How to write an ad - sample, examples. The best examples of product advertising

Consider the rules for compiling advertising texts, or, as they are sometimes called, promotional messages. The concept of advertising messages determines the intonation and the system of arguments with which you will address the consumer, they will become the tip of the iceberg that your future buyer will see. Therefore, everything that you can say positively in favor of your product should be said in this appeal.

The more useful the consumer learns from your appeal to him, the more likely it is your product that will attract the greatest demand. Some compare the behavior of an advertiser to that of a lawyer on litigation where the buyers are a jury trial. And you need to tell them everything that is possible in order to achieve your goal. And the goal of the entrepreneur and the advertiser is the same - sale! All words that you are ready to say must be subordinated to this goal. But in order to achieve it in full, you need to know the product being sold and potential customers well.

Features of the advertising text

In your product, you need to identify key features that could distinguish it from similar ones. Remember? "Our show is the most musical of entertainment and the most entertaining of musicals!" This does not mean at all that someone determines the musicality and entertainment of programs with a special device, and then gives out statistics to everyone, but nevertheless an interesting move was found, and it was immediately beaten and put into circulation.

This example is more of a joke, but the same rules apply in the serious world: Volkswagen and Volvo have been claiming for years that their cars are standards of quality and safety, Toyota advertises reliability and ease of management, and the company Ferrari keeps talking about the gigantic speeds that her cars are capable of developing. So, the key property of the product is the basis of your appeal to the consumer. Such a property should be found in the process of developing the concept and subject of advertising.

Well, if there is more than one key quality, then the advertising campaign has an excellent chance of actually creating in the minds of consumers the opinion of your product as standing out among its peers. But remember that the key quality must be to promise the buyer exactly what he wants to receive, otherwise he will never even be interested in your product. At the heart of any advertising appeal should be a movement to satisfy the desires of the consumer. In addition, your widespread statements in words and actions that you are striving to please the client will work in favor of the company's reputation, which will also favorably affect the sale of your products.

To confidently state that you are a competent representative of the product you are selling, you must know everything about it in detail, and not in general. You can get this information by reading the relevant literature and comparing your products with similar ones on the market, following directly the production of the goods.

For a person, there is nothing more convincing in advertising than comparison. If you can easily explain the advantages of your product over others using examples and comparisons, then the advertising campaign will achieve its goal - the consumer will see with his own eyes the advantages of your product, be convinced of this and now will convince his friends and relatives in favor of this choice. Advertising promises such as "before and after" also fall into this category. If you show leather boots standing next to each other, of which one is treated with the cream you produce, and the other is not (provided that the difference is perceptible), then this will convince better than words.

1. How is this product useful for people?
2. What is it made of?
3. Does it have any advantages over other similar products?
4. What is its price?
5. Does he need any maintenance?

The same questions should be answered in relation to competing products, and the most important question in such a comparison is: what is the main difference between them? Your advertisement should give honest answers to the buyer on these questions.

Advertising messages can be addressed either to a whole group of people or to an individual. The more precisely you know your reader, the more precisely the appeal should be chosen. Answer the following questions for yourself when you write a promotional message for a group of people:

1. What are their common goals and activities?
2. What unites them?

In other words, it is necessary to get a clear answer to the question: “Who is our consumer?”, That is, to determine the target audience. It is important to know what approximate amount of money consumers will be able to pay to satisfy their need for a product, how long they will be ready to buy again, how consumers relate to the product and its manufacturer, what affects their choice, what is the capacity and ability of the market to expand.

Advertising text rules

The following rules will help you when compiling advertising texts.

1. Saying the product is great is not enough; I have to say why it's great. However, if you have nothing to say, limit yourself to just a catchy illustration and an original title with a promise, and leave your address instead of text.

2. Readers need to visualize what you are writing about. If they present how they use this product, then you wrote your message correctly.

And yet the most common, "classic" beginning is the description of the product. And the first sentence should contain the following meaning: if the buyer purchases your product, then he will only benefit from this. The next proposition follows logically from the previous one. If the reader does not see the relationship between the initial and subsequent sentences, then he may think that he was deceived and will not read the entire message. In this sense, the following example cannot be considered successful:

Do you want to become a millionaire? We ourselves would like to become them. But we know how you can feel like a millionaire. Have you tried our latest invention - menthol shaving cream?

Yes, the first sentence is short and interesting, in the form of a question. But it assumes that in the letter will be discussed about how you can make a million, which does not correspond to the subsequent content.

4. Focus on the most important point of your advertising message. First of all, you should highlight, as already mentioned, the point that describes the difference between yours and other products. This point is located at the very beginning of the letter, and you should strengthen it throughout the writing of the entire text.

Factors such as a reasonable price, fast delivery, or great service can all be used as the hallmark of your product.

5. Not many people will buy a product just because they will help someone out. How, for example, buyers will react to the following letter:

After several years of effort and money, we have finally created an electronic dictionary.

This message does not cause almost no desire to buy the product. But if you remake it and focus the buyer's attention not on the problems of the manufacturer, but on the problems of the consumer, and even write it correctly, it will turn out like this:

Your suffering is over! Time is running out and it's time for your literacy to improve! Now you can use WRITE-SPELL (electronic dictionary).

7. We remind you once again that when choosing an illustration (photo or drawing), keep in mind that it must correspond to your advertising strategy, convey, together with the text and headline, the main idea that you are trying to convey.

As an attraction for women, for example, it is always good to place a photo of children or fashionable dresses, flowers or perfumes, fashion models. A man should be affected by photos of new cars, sports battles, weapons and, of course, beautiful women. Regardless of the nature of the target audience, funny scenes from the life of animals always look good. Humor can also grab the reader's attention. In any case, the picture increases the effect of the advertising text by about 2 times.

8. Flattery, unsubstantiated statements, exaggerations give the impression of unreliability. Just one sentence can destroy the credibility of the entire message. Example:

These are the best plastic pipes to date. They are the latest achievement of the chemical industry.

To talk about which pipes are the best, you need to examine all the pipes on the market today. But we are not sure if the person who talks so peremptorily about pipes in the above example did it. And of course we suspect that this person does not know everything about the latest inventions in this area.

9. Indicating the price of the product, show in numbers how much money buyers will save if they buy your product.

10. The chances of attracting attention increase if you write about the actions that you need to take in order to receive the ordered products. And if the reader is provided with a blank check or a custom-made form, then these actions will be of great benefit. For both psychological and logical reasons, readers are spurred to action by a reminder of the reward for making a decision. The steps the buyer needs to take should be easy.

We expect a prompt response from the buyer to our letter. The more he weighs our offer, the less likely we are to make a deal with him. Here are the most common examples that encourage quick response:

Buy before prices go up! Buy while the discount lasts! Buy now, it's not long before Christmas!

The author of the advertising message must be self-confident. Instead of writing "if you want to save your time, then...", you must write "to save my time", because in the first case, the implication is: I doubt if you want to do it. And if such doubts are in the head of the manufacturer or sales manager, then they will certainly be passed on to the reader.

The envelope and the paper on which the letter is written must be from the same series. Tricks such as "Urgent", "Personal" marks, if this is not true, are unacceptable.

11. The title is designed, like the picture, to draw the reader's attention to the text of the advertisement. Therefore, the first requirement for the title is ease of reading and understanding. The title should be simple and clear. But this is not enough. He must interest a potential client, offer him something that he wanted to receive, or hint that easy way getting something the buyer needs is described in the text below.

The headline accounts for more than 75% of attention, which means that 8 out of 10 readers of your advertising text will not be interested in the content of the entire message, limiting themselves to the headline.

12. If you managed to attract the reader with the “bait” contained in the title, then the text should play the role of a “hook”, swallowing which the reader will become your client. The picture of the product becomes more vivid when the recipient of the letter is himself the hero of this story.

This effect is based on the playful nature of advertising. The phenomenon of play is of interest to many humanities and natural sciences, since play is an important component in many areas of human activity (any learning process, creativity, courtship ritual, many marital quarrels, etc.). Advertising, apparently, is also one of the areas of activity that has a gaming basis. J. Huizinga identifies a number of features of the game, which are reflected in the following quotes.

“The game “represents” a struggle for something, or is a competition in who will present something better than others ... The game can be called a free activity, which is realized as a “false” activity performed outside everyday life, however, it can to completely master the player, not to pursue any direct material interest, not to seek benefit, but to be a free activity that takes place within a deliberately limited space and time, proceeds in an orderly manner, according to certain rules and brings to life social groups that prefer to surround themselves with mystery, or emphasize their difference from the rest of the world with all sorts of disguises. J. Huizing also notes that in the course of the game, a special attitude of people to game events is formed - half-belief.

Game techniques in the preparation of advertising texts

Many game techniques also save language means for expressing meaning, which, if the norms of the language and the rules of speech communication were preserved, would receive a more detailed embodiment in the text. Thus, graphic distortions create the possibility of a “dual” reading of a phrase and, thereby, recognizing two different but related meanings in its composition ( "Well, I froze!").

A. Graphic and phonetic distortions.

B. Intentional spelling errors.

Spelling error as a game technique has two main functions in advertising.

a) Often it allows you to introduce additional connotations. "Take care of your teeth with deshtva!"(Advertising for a dental clinic.)

b) Another function of a spelling error is to make an advertising phrase (usually a slogan) more harmonious phonetically or graphically (to create intra-phrase repetitions).

B. Game morphology: neologisms.

"The fill is the thrill" -"The filler is what excites" (Candy advertisement Fazerfills with liquor. Word fill- it's truncated filling.)

G. Game tricks semantic compatibility (techniques for creating a paradox).

Often in Russian advertising, the rules of semantic compatibility of lexemes and phrases are subjected to game rethinking, in violation of which the effect of a paradox (combination of the incompatible) is often created. It can be based on metaphorical, metonymic transformations of the semantics of words, models of synecdoche and other types of tropes. To create a playful effect, it is important that the advertising text does not use the figurative meaning of words already fixed in the language. The figurative meaning must be created anew, then the phrase will be perceived as non-standard, playful. There are several semantic types in this group of game techniques.

1. Attributing to an object properties and actions that are not characteristic of it. This is the most common type of language-generated paradox used in advertising texts. We can distinguish the following goals (or "trends" - in the Freudian sense), which the language game serves here.

Increasing the animacy rank of an object.

This type includes examples in which inanimate objects acquire the characteristics of animate or animals are assigned properties and actions that are characteristic only of a person (“personification”).

"Amata. The kindest home computer.

Lowering the animacy rank of an object.

“And yet I forgot something!” (Twix. The phrase is spoken by a woman; the word "something" refers to her husband.)

Expansion of the sphere of control of the addressee.

Expansion of the sphere of sensations of the addressee.

Creating the impression of a non-standard product.

“Our bottles are washed with hot steam!”(Beer advertisement Schlitz.)

2. Manipulations with evaluation scales.

Creation of new rating scales (grading of non-gradable concepts). *

"More tomato for you money!"(Literally - "More "tomatoes" for your money!")

Create a new scale pole.

The main technique used to create a new pole of the scale is paradoxical hyperbole.

"Are you still using prehistoric copiers?"

Rearrangement of the pole of the scale.

“Not just clean - immaculately clean!”(Detergent advertisement Ariel.)

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

Pun "neighbours". This type of pun rarely gives an increment of meaning, more often it is based on a simple summation of words that are consonant or similar in meaning.

"V good tea no soul for tea ".

The pun "mask" suggests "a sharp collision of the meaning of the played" words or phrases, in which the initial understanding is abruptly replaced by another. It can be based on the effect of deceived expectation, when an ordinary phenomenon is “unmasked” as an error or absurdity, or on the effect of comic shock, when the unusual or absurd becomes ordinary, understandable.

“'Hoper-invest' is a great company. From others".

The pun "family" is characterized by the fact that the played meanings (as in the "mask" type) sharply clash, but there is no winner, none of the meanings cancels the other.

“We raise everything: even the mood”(Advertising forklifts.) Advertising pun targets.

With the help of a pun, a causal relationship is indirectly established, which is important for the advertiser.

“The Guiding Star has risen - prices have fallen”(Advertisement for the Guiding Star company, which sells computers.)

With the help of a pun, the “hidden” meaning of the name of the product (false etymology) is revealed.

4. Stylistic dissonance.

Game techniques for creating stylistic dissonance (or stylistic contrast) are the use of linguistic means that are uncharacteristic or even conventionally unacceptable in a given communicative situation. We list the techniques of stylistic contrast in the preparation of advertising texts.

Dissonance between real and expected objective modality.

In the following example, the text is structured in such a way that a possible purchase, deal, win is presented as a fait accompli. “Every Saturday you watch “What? Where? When?""

The dissonance of the real and expected communicative role of the speaker.

Dissonance between real and expected communicative function statements.

Genre dissonance (global or local).

Hermes Finance. Only good news."(Disguise advertising under the genre of news programs).

Prepared based on the materials of the book: E.N. Zaretskaya. Business conversation. - M. 2002

Fashion is something that goes out of fashion all the time. People spend money they don't have on outfits to impress people they don't like. Every owner of online clothing stores wants to take their place in this food chain. And the text for advertising clothes and shoes is a sail that carries the ship of sales to the horizons of profit.

The information in this article is the common truths of selling copywriting, confirmed by personal experience and experience of my clients. Axioms that do not need proof.

How to attract a client to a clothing or footwear store?

The main channels for attracting buyers:

• Social network. Targeted advertising and publication of posts in thematic publics will help here.
• Notice boards. If you write the right keywords in an ad with a good structure, the traffic will be excellent. VIP only enhances the effect.
• Search. It will depend on the setting of advertising - whether pure traffic will come or the budget will merge into the void.
• Advertising in transport. Make sure that potential buyers travel along this route.
• Advertising text for clothes and shoes on the radio. The USP, objection handling, benefit list, and call to action need to fit into 10-30 seconds of airtime. And preferably with rhyme. I will give examples below.
• Distribution of leaflets. In order to attract a client, leaflets should be handed out near the store.
• Reviewers. One "but". Sophisticated users will quickly see through an implausible review.

On the good foundation a skyscraper will stand, on a bad one - it will not hold and cottage. The selling text for clothing advertising is the very foundation on which the entire advertising campaign rests. The problem is that a lot of people don't pay enough attention to it.

I will consider briefly key points with examples that you should pay attention to when selling clothes or shoes over the Internet.

Shoe ad headline

The most important thing, along with a quality illustration. The purpose of the headline is to get the first sentence of the text of an advertisement for a men's, women's or children's clothing store to be read. No more, no less.

Close attention should be paid to the length of the title. What for? Because customers will come to the shoe store from the search. On average, out of 10 people who read the headline, only 1 clicks on the content.

In the search for Google and Yandex, from 48 to 62 characters are displayed in the results with spaces. In social networks and on message boards, the numbers are slightly different. Make sure that the buyer can read the most important thing without clicking on the title!

If the title is longer, no problem. The main thing is that the most valuable information is contained in the first 50 characters. In these few words, you need to fit the key benefits, as well as important keywords for promotion in the search.

Buy women's sneakers wholesale 425 rubles - retail from 637 rubles [the key advantage is indicated - the price, the target audience is defined - women]

Brand shoes in Moscow - More than 35,000 models from Italy‎ [location indicated - Moscow, key advantage - large selection]

Call to action in shoe ad copy

Text for ads for women's, men's and children's clothing without a call to action is like digging for treasure and abandoning this venture when the shovel has already hit the lid of the chest. A call to action is placed at the end of the description or ad when the benefits are described and objections are handled.

Examplescalls to action:

Promotion -50% on sneakers until the end of the day. Hurry up to buy!

Order sneakers now and you will receive your order as soon as possible.

Surprisingly, some buyers may not understand what they actually want. The call to action puts all the dots over the “ i ».

If you have your own online clothing store or a group in social networks, this is a must-read! If not, skip.

An example of the text of an advertisement on the radio for children's clothing. Timekeeping 30 seconds

In every little child

There is a need for diapers

And in t-shirts and pants

And in baby booties.

Happy moms and guys

After all, there is a store "Sovyata"

Here, of course, it's not expensive.

The soul unfolds.

And bottles and nipples

Anything to make life easier...

And clothes and toys

And there is a cutter.

Moms, dads and boys

After all, there is a store "Sovyata"

Come, we are glad to see you

Here you can't count everything!

Shop "Sovyata" - the center of Solikamsk, st. Revolution, 94. We work from 8 am to 8 pm. Shop "Sovyata"

Text for advertizing clothes for dogs on radio, example (timekeeping 45 seconds)

Taxi driver Serzhik is crying bitterly

Third winter without clothes

And the neighboring pug Leva

Shows off in a cool jacket.

I should tell the owner

I would keep warm in a bunny coat

In a jacket with fur, warm trousers,

A closet would be great.

I would envy Leva

He's not the only one in a cool jacket.

And I would walk beautifully

Was healthy and happy.

To make sure that your pet is healthy and happy, as well as good-looking, a specialized dog clothing salon will help you. Clothing will protect your four-legged friend from the winter cold and summer heat, rain and other troubles. Makes your trip longer and more comfortable. You can buy and order your favorite model from us. We invite you to shopping center"Belarus", pavilion 406. Walk beautifully and be healthy!

How to insert keywords into text for clothing ads?

In order for the shoe site to come out on the first places of search results, we prescribe search keys on the pages. I will briefly list the main points:

• Each page needs to be sharpened for one (!) main search query.
• Write the main key in the title, first paragraph, one of the subheadings, in the illustration, repeat a couple of times in the description itself.
• Add tails to the request. These are refinements to the main key. Low-frequency keywords with such tails lead to high-quality traffic of people who are ready to buy.

This page was promoted for "text for advertising clothes and shoes on the Internet." By him or a similar request, you came here. Further I will tell about this in more detail using the example of clothing itself.

You can view the list of keys in YandexWordstat, Keyword Planner services. Professionals download 170 GB of Bookvarix database with 2 billion keywords.

Text for advertising clothes and shoes on the Internet: selection of keys to attract a client

As an example, take the key buy a sweatshirt for men". The main key needs to be clarified, for example, "buy a men's sweatshirt with a hood." Other options: "zip", "hooded with zip", "online store", "inexpensive", " large sizes", "on fur".

The main thing is to prevent overspam. If the repetition frequency of a word is more than 2%, replace it with a synonym or remove it.

Getting into the TOP to attract customers to a clothing store takes several months. Therefore, you need to initially write high-quality, useful, moderately optimized text. It's like cooking: undersalting is bad, oversalting is also bad.

What else do you need to know when writing texts for the site of men's, women's and children's shoes?

1. Use lists, subheadings, short paragraphs. Structured information is easier to read.
2. List all shipping options and payment methods.
3. If there are a lot of goods, then start writing with the most popular ones.
4. Leave links to similar products in the description. Anchor (link text) should be organically included in the article so that the buyer's curiosity awakens and he switches to the right product.
5. Catching out typos. To avoid this:

Text for clothes on the Internet: a typo in contextual advertising

I wish that all visitors to your site act on the principle of "come - see - order." If I missed something - remind me in the comments.

A well-written text of an advertisement with the mandatory inclusion of psychological elements in it allows you to easily present information to potential consumers about the product, service, as well as about the planned promotions. The most profitable offers for buyers about discounts, gifts for completed purchases, festive events accompanied by prizes will not be effective and will not attract the expected number of customers without organizing their information.

How to attract buyers

To achieve success in promoting a product or service, you need to effectively declare the subject of your entrepreneurial activity.

Attracting attention to planned marketing activities in a timely manner will increase the effectiveness of their implementation among numerous potential customers. Advanced entrepreneurs use the modern possibilities of specialized Internet sites. They allow you to quickly, and in some cases free of charge, post the latest news in specialized services and in in social networks. All resources provide the ability to select the target audience according to their interests. If you already know your target audience, you can order the printing of your brand or slogan on clothes from FairPrint, which will undoubtedly effective involvement attention to your product or activity.

Features of the advertising text

1. The title should reflect the essence of the trade proposal, as well as the benefits of cooperation. There must be an element of intrigue.
2. In the text part, all channels of human perception should be taken into account and the advantages of the proposal should be disclosed in detail.
3. Text advertising should take into account the interests of the target audience for which it is intended.
4. The use of specific facts and accurate information expressed in numerical terms is welcome.
5. The product should be concise and not intrusive.

Algorithm for submitting information

The interest in the product of customers is directly dependent on the way information is presented. His choice depends on the social affiliation of the citizens for whom the product or service is intended, and on the place where the advertisement is published.

Best Examples advertising texts contain a bright headline that is informative. They are characterized by easily formulated rules for the promotion and price parameters of the product. And the offer to buy is always veiled and expressed as a motivating offer.

The text of advertising for any product can be published on social networks, on specialized sites, on your own website, in newspapers and magazines. Effectively placing it on billboards. Effective distribution of postal addresses regular customers and, under patronage, their acquaintances.

Read also: Home-based business for women and girls

Before creating your advertising brainchild, you should study various examples product advertising for the purpose of copying best ideas, which are a feature in the product in question. To compile your own advertising, you should first think over all your wishes, as well as compile a list of information that is relevant and useful at the time of brand creation.

The marketing model must be chosen, focusing on the advertised product and the target audience that it could be interested in. In this case, only one parameter of the model should be taken into account, aimed at activating attention, understanding, desire, and, as a result, actions. good effect provides identification with a well-known brand.

By adding a unique style to advertising, you can give an entrepreneurial idea an exclusive image that will ensure product recognition and significantly expand the target audience. The use of slogans will add an element of originality and uniqueness, and a well-composed text structure will quickly achieve the desired effect.

When advertising is ineffective

Advertising is a powerful sales tool. However, at misuse, it can ruin the reputation of a business entity. It must contain true information. Embellishment with events is unacceptable, or additional services that are not relevant to the advertised product. There is no need to obsessively attract a buyer, this always creates the impression of lack of demand on the market for similar goods or services. You need to be able to skillfully present relevant information. If this rule is violated, all marketing and advertising efforts to move your product are doomed to failure.

Definition of the target audience

In advertising, it is important to competently determine the target category, since this parameter has a direct impact on the effect of the information offered for review. Its main feature is that a potential client belongs to a certain social status, age, gender, place of residence.

Advertising gimmicks

Advertising is necessary so that a business entity can stand out among thousands of similar companies with their offers. To do this, it is not enough just to tell your potential consumers about the availability of a quality product and encourage them to buy it. To attract the attention of customers, it is recommended to use several marketing schemes, following which allows you to make advertising correctly. This will ensure the maximum result from its publication. Promotion methods such as the unique selling proposition and the classic sales model, in which the buyer is accompanied at all stages of the purchase, are popular.

"It's easier to write ten correct sonnets than one good advertisement."

Aldous Huxley (British writer)

Out of 10 new subscribers, 1 sends their sample advertising text. Often these are weak examples of advertisements. They are full of classic mistakes. In this article, I will give guidelines for writing advertising texts, so as not to tell the basics in personal answers.

This will be fundamental knowledge:

• positioning,
• Images,
• headlines,
• signatures,
• suggestions,
• main text,
• social Proof,
• call to action.

• call to the company
• transition to the site;
• cut out a discount coupon (magazine, newspaper);
• save an electronic coupon (ID number, for example);
• download the application on the phone;
• familiarize yourself with the products (first touch);
• subscribe to the community in social networks.

Rollback is often the only real goal pursued by image advertising.

All these flashes to the general public can afford large companies. Expensive PR, of course, CAN pay off in the long run. We will talk about advertising, which solves the problem of a more trivial task - increasing sales with a minimal budget.

An example of advertising text from novice copywriters

There is nothing to laugh at. Just a person does not know how to write an advertising text. It's good that Natalia took the liberty of sending her version. Many copywriters with 10 years of experience write something similar. Some businesses place similar ads on their websites.

Why is the copywriter seeing this ad in their feed? It would be much better if I saw an ad: “Copywriter: it's time to find clients through YouTube. We remove the fear of the camera in 10 days.

What's wrong with this ad:

• incorrect positioning for the target audience (TA);
• there is no direct benefit of "become a video producer" so what? Why do I need it?
• Why is there a car in the photo?
• great expensive camera - I can't find the money for it!

The calculation is that a person will be tempted to a free webinar. I have a free webinar associated with vparivaniem.

"Homework" - the first stage of writing an advertising text

Working according to the principle: “if only the customer accepts” differs sharply from solving sales problems, where “the effectiveness of advertising is determined by the client of the company”. The main differences will be in the results.

As the angler knows what to catch a particular type of fish, so the advertiser must know who he is catching with his advertising and what.

Who do we write advertising text for?

We know that a person makes a decision based on rational arguments and emotions (motivation).

Women and children are more likely to make emotional choices.

He sees a handbag - click-buzzed - I want, I want - I bought - I forgot. The "click-buzz" effect is described in more detail by Robert Cialdini in the book "".

Men may be more rational in their purchases, but there are exceptions. Buying a cool jeep for trips around the city is difficult to explain rationally.

As you already understood, the first thing to do is to divide the target audience (CA) by gender.

Dividing target audience by parameters and groups is a segmentation process.

What else do you need to know about the target audience, to segment it in as much detail as possible:

• average age;
• average income;
• profession;
• hobbies and interests;
• how they make a purchase decision (emotions or logic);
• what they pay attention to when buying;
• marital status;
• why they might need the product/service;
• what objections will the target audience have;
• who are the potential idols of Central Asia;
• what social evidence they consider.

What are we advertising?

All goods, services, companies, people have advantages and disadvantages. There are bad goods that can be sold once. There are also high-quality products that a client can buy several times without re-touching with advertising.

The quality of the goods is determined by the client! Therefore, everything that we learn about the subject of advertising must be considered from the point of view of the target audience.

The study of the subject of sale is also necessary, as well as the study of the target audience. This will help work out the positioning.

Positioning - WHAT we sell and to whom.

There can be many benefits. 10, 20, 30 points! Is it worth using all of them? Yes, but in different advertising messages for certain segments of target audiences.

What will be important for a woman obsessed with clean air due to allergies when choosing a vacuum cleaner?

Air purity. It should be used in advertising for this target audience. We can assume that if a woman is interested in the purity of the air, then she will be interested in the purity of the carpet. Can you indicate the amount of dust that the vacuum cleaner sucks in and holds in itself? It might work.

A man will like the power parameters of a vacuum cleaner more. More powerful - tougher.

A woman may ask "Is it powerful enough?". It's good if the advertisement demonstrates the power. I'm sure you've seen many of these ads.

What information should be collected about the subject of advertising:

• what problems are we solving;
• what other ways can these problems be solved, and how our method is better;
• what is the uniqueness of the offer, product, service;
• what stereotypes do potential customers have;
• how much does the subject of advertising cost (correlate this with the target audience);
• is it good quality or not?
• what are the features of the product / service;
• product advantages and benefits;
• limitations.

Everything we collect about the product and product should be recorded as selling information. You need to try to turn the disadvantages into advantages, and the advantages must be painted in terms of benefits for a potential client.

I repeat once again that everything that we learn about the subject of advertising must be tied to a specific segment of the target audience.

Where will we advertise it?

An article for Kommersant magazine, an advertising post on social networks, a TV commercial and an advertising booklet are completely different advertising channels. However, you can prepare advertising texts for each of them if you have collected selling information.

• likely coverage of the target audience (more is better);
• expected result (advertising channel potential);
• the maximum amount of information that can fit;
• the cost of creating and placing advertising;
• additional advertising opportunities;
• testing opportunities;
• is it possible to place graphic information;
• ease of operation.

For a banner, you need to prepare an image and short message which can be understood in 3 seconds.

1. Collect information about the target audience and the subject of advertising.
2. Decide on an advertising channel.
3. Come up with an advertising idea.
4. Write promotional text.

Why did we devote so much time to the first two points? Because this work takes 80 - 90% of the time. How to write an advertising text without understanding the target audience and the product is a mystery that I cannot solve.

“If you have a good selling idea, then your secretary can write an advertisement for you”

Morris Hite (20th century copywriter)

We write advertising text

The information you have collected will help you write your sales copy. Classic advertising text, as I said at the beginning, includes:

• image,
• title,
• subtitles,
• signatures,
• sentence,
• the main text of the advertisement,
• social Proof,
• call to action.

Level 1 cues: image, image caption, and title

The task of the signals of the first level is to break through the advertising protection. We need to hook the target audience (NOT ALL, but only the target audience) in order to lure them into reading advertising material.

as picture you can put an object of advertising, a representative of the target audience + an object of advertising. If a person looks at the image, they will most likely read the caption under it. Use this knowledge.

Headlines have been legendary since the 20th century. Their writing and importance cannot be described in one article. Read Proven Advertising Practices by John Caples. It has many examples of headlines that increased the effectiveness of advertisements at times.

If the struggle for the attention of the target audience is won, now you need to quickly convey advertising information.

Second level signals: subtitle, main ad copy and offer

Signals of the second level should tell the person that this “thing” will solve his problems 100%.

“Damn, I need this,” something like this should react to a person's main advertising text.

The debate around "how long should the advertising text be" is groundless. Because there is a very accurate answer from the classics and the founders of the advertising business.

“The text is like a woman's skirt. It should be long enough to cover the essentials, yet short enough to remain interesting."

From Joseph Sugarman's book The Art of Marketing Messages

Level 3 Signals: Social Proof and Call to Action

Social proof is confirmation that we are telling the truth. People are more likely to trust people than companies. Although many do not believe reviews and recommendations, they are still read with pleasure, especially negative ones, because people love the negative.