It refers to the way in which the different elements of a text are arranged; headings, subheadings, paragraphs, etc.; it corresponds to the type of text you want to write. In the case of marketing and sales, the structure of the text must facilitate the user's reading, making it more comfortable. The external structure of a text is the first thing the reader sees when coming into contact with the text.
The external part of a text allows to communicate ideas, thus giving them a common thread, these are constituted through paragraphs. This term is associated with a good communication, if you manage to retain your client or user through the first text "title" a sequence will be achieved, therefore, there will be a retention of the text.
The Sales Glossary is a compendium of all the most commonly used terminology in sales strategy. Many of the concepts listed here are used when implementing a CRM system or a digital sales funnel, no matter if they are legacy systems or an online CRM. See also our blog that deals with sales techniques, marketing and sales culture.