How to advertise your business? Examples of the best ad copy and hidden ads. The best examples of advertising a product What to write on a banner children's jewelry products

Before determining where to deliver motivating information, you need to figure out how to make your advertising sell better. Below, we'll talk about proven ways that entrepreneurs can maximize their results. I must say right away that I am not an advertising genius and did not invent anything myself, these methods have long been invented and have already proven their efficiency!

What are advertising texts for?

Advertising as such has existed for more than one hundred years. Even in the old days, people used advertising to attract potential customers, for example, sellers at fairs wrote loud and funny rhymes to attract the attention of the buyer.

An advertisement 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 image of the desired product is formed in the mind of the buyer. This is what advertising campaigns for most major brands are focused on.

Inspirational ads target a direct customer response. That is, after watching the video or reading the text, the addressee should have a desire to call and order a product or use a service, etc. It directly depends on the effectiveness of advertising, so you should not neglect such a powerful development tool.

What's the Difference Between Bad and Good Ad copy?

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 full of ads. Wherever you look, you will find examples of advertising texts: on the street, on public transport, on social networks, etc. At the same time, some ads are striking with a juicy headline, while others you did not even pay attention to, not to mention the emergence of a desire to buy something. This is the difference between a good ad copy and a bad and ineffective one.

Bad ads give you dry information about a product or service.

For example, "The farm" 40 years without a crop "offers high quality products: meat, dairy products, sausages. There are discounts. Delivery within the city is possible. Telephone for inquiries 5-555-555 ".

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

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

“Did you miss the juicy fresh meat kebab? Do you want a real country milk, like your grandmother's? Farm "40 Years Without a Harvest" delivers the highest quality produce right to your home! To do this, you just need to call 5-555-555! "

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

Any business requires practice and over time you will learn how to write the best advertising texts that will make the buyer an immediate desire to purchase a product or use a service.

Sales text structure

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

Any sales text consists of simple elements:

Slogan, which can appear both at the beginning and at the end of the text;
Headline (capacious phrase that attracts attention);
Body text (main text element);
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 of this is necessary to facilitate reading. Agree, no one is interested in reading huge, boring sentences that last a whole paragraph.

When forming sentences into paragraphs, try not to make them too long. The optimal paragraph size is between 30 and 50 words. Less is not worth it, more is not necessary. Approximately every 3-5 paragraphs can be divided by subheadings so as not to tire the reader.

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

Imagine that all the information you want to convey in the text looks like a pyramid. You should issue it starting from the bottom, that is, from the most important, gradually moving on to the secondary.

It is imperative to indicate the contacts of the company in the announcement, starting with the address and phone number, since they are the main ones (not always people have the opportunity to use the Internet). It is advisable to leave all contacts and additional information: e-mail, website address, driving directions by car and public transport, 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 heal.

How to write ad copy and make it a salesperson

In order to answer the question of how to write selling 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 decent and effective texts. In the meantime, you can use the following algorithm:

Step 1: Determine where the text is published

Where you are going to place your ad will determine its size, style, the presence or absence of images and videos. Adjust your copy to fit the selected ad space:

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

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

Step 2: adjust to the target audience

Think about who your main customers will be. Of course, ideally, make up such a text so that after reading it, anyone would immediately want to buy your product.

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

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

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

Step 3: formulate the title

This stage can be the most difficult in writing ad copy, because an attention-grabbing headline is already half the battle. If the title of your advertising article is indistinct or uninteresting, the reader will simply pass by, not interested in the product.

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

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

And so that your shocking, mysterious headline does not look like a lie, it is immediately followed by a bundle sentence with the main text, which will contain the whole essence of your product or company. This link 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 a product

Here you will need to manipulate the consumer, making him want to buy your product. Make the person think they will live a lot better by getting your product or using your service.

And here, again, you can play on human emotions. Feelings of nostalgia for childhood ("... pancakes like granny's ...") or taking care of the client's health ("... it's easy to quit smoking with our help ..."), etc. are excellent tools.

Step 5: Formulate small sentences and capacious phrases

This is how the quality of a promotional article is determined. By formulating small, easy-to-understand sentences, organizing them into small paragraphs and paragraphs, you create effective, easy-to-read text. Try to avoid bulky, complex 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: Focusing on Benefits, Not Comparisons

Many copywriters make a similar mistake: in their ad copy, they compare a product or service with a similar product from a competitor. This is not entirely efficient. It will be much more useful to talk about the direct benefit that the client gets by ordering the goods from you.

Step 7: Leverage other customer reviews for your product or service

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

Step 8: grab 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 a simple order form ...". For a quick order, everything should be as clear and easy as possible.

Advertising copywriting models

ODT model

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

If your ad copy is limited and you can't spell out the entire sentence, then this model is an effective alternative. This model is ideal for contextual advertising, on message 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 properties, customer benefits, and unique selling proposition.

Example of an advertisement: "Product with a 53% discount"; "3 for the price of 2" and so on.

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

Choose your offer that will be most attractive to customers, and also find an effective way to communicate it.

Here are some working examples: “the 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 customer to buy right now. In other words, its goal is to make sure that the person does not postpone the purchase “for later”, but buys the product, uses the service right now.

The 2-3 day time limit works very well.

Example: chairs for 99 rubles, only 2 days!

Changing dates is much easier on the Internet. For offline advertising, this is a little more complicated, so often the validity of promotions is 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 (buy your product).

Example: buy and get a discount!

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

By ordering “come here”, “do this”, and you will see that people willingly obey, because they do not need to bother with a bunch of secondary things. They will happily shift the responsibility of making the decision onto you.

Advertising is exactly the case when the client does not care at all. 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 clients, tell them how easy it will be for them to cooperate with you.

AIDA Model

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

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

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

With the first paragraph, you motivate to continue reading the text, revealing some secrets, creating a kind of "trailer" to the text. Many media outlets do this.

Interest - interest. You need to generate interest in your product from a potential client. Describe well the prospects for using your products and the negative consequences if he tries to do without them.

Be sure to write down the benefits of buying your product in this part of the text. It is known that people do not shop for the drill, they need straight 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 shortage of supply, a buying rush for your products. Most often this is a time or quantity limitation.

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

Action - action. What does a person need to do to purchase 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 client what he should do to receive the goods right now.

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

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

TsEVD model

It involves influencing 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 brain of a potential buyer. The good thing about this ad is that emotions are determined by the right hemisphere of your brain, which you will act on.

Let's decipher the abbreviation TSEVD.

The goal is the preparatory stage. You choose what goal you pursue, what you will describe to a potential client, formulate the end result to which you are trying to bring 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 define the emotion that will sell the product. Emotionally describe all the benefits that the client will receive, be sure to tell about the very process of manufacturing and using the product.

You have to understand that the number of basic emotions is extremely limited. Emphasize 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 outline a certain picture that will cause the required emotion and at its peak you will only have to complete the deal.

In the picture you create, the world, the potential client should feel comfortable, warm from your offer (product, service). Convince the person that he will receive all the benefits that the product provides.

The next item will be final. It's about action. At the height of your emotions, you give the person specific instructions, that is, his strategy for purchasing the product right now.

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

The sequence of your actions when using this model:

goal setting (heading and first paragraph giving a goal setting);
determination of the desired emotion (the key emotion is described);
visualization (the benefits of the product are described);
action (describes the client's actions to purchase a product or service).

PPHS model

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

Let's consider the features of using this model.

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

Pain More or more pain. You exacerbate the problem, that is, you tell what will happen if this problem is not ruled out right now.

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

"Solve" or solution. Now you have to sell the solution to the problem, in particular, describe the benefits, advantages of the offer, and the way to acquire it.

This is what many sites selling weight loss products do.

Writing promotional messages is an exciting, creative process that can be improved infinitely. Creating a special reality, working with emotions and associations, motivation - 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 knowingly false information, you run the risk of getting into an unpleasant situation, so check your texts carefully each time.

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

Use personal information. Often, the consumer identifies himself with the hero of the advertisement. This technique has been used quite actively for a long time, which has led to an oversaturation of the advertising sector with identical first-person ads.

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

To begin with, you can compose a rational core of the text, and then breathe emotions and colorful descriptions of the customer's life with your wonderful product into it. Try to use vivid 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 they have at least a hypothetical opportunity to return the goods. By guaranteeing the quality of your product, you dispel the fears and doubts of your client, thereby gaining his trust.

Conclusion

Advertising text should be bright, clear, bold, full of emotions and attractive to the consumer;
It should not contain unnecessary information and, moreover, falsehood;
He must 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 sites of online stores, or better. What lyrics caught your attention and why? What is special about them? What did you like and what did not? After answering the questions and reading this article, you will get a little closer to answering the question of how to write advertising copy that will help in.

In conclusion, I want to say that these models of writing an advertising text are not a panacea, you can come up with something of your own, add, mix, but the main thing is not to go overboard. But the main thing is to know that what has been written above has already been tested by many and shows good results! And one more tip ... Check your texts before launching to the masses. Let them read them to your colleagues, friends, acquaintances, etc. If they are interested in your product or service after reading, then the text has a better chance of success. Something like that.

Ask your questions in the comments, share your ideas and we will 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.

When a huge amount of advertising dazzles the viewer and starts a nervous tic, it becomes more and more difficult to promote products. In order for the viewer to see, understand, and, most importantly, remember your advertising message, just a color picture is no longer enough, as it was in the era of black and white printing and TV. The audience wants to be shocked, surprised and amused. Otherwise, she will ignore you. “Smart advertising”, let's call it that, should be well thought out, memorable, understandable, unusual and honest.

2. Identify your target audience. Who will buy this product? How can he attract this particular target audience? After all, for example, dishwashing detergent is bought not only by women, but also by men (not so much, but still). Think about how you can attract them?

3. Free your imagination, because everyone knows how to think within the proposed framework, and only a few manage to go beyond them. Expand the scope of the advertised product: “dishwashing detergent is good, but what does it wash? Only dishes? Can they wash the helicopter? Army! And wash off the camouflage! So what if no one does that! "

5. Once you have some ideas, sketch out some sketches. Ask uninterested people if they understand what this is about. If the idea is really good, but it gets lost in the design, then you need to simplify it and the design until the idea becomes obvious.

6. Make a quality design. Not always flashy, effective graphic design requires huge costs for photography. A talented graphic designer can turn ordinary images from a stock photo into a masterpiece. But if it still comes to staged shooting - do everything conscientiously. The most brilliant homemade idea will go unnoticed.

Purina dog food: "Stop treating your dog like a trash can"

Glass cleaner Glassex

Je's add jeans

Text: Your butt is now on display. But if you wear a sexy pair of jeans, it will be on display all the time!

Crossword audio books

Razor Schick

Audi. Do it right.

Tefal. A coating to which nothing will stick.

FedEx shipping

Snickers product placement

Texa allergy "Sneezing Loser"

Gameboy Color game

Burger King vs. McDonalds "Just a Burger King in a Big Mac box" (as they say, feel the difference)

Volkswagen. Parking assistant

Jack Daniels. Stay special

Rebellious vodka. Tear off in case of riot.

Mister propper

Viagra billboard

Like doesn't help. Become a volunteer. Change your life

Yahoo Mail. Supports heavy attachments

Audi. Nothing to prove

IBM. Smart ideas for a smart city

Save the sharks "The most dangerous predator in the sea is man"

Nikon. Face recognition

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

Today I will talk about some interesting tips for writing advertising text. I will make a reservation right away that practice is necessary for the professional mastery of the advertising style.

As in any business, in this art you need to make your mistakes in order to come to 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 advertising materials.

Copywriter- a 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 induce the reader (potential client) to buy a product or service, as well as perform other actions planned in advance by the author.
For example, make a call to a company or follow a link (if a copywriter has created content for websites).

While advising incumbent marketing and advertising entrepreneurs, I have seen that many of them make the same mistakes when composing their ads. As a result, its efficiency decreases, and as a result - the company's sales volume.

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

1. What makes a good ad copy different from a bad one?

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

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

Firm " Feed»Offers pasta, cereals, eggs, dairy products, there are discounts!
We have good goods, high-quality raw materials, convenient delivery of groceries to your home, so it's a pleasure to shop in our store. Inquiries by phone: 333-222-222.

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

Compare this ad, but with a different submission:

Hungry? Do you want to eat tasty, healthy and inexpensive?
« Feed»Seven natural products. Down with chemistry, long live natural food!
We deliver the very best to your table.
If you buy a lot, you will get a discount!
Call your relatives at the table and call us as soon as possible: 333-222-222.

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

This is how merchants and traders have long been inviting people to buy their goods. Can you imagine if they just stood 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 is it important to formulate the purpose of the advertising text

Remember the famous expression: "For a ship that does not know its direction, no wind will be fair." In advertising, this principle works the same way.

Surely, in this case, you want to induce the 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!»
Checkout. « Place your order today and get a 10% discount!»
Call to come to the point of sale. « Come to our store and buy a Nike cap for only 500 rubles!»

3. How to write a catchy headline for an article: the "elephant fly" technique

We often hear: “ I bought this newspaper because I got the headline "... Or: " I went there because the advertisement said: "Every second buyer gets a toy as a gift!"". Surely you will remember a lot of 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 use the method of combining them to choose the most successful one.

The most common example is the promise of big discounts.

You've probably seen similar price "enticements": DISCOUNTS UP TO ... 50%, 70%, 90%.

Usually we see such inscriptions on stores and trade pavilions. When we go inside the outlet and want to receive goods for next to nothing, expecting to buy a suit for 3,000 rubles, which costs 20,000, a friendly seller tells us that the discount applies only to accessories and for purchases over 10,000 rubles.

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

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

When you go to a company or store to purchase a product or service at this low "OT" price, it turns out that you need to either take a bulk consignment, or buy last year's or defective product.

Continuing the conversation about the rules for composing the title.

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

One of the most effective tricks when writing a headline is to submit it as a question with an obvious answer, or we want to get this very answer to such a question.

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

4. An example of the use of PR-technologies when writing an advertising text

Now let's touch on the PR technology in a nutshell. In short, the main goal of PR is to form a definite opinion about an event, product or person.

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

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

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

If you buy components for imported furniture, 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 are not deceiving the buyer, but simply positioning your business from the most advantageous side.

Here, the "meet by clothes" principle 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 topic of catchy headlines.

Example: " Such-and-such actor nearly died in a car accident" or " Moscow pensioner found the corpse of an alien in her own dacha". Quite intriguing, agree ?!

Now let's figure out what is actually written in such articles:

About the "car accident" As a rule, here follows a description of the situation when this same actor was filmed in the next film, where a car chase took place outside the city. And in the process of filming the chase itself, cows grazing not far from this place came out onto the road, and the actor had to slow down sharply, which led to a congress to a ditch. And the article itself is actually just a veiled advertisement for that very film with a scene about the chase.
About "grandmother and an alien" Reading the article, we find an interesting fact there! It turns out that the pensioner, having found the "alien corpse", simply did not know that it was an ordinary dead mole, whose carcass had been greatly disfigured by time. And she found him when she was digging up potatoes. Having called the journalists to the scene of the "incident", the granny almost convinced them that she was right, since she had previously worked as a professional writer-scriptwriter.

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

So the example itself:

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

In this case, the title may be as follows: “ The loneliness of mothers was brightened with gifts and emotional communication"- this refers to 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, then you can add more shocking and even rhyme.

For example:

"Mississippi chocolate at leisure is very sweet!"

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

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

6. Why is the image of the "ideal buyer" compiled and how does it relate to advertising texts?

Since the task of any advertising text is to sell a product or service, you must first determine the "portrait of an ideal buyer". That is, gender, age, financial position, interests and other qualities necessary in your opinion that characterize your potential client.

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

Example:
“Kolya loves Masha, and Masha loves his dynamite. Why be friends with Masha? Better to play soccer! Dynamo football team - it's fun and friendly with us, and you don't need to be nervous! "

This means that when you write your ad copy, think about what will be important for your client to see there. Perhaps it is the price, quality, bonuses, etc ...

So, once again, let's take a step-by-step look at how to write an effective ad copy:

Decide on a goal
Create a catchy headline
Create a portrait of your ideal customer
Determine your priorities. What will be emphasized in your ad first of all.

7.10 practical tips for writing effective ad copy

Make a good intriguing headline - it's a must!
Use simple words and phrases in a concise manner, rhyme them. This will increase the memorability of your ad.
Break the text into paragraphs to make it easier for the reader to comprehend.
Write paragraphs of no more than 50 words, preferably 40-45 words. Less is also not desirable.
Don't write paragraphs in one sentence. If you suddenly get a long sentence with adverbs, break it down into shorter and simpler ones (see p. 2)
Use subheadings in the text if it is large.
Use numbered and bulleted lists to give your text structure.
First, let's give the most important information in the ad, and then the secondary information in descending order.
Colorfully style your ad with a catchy themed illustration.
Provide the contacts of your company so that the potential client knows where to turn. The required elements are here: phone number, address. It is highly advisable to also 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 goods and services of your company, feel free to take them into account.

Practice, and before getting 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 on fire.

Friends, I wish you good luck with this!

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

In this article, we will show examples of advertising texts that increase sales several times. We will show you templates that you can use, adapting to your business. Let's give a list of topics that readers usually like. So go ahead!

In the web studio AVANZET any texts to order! One text for free.

For more than 7 years we have been writing texts for our clients' sites. We undertake any topic, carefully delve into the subject area. For almost all sites that we have developed, 100% preparation of texts has been performed. Our texts are not just a set of key phrases around a given topic, they are always useful information with elements « selling text »

Companies that want to see more customers on their website tomorrow than today are investing in creating ad copy. Today, you can find many publications that highlight the importance of selling ad copy for business development.

This information may interest you:

Company presentation - how best to write the text "About the company"

Features of the advertising text are closely related to its "value for the target audience" and "targeting".

Each business area has its own characteristics of the advertising text, but there are three mandatory requirements that must be met. By following these simple rules, you can be guaranteed to achieve success, increase traffic and sales.

When creating an advertising text, you need to rely on the needs of your target audience.
It is important to make a very profitable unique selling proposition.
The advertising text should answer all the questions of the target audience.

It is not so easy to attract the attention of the target audience today. But, paradoxically, this can be done using simple content. It is ideal for easy perception: saw, studied and made conclusions. Short but capacious texts allow you to attract the attention of a huge audience!

An example of advertising text for a website of an outsourcing accounting company
Sample ad copy for a designer jewelry website
An example of a selling text for a website of a manufacturer of sandwich panels
An example of the text About the company for a website for the sale of auto parts
Example text for the Home page of a laptop repair service center
Example of writing a wikipedia article: Touch Suit

Five popular topics that the reader often likes.

1. Articles that inspire new achievements

In such an article, everything is built around the idea that man is the master of his own destiny. Therefore, the first step towards achieving success is unconditional faith in yourself and confidence in your capabilities. Such publications remind that nothing is impossible, therefore this is one of the most popular topics among Internet users.

The purpose of such publications is to motivate people, help them overcome their fear of uncertainty and inspire them to take the first step. Give real life advice. Warn about possible difficulties, but at the same time calm and inspire, since there is practically nothing impossible in life.

"The more opportunities I use, the more new opportunities will open before me."

Sun Tzu (6th or 4th century BC) - Chinese strategist and thinker

2. Articles that help solve problems

The overwhelming majority of publications are created to help users solve their problems. Unfortunately, they often turn out to be either too vague to be of any practical value, or too simple and contain information that has long been well known to everyone.

If you decide to write such an article and teach something useful, let it be really useful information. If your site visitors can take advantage of something important or valuable from your publications, they will certainly remember your site or blog.

"When you stop giving readers mega-useful advice and start teaching specific things, the number of likes and comments on your articles will increase dramatically."

Popular American blogger Sean Davis

3. Texts that motivate.

Texts that motivate people are extremely effective, such texts increase the chances of your publications' success by several dozen times. The main thing is to try to avoid those that simply improve your mood and do not prompt you to act. The main goal of a motivational text is to convince readers to take the first step towards their goal.

Life confirms that people rarely decide to start doing something if they do not have clear instructions before their eyes. Therefore, such texts should provide a short outline for specific actions.

"A person can succeed in almost anything for which he has boundless enthusiasm."

Charles Schwab (1862-1939) - American entrepreneur, steel tycoon

4. Content that pleases and makes you smile.

People love themes that improve their mood. Therefore, interesting entertainment content is always in good demand.

If your article is to some extent entertaining, then develop your own style of communication with your target audience. The recommendations are as follows: strive to understand what the reader's thoughts are doing when they are looking for information on your topic. Try to add some fun or phenomenal facts about this topic to your posts.

“Success in almost every field depends more on energy and drive than on intelligence. This explains why we have so many stupid leaders. "

Sloane Wilson - American writer, screenwriter

5. Texts that reveal secrets.

Secrets and secrets have always attracted attention, especially when it comes to exposing them. In fact, it is not necessary to have truly "secret" information. It is quite enough that the information in the material is not too obvious.