5 Key Ingredients for Irresistible Sales Copy January 8, 2017 0 comments Content marketing continues to demonstrate that persuasive sales copy can have a dramatic effect on sales – and this is particularly true in the world of retail. While marketing strategies will always vary between online and offline retailing, the same principles will always apply – which is great news for brick-and-mortar stores. In today’s post, we’re exploring 5 fundamental principles which characterise effective sales copy, and taking a look at how these tips can be implemented in a physical store environment. From concentrating on a clear, central sales message to designing a store layout that encourages shoppers to make a purchase, our guide covers all the need-to-knows associated with using powerful sales copy to your advantage. 1. Storytelling From legends to myths to fables, storytelling has been used throughout history to hand down information from generation to generation. Relatability is key in marketing, as customers are far more likely to engage with businesses that have a strong brand identity. For this reason, telling your story can serve as an incredibly useful tool in building relationships with your customer base. Providing a background to the business breaks down the barrier between your brand and your customers, making your company more accessible to shoppers as well as initiating a sense of brand loyalty. Tell your story throughout the store by using text on dump bins to provide additional information about the products themselves, or consider communicating with customers by sharing stories about the brand’s history through a sequence of eye-catching retail hanging signs. 2. One big idea With so much going on on the high street, it’s vital that your brand messaging is clear and concise at all times. A successful brand conveys a strong and straightforward message which really resonates with customers – making consistency the key when perfecting your store’s sales copy. From the outdoor window cling to retail hanging signs to point of sale displays, ensure that you’re reiterating one central marketing message and you’ll soon be making an impact in the minds of shoppers. The competitive prices that come with retail display materials make them an affordable solution when it comes to echoing one central brand message throughout your store. As seasons change, so too will your promotional tactics – but this unifying copy will allow you to stay on-brand at every turn. 3. Power language While the customer may not be aware of it, as soon as they set foot inside your store, they’ll be looking for prompts and persuasive messaging throughout their in-store experience. Eye-catching visuals command the attention of shoppers – but to convince them to add a product to their basket, powerful language is key. Potential customers will be far more likely to add a product to their basket if they know how and why it will benefit them, so make sure that your retail displays provide all the additional information they’ll need to make a buying decision. Customisable shelf wobblers are not only designed to attract the attention of shoppers, but also create extra space for retailers to share product details and highlight special offers – so consider investing in these low-cost display solutions if your shelf space has something to say. 4. Problem-solving Highlighting a product’s features is essential when it comes to persuading shoppers to make a purchase, but there’s no doubt that there are other, more powerful tools at your disposal. While many retailers focus on selling a product by describing its qualities alone, a simple presentation of the facts can often fall flat – increasing the likelihood that a potential customer will walk away empty-handed. Explaining how and why this product will solve their problems is a much more interactive strategy. As well as drawing attention to the product itself, shelf wobblers also give retailers an opportunity to highlight product benefits that aren’t immediately visible to people browsing your shop. Utilising the store layout is a subtle and low-cost way of conveying solutions, so consider placing similar products next to each other. For instance, position a FSDU filled with batteries next to a higher-cost battery-operated device to immediately resolve the needs of customers and persuade them to increase their overall in-store spend. 5. Calls to action Similar to the online call to actions in content marketing, an in-store call to action is both attention commanding and also respectful of the fact that a customer may not be ready to make a purchase. From eye-catching window clings to the product placement, a well-designed store layout will naturally direct the consumer through the products and to the checkout – and with the use of prominent retail hanging signs, consumers will be encouraged to make a purchase. Provide clear direction to both the fitting room and point of sale with hanging signs, and reiterate these prompts to purchase by lining the route with retail display units. The customisable designs of free-standing display units will create an impact in the minds of shoppers, and the easy access to promotionally priced products will provide even more encouragement to keep spending. From attracting passers-by with iconic window clings to utilising the power of language, incorporating irresistible sales copy into your retail merchandising strategy will allow you to talk shoppers into a transaction.