As long as the background color is solid and is not a gradient (goes from dark to light like a sunset) u could sample the background color using the dropper tool (looks like an old eyedropper ) this will sample the color and then click on the paintbrush icon and just paint over the text....by the way I recommend one of the teach urself books...Sams is quite good...very easy to read and is split up into 24 1 hour lessons...Great to browse thru even when ur not in front of ur computer.... hope u get some good ideas.... i recommend also the section on "Layers" that will really open up possibilites with ur images....
good luck with the shoe business.