recommendations, author interviews, and exclusive discounts.

Social Media

By sharing updates, special offers, and new content on platforms like Instagram and Facebook, you create opportunities for potential customers to discover and connect with your brand. Encourage them to follow you by sharing useful information.

example of content that sells; missguided quiz

source: missguided

💡 Example: A fashion brand can use Instagram to announce new arrivals, share behind-the-scenes stories, and run flash sales.

Interactive Content

Quizzes, polls, contests, and live events are great content ideas that sales because each one gets people directly involved in what you created for them. Engagement is one of the biggest content trends in 2024, which means you should get every chance possible to actively interact with those interested in your offer.

example of content that sells, quiz

source: Third Love

💡 Example: When a brand, like a clothing company, runs a contest asking customers to share their unique styles using the latest collection, it creates excitement and draws in potential buyers. This interactive approach not only boosts brand visibility but also makes the experience enjoyable for the audience, increasing the chances of turning them into customers.

User-Generated Content

People sharing their experiences with your products, like through reviews or photos, is a great way to boost your sales. When customers talk about how much they like your items or services, it makes others trust your brand more. In other words, user-generated content is the type of content that sells.

example of content that sells, user generated content

source: Specialized

💡 Example: A travel agency can ask customers to share their vacation pictures and stories, showing how much fun they had and encouraging more people to consider booking with the agency. This kind of sharing helps convince others to buy from you.

Educational Content

It helps customers understand your products or services better. Providing useful information, guides, or tutorials positions your brand as an authority, building trust with potential buyers.

💡 Example: A skincare brand can create educational content about skincare routines, explaining the benefits of each product and demonstrating how to use them, which not only informs customers but also encourages them to buy from you – a brand that knows everything about (in this case) skincare.

Video Content

Videos grab people’s attention and show products or services interestingly and dynamically. This content format enables you to blend visuals, sound, and movement, all of which are highly effective in grabbing attention.

💡 Example: A tech company could create video tutorials demonstrating the features and benefits of their latest gadget, helping potential customers visualize how the product works and why they should consider buying it.

Creating Content that Sells: Guidelines, Tips & Persuasion Techniques

As smartly said in the book “On Advertising:”

The more informative your advertising, the more persuasive it will be.
~David Ogilvy

In simpler terms, if you aspire to create content that sells, you need to clear any doubts your prospect may have. To do so, provide them with comprehensive details about your product or service. Basically, share all the details and, if possible, throw in some extra benefits your target audience might not have thought of.

But, the tricky part is, how do you share this info without bombarding your customers with too much data? Start with the first tip, which is…

#1: Apply the Language of Benefits

This involves writing in a way that highlights the advantages of buying a particular product or service. Focus on the most significant benefits, such as what can be achieved using the specific item and the reasons for choosing it.

Your goal here is to help prospects better understand your product and provide them with compelling reasons to make a purchase.

However, avoid exaggeration or overly praising the product as the only, best, or top-quality one, as this won’t guarantee success. Instead, concentrate on presenting the key benefits clearly.

example of product specification visualization

💡Example: Instead of using technical terms like the smartphone’s battery capacity (5020 mAh), share how long the device can last on one charge. Take it a step further by specifying the number of hours a user can spend on social media, texting friends, or FaceTiming – all on a single charge.

#2: Keep your Content Short and Clear

Highlight the crucial points. Instead of writing long sentences and paragraphs to explain a single feature, aim for brief descriptions that capture the benefits concisely. Consider the average time users spend on a particular web page. If it’s only less than a minute, it’s clear that users won’t read extensive content. Presenting the same information more engagingly and concisely – as shown in the example below – is likely to yield better sales results.

example of keeping content short and clear

source: Canon

Short content is more effective in driving sales because people typically don’t spend a lot of time on a website – they just scan through it quickly. Given shorter attention spans, brief and to-the-point information is more likely to grab their attention and convey the main message effectively. This recognizes the fact that online users prefer quick and easily digestible content, increasing the likelihood of them absorbing and eventually buying from you.

💡Example: Rather than talking too much about technical stuff, focus on the product’s standout features. For instance, instead of discussing intricate specifications, emphasize how a camera’s advanced technology ensures stunning and sharp photos with minimal effort.

example of good content that sells on Canon website

source: Canon

#3: Make Your Content User-Friendly and Visually Appealing

If you’re wondering how to write user-oriented content that not only attracts your prospects but also makes them want to read and engage with it, avoid lengthy paragraphs. So, instead of writing long chunks of text, try to use bullet points to highlight key information.

💡Example: When talking about a new smartphone’s features:

  • High-resolution camera for clear photos
  • Long-lasting battery for all-day use
  • Sleek design with a lightweight feel

Also, whenever possible include attractive graphics or icons to make your content more visually appealing and easier to comprehend.

example of infographics used as a form of content that sells

Making your content visually appealing is super important because it grabs people’s attention and makes your message more memorable. When you use appealing visuals like eye-catching pictures, easy-to-understand graphics, and interesting videos, it not only looks good but also helps people understand how your product works or looks – just like below:

example of interactive web content

source: Skagen

Plus, when your content is visually appealing, it’s more likely to be shared on social media, reaching even more people!

So, whether it’s a stunning image or an engaging video, making your content visually attractive can really make a difference in getting people interested and excited about what you have to offer.

#4: Don’t Forget About Keywords

It would be hard to create content that sells without having a list of phrases and words your target audience uses to search for your products.

That’s why use keyword analysis tools to create a list of the most relevant keywords that help you bring in more customers. Focus on long-tail keywords, as they convert more frequently than generic phrases, proving more effective for sales.

How to Create Content That Sells: 5 Reasons for Doing a Keyword List Before Writing a Copy

  1. Relevant keywords improve your visibility on search engines, making it more likely for potential customers to find your website.
  2. When users search for specific keywords related to your products or services, they are more likely to be genuinely interested and ready to purchase if they see those phrases in your content.
  3. Incorporating these keywords in your content helps establish a connection between what users are looking for and what your business offers.
  4. Using long-tail keywords can be particularly effective as they attract a more targeted audience with specific needs.
  5. Optimizing your content with keywords not only appeals to search engine algorithms but also improves the overall user experience by providing relevant and valuable information.

#5: Make Sure Your CTAs Have a Clear Purpose

When you add a few CTAs in your content will help guide your users on what to do next, helping them in the buying process.

example of CTA buttons

source: Instapage

Every CTA should have a clear purpose. To do so, it should send a clear message and be put in the right spot on your web page. This way you can evoke particular responses from your target audience, whether it’s creating urgency, encouraging engagement, or generating leads. Take a look at 10 types of CTAs based on their intent:

  • Urgency CTAs: Limited-Time Offer – Act Now! or Flash Sale Ends Today!
  • Scarcity CTAs: Limited Stock – Grab Yours Now! or Exclusive – Only a Few Left!
  • Action-Oriented CTAs: Shop Now, Get Started or Try for Free
  • Engagement CTAs: Explore Our Products or Discover More
  • Subscription CTAs: Subscribe for Updates or Join Our Newsletter
  • Social Media CTAs: Follow Us on Instagram or Like Our Page for Updates
  • Lead Generation CTAs: Download Your Free Guide or Sign Up for a Free Trial
  • Discount CTAs: Get Your 20% Discount or Claim Your Exclusive Offer
  • Contact CTAs: Contact Us for Support or Request a Quote Today
  • Interactive CTAs: Take the Quiz Now or Play to Win

Even though a typical CTA consists of 3 or 5 words, it needs to be well-thought-out as this is also a type of content that drives sells.

#6: What’s In It For Me?

WIIFM is the idea that people are most interested in things that benefit them personally. When creating content that is supposed to drive sales, understanding your audience’s WIIFM helps you focus on what matters to them, making your message more appealing and relevant to their needs and interests.

Understanding your audience’s problems, aspirations, and pain points is crucial for creating content that sells because it allows you to answer the question, “What’s In It For Me?” (WIIFM) from their perspective.

By identifying your prospects’ unique needs and preferences, you can create content that directly addresses their concerns and provides valuable solutions. This not only makes your audience feel understood and heard but also increases their willingness to choose your products or services over competitors with less personalized and vague content.

💡Example: If you’re a fitness brand targeting busy professionals, you might create content about quick and effective workouts that fit into their hectic schedules, addressing the “What’s In It For Me?” by providing practical solutions for staying fit, despite having a lot going on.

#7: Encourage Engagement

Encouraging others to interact with your content helps build a connection with your audience. When they like, comment, or share, it creates a sense of community. This interaction also lets you know what they like or don’t like, which helps improve your products and services.

Plus…

…when more people engage with your content, it gets seen by even more like-minded people, increasing the chances of attracting new customers.
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Content that Sells in Action [Case Study]

The website of one of our clients, was struggling with low visibility in search results due to inadequate content. To tackle this issue, we proposed the creation of a company blog, which is one of the best places to regularly publish content that drives sales.

A blog serves as a platform not only for publishing content rich in keywords but also for building a brand image and sharing valuable knowledge with potential clients, all contributing to higher sales.

Managing a company blog for zKlocków and regularly publishing content that the target audience was searching for and was interested in, delivered numerous benefits to the client, including

  • boosting organic traffic,
  • broaden the range of keywords used on the website,
  • establishing trust and reliability,
  • promoting engagement, and
  • increasing sales conversions.

graph showing increase in visibility after publishing more content that sells

Final Thoughts: How to Create Content that Sells

Let’s sum up the most important information:

  1. Understand your audience: Get to know the people you’re talking to. Make sure your content speaks to what they care about and need.
  2. Make your content look good: Use nice pictures and videos. This makes your content more interesting and easier to understand.
  3. Get people involved: Ask questions and encourage people to share their thoughts. When they interact with your content, it helps build a relationship.
  4. Guide them with buttons: Use clear buttons that tell people what to do next. It could be buying something, signing up, or exploring more.
  5. Be real and helpful: Share real information that helps people. When you’re honest and useful, people trust you more, making them more likely to buy from you.

If you ever need help with SEO copywriting, whether it’s generating blog post ideas, creating unique product/service descriptions, or preparing copy for your landing page, simply reach out to us. We’re here to help with any aspect of copywriting you may possibly need. We’re here to help you create content that sells.

FAQ: How to Create Content That Sells

How can I create content that drives sales?

To create content that boosts sales, think about what people really want. Use eye-catching pictures or videos, ask questions to get them engaged, and guide them with clear buttons on what to do next. Be authentic and share helpful info that answers their questions, including the well-known “What’s In It For Me?” Keep an eye on how people respond to your content, whether they make purchases or show interest. If you see what works, keep doing it, and if not, try changing things up!

How can I monitor the effectiveness of my content?

To check if your content is doing well, keep an eye on things like how many people visit your website, how much they engage with your content (likes, comments, shares), and whether they end up doing what you want them to do, like buying something. You can use tools like Google Analytics or social media insights to get this info. Pay attention to what people say about your content, and if needed, make changes to make it even better!

Author
Gosia Chłopicka Marketing Delante
Author
Gosia Chłopicka

Copywriter

She has been working in marketing as a translator, copywriter, and content creator since 2015. Also a trained English teacher, she knows how to make complex ideas easy for anyone to grasp. In her spare time, she enjoys being active and captures moments at weddings and sports events through photography.

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Awards

Award - Deloitte 2021 Award - European eCommerce Awards 2022 Award - European Search Awards 2022 Award - Global Agency Awards 2022 Award - IPMA Award - US Search Awards 2021