The best examples of product advertising. Television and print advertising

Advertising is modern way introduce customers to your product. She talks about the merits of the product and encourages a person to purchase it. However, there are special tools that work more efficiently, because they are able to influence the human subconscious. Knowing this, manufacturers invent new tricks so that we eventually want to use their services or buy such a necessary thing for us! An example of advertising a product: for sure, each of us has simply memorized that Orbit chewing gums maintain Ph at the proper level. And when we are going to buy something like this, we remember this particular brand. This is the effect of promoting a product on the market.

The target audience

Before you start an advertising campaign, you need to decide which category of the population your products are designed for. It is this factor that will help you understand where advertising will “work” and there are really many ways, but each person has his own priorities: if, for example, it is a medicine that is suitable for older people, you should not actively advertise it on dating sites! It will be a waste of time. But to place a board or print it in a reputable newspaper is the right decision. Attractive flyers, brochures that can be distributed in the clinic will be much more effective and will find your potential buyers faster.

Well, for young people who are looking for sports equipment, it will be right to post information on social networks or on popular youth sites. In addition, such an audience is attracted by videos or information on the popular radio wave.

Outdoor advertising is a powerful weapon

This one is called especially intrusive by many, but marketers say that it is very effective. And it works like this: a person against his will reads brochures and remembers slogans. And our subconscious mind processes information and draws conclusions. The result will not be long in coming: we already want to purchase this or that thing or use this or that service.

• Shields are familiar objects that catch our eye all over the city. They attract attention and make the client get more detailed information about the company or service. The working side is directed towards the flow of people, but the non-working side is not so effective, because you have to turn around to study what is written.
• Signs are a simple form of advertising that tells a person where to go to find your store or office. An example of product advertising: cute prints of small feet on the pavement or in the supermarket hall. Such signs may be of interest and lead to the department where the desired product is displayed.
• Streamers - stretch advertising awnings, which are most often located above the tracks and local roads. The driver has the opportunity to read the text and remember the contact details - this option is considered more effective than shields.
• Sandwich people are a great publicity stunt: people dress up in eye-catching costumes and interact with potential customers.
• Advertising on public transport is not too expensive, but it works great. She sees a huge stream of people.
• Urban constructions - creation of advertising images on shops, pedestals, kiosks.

Static advertising

• Announcements in elevators. Despite the simplicity of submitting a call to action, this method works effectively. A person, being in a confined space, is simply forced to study material that is located right at eye level. So he will definitely remember him, and maybe even become interested.
• Advertising in the subway and in transport. The situation is similar. Only it acts even more actively - a lot of free time, plus there is an opportunity not only to read the material, but also to analyze it.

Internet - assistant in product promotion

And, of course, nowhere is it possible to do without a global network! Advertising of any product should be not only of high quality, but also accessible to the general public. And the easiest way to achieve this is on the Internet - millions of people are looking for the right information every day, and your advertising encourages them to make the right choice. In addition, it is on the network that you can use all available types of information: radio, text brochures, videos. Main types:

The network is very actively used which has proven itself well. Marketers claim that she is able to sell anything! There are two types of this event:

• Texts and banners that are placed on pages that match in meaning and context with similar advertising. This method has a huge plus - it does not irritate the reader so much and can be very useful in terms of information content.
• Advertisement placed in search engines. It works simply: you enter a query into a search engine, and as a result, a window pops up on the right or left with an image or description of the promoted product/service. An example of an advertisement for a product: "We will sell a car inexpensively", "We will make furniture quickly and efficiently."

Guerrilla Marketing

This type of advertising is perfect for both novice businessmen and real pros. In addition, you have a chance to save money - there are almost no cash costs, but you have to spend a lot of time. What is the method? Everyone knows that the popularity of social networks and various forums and blogs is only increasing, which means that you have an excellent platform where you can promote your product. Write reviews, share your impressions, recommend to a wide mass of members of the forum... As a result, people begin to perceive such recommendations as verified and reliable information. Many companies work in this way, and there really is a result: in addition to promoting their products, the company also acquires a good business reputation. For example, advertising a new product requires a positive public opinion from the company. With the help of guerrilla marketing, it can be constantly shaped and fueled by interest in your products.

Television and print advertising

This type of advertising is not cheap, but it works perfectly. The thing is that it is able to reach a very wide mass of the audience. And everyone can find something for themselves. So if you are ready to spend a lot of money on promoting goods and services, use the media of any level, besides, visual advertising is perfectly perceived by a potential buyer.

Dear readers, all types of advertising are effective to varying degrees. There are many factors to consider in order for it to really help you promote own business. But remember: to increase your sales, you will have to invest in informing potential buyers. Good luck!

Before determining the place for delivering motivating information, you need to figure out how to make advertising sell more efficiently. Below we will talk about proven methods that allow entrepreneurs to get maximum results. I must say right away that I am not an advertising genius and did not come up with anything myself, these methods have long been invented and have already proven their efficiency!

What are advertisements for?

Advertising as such has been around for hundreds of years. Even in ancient times, people used advertising to attract potential customers, for example, sellers at fairs composed sonorous and funny rhymes to attract the attention of the buyer.

Advertising created for the purpose of demonstration should attract the attention of the client, accustom him to appearance and sound trademark so that the buyer has an image of the desired product in his head. This is what the advertising campaigns of most major brands are focused on.

Motivating advertising is aimed at a direct response of the buyer. That is, after watching the video or reading the text, the recipient should have a desire to call and order a product or use a service, etc. It directly depends on the effectiveness of advertising, so do not neglect such a powerful development tool.

What is the difference between bad and good advertising text

At first glance, it seems that writing advertising texts is as easy as shelling pears. But in reality, not everything is so rosy. Take a look around: our world is filled with advertising. Wherever you look, you will find examples of advertising texts: on the street, in public transport, in in social networks etc. At the same time, some ads are striking with a juicy headline, while others you didn’t even pay attention to, not to mention the desire to buy something. This is the difference between a good advertising text and a bad and ineffective one.

Bad ads convey dry information about a product or service to you.

For example, « Farming"40 years without a harvest" offers high quality products: meat, dairy products, sausages. There are discounts. Delivery across the city is possible. Phone for inquiries 5-555-555.

This is how almost most commercial ads look like. Agree, not a very attractive offer, despite the fact that there are no doubts about the high quality of the products. This text is rather pale and is lost among the general mass of such ads.

And if you try to slightly change the flow of information?

“Missed the juicy kebab from fresh meat? Wanted a real village milk, like a grandmother? 40 Years No Harvest Farm will deliver the highest quality products directly to your home! All you have to do is call 5-555-555!”

Well, how? Sounds much better, doesn't it? Such an ad will definitely attract the attention of a potential buyer. And if he is not going to immediately dial the number of the company, then at least he will remember its name and when he needs these products, most likely the choice will be in their favor.

In any case, practice is needed and over time you will learn how to write the best advertising texts that will cause the buyer to immediately desire to purchase a product or use a service.

The structure of the selling text

Remember how in school we all wrote essays following a strict plan for constructing a text? Here it is exactly the same, although the structure of the advertising text is somewhat different from the school essay.

Any selling text consists of simple elements:

• A slogan that can be both at the beginning and at the end of the text;
• Title (a capacious phrase that attracts attention);
• Main text (the main element of the text);
• Echo phrase (the final element of the text).

When writing any text, try to structure it, i.e. break into logical paragraphs, and if necessary, highlight subheadings. All this is necessary to facilitate reading. Agree, because no one is interested in reading huge, boring sentences, the length of a whole paragraph.

When forming sentences into paragraphs, try not to make them too long either. Optimal size paragraph is 30 to 50 words. Less is not worth it, more is not needed. Approximately every 3-5 paragraphs can be separated by subheadings so as not to tire the reader.

It will not be superfluous to use lists in the text (it can be numbered, or it can be marked). Highlighting information in a list makes it easier to assimilate the information.

Imagine that all the information that you want to present in the text looks like a pyramid. You should give it out, starting from the base, that is, from the most important, gradually moving to the secondary.

Be sure to indicate the company's contacts in the ad, starting with the address and phone number, since they are the main ones (people do not always have the opportunity to use the Internet). It is desirable to leave all contacts and additional information: email, website address, driving and public transport directions, office hours.

In essence, there is nothing complicated in the structure. The main thing is to choose the right words, because, as you know, the word has tremendous power, and can both hurt and cure.

How to write an advertising text and make it selling

In order to answer the question of how to write sales texts, you need to understand why and for whom you are writing them. And for advertising texts to become really effective, you need to write them correctly. Of course, not everything will work out right away, but with a certain diligence and training, after a while you will be able to write worthy and effective texts. In the meantime, you can use the following algorithm:

Step 1: Decide where to publish the text

Where you are going to place your ad will depend on its size, style, presence or absence of images and videos. Tailor your text to your chosen ad space:

• As a rule, ads on social networks are limited to one or two sentences, so learn to formulate clear and concise phrases;
• In a newspaper format, you will most likely already have a paragraph or even a column;
• For a web page, the volume of texts becomes quite impressive and already amounts to several thousand printed characters.

Be that as it may, any format requires clearly formulated thoughts, specific information and a minimum of unnecessary words.

Step 2: Adjust to the target audience

Think about who your main customers will be. Of course, ideally, write such a text that after reading it, any person would immediately want to buy your product.

However, in real life, it is almost impossible to write a text that would equally attract the attention of both, say, an informal teenager and a literary critic. Since these categories of the population differ in habits, behavior, manner and style of communication, they will be attracted by completely different texts.

Any text can be attributed to one of five styles: scientific, business, journalistic, artistic and colloquial. When writing an advertisement, you should not use the first two, since their effectiveness will be zero. Most texts are written in a colloquial style.

And, conversely, when writing a text for young people, it is worth using a conversational style that is more informal, understandable and enjoyable for children and adolescents.

Step 3: Formulate the title

This stage can be the most difficult in writing advertising text, because an attention-grabbing headline is already half the battle. If the title of your promotional article is vague or uninteresting, the reader will simply pass by without being interested in the product.

Therefore, it is very important to formulate a short and at the same time capacious name. As research in the field of marketing shows, names that have an emotionally negative connotation are more attractive. With this little trick, you can create great headlines and grab the attention of potential customers.

Avoid obvious questions in the title like: “Do you want a new fur coat? ....”. There are millions of such questions in the advertising world, and they are already quite tired of the consumer. Try to come up with intriguing, emotional headlines that will be difficult to pass by.

And so that your shocking, cryptic headline does not look like a lie, it is immediately followed by a sentence-bundle with the main text, which will contain the whole essence of your product or company. This bundle is needed to keep the attention of the buyer, so that he wants to read the text to the end.

Step 4: Make the customer want to buy the product

Here you will need to manipulate the consumer, making him want to buy your product. Make a person think that he will be much better off by getting your product or using your service.

And here, again, you can play on human emotions. Feelings of nostalgia for childhood (“… pancakes like a granny’s…”) or concern for the client’s health (“… it’s easy to quit smoking with our help…”), etc. will serve as excellent tools.

Step 5: Formulate small sentences and capacious phrases

This is how the quality of an advertising article is determined. By formulating small, easy-to-understand sentences, putting them together into small paragraphs and paragraphs, you create effective, easy-to-read text. Try to avoid cumbersome compound sentences. After all, if the client loses interest at the very beginning of the message, then the effect of such a text will be zero.

Step 6: Focus on Benefits, Not Comparisons

Many copywriters make a similar mistake: in their advertising texts, they compare a product or service with a similar product of a competitor. It's not exactly efficient. It will be much more useful to talk about the direct benefit that the client acquires by ordering the goods from you.

Step 7: Use feedback from other customers about your products or services

Often a very powerful incentive to buy a product is someone's positive feedback. Therefore, when writing advertising texts, feel free to use this tool to attract customers.

Step 8: Attract Attention With Small Time-limited Bonuses

"Free" bonuses are an integral part of any advertising that has a powerful psychological impact on the consumer. We are all very pleased to receive gifts and bonuses.

Therefore, if your product costs more than 1000 rubles, try to accompany it with free bonuses or small gifts. But only these bonuses should be limited in time. The word "now" has an effect similar to that of a sale, and encourages the customer to purchase a product or service.

As a bonus, you can use something that is not too expensive for you, but useful for the client.

Step 9: Simplified Ordering Procedure

The sequence of actions should be extremely simple and clear: "Make a call right now ..." or "Fill out simple form order...". For a quick order, everything should be as clear and easy as possible.

Models for compiling advertising text

ODP model

It is obviously popular and is suitable for short selling ads of 3-4 sentences.

If the text of your ad is limited and you can't write out the whole offer, then this model will be an effective alternative. This model is ideal for contextual advertising, on bulletin boards, flyers, business cards and so on.

It stands for: restriction / call to action / offer.

offer or offer- this is a kind of profitable offer that is made to the client. Ideally, it should stand out from competitors' ads, for example, in terms of product features, customer benefits, and unique selling proposition.

Ad example: “Product with a 53% discount”; "3 for the price of 2" and so on.

These are the messages that create instant value for the customer.

Choose your offer that will be most attractive to customers, and also find effective method his reports.

Here are some working examples: “first lesson is free”; "installation is free" and so on.

Deadline or restriction on the purchase of an offer. If its goal is to attract attention, then the restriction motivates the client to buy right now. In other words, its goal is to make sure that a person does not postpone the purchase "for later", but purchases a product, uses the service right now.

The time limit of 2-3 days works very well.

Example: chairs for 99 rubles, only 2 days!

On the Internet, it is much easier to change dates. For offline advertising, this is a bit more complicated, so promotions are often extended to several weeks.

Call to action is an explanation to the client what he needs to do right now to get the result he needs (to buy your product).

Example: buy and get a discount!

Nowadays, due to the large flow of information, a person needs to explain the procedure step by step. You may have noticed how effectively command tone works in communication.

By ordering "come here", "do this", and you will see that people willingly obey, because they do not need to fill their heads with a bunch of secondary things. They will gladly shift the responsibility of making the decision to you.

Advertising is exactly the case when the client absolutely does not care. He needs a solution to some problem, and you must provide it, explain what needs to be done to get it. Make it easy for your customers, tell them how easy it will be to cooperate with you.

AIDA Model

If you have a need to write a sales text or letter, then use this model. This is a way of writing a selling advertising text, based on certain test criteria that affect a potential client.

Attraction - attracting attention, must be implemented in the first part of the text. Your goal is to "hook" the attention of the client. The best way would be a flashy headline, a catchy offer.

Examples: secret ways…; what they are silent about ... and so on.

In the first paragraph, you motivate to continue reading the text, revealing some secrets, creating a kind of “trailer” to the text. So do many media.

Interest - interest. You need to generate an interest in your product in a potential client. Well describe the prospects for using your products and Negative consequences in the event that he tries to do without it.

Be sure to describe the benefits of buying your products in this part of the text. It is known that people do not shop for a drill, they need even holes. Describe the possibilities and prospects of the client if he will make holes in the wall with your drills!

Deadline - deadline. We have already noted that this is a limitation. You artificially create a lack of supply, a buying rush for your products. Most often this is a time limit or a quantity of goods.

Since you have the opportunity to write a detailed text, describe the reasons for the restrictions. Tell the customer why there is a shortage of goods, why time is so limited, and so on.

Action - action. What does a person need to do to buy your product right now or get the result in the same minute?

It's great if you give customers a choice.

According to this model, your actions should follow the following sequence:

1. drawing attention to your product;
2. arousing interest, desire to buy your product;
3. setting restrictions at the peak of desire so that a person wants to make a purchase now;
4. explaining to the potential customer what he needs to do to get the product right now.

A striking example of the work of such a model is the TV show "Shop on the couch."

This model will become effective for online stores, websites, etc.

CEVD model

It involves the impact on the emotional component of a potential client. This model will work both on paper and verbally.

According to this model, you will need to sell to the right side of the potential buyer's brain. Such advertising is good because emotions are determined by the right hemisphere of the brain, which you will influence.

Let's decipher the abbreviation TsEVD.

The goal is a preparatory stage. You choose what goal you are pursuing, what you will describe to a potential client, formulate the final result to which you are trying to lead the client. Formulate a clear goal for yourself, what you want, what result you want to achieve, what the client should do, etc.

Emotions are preparation. You must determine the emotion that will sell the product. Emotionally describe all the benefits that the client will receive, be sure to tell about the process of manufacturing and using the product.

It must be understood that the number of basic emotions is extremely limited. Focus on fear, love, superiority, power, greed, pride.

After setting a goal, establishing the desired emotion and describing your benefits, you can move on to the next, practical, stage.

Visualization. At this stage, you need to draw a certain picture that will evoke the required emotion and at its peak you will only have to complete the transaction.

In the picture you create, the world of a potential client should be comfortable, warm from your offer (goods, services). Convince the person that he will get all the benefits that the product provides.

The next paragraph will be final. It's about action. At the peak of emotions, you give a person specific instructions, that is, his strategy for acquiring a product right now.

This model is similar to the AIDA model. It differs only in the bias towards emotions and the appeal to them.

The sequence of your actions when using this model:

1. goal setting (headline and first paragraph setting the goal);
2. determination of the desired emotion (the key emotion is described);
3. visualization (describes the benefits of the product);
4. action (describes the actions of the client to purchase a product or service).

Model PPHS

This model was known even in the time of Socrates. It is relevant and effective today. This method of advertising is especially good when a potential client hesitates for a long time and cannot make a decision. Experts say that PPHS will be more understandable for start-up entrepreneurs who decide to realize themselves in the field of buying / selling.

Consider the features of using this model.

"Pain" or pain. You will need to describe in all colors the trouble, the problem of a potential client, which your product will allow you to get rid of.

"Pain More" or more "pain". You amplify the problem, that is, you tell what will happen if this problem is not eliminated right now.

Nore or hope. At the peak of the described problem, you need to give a potential client a solution - your product (service).

"Solve" or solution. Now you must sell the solution to the problem, specifically describe the benefits, pluses of the offer, as well as how to acquire it.

So do many sites selling something for weight loss.

Writing sales messages is an exciting, creative process that can be improved endlessly. Creating a special reality, working with emotions and associations, motivation - all these are just some of the features of the advertising text that a skilled author uses to achieve a certain result.

Use only reliable information. Using unverified or deliberately false information, you risk getting into an unpleasant situation, so check your texts carefully every time.

More specifics, less water. Using general phrases in the text, you scare off a potential client, because he does not have a feeling of the veracity of the information. It is best to use specific numbers and data - such a text will cause more consumer confidence.

Use personal information. Often the consumer identifies himself with the hero of advertising. This approach has been widely used long time, resulting in a glut of the advertising sector with identical first-person ads.

Decorate texts with adjectives and adverbs. There is a fairly widespread opinion that when choosing a product, the consumer is guided only by logic. This is not true. People are very emotional creatures. Emotions influence our behavior and actions. And the success or failure of an advertising campaign will depend on what emotions a person experiences while reading your advertising text.

To begin with, you can create a rational core of the text, and then breathe into it emotions and colorful descriptions of the buyer's life with your beautiful product. Try with help vivid emotions to attract the attention of the buyer and get him to buy your product. Use living language, not just dry presentation of information.

An indispensable guarantee of product quality. Any customer who has doubts about the purchase will become much more confident if he has at least a hypothetical possibility of returning the goods. By guaranteeing the quality of your product, you dispel the fears and doubts of your client, thereby gaining his trust.

Conclusion

• The advertising text should be bright, clear, bold, filled with emotions and attractive to the consumer;
• It should not contain unnecessary information and, moreover, lies;
• It should have clear goals (motivation to buy a product, use a service, watch a movie, etc.);
• The text should be as informative as possible, as well as beautiful and understandable for the target audience.

You can find examples of selling texts anywhere - just open several online shopping sites, or better. What texts caught your attention and why? What is special about them? What did you like and what not? By answering the questions and reading this article, you will get a little closer to answering the question of how to write advertising texts that will help in.

In conclusion, I want to say that these models of writing advertising text are not a panacea, you can come up with something of your own, add, mix, but the main thing is not to overdo it. But the main thing is to know that the above has already been tested on many and shows good results! And one last piece of advice… Check your texts before launching them to the masses. Let your colleagues, friends, acquaintances, etc. read them. If they are interested in your product or service after reading, then the text is more likely to succeed. Something like that.

Ask your questions in the comments, share your ideas and let's discuss! And most importantly, provide your services with high quality and sell only the necessary and high-quality goods, then it will be much easier to sell.

Greetings, dear friends! Alexander Berezhnov is with you - one of the authors of the HiterBober.ru business magazine.

Today I will talk about some interesting tricks of writing advertising text. I’ll make a reservation right away that practice is necessary for professional possession of an advertising style.

As in any business, in this art you need to make your own mistakes in order to arrive at the best result.

The following tips and tricks will be especially relevant for aspiring entrepreneurs who do not have the means to pay for the services of professional copywriters. * and plan to independently develop promotional materials.

copywriter- Specialist in the field of writing commercial texts. Unlike an ordinary writer, a copywriter is engaged in the creation of texts, the purpose of which is to encourage the reader (potential client) to buy a product or service, as well as to perform another action planned in advance by the author.

For example, make a call to a company or follow a link (in the case of a copywriter creating content for websites).

While consulting existing entrepreneurs in the field of marketing and advertising, I saw that many of them make the same mistakes when compiling advertising. As a result, its efficiency decreases, and as a result, the company's sales volume.

I will be very happy if my knowledge will help you in writing high-quality texts (ads, slogans) that will increase sales of your business.

1. What distinguishes good advertising text from bad

And really, what's the difference? Many people don't understand this.

Let's get straight to the point. Let's start with the bad.

Firm " feed me» offers pasta, cereals, eggs, dairy products, there are discounts!

We have good product, high-quality raw materials, convenient delivery of products to your home, so it is a pleasure to shop in our store. Inquiries by phone: 333-222-222.

Approximately so, not really bothering, most entrepreneurs write advertising texts. And their main mistake here is standardity. After all, such ads are not remembered and are lost in the total mass of advertising diversity. Moreover, this not particularly prominent advertising text is a statement of facts about the company and does not show the clear benefits of the client when making a purchase in it.

Compare this same ad, just with a different feed:

Hungry? Do you want to eat tasty, healthy and inexpensive?

« feed me» seven natural products. Down with chemistry, long live natural food!

We deliver the best to your table.

Buy a lot - get a discount!

Call your relatives to the table and call us soon: 333-222-222.

Yes, I agree, it sounds like a fair, but it really works!

This is how merchants and merchants have long been inviting people to buy their goods. Can you imagine if they just stood there and said: “Merchant Ivanov, I sell milk, meat, cereals”, that is, they simply voiced the fact of their presence, as many modern entrepreneurs do.

This is just an abstract example. I think the point is clear.

Don't be like everyone else, stand out.

2. Why it is important to formulate the purpose of the advertising text

Remember the famous expression: "For a ship that does not know its direction, not a single wind will be fair." In advertising, this principle works exactly the same.

Surely in this case you want to encourage a potential customer to take action. And it is right! What is the nature of such a call?

Here are some options:

1. Call to the company. « Call now and find out more!»
2. Making an order. « Place an order today and get a 10% discount!»
3. A call to come to the store. « Come to our store and buy a Nike cap for only 500 rubles!»

3. How to write a catchy headline for an article: the molehill trick

We often hear: I bought this newspaper because the headline "hooked". Or: " I went there because the advertisement said: “Every second customer gets a toy as a gift!”". Surely you will remember many such examples.

Often we see very intriguing headlines and no one will stop us from reading the entire ad (article).

I advise you to write a few ideas on paper, and then choose the most successful one by combining them.

The most common example is a promise to provide big discounts.

Surely you have seen similar price "lure": DISCOUNTS UP TO... 50%, 70%, 90%.

Usually we see such inscriptions on stores and trade pavilions. When we go inside the outlet and want to get the goods for a pittance, expecting to buy a suit for 3,000 rubles, which costs 20,000, a friendly seller tells us that the discount applies only to accessories and purchases over 10,000 rubles.

You see, they didn’t seem to deceive you, but they “forced” you to go to the store, and there a professional consultant will process you, selling you what he needs.

Or another popular speculation on the value of goods: PRICES FROM: ...

When you approach a company or store to purchase a product or service at this low "FROM" price, it turns out that you need to either take a wholesale batch or buy last year's or defective goods.

Continuing the conversation about the rules for compiling the title.

The title of your ad should be short and concise, reflecting the main essence of your offer.

One of the most effective techniques when compiling a title, it is to submit it as a question with an obvious answer, or we want to receive this very answer to such a question.

Please note that in each of the above examples, I use numbers, they attract attention and allow you to give some kind of quantitative assessment of the proposal advertised in the title.

4. An example of using PR technologies when writing an advertising text

Now, in a nutshell, we will touch on the technology of PR. In short, the main goal of PR is to form a certain opinion about an event, product or person.

Suppose you are an entrepreneur and sell furniture. You have a small store and you decide to find additional customers on the Internet.

When creating presentation material, I draw your attention to the fact that it is necessary to present your business from the most favorable side. Here's how it's done.

If you have been working for 2 years, then write in the text: “Company such and such has been on the market for several years!”. If, in addition to sales, you manufacture built-in furniture to order, present this fact as a wide range of services provided by your furniture company.

If you buy imported furniture components, then write in the advertisement: "Components from the best foreign manufacturers".

Word "import" or "foreign" is still associated by our people with a better product. That is, you do not deceive the buyer, but simply position your business from the most advantageous side.

Here the principle of "meet by clothes" works especially well.

Remember that beautiful "packaging" often allows you to sell a product several times more expensive.

5. What are copywriters silent about when writing intriguing headlines?

Continuing the theme of catchy headlines.

Example: " An actor almost died in a car accident" or " Moscow pensioner found the corpse of an alien on own dacha ". Quite intriguing, don't you agree?

Now let's see what they actually write in such articles:

1. About the car accident.Usually, this is followed by a description of the situation when this very actor starred in the next film, where there was a car chase outside the city. And in the process of shooting the chase itself, cows grazing not far from this place came onto the road, and the actor had to slow down sharply, which led to the exit into the ditch. And the article itself is actually just a veiled advertisement for the same movie with a chase scene.
2. About "Grandma and the Alien".Reading the article, we find there interesting fact! It turns out that the pensioner, having found the "corpse of an alien", simply did not know that it was an ordinary dead mole, the carcass of which was severely disfigured by time. And she found him when she was digging up potatoes. Calling journalists to the scene of the “incident”, the granny almost convinced them that she was right, as she used to work as a professional screenwriter.

Here I will give one of my favorite examples that clearly show how to create interesting headlines for advertising texts using simple PR technologies.

So, the example itself:

Even if you gathered two single moms at home and gave them a chocolate bar, you can safely say: “ Conducted a city social action for single mothers with the presentation of gifts! ».

In this case, the title might be: The loneliness of mothers was brightened up with gifts and sincere communication”- this is about an article in which you can advertise the same chocolates.

An example of such a template can already be used as a ready-made advertisement. If you dream up, you can add more shocking and even rhyme.

For example:

"Mississippi chocolate at leisure is very sweet!"

Although it sounds childish, the main principle here is (by the way, a good alternative to the KitKat ad with the slogan for office workers: “ There is a break - there is KitKat»).

I think we figured out the headlines, let's move on.

6. What is the image of the “ideal buyer” for and what does it have to do with advertising texts

Since the purpose of any advertising text is to sell a product or service, you must first determine the “portrait of the ideal buyer”. That is, gender, age, financial situation, interests and other qualities that you think are necessary to characterize your potential client.

Think about what language he speaks, how he spends his time, what are his values, ideals? This is your the target audience.

Example:

“Kolya loves Masha, and Masha loves his “dynamite”. Why be friends with Masha? It's better to play football! The Dynamo football team is fun and friendly with us, and you don’t need to be nervous!”

What this means is that when you write an ad text, think about what will be important for your client to see there. Maybe it's price, quality, bonuses, etc...

So, once again, let's take a look at the steps of how to write an effective advertising text:

1. Decide on a goal
2. Create a catchy headline
3. Formulate a portrait of the ideal buyer
4. Set your priorities. What will be emphasized in your advertisement first of all.

7. 10 Practical Tips for Writing Effective Sales Text

1. Make a good intriguing headline - this is a must!
2. Use simple words and expressions in short form, rhyme them. This will increase the recall of your advertisement.
3. Break the text into paragraphs to make it easier for the reader to understand it.
4. Write paragraphs of no more than 50 words, 40-45 words are best. Less is also not desirable.
5. Do not write paragraphs in one sentence. If you suddenly got a long sentence with participle turns, break it down into shorter and simpler ones (see point 2)
6. Use subheadings in the text if it is long.
7. Use numbered and bulleted lists - all this will give the text structure.
8. First, let's important information in the ad, and then the secondary in descending order.
9. Color your ad with a catchy themed illustration.
10. Indicate the contacts of your company so that a potential client knows where to turn. Here the required elements are: phone number, address. It is also highly desirable to indicate all auxiliary contacts and information: opening hours, website address, e-mail, directions.

8. Conclusion

If you are a beginner and are faced with the need to competently compose advertisements in order to sell your company's goods and services, feel free to take note of them.

Practice, and before you get into a fight, analyze your competitors for strong promotional materials.

Then think about what you can do better and where your competitors are clearly inferior to you.

Even these simple actions can significantly increase the sales of your business and maximize short term will form the backbone of clients who will fly to you like moths to a fire.

Friends, I wish you good luck with this!

Have you already written sales texts? What works and what doesn't? If you liked the article, like and share your experience in compiling selling ads in the comments.

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Modern advertising texts that appear on the Internet and various print media are rarely effective for the most part. The thing is that their only goal is to sell a product or service at any cost. They do not increase sales, and their authors do not earn much money. This article is about how to write information to make it profitable and outperform your competitors.

What you need to do before writing an advertising text

It doesn't take much effort to do this. Those who think that it is difficult are mistaken. Prospectuses for the sale of goods are written by themselves. It is only necessary that the copywriter, before sitting down to write an article, does a little research. He needs to devote some time to studying the material.

It's much easier to write about what you know. By taking the time to research your subject matter, you can create an ad on any topic with little effort. An entrepreneur who has opened his own business knows its structure and features better than anyone. Therefore, he will be able to write about it more interesting than a professional copywriter. The product will be sold much more efficiently due to the fact that the author is well versed in products and audiences.

And some of those who professionally write advertising texts are proud of the fact that they know and can do everything. They do not consider it necessary to study material that will subsequently serve as a tool for selling something. Without knowing all the features and benefits of this product, it is impossible to talk about it in such a way as to interest buyers. Such statements will not be able to increase sales, that is, fulfill their main task. They will carry unnecessary or generalized information, even if the very structure of their construction will be carried out according to all the rules of competent copywriting.

The answers to the following questions will form an effective base, on the basis of which you can most likely write a text that brings high profits.

First decide on the task. The purpose of writing is to reach a client or to carry out direct commercial activities? Decide for yourself which methods will be used for the sale: direct or two-step.

2. What main goal you aspire to achieve?

When writing, think about the result you want to achieve. Will it be a one-time action or a long-term sale?

3. Does the company have "chips" or products that could inspire customer confidence?

When you write an advertising text, you can include information about various regalia or awards of the company. A very important factor in building customer confidence is demonstrating the benefits they will get by using your product.

Do not overdo it when providing this information. Do not litter it with unnecessary information. Make a selection of only those arguments that really prove the benefits of purchasing goods from your company, distinguish them from competitors and work for the main goal - increasing sales. Think about the buyer, not self-promotion. Use only facts.

4. For what service or product will the advertising text be written?

You need to clearly convey the idea of ​​what product you are selling. Often there are articles where a large share is given to the story about the company itself, about the time of its foundation, about employees and many other facts. But information about the product, that is, about the most important thing, is lost among everything else.

There is another extreme - to offer too many products at once. The reader simply does not understand what kind of product is being discussed, and will be lost among the information. It is best to sell a single product. Then the buyer will understand exactly what is required of him, and your sales will increase.

5. What are the features of your product?

Thinking over the structure of the text, it is worth taking into it small place description of the product you are selling. Specify its characteristics: dimensions, possible colors, models, packaging options, tell if it is difficult to use, how long it can last. All this should enhance the merits of your particular product.

6. What are the significant facts and figures associated with this product?

In order to avoid unfoundedness, give convincing arguments and figures. If your product was examined by the Chamber of Commerce and Industry, as a result of which diagrams and graphs were drawn up, then write about this too to present the product in a favorable light. You can also specify statistical data and distinctive features that will distinguish your products from competitors in the market.

7. What benefits will customers get from using your product or service?

There are two distinct concepts: fact/property and advantage. The latter follows directly from the properties.

A fact/property is what your product can do.

An advantage is a benefit to you that comes from what the product can do, i.e. its properties.

To determine the merits of a product, you need to make a list of all its facts / properties and write opposite each item how it can be beneficial for the buyer.

For example, we will give some facts/properties and the beneficial qualities arising from them.

Fact/property: The new model of the vacuum cleaner consumes less energy.

Advantage: You pay less for electricity.

Fact/property: They can dust and mop floors.

Advantage: The product combines several useful functions, which saves time on cleaning.

Fact/property: Made from high quality material.

Advantage: A vacuum cleaner is a reliable household helper. Will serve long and qualitatively.

home driving force selling text - this is just successful qualities product. They attract customers, and therefore it is necessary to conduct an in-depth study to identify them. It is extremely important to take the time to study this fundamental question. Make a list of the advantages of the product that he can provide to the client, and write about them.

8. How is your company or product superior to the competition?

There is such a term - the advantage needed to sell (RNE). This is the marketing value that distinguishes your product from the competition. And this is an important aspect that should not be missed and worth writing about.

PNP can be determined by answering basic questions. Why should a customer buy your product? Why does he stand out so much? What makes you more attractive to your customers? What does your product offer to the customer? Establishing a PNP is very important. It can refer both to the company itself, and to the product or service of your company. The main thing is to use the difference from competitors.

EOR criteria can be: use of better materials, reliable warranty, service for more high level, favorable price, a variety of offers for promotions and discounts, exclusivity, higher status.

PUP serves to actively position your company in the market. It just needs to be clearly defined. The PUP is also the main character of your promotional article.

It can't be that the company doesn't have a PUP, you just don't notice it. Your product undoubtedly has a number of advantages that distinguish it from competitors. You just need to think, find them and write about it. Surely, you use them in your work, just not paying attention to it.

There is great way determine the features of your product. Pick a few of your best clients and ask them why they enjoy working with your company. Why do they not go to competitors, what reasons do they have for this. After analyzing the answers, you will understand why your company attracts and retains customers. Surely, they will name some advantages for you. It will be the same benefits derived from your product. This will become your PNP.

If your clients can name several advantages, it is advisable to ask them to prioritize. This will help in the future to focus on the most important plus.

Here are some examples of how to correctly write about PUP.

A copywriter can sell their services using the following statement: "Ad copy that is guaranteed to increase your sales."

Or a pizza announcement: “Fresh hot pizza delivered in 30 minutes. Guaranteed! Domino's Pizza.

In these examples, the PNP is formulated correctly. Information is delivered concisely, clearly and without unnecessary "water".

9. What is important to your client?

Determine your customer's benefits. Put yourself in his place. What is more important to him: quality, price, guarantee, delivery? You need to write about it.

10. Describe the buyer you want to attract.

Keep imagining your ideal customer. What is he? Where does he live? What does he do? What does he love? How much does he earn? The more clearly you describe him, the easier it will be for you to understand his needs.

The next question is why is he your ideal client? Because thanks to your products you can help him. His life will become more comfortable. And he can pay for it.

In the publication, address directly to the person you introduced yourself. And he will no doubt answer your call.

11. What kind of guarantee do you give?

12. What is the level of service and support?

13. What is the average price of a product or service?

Establishing an average price is important in order to determine who your ideal customer is. You need to consider whether your customers will be able to pay for the product the amount you set.

It is also important to understand that the cost of your products within the same market should not vary greatly. When a new product is released, it cannot cost several times more than other products. You need to focus on the average price.

14. Is there anything else you could use to enhance your sales copy?

We can advise something else to create an effective publication. The samples below will greatly help you in your research:

• initiative-commercial letters;
• samples of advertisements in magazines and newspapers;
• promotional texts for websites;
• selling Internet mailing list;
• scripts for radio and television;
• brochures;
• directories;
• a set of announcement cards;
• press kits;
• scenarios for telemarketing;
• materials for the training of trade workers;
• old editions of brochures or online publications;
• thematic ads;
• marketing plans;
• important research results and statistics;
• main articles about the client or his company;
• promotion of competitors and related statements;
• written testimonials from satisfied customers;
• complaints from dissatisfied consumers.

The structure of the advertising text

If you are writing for a website or print publication, use the structural elements statements: title, subtitle, main text, signatures and comments, sonorous slogan (slogan).

header- this is what the story begins with, and this is the first thing the reader pays attention to. If it attracts attention, the client will continue reading. Therefore, the title should be clear, concise and have an emotional impact. It contains the basic information that will be presented below. News style is best for writing headlines. It contains a powerful message to buyers.

Subtitle reinforces the idea of ​​the name, further strengthening it. It is a bridge to the main material.

Main text reveals the essence of the title.

It consists of an introduction, main body and conclusion. Introduction serves to bring the reader up to date. Perhaps the buyer is not familiar with your product or with a particular issue. For products such as medicines or financial consulting services, it is necessary to disclose the essence of the problem in the introduction, which is the main topic of the article.

If you are writing information only to advertise a company, then in the introduction it is better to go straight to the point: briefly talk about the organization, its place in the market, the time of existence and the difference from the rest.

IN main part you can already write about the most important thing - about what you offer. There is boundless scope for announcing a product or service. But remember that people are more interested not in the product itself, but in the benefits that they will receive by making this purchase. If you can convince them that they really need your product, then this will lead to an increase in sales. It is best to use real-life examples of why the consumer should make this purchase as a rationale argument.

IN imprisonment draw conclusions from the above description.

Final phrase - slogan – necessary thing in active sales. In order for your reader to understand what is specifically required of him, at the end you need to clearly and clearly give him instructions for action. For example: “Call us and we will tell you more”, “Buy now and get bonuses”, “Sign up for the newsletter to be aware of new products” and the like.

Coming up with a slogan is not as easy as it might seem. There is certain rules, following which you will achieve the desired effect. The slogan should be short, concise, catchy. We must strive to ensure that he does not get out of general style narrative and contained an original play on words.

If people may not notice all the advertising, then the slogan must be striking, and then there is a high probability that all your material will be read. Call to action is the most powerful message of any sales proposal.

How to write an advertising text: step by step instructions

Step 1. We decide where the future material will be placed.

The starting point when writing any article is to understand where it will be published: on the website or in printed edition? Are there any differences? Depending on whether it will be placed in a newspaper or on the Internet, the style and presentation of the material changes. The perception of people who read the press is different from those who are looking for information on the World Wide Web. Newspapers and magazines provide the opportunity to publish the module large sizes than, for example, social networks, where no one reads voluminous information.

It is important to decide on the size of the ad, how many characters are allowed, and whether images and videos can be used. The law of perception of any PR text says that brevity and conciseness will lead to success. It is categorically impossible here to pour “water” and spread the thought along the tree. People are not used to spending a lot of time reading a large number words, so your statement will simply be ignored.

Step 2. We analyze other people's bad materials.

Learn from the mistakes of others. Spend your time usefully, sorting out the errors in the ads of other companies. It will be useful to understand why they do not work in order to avoid the same fate in the future. Distinguishing bad material is very simple: it is not something that attracts attention, but, on the contrary, repels. Answer the question why you do not like it: the content is not clear, there is a lot of superfluous, it is not interesting to read?

The next thing that would be good to do to gain experience is to write this text differently, correcting all the mistakes and shortcomings found. Turn it into an effective advertisement.

FROM good stuff can work in a similar way. Learn to analyze and memorize the most effective solutions.

Step 3: Tailor the story to your audience.

It is difficult to sell goods to everyone in a row. All people are different, and it is unlikely that everyone needs your products. Determine who exactly needs it. Focus on them and ignore the rest. How to write specifically for your audience in order to complete the task and increase sales? Target those who are interested in the product more than others, appeal to them using language and concepts that they understand. Be on the same wavelength with them, and they will believe you.

For example, the company helps in organizing trips to different countries. So, the ideal customers are tourists. People sitting at home will not accept your ideas. Reach out to those who like to visit other countries. Prove that for you this is also the main thing in life, you have already traveled all over Earth and know the best way to do it. Your text should be filled with the spirit of adventurism and read like an exciting adventure novel. Then the potential audience will understand that you share the same values ​​with them and you can be trusted.

Step 4. Come up with an attention-grabbing headline.

The title is the most important component of an article. It will either attract readers, and they will read your story and buy a product, or they will not pay attention. Even when you have written great copy, the buyer may ignore it just because he was not hooked by the headline. No one will trust a company that can't pay for a professional copywriter. Everyone will think that the organization also saved on the production of its products, although this may not be the case at all.

The modern world is so diverse that every second something happens around, it becomes more and more difficult for a person to focus on one thing. If your headline is not bright, biting, maybe even provocative, then no one will read the article.

The headline should shoot accurately, calling people into your world. Interest them, shock them, appeal to emotional experiences. Do whatever it takes to get attention.

"Know thyself" - this can not fail to interest.

"The last opportunity to meet" - intrigue.

"Puppies enjoy life" - causes an emotional experience.

Asking the reader a question is a good way to get attention. Only the task should be original and attractive. Do not write: "Who wants to win the trip of their dreams?". Such stories have long lost the trust of buyers. Be more sensitive to the needs of customers, hook them to the quick, and then they will buy what they need from you.

You have already drawn the attention of readers to your article. Now you need to keep it and increase interest. If the title can be original and creative, then the transition is needed to clarify what you are offering. Focus on the benefits that the buyer will receive with your product.

The bridge text is the same size as the title. It should be concise so as not to lose the consumer already at this stage. After all, the main task is that he read the entire article.

You need to write in such a way as to arouse in the buyer a keen desire to buy your product. Here you can appeal to the feelings and emotional attachments of a person. Emphasize that the advertised product will satisfy all the needs of the buyer. If your product will help improve people's lives and bring them benefits, then you need to convince them of this. All means are good. You can appeal to feelings. Generate nostalgia by mentioning that your product will make them remember their childhood. Play on fears and concerns about health by talking about how your product helps to prolong life. And be sure to write the name of the company and product so that people have a stable image associated with you in their heads.

Step 6. We write the text and try to make it natural.

How to compose a statement so that it looks at ease? After all, sincerity and naturalness inspire more confidence. Address buyers directly as if they were your acquaintances. A simple way of speaking attracts the attention of ordinary people who will become your best customers. The main thing here is to observe the measure. Don't be too formal as this increases the distance between your product and the customer. And not be very friendly, because it causes dislike and a feeling that an unnecessary thing is being imposed.

Wherever your text is placed, it should not take more than 30 seconds to read. People are not willing to spend more time on you. The article should talk about the product very quickly and clearly. Strive to evoke more powerful emotions with fewer words.

People skim through the pages of newspapers or websites on the Internet. There they are daily faced with all kinds of advertising. In order for them to stop their eyes on your ad, it must be bright, catchy from the first word and of small volume. After seeing many paragraphs, not a single person will begin to read what is written there.

It is also difficult for people to perceive long sentences, general phrases, complex phrases. Your essay, in order to be noticed, must contain short and specific sentences, perhaps even unfinished ones, if this does not violate the essence of the presentation.

In today's world, where there are so many charlatans, people will not trust anyone without recommendations and verification. The best way building trust is writing that others are already using your product and getting good results.

Find a place where you could insert one or two testimonials from grateful customers. It will turn out that some buyers recommend others to buy your products. Today, no one makes a random purchase. He needs proof. And the reviews of your regular customers are the best confirmation of what you write about.

Feedback and advice on the use of your product may come from trusted professional experts. For example, from doctors, coaches, chefs or even TV stars. Don't forget to write about it.

Step 8. Use visual aids wisely.

An article with a video and pictures attached will help enhance the effect. Visual media have a powerful influence on people's minds. In this case, the structure of the text must be well thought out so that the image appears in the right place. It can take on some of the functionality of the story about the product. Instead of describing in words, include a picture or video that visually presents the arguments. And then write about it is no longer worth it.

Visual information must be properly arranged. The image of your product must be selected in such a way as to hook the reader on an emotional level and stimulate him to buy.

Step 9. We tell you how to purchase a product.

At the end of the story, you need to write about what the reader needs to do next. Give him precise instructions on how to buy your item.

The buyer does not want to waste time figuring out the terms of the purchase, so you need to help him with this - write clear and simple instructions on what to do, and he will follow you.

The final call may be: “Call us and we will tell you everything”, “Order a call back”, “Subscribe to the newsletter”.

At the end, immediately indicate the phone number or give a link to your website so that buyers know how to contact you, and not look for your contacts themselves.

Step 10. We read the text aloud and record ourselves on the recorder.

Writing information is not everything. Choose any person and read aloud to him. Or let him read it himself. Listen to it and imagine yourself in the place of the buyer. Would you buy this item yourself? Interested in what is written there? How natural does it sound and are there any repulsive moments?

Hearing checks are a good tactic to identify flaws that affect perception, and therefore increase sales.

Step 11. Testing our text.

After writing an ad, start testing it in different publications and see how people react to it. Communicate with your customers, ask how they heard about you. If they answer that it is thanks to your article, then everything is fine, and you have reached their consciousness.

If your publication does not increase sales, you need to continue working on the text, write another option. Use different versions of the material until you are sure that people began to buy your product more often.

How to write an advertising text: illustrative examples

Consider some selling samples.

1) Information for the banner.

2) Promotion for the site.

3) Statements for the leaflet.

50 examples of headings and intros for advertising text

1. Three little-known secrets: how to bring out your natural beauty.
2. How would you like to spend the extra $6,000 starting tomorrow? / A few secrets: how to save $6,000 and start spending it tomorrow.
3. A good reason not to pay, saving 10% profit!
4. How to remove stains from carpet in 10 minutes.
5. Finally people and pets found the best remedy for pest control!
6. Stick this to your checkbook and your debts will disappear!
7. The cops say yes to our donuts! Tell me too!
8. Trucker's favorite fuel!
9. The best way to reach your fitness goals I know!
10. Yes! Now you will have a healthy body, even if you do not like physical education!
11. Super Alarm! A deafening sound that scares intruders to death!
12. After 20 years, they finally discovered the secret to reducing insurance premiums!
13. A new - "chocolate" - diet is open!
14. Whatoo? Support your family for only 54 rubles a day? There is an opportunity to change that!
15. Now you can skip all the presentations and still get a handful of flyers from the best manufacturer!
16. Sit down, have a cup of coffee and find out how you can benefit from your savings.
17. Are service issues your headache? (aspirin included).
18. You can use the former as a cheap substitute for the latter, but can you trust it?
19. Your computer may be protected from viruses, but do you know what it's deadly allergic to?
20. Are you tired of living paycheck to paycheck?
21. To treat yourself to a trip to Maui, just stay at home!
22. I will write your sales letters for you. your letters of complaint. Not even your letters to the congressman. And you will get the result you want from it!
23. Make your life much easier!
24. What is that little box on the wall? It's such a simple payment system that you don't have to do almost anything!
25. When people are driving at 280 km per hour, impress them with fresh paint on the house, which is now much more beautiful than before!
26. Why take your clothes to the dry cleaners when the cleaners can come to you?
27. Are your attempts to lose weight not working? Do you constantly take a step back and get depressed because of it? Are you losing weight in the right places? Make a grand breakthrough with your personal trainer!
28. We give away thousands of rubles a day!
29. You're right: the surest way to double your money is to fold it in half and put it in your pocket. But investing in investment property can be a second, no less reliable way.
30. Is dieting just another way to improve your appetite for you? We may have found a solution for you!
31. Solve all your money problems. Free book.
32. Learn to type in six short hours! Learn the basics in two easy sessions!
33. "Bad" People: 10 Ways to Avoid the People Who Darken Your Life.
34. For the bride and groom: soon you will be immersed in magical music together at your June wedding. Can we provide accompaniment?
35. You'll overpay for your next car if you don't pay attention to this used car dealer's book!
36. Lose Five Pounds Eating Strawberry Cake!
37. Not horoscopes. Not fashion tricks. Not perfume stocks. Only smart, clear financial advice.
38. Three o'clock at night. And you don't know what to do. Get started in parenting with a two-hour consultation at your home. After that, your business will go much easier.
39. Is your home burglar-proof? Take this quiz to find out.
40. Let's assume this happened to your car. Reduce your auto insurance costs by 21%!
41. How to lose weight on a full stomach.
42. Spend one day learning to read what's in people's minds!
43. I quit social work to rid the world of filth. Let a former social worker use his unique skills and responsible staff to keep your home or office clean!
44. Do you know the ultimate way to shorten the bidding time in one phone call?
45. ATMs are like magnets for criminals. But you can stay safe if you follow a few expert tips.
46. How will you look after cosmetic surgery? Get the answer to this question by watching a free video about people who have already visited us.
47. Turn every ruble of debt into 11 rubles of profit? It's real! Attend this seminar, after which you will understand how to become completely debt-free in five years!
48. Call two doctors who honestly care about your feet.
49. Have you honestly tried to quit smoking but just couldn't? Don't worry, you are not alone! This is the first time in 30 years that I have realized that I can actually quit smoking. This program is excellent! (Vladimir L., ex-smoker).
50. Was there a premonition that trade would go uphill? You were right!

5 valuable tips on how to write an advertising text and reach your target audience

Tip 1. Use in accordance with the written image and video - parts of your strategy that should work on general idea. Remember the psychology of influence. Women are affected by photos of children, animals, beautiful models. Men are attracted to cars, weapons, sports. Whatever you post, a picture always has more impact than text alone. Creating a prospectus and adding images to it means attracting potential buyers.

Tip 2. To describe facts without evidence is to alienate the audience. In no case should you describe your product as the most beautiful, the most reliable, the best. You do not provide a guarantee that you have researched the entire market and found that your product is the best among all the others. People will not believe you and will consider you a liar and a braggart trying to sell them low-quality products.

Tip 3. To write about a client's pressing problem is to put pressure on his callus. Tell the reader about what hurts him, describe what he is sorely lacking, and he will buy your product in an attempt to "cure". He may not like that you described his problem. But you offer him a means of getting rid of it and wish him the very best. By encouraging him to buy, you are helping him and yourself.

Tip 4. How to write a text that will increase sales? This can be done through the use of the pronouns "I", "you", "they". You create a reality for people who enjoy your products. Then those buyers who read your text will identify themselves with those whom you write about and want to join their number. They will see that it is real, that people like themselves live this way, which means they will succeed too. They will believe that by buying your product, their life will improve.

Game tools are of the following types.

1) Spelling errors made on purpose. This is done to achieve two main points:

• introduction of connotation (statement to promote dental clinic: "Take care of your teeth with deshtva!");
• phonetic or graphic harmony in sentences ("Knorr - tasty and correct!").

2) Creating a paradox.

To write a text that uses a combination of incongruous means to create a game effect. This contributes to a better memorization of information, because non-standard phrases attract more attention.

How can contradiction be created?

1. Assign properties and actions that are uncharacteristic for it to an object. Here are some of the goals of such a language game:

• personification;
• decrease in the degree of animation of the object;
• expanding the sphere of control of the addressee;
• increase in the range of sensations of the recipient;
• creating an impression of a non-standard product.

2. Manipulations with evaluation scales:

• creation of a paradoxical hyperbole;
• rearrangement of the vernier point.

3. Playing on the polysemy of a word or the consonance of two words (phrases), or their semantic similarity (pun). There are three main types of pun:

• "neighbors" - based on consonant words;
• "mask" - is based on the effect when the normal becomes absurd, and the unusual is perceived in the order of things;
• "family" is used in several senses.

The use of style contrast when writing ads is quite common. Here are the possible types of stylistic cacophony:

• discrepancy between real and expected objective modality;
• the contradiction of the present and possible communicative role of the speaker;
• the discrepancy between the actual and desired communicative function of the utterance;
• genre conflict.

Who will help write an advertising text that will definitely reach the consumer

Write material that will effective tool promoting a company is not all that can be done when developing marketing strategies. important direction occupies the design of advertising modules that are used for publication in the press, as well as for the production of leaflets, posters or other types of printing.

For the article to be effective, it is necessary to take into account such factors when developing the layout of graphic advertising, such as:

• information content;
• drawing attention to the company;
• location and number of characters.

Printing house "SlovoDelo" provides services for the development of design and production of advertising modules of any type and size. The layout is created by specialists, taking into account the corporate style and social and age characteristics of the target audience of your company. The printing house develops various solutions for any type of marketing promotion. Depending on the specifics of your company's work, our masters will create the best module with well-chosen fonts and images.

In addition, the SlovoDelo printing house accepts orders for the development of the corporate identity of the enterprise and for all types of advertising and printing services. To contact a specialist, please call: 8 495 207-75-77 or leave a request on the site.

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Any product sold must be presented to the buyer. The effectiveness of sales depends on the effectiveness of advertising. The correct presentation of information that distinguishes the product from the general mass of similar products is a guarantee of success. Properly composed advertising will ensure the sale of even useless things. There are many recommendations for highlighting the value and indispensability of the goods being sold, but the question of how to make advertising correctly remains relevant.

Advertising principles

To do this, you need to choose a spectacular, eye-catching image, since the purchase always occurs after a visual assessment of the offer. The sale begins with the presentation of a bright beautiful picture. The formation of the image will not interfere with a memorable loud slogan, the attractiveness and relevance of which eats into the mind and makes the consumer repeat it mentally with pleasure.

Even the most successful advertising can be ineffective without its promotion. It was originally intended for a viral impact on the mind of a potential buyer. However, to have an effect, it must be available to the target client, so it must be placed in their habitats. Social networks are a universal place for publishing, since you can find your client in them, but for this you need to work on placing it on the right sites.

Independently or through the services of an advertising campaign?

However, in some situations it is more effective to order its development in advertising agencies. When it right choice advertising campaign, the object of promotion will become known in a few days.

Where should your ad appear?

• in newspapers;
• in magazines;
• in social networks;
• through flyers and brochures;
• through elements of outdoor advertising.

For each type of product, its own advertising method is effective, suitable for a specific target audience. With the right choice, potential buyers have the opportunity to familiarize themselves with the offer in several sources.

To date, a separate niche in advertising is occupied by social networks. Most citizens have accounts on Facebook, Vkontakte, Odnoklassniki, Twitter and Instagram. Modern features mobile phones cause users to be constantly connected. Publications in groups and on personal pages can receive an instant response to an advertising post.

Do not spam, so as not to annoy users with constant notifications. To achieve the effect, one post per day is enough. Regular publications of various designs, drawings, promotions and contests will ensure the popularity of the group or personal account of the seller. The more interest and attention to it, the more views of publications and the more sales revenue.

Advertising in the media

Publish ads in media mass media, such as newspapers and magazines, is not always free for sellers. In most cases, they have to pay for the placement of their article on the allocated space of a printed or online resource. To date, the return on such advertising is small, since most often people get acquainted with advertising magazines and newspapers purposefully, when searching for a specific product to purchase.

For this reason, if a person does not need anything, then he will not acquire and read such sources of information, which excludes the possibility of emotional purchases. However, if the subject of sale is of a specific nature, which is difficult to state in other sources, advertising in the media will have a good effect on the results of doing business, which is important when selling movable and immovable property.

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Advertising through promoters

Handing out flyers on the street seems like the most in a simple way advertising your product. However, handed brochures are read by only five percent of the population. The rest of the people safely throw them in the trash. To increase the number of people who read the leaflet, you need to take care of its appearance. The advertiser is given only a few seconds to impress the potential client and keep his attention on his offer. Text ads are not recommended. All information must be reflected in the image.

Outdoor advertising

The category of outdoor advertising includes banners, light boxes and 3D logos. Her distinctive feature is attraction. Many people view advertising elements, but not everyone reads the advertising text. Images make an impression, so they need to be chosen in such a way that the sentence is clear without words. Outdoor advertising is not cheap, so it is necessary to take responsibility for the development of the design of the project and the choice of its location. This type of advertising should be resorted to only when planning large batches of products. It is important to take into account that the material of the brochure should be easy to install and maintain without any problems.

Internet expanses

It does not require a large amount of investment and can be issued by the entrepreneur on their own. You should think about promoting your products through social networks in advance, because before publishing posts, you need to take care of the presence of readers. To do this, you should attract the maximum possible number of friends and subscribers to your account. The creation of a group, community and the involvement of the target audience in them, which may potentially be interested in the product, will contribute to increasing the effectiveness of promoting the publication. To select such participants, you should use the search option with targeting by interests.

Such global preparation for the promotion is not required when placing ads on specialized portals. To receive a response to a publication, it is enough to format it correctly and publish it in the section corresponding to the category. If it is chosen incorrectly, the effect of advertising will be minimal. Additional paid options for promotion via the Internet are the placement of an ad on popular portals, the number of which exceeds the million mark, as well as raising the publication to the top positions.

No special skills are required to create a post or ad. On all portals, placement is carried out according to intuitively understandable schemes. Choosing a way to advertise your products, you need to analyze its relevance on the Internet. If the consumers of the product are citizens living in areas where the Internet is not popular or unavailable, then publication in social networks will not have any effect.

Advertising on the Internet will only be effective when it flickers in front of users quite often. This is ensured by reposts and publications of new ads, which should be designed in a new design that attracts the user's attention so that he has no choice but to call and order.

How to write an advertisement: examples

An offer to buy or receive a service should be interesting. It should make a potential customer want to make a purchase right after viewing the ad. This effect is formed by discounts, bonuses, promotions, gifts when making a purchase.