Drawings on the theme of social advertising. Product advertising: successful examples. How to advertise a new product launch. Elm Grove Police Department: Radar combined with social advertising. The display shows the speed of a car passing by and the message “46 days

30.10.2019

Scientists have determined that earlier a person spent 11 seconds to get acquainted with visual information, now it takes only 3. The task of marketers and advertisers around the world is not only to keep attention for more than three seconds, but also to force a person to purchase an advertised product or service. To do this, you need not only to be bright and original, but also stand out against the backdrop of an abundance of advertising campaigns.

money under glass

Original Canadian advertisement for 3M, which manufactures Scotchshield bulletproof glass. Marketers suggested designing a glass safe and filling it with real money. It was installed right on the street, and everyone could try the advertised product for strength. Marketers handed out hammers, shovels, bits for this - everything with which you can try to break it.

A policeman was constantly on duty near the safe, because little could happen.
The active participants cheated and broke the metal fittings of the safe frame, but the glass did not break.

Eternal batteries

The famous company Kodak, which produces, in addition to photographic equipment and film, also batteries, created a funny banner for their advertising with a no less cheerful inscription: “When you decided that they had already “died”…”.

Home delivery

The American chain of fast food restaurants Papa John, which has offices in almost all the major cities of the world, has chosen peepholes to advertise its brand. Small advertisements with the image of a pizza delivery man were glued to them. Looking through the peephole, it seemed that a man with a box of pizza in his hands was really standing on the threshold.

Very bright flashlight

American LED flashlight company Maglite made an original photo advertisement using an art museum. Advertising says that these are the most powerful flashlights in the world.

Fight bad odor

To promote Rexona deodorant in India (Mumbai), sliding door advertisers shopping center pasted a picture of a group of people in full height. When a person approached them, it seemed that the crowd was parting in front of him. And outside the door, a sign was waiting for them with the text: “People make way if you smell bad.”

time for coffee

To advertise American Folgers coffee in New York, marketers used a sewer manhole that constantly steams. They pasted a photo of a cup of coffee on the manhole cover and wrote around: “The City That Never Sleeps, wake up!”.

Invisible tights

To advertise transparent and discreet Sauber tights advertising agency developed a series of funny images. They say the tights are so sheer that a burglar no longer needs to cut holes in them for the eyes.

Watches of German quality

In the German company IWC, to announce the release of a new watch model IWC's Big Pilot's Watch, they came up with their own original move. In the cabin of transfer buses in Berlin, they placed flexible handrails in the form of the same clock.

Listening to music comfortably

Music electronics company Bose created a hilarious headphone ad in Niagara Falls. According to advertising, the headphones are equipped with a noise cancellation function.

Say NO to hangovers!

Alka Seltzer is the world famous hangover cure. His photo advertisement was placed in public places with a short slogan: "A hangover is dangerous."

bright headlights

Marketers at car headlights company M-Tech Plasma HID Lights painted two burned footprints on the wall of a parking lot. Interested drivers who came closer highlighted the inscription: "M-Tech Plasma HID Lights are 300% brighter than conventional headlights."

Impenetrable helmets

New menu at McDonalds

Insanely original used billboard to advertise a chain of restaurants fast food McDonald's. The poster depicted a sundial that shows which dish is best to eat at what time. The originality lies in the fact that the shadow from the McDonalds sign really shows the time of day.

Stylish jeans

For the popular American jeans brand Lee Jeans, dozens of pants were placed around the city: on posts along the road, on laces stretched over the heads of passers-by. This advertisement certainly attracted attention.

Sport - is life

german federation of olympic sports, in order to promote a healthy and active lifestyle, has created a unique interpretation of Michelangelo's famous sculpture "David". It comes with the slogan: "If you don't move, you get fat."

silky hair

International cosmetics brand Timotei has created a funny advertisement for its shampoo. For her, they used a photo of a lion and photoshop. The advertising campaign turned out to be cheap, but unmistakably attracted attention.

Reading is trendy

Mint Vinetu Bookstore in Vilnius, for his advertising, he created not only a series of incredible new book covers, but also a whole photo project, hung all over the city. Idea advertising company is that by reading books, in your imagination, you can become someone else. He promotes not only the store, but also the very culture of reading.

Insure your car

Allstate Auto Insurance Company reinforced its slogan "Are you in good hands?" a good example in a multi-storey car park.

super soft

To promote Ariel laundry detergent in America, they designed an unusual billboard that imitates a soft towel. The advertising slogan is very simple: "Super soft".

big jump

The Smart car company has made a drawbridge an advertising space. When the bridge is brought down, it's just an advertising board. But when parts of the bridge open, it looks like the car is jumping.

This article is intended for those who are not accustomed to throwing money around and who want to get by with "little blood" when creating advertising. A limited budget dictates its own conditions: the finished advertising image should be as clear, intelligible and effective as possible - so that the client immediately understands what exactly is being offered to him and wants to take advantage of this offer.

The principle of building advertising

Any advertising begins with inventing a selling text. It briefly contains all the necessary information: what product the manufacturer offers, how it differs from analogues and why it should be given preference.

Describing the benefits of the product, you need to focus on target audience. Different target audiences may have their own motives, and their representatives behave differently. So, the mass consumer is not inclined to long reflections: he makes the decision to buy without consulting anyone. With corporate clients the situation is more complicated: they make decisions together and without haste.

Catching part (hook).
Advertising text.
Motivation to action.

They should be logically connected with each other and be perceived as one whole. Only in this case advertising will work effectively.

What is the catchy part of advertising (hook)

The purpose of the catchy part is to intrigue the consumer and force him to read the entire text. Therefore, this component should be at least original and attractive. But that is not all. If the catchy part does not reflect the motives of the consumer, it is unlikely to be able to perform its task. Its main "trick" is incompleteness. The catchy part contains a question, the answer to which the consumer will receive only after reading the main text.

There are classic hooks, one of which is a paradox, or an oxymoron. It plays up concepts that are polar in meaning, placed side by side (for example, Old New Year). No less popular is the hook-intrigue, the main element of which is reticence. Consumers are perplexed when they meet with intrigue, and, not finding an answer to their question, they begin to look for it themselves. They guess, of course, that the answer is contained in the main text, and therefore read / listen to the entire announcement.

All the most important - in the advertising text

The hook is followed by advertising text. It appeals to the buyer's motivation. And motivation, as already mentioned, depends on many factors. Among them are the following: social status, gender, education, age, place of residence, cultural values. Turning to the youth, it would not be superfluous to mention such concepts as "freedom", "self-realization", "independence". Retirees are impressed low prices, and for wealthy people - the status of the goods. Corporate customers are especially concerned about supplier reliability, payment terms, ease of use of the product, saving time and money, meeting delivery deadlines, after-sales service and training at the supplier's expense.

Advertising text is the most "meaningful" part of advertising. Of course, it creates the desired emotion, but its main task is to influence the mind. This text should contain really weighty arguments, and the more of them, the better. Appeals to numbers work great: the data obtained as a result statistical studies, prices, company foundation year, quantity regular customers. The use of scientific and near-scientific terms that are on everyone’s lips (GMO, gluten, PH) will not hurt either: they inspire consumer confidence in the brand. You can simply colorfully describe the effect of using the product (“Your kitchen shines with cleanliness”).

The mass consumer tends to constantly look back at his neighbor. So if you convince him that “thousands of Russians trust us with their savings” or “there are already more than a million of us!”, then the addressee will most likely really join the army of fans of this or that product or service, if only for the sake of worse than the rest.

All of the above arguments are very effective. But it is not always possible to apply them. This is where “weak arguments” come to the rescue. These can be promises (“Minus 5 kg every week!”), Threats or references to someone's positive experience (“She did it - you can do it!”). But you need to understand that strong arguments are always preferable to weak ones.

In some cases, weak arguments look more advantageous. For example, in the innocent phrase “We still manage to keep prices on pre-crisis level!" a hidden threat is guessed (“so far it’s possible, but if you don’t hurry, it will be too late”).

How Motivation Works

The last sentences of the text give the ad a finished look and encourage the consumer to take action. Such phrases, like the catchy part, are short. We should not forget that they should be directly related to consumer motives. They don't need much originality. “To place an order, call one of the phones ...” is quite suitable for a round-the-clock pizza delivery service.

Creating an advertising image

Pictures or photographs are a powerful means of emotional impact. Without them, the text looks lifeless. When using images in ads, adhere to the following rules:

1. The visual component should not prevail over the text. Its task is to stimulate sales, and not to draw the attention of the consumer to itself. Conventionally, advertising images are divided into "sellers" and "vampires". "Seller" completes the text. “Vampire” has practically nothing to do with it: if you show such a picture to a person from the side, covering the text of the ad with your hand, then he is unlikely to understand what the advertiser is offering.
2. The image should not be overloaded with small details. A complex composition is hard to perceive in a split second. The only exceptions are groups of homogeneous objects - for example, a mountain of identically wrapped gifts under the Christmas tree.
3. The image-seller should evoke only positive emotions. The consumer "reads" the image faster than the text, and if he does not like what he sees, he will not bother to study the advertising material.

Here are the techniques most often used to create a salesperson image:

An image of a specialist assuring consumers of the high quality of the product (a builder advertises tiles).
Personification of the product or the introduction of cartoon characters in advertising ("Mr. Muscle" and other cleaning products; microbes in soap advertising).
Demonstration of the consumer who committed bargain purchase(often in the family circle).
Demonstration of impressive product results (clean carpets, shiny hair, etc.).
Modeling the situation of using the product (in drug advertising).
The image of characters - animals, especially those that have a symbolic meaning (for example, a squirrel, symbolizing the approaching delirium tremens).
Technology "Before" and "After" (works well in advertising cosmetics).
Demonstration of people of different nationalities (to give the impression that the product is popular all over the world).
Behind the scenes technology that forces the viewer to think about the finale of the advertisement (for example, a secluded couple and a dying light).
Demonstration of goods "in the natural environment" after purchase (car in urban conditions and in nature).
Direct and indirect comparisons (identifying an athlete with a cheetah in a sneaker ad).

When the image is found, it's time to move on to building the composition of the entire ad. The main thing to remember is that the image and text should not overwhelm each other. If too little space is given to text, it will go unread. There is a way out of this situation: the text should be placed directly on the image, as close as possible to the most “catchy” part of it. And the most catchy are usually human faces, large product photos or moving objects.

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 the appearance and sound of the brand, so that the buyer has an image of the desired product in his head. That is what they are oriented towards. advertising campaigns most major brands.

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 turn your eyes, you will find examples of advertising texts: on the street, in public transport, 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 skewers of fresh meat? Wanted a real village milk, like a grandmother? Farm "40 years without a crop" will deliver products highest quality straight to your home! All you have to do is call 5-555-555!”

Well, how? Sounds much better, doesn't it? This ad is sure to grab attention. 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 advisable 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 involves clearly articulated 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 advertisement do not use the first two, because their effectiveness will be zero. Most texts are written in a colloquial style.

And, on the contrary, 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 for the purchase of a particular product is someone else'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 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 will become a flashy headline, a catchily formulated 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. Write well the prospects for using your product and the negative consequences if 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:

drawing attention to your product;
arousing interest, desire to buy your product;
setting restrictions at the peak of desire so that a person wants to make a purchase now;
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 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:

goal setting (headline and first paragraph setting the goal);
determination of the desired emotion (the key emotion is described);
visualization (describes the benefits of the product);
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 advertising is especially good when a potential client long time hesitating and unable to 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 technique has been quite actively used for a long time, which led to a glut of the advertising sector with the same ads in the first person.

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 to use bright emotions to attract the attention of the buyer and make him 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).

In advising existing entrepreneurs in the field of marketing and advertising, I have seen 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 glad 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 total mass advertising variety. Moreover, this unimpressive ad text is a statement of facts about the company and does not show the clear benefits of the customer 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» family 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 client to take action. And it is right! What is the nature of such a call?

Here are some options:

Call to the company. « Call now and find out more!»
Making an order. « Place an order today and get a 10% discount!»
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 shops and trade pavilions. When do we go inside outlet and we want to get the goods for nothing, expecting to buy a suit for 3,000 rubles, which costs 20,000, the 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 small shop and you decide to find additional clients 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 you manufacture bespoke built-in furniture in addition to sales, submit this fact as 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 in her own dacha". Quite intriguing, don't you agree?

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

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 filming the chase itself, cows grazing near this place came out 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.
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 a 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:

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

7. 10 Practical Tips for Writing Effective Sales Text

Make a good intriguing headline - this is a must!
Use simple words and expressions in short form, rhyme them. This will increase the recall of your advertisement.
Break the text into paragraphs to make it easier for the reader to understand it.
Write paragraphs of no more than 50 words, 40-45 words are best. Less is also not desirable.
Do not write paragraphs in one sentence. If you suddenly get a long sentence with adverbial phrases, break it into shorter and simpler ones (see paragraph 2)
Use subheadings in the text if it is long.
Use numbered and bulleted lists- all this will give the text structure.
First, let's give the most important information in the ad, and then the secondary in descending order.
Color your ad with a catchy themed illustration.
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 in the shortest possible time form the backbone of customers 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.

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 favorable offers for buyers about discounts, gifts for perfect 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.

Timely drawing attention to the planned marketing activities will increase the effectiveness of their implementation among numerous potential customers. Advanced entrepreneurs enjoy modern possibilities specialized Internet sites. They allow you to quickly, and in some cases free of charge, post the latest news in specialized services and 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

The title should reflect the essence of the trade proposal, as well as the benefits of cooperation. There must be an element of intrigue.
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.
Text advertising should take into account the interests of the target audience for which it is intended.
The use of specific facts and accurate information expressed in numerical terms is welcome.
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.

The best examples of 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.

When advertising is ineffective

Advertising is a powerful sales tool. However, if used incorrectly, 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 masterfully express up-to-date information. If this rule is violated, all marketing and advertising efforts to move your product are doomed to failure.

Definition of the target audience

AT promotional activities 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 unique trade offer and the classic sales model, in which the buyer is accompanied at all stages of the purchase.