Probably, everyone at least once in their life had to write an ad, whether it was an ad in a newspaper, an ad on the Internet, or even an ad in their stairwell (for residents of an apartment building).

But write an ad correctly- it's not as easy as it seems. I constantly have to deal with completely wrong and ineffective ads. That is why I will now share with you a few rules that you should use when writing ads. So to speak, a model to be equaled and to which to aspire.

The first and most important element of an ad is its title. It is the title that draws attention to itself, and it is the title that determines whether your ad will be read.

To CORRECTLY COMPOSE THE TITLE OF THE ANNOUNCEMENT please adhere to the following guidelines:

A) The main purpose of the headline is to “hit” the target audience. To interest those people who may be interested in the content of your ad. And for this, already from the first letters of the title, readers should understand what exactly is at stake.

Example blurry (less effective) title ads:

- Looking for something to do on the weekends?(it is not clear what exactly is being discussed here, the response of the title will be worse)

Example target header:

- ATV rental - cheap!(and here everything is clear and crisp, you were looking for ATVs - get ATVs)

B) If the ad is lost in the "ocean" of ads similar to each other - urgently change its title and content! Do not write boring ads of the same type, do not repeat after other clumsy ones.

Boring template option:

- Selling Audi 2002 onwards, negotiable

Unusual and memorable option:

- An old trough named Audi is looking for a new owner, cheap and cheerful!

Feature #1: Narrow Nicheting

Attention! In some cases, it is unacceptable to use advertising for each individual product model (or type of service), so sometimes turn on your brain and assess the situation sensibly. You have more information, use it to get the most out of your ads.

Feature number 2:

Never rely on just one ad. There must be several ads. If the ad is in a newspaper, then they need to be placed there at least - three! Preferably with different data (from different persons) - connect work colleagues, relatives, friends, etc.

Feature number 3:

If you plan to place an ad on the Internet (on bulletin boards, in flea markets, catalogs), be sure to expect that you will have to write several texts that are unique in description. Otherwise, meeting the same text, people will simply close your ad.

Feature number 4:

If you are going to advertise in Yandex.Direct, then choose only low-frequency queries and write ads for them (the competition will be lower, the cost of a click will also be lower, and the CTR, as well as the conversion, will be many times higher)!

How to write an ad for the Internet?

Conventionally, all ads on the Internet can be divided into:

A) ads on various bulletin boards, in flea markets
B) contextual ads (Yandex.Direct, Google Adwords)
B) social media postings

Feature number 5:

So, for example, advertising a weight loss machine on a programmers' forum will be ineffective. But to advertise the same simulator on a forum dedicated to a healthy lifestyle, on the contrary, will be effective. After all, it is there that people who watch (want to watch) their body and their health gather.

Feature number 6:

Best of all, the ad works not just on thematic sites, but on popular (highly visited) thematic sites! The more people see your ad, the faster (more) you will sell your product (service).

You can check the attendance (attendance) of the ad site using LiveInternet statistics (click on the link to learn how to use these statistics).

Correct ads

- How to write the right ad in social networks (Vkontakte, Facebook, Odnoklassniki, etc.)?

The main rule is to write an ad in existing communities that match the topic of your ad. There are two options: to place your ad for free, or for a fee. In the first case, you will be able to use only those groups in which the publication of messages on the wall is allowed for members of this community (in every second community this function is prohibited). In the second case, you need to personally negotiate with the administration of the group about paid advertising (not everyone will agree, but there is an option to pin the ad at the very top of the page).

Feature number 7:

A good ad can always boast of photos. Moreover, their number should be from 3 pcs. Even if you are selling something as small as a book or a child's toy. Not to mention the ads for the sale of a car or an apartment, there are photographs - they MUST be!

It's in your best interest to take good quality photos. It is the photo that turns out to be the decisive factor in order for the potential client to pick up the phone and dial your number. If people can see the “product face”, then the level of trust in you and the level of interest in your product (service) will be much higher!

A good photo increases the chances of a sale by about 30%. By posting a photo, you seem to be saying “here, look everyone, this is my product, I am not hiding anything from you and I am not going to deceive you.”

How to write an ad so that it works?

Be sure to include your phone number in your ad!

You can additionally offer an option - write to you in a personal (private message), but you must specify the phone number. Even better - indicate 2 numbers (of different operators), in case one of the numbers suddenly turns out to be unavailable.

You have no idea how difficult it is sometimes to get in touch with people who write ads. Especially when it is necessary to resolve the issue right now.

Just a few days ago, I needed to order a portrait in pencil from a photo, and I was running out of time (6 hours). So in an hour I managed to find 20 ads on the Internet, of which only three had phone numbers. Accident? No - the stupidity of the authors of the ads!

As a result, the order was received by a person to whom I could still get through.

Paradox, right? To pay someone money, I had to sweat a lot and spend a lot of time. So why create unnecessary obstacles for your potential customers?

I hope now you have figured out how to write an ad correctly (both for a newspaper and for the Internet). Therefore, we take a pencil in our hand, move the keyboard closer and start writing our ad. You can post your results in the comments!

Reading 10 min. Views 73 Published on 05/21/2018

Advertisements, the text of which contains psychological elements, can increase the demand for the advertised products or services. Properly compiled advertising material allows you to convey to the potential audience information about the products offered, as well as information about planned promotions. As practice shows, in order to increase the range of potential audiences, advertisers use various "tricks". These include various holiday drawings of valuable prizes, big discounts and other promotions. In this article, we propose to consider examples of advertising texts that help increase the consumer audience.

What is sales text

In order to get the first potential customers, an entrepreneur should conduct an advertising campaign. From the day of its appearance to the present day, advertising has been the most effective means of attracting customers. To determine the circle of potential audience and increase the demand for the offer, entrepreneurs carry out various marketing activities. The main purpose of these activities is to increase sales efficiency.

Many modern representatives of small and large businesses use various platforms on the Internet to promote their products. Using the Internet to promote a product or service on the market has a number of advantages. Firstly, the entrepreneur gets the opportunity to quickly convey information about the proposed product to his target audience. Secondly, some specialized services offer placement of promotional materials free of charge.

Examples of advertising a product with a “sales” text can be seen on the pages of social networks. Many social networks are one of the best marketing tools due to the ability to choose the target audience to which the commercial will be shown. Also, many entrepreneurs order branded T-shirts for their employees, which depict the company logo. Such a move also allows you to increase public interest in the activities of the advertiser.

A distinctive feature of the advertising text is the motivation of the reader to perform a certain course of action. Such an action can be both registration on the advertiser's website and the purchase of the offered products. When compiling a “selling” text, a list of simple rules should be taken into account:

1. In the heading section, you need to reflect the main idea of ​​the entire ad unit. Here you can also point out the consumer's benefit from cooperation with the advertiser. As practice shows, in order to attract the interest of a wide range of audiences, it is necessary to add intrigue to the title of the text.
2. When compiling the main part of the message, various psychological techniques are used to use certain channels of perception. Also in this section of the ads, the benefits of the offered products or services are listed.
3. The advertising text should be meaningful, concise and take into account the interests of the end user.
4. Many advertisers use various historical facts and accurate data in ad units in order to attract the interest of a potential client.
5. The main component of the advertising text is the minimum intrusiveness to its viewer.

The main purpose of advertising texts is to present or promote ideas, services and products on the market to increase their sales.

Rules for submitting information

In order to interest potential customers, the advertiser should choose the right method of presenting information about his offer. The choice of a particular technique depends on several parameters. First of all, you should take into account the specifics of the site where the advertisement will be placed. You will also need to analyze the interests of the people who make up the main target audience.

As a rule, most advertisers indicate in this section the price category of their offer or information about planned promotions. Probably, every user of the Internet and social networks has seen advertising texts with the heading: “Items under $10”, “Seasonal discounts 90%” and other similar ads. As a rule, such headlines motivate users to make a purchase or use the advertiser's service.

It is important to note that "selling" texts are not always posted on thematic forums or social networks. Such announcements are often published in printed publications and placed on advertising links. You can increase the effectiveness of this marketing tool with the help of mailing lists and distribution of leaflets. Many readers may be interested in the question of why advertisers use various psychological techniques. The main task of such advertising is not only to motivate the client to buy, but also to disseminate information about the advertiser's offer to their friends and acquaintances.

It should be mentioned separately that quite often the advertiser is faced with the problem of choosing a marketing tool. Selling texts are incompatible with "SEO optimization", which forces the entrepreneur to choose between these tools. An attempt to use a combination of these methods can lead to a narrowing of the circle of potential audience.

Let's take a look at what an example ad should look like. Before you start developing your material, you need to analyze the various techniques used by other employers. These actions are necessary to identify the main components that make advertising successful. Here you should consider the features of your proposal. In an advertisement, it is necessary to provide not only up-to-date information, but also those data that may be useful to the consumer.

When creating a marketing model, you should focus on the interests of the target group. It is important to pay attention to the fact that in order to attract the interest of potential buyers, only the main quality of the products or services offered is indicated. In this regard, you will need to carefully analyze your offer in order to identify those parameters that can arouse interest in the proposed product and the desire to become its owner. As practice shows, comparing your product with a well-known brand allows you to arouse interest among the audience. An example of such advertising, which could be seen on TV, is Nikola kvass. Talented marketers were able to draw an analogy between this product and Coca-Cola.

A high-quality advertising text, first of all, must have the correct and clear content.

In order for the offered products to be recognizable, it is necessary to add a unique and exclusive style. Many people who see such advertising will recognize this product from a dozen "faceless" analogues. The use of catchy slogans also adds to the uniqueness of the text. In order to achieve success in an advertising company, you will need to correctly structure the advertisement and add a high-quality media file to it.

Examples of ineffective ad units

Advertising is one of the most effective marketing tools that are used to increase sales. Improper use of this tool can lead to a drop in brand prestige and entrepreneurial status. As practice shows, such materials should contain only truthful information. Irrelevant information, an attempt to embellish reality and other "dirty" tricks can lead to a drop in sales. The same rule applies to intrusive advertising.

As an example, let's take "Casino Volcano" and similar materials. Their frequent mention, importunity and other "dirty" marketing techniques create the impression of a low demand for the advertiser's offer. The use of such tools makes it necessary to constantly increase the advertising campaign budget in order to attract the required number of customers who will provide the entrepreneur with the planned income.

It is also inappropriate to try to work with the maximum circle of the audience. A non-targeted group of consumers is guaranteed to miss the ad unit past their eyes. This means that the investment in the advertising campaign will not pay for itself due to the large influx of new customers.

Based on this fact, we can conclude that working with the target audience is the main parameter of the successful activity of the advertiser. In order to identify a portrait of a potential client, the following criteria should be considered:

• age and gender;
• place of residence;
• social status.

What tricks are used by marketers

Next, we propose to analyze the question of what should contain the text of an advertisement for any product. First of all, it is necessary to choose those components that can distinguish the entrepreneur's offer among thousands of similar analogues. It is important to understand that an entrepreneur cannot say that the quality of the products produced exceeds the quality of the goods that are produced by Vasya or Petya. The indication of specific persons (companies or brands) may negatively affect the status of the advertiser.

Sometimes one short phrase is enough for advertising, which at the same time can convey all the information the consumer needs.

In order to attract an audience, marketers develop various strategies for promoting a product or service on the market. It is the development of a strategy that allows you to get the maximum performance from the placed ad.

As a rule, marketers use such tools as the "classic sales scheme" and "unique offer", in which the representatives of the entrepreneur accompany each stage of the sale of goods.

To begin with, we propose to disassemble the strategy "unique selling proposition". In such advertising, it is necessary to highlight a number of product features that present it in a favorable light. Among the selection criteria, one should highlight the pricing policy, quality and brand awareness. You can increase the interest of the audience thanks to seasonal and holiday discounts, bright packaging and seller's guarantees. You can motivate the buyer to purchase a product or service using such parameters as the possibility of paying in installments or free delivery.

This method is quite often used in advertising on TV. A sample ad built using the "unique offer" method contains phrases such as "Become special", "Get now - pay later" and "Impeccable quality - low price". Most often, such template phrases can be seen in advertising for budget smartphones and household goods. A striking example of a selling unique offer is advertising from M Video and Eldorado.

Next, you should move on to the classic marketing promotion scheme, which is called AIDA. Materials built according to this scheme should attract the attention of the audience, arouse interest, which will later develop into a desire to make a purchase. Using this scheme allows you to increase the volume tenfold. As a rule, this method is used to inform the target audience about the impending sale at a "low" price.

1. Tired of living paycheck to paycheck? You have a unique opportunity to solve your financial problems. Get a loan from our bank and make your dream come true.”
2. "Do you think you're ugly and ugly? Our firm will solve your problems! Have time to buy fashionable and inexpensive clothes in order to outshine everyone with your appearance.
3. "This you have not seen before! Fashionable clothes from a famous brand! Fashion and style will allow you to conquer all the men around you.

In order to encourage a potential client to action, advertisers use phrases such as "Come in to find out more", "Come in and get a discount", "Come in and change your life."

The ad must be quite interesting in order for the buyer to keep their eyes on it and focus their thoughts

Conclusion

Many of the slogans and phrases given in this article may seem primitive. Most of them are built in such a way as to act on the level of intuition. A person may well understand that such tricks are used to attract the interest of the public, but will not be able to refrain from a call to action.

Today, thanks to the development of the Internet, entrepreneurs have the opportunity to increase their sphere of influence by increasing the consumer audience. As practice shows, today the majority of purchases are carried out with the help of the Internet. Thanks to the effectiveness of online advertising, an entrepreneur not only receives new customers, but also saves his own capital.

In contact with

Advertising surrounds us absolutely everywhere - on banners, in the media, on goods that we constantly buy. But if we stop for a moment and think carefully, then not everything that is advertised, we really would like to buy.

And there are such small and rather modest advertisements, after reading which, the first impulse is to immediately purchase the advertised product. Why is this happening? What makes an ordinary ad so attractive or, on the contrary, repulsive?

Why is it needed

1. Demo

Most of all television advertising, as well as ads in print media, are made precisely in order to demonstrate to a potential buyer certain advantages of the product or service offered, and most importantly, to draw attention to one's own trademark, which will definitely pop up in a person's memory when he buys a similar one. goods in the store. Most large companies and corporations try to make just such advertising. Moreover, in order to accustom consumers to their own brand, huge financial resources are constantly allocated.

2. Advertising that initially assumes a direct response from the addressee

That is, it motivates potential customers to place an order immediately with a phone call, sending a coupon or fax. Such advertising is designed for people who are able to place an order quickly enough, preferably immediately. In other words, your advertisement should literally make people imagine how they can use the product you advertise and what benefits it can bring directly to them. As a rule, it is your advertising that, for the most part, determines the success or, on the contrary, the failure of your business.

And in order for your own business to bring you really decent money, you need to write the right advertising texts.

How to write a sales copy

1. The perfect headline

You must learn one fairly simple axiom: a powerful headline is almost 70% of the effectiveness of your advertising, so writing it is a really big and very important thing. As experience has shown, negative headlines are more attractive than positive ones. It is the negative emotional connotation of the words you have chosen for the name that makes the potential client identify with him. The main goal of any headline is to grab attention in every way. Use this trick and make headlines that will initially focus on potential customers and will definitely attract attention.

2. Do not write unverified information, always check everything to the smallest detail

Checking everything is the key to consistent success in any advertising. Subject your letters, announcements, publications, and merchandise to the utmost scrutiny. Always read order forms and phone numbers carefully, and make sure you know the purpose of each ad. Never rely on chance or chance. Check your texts carefully. And remember that successful millionaires in advertising are the very people who have checked everything for sure and found out for themselves what works in each specific case. You will never have an end to your probationary period in this area!

3. Capacious phrases, short paragraphs, small sentences

This is how quality ads should be written. They should be really easy to understand and absolutely easy to order. If we compare such texts with the skills of a high school student, then they should not be higher than the level of grade 8, the sentences should be short and understandable for any level of perception, and remember that a potential client absolutely does not need figurative means and ornate complex sentences. If after the third word he reads he loses interest in your ad, then you definitely won’t be able to earn money.

4. Only specifics and no generalizations

Specific phrases make your offer more believable, but if you use abstract vocabulary and generalize facts, then potential customers will immediately decide that you are just making it up. The phrase “Earn cash daily” is absolutely inappropriate, since it is believed that getting paid for any work every day is simply unlikely. But “Get up to $350 a day by doing simple work on ...” is much more credible, because the client believes that you have already calculated everything, which means that he should try it too. Everyone knows the fact that specific words always win over common ones, so just review your text again and make it more specific.

5. Let your personal information work for you

Most advertising uses the principle of identifying a potential client with the advertising hero - the so-called "Me too" principle. But there were so many such ads that people simply got tired of them and completely stopped working.

You need to find your unique approach to composing the text. What interesting things do you have directly? Are you elderly or even old? Are you blonde, brunette or red? You're young? Did you barely finish school? So learn how to profitably use personal information, including not too attractive, in your own ad! Try to be unique in everything and use it in advertising. People need to know you - this is how they will begin to trust you as an advertiser, and trust is a positive quality - it gives some incentive to place orders.

6. Focus on benefits, not features

Focus the attention of a potential customer on specific benefits, and not on those features that distinguish your product from similar ones. And understand, finally, the difference between these concepts. Benefits are exactly what your product offers to consumers, and distinctive features are any components, various payment methods, and much more. Distinctive features focus on the product itself, and benefits - on the consumer, and they sound accordingly: “How much money can a potential client make? How many kilograms will he lose weight and in how many days? Rearrange the text of your ad, shifting the focus on the consumer, not on the advertised product.

7. Make friends with adjectives and adverbs and use them generously in your own text.

There is a fairly common misconception that people who want to buy something are guided solely by logic. But this is fundamentally wrong! People make purchases under the influence of some of their own emotions. Try to create a fairly practical and really logical product, and then rewrite the text, adding emotions to it. Outline in unexpected colors to your potential consumer the prospect of life with and without your wonderful product. Literally make him desperately need your unprecedented offer. Try to make it so that it is your product that attracts the consumer at a subtle level of emotions, then your sales will increase significantly.

This is a really powerful tool for any sales, which must be used. Be able to organically include these reviews in all the ads that you compose, especially since really successful selling texts at least one third consist of such reviews on the product itself or any service of the company. It is not difficult to obtain such information. Just draw up and make a specific form for such a review, print it out on paper and simply distribute it to customers. So they will feel that their opinion about your service or product is very important to you. And the answers you get can, in turn, then be used in your own advertising.

9. Nice free bonuses with a certain time limit

Anything free is an essential element of any advertisement. Believe me, the word "free" is really the most powerful word that can be. If your product costs more than $20, then free bonuses must be attached to it. For goods cheaper than this amount, you should also try to find an opportunity to offer any bonuses. But most importantly, these bonuses should be limited to a certain time period, for example, "now", which encourages the buyer to make a purchase immediately. This technique acts as a sale effect on the potential consumer, so all your advertising should encourage people to buy immediately. And free add-ons to your offer will cost you very little, just include something here that will cost you very little to produce, but at the same time will be really valuable for the consumer.

10. Compulsory Warranty

This is the best way to help you earn the trust of your customers. Moreover, such a guarantee should apply to all the goods you sell, since the opportunity to return is the strongest incentive that can literally suppress all doubts, objections and fears that can simply prevent you from placing an order.

11. Easy ordering procedure

Try to make it really elementary. Provide customers with a clear sequence of actions: “Pick up the phone and make a call to the number ... right now” or “Fill out the order form and send it to the address ...”. Potential customers should be as clear as possible so that they can immediately place an order.

Summing up

To make it more clear to you, the format of a good advertising text should be something like this:

1. Title.
2. Subtitle (if necessary).
3. Announcement of the advertised product.
4. Main ad text.
5. Recommended customer reviews.
6. Free bonuses.
7. Mandatory guarantee.
8. Last paragraph.
9. P.S. - postscript.

If you run a business, you know that you need advertising to attract consumers and get results. A well-written ad captures attention, stimulates interest in your product, and leaves consumers with a distinct desire to purchase it. Go to the first point of our guide to master the basic principles of writing interesting, powerful and effective advertising copy.

Steps

Mastering the basic principles

ADVICE OF THE SPECIALIST

Emily Hickey is the founder of Chief Detective, a social media promotion agency that helps some of the world's largest retailers and startups advertise on Facebook and Instagram. Worked as a development specialist for over 20 years. She received her master's degree from the Stanford Graduate School of Business in 2006.

Founder of Chief Detective

Consider creating videos for social media. Emily Hickey, founder of a social media agency, says there's no need to be afraid of video: “On social media, especially on Facebook and Instagram, video is paramount, but creating one doesn't have to be difficult. You can simply film your product and mount an image of it with text overlay."

Tailor the text to your audience. What consumers are you targeting? Ideally, everyone who reads your ad should want to buy the product. But in reality, you will get better results if you tailor the text to a specific segment of buyers who are initially more interested in your product than everyone else. Use language and associations that are close to the audience your product is aimed at. This may alienate the rest of the population, but remember that the main task is to reach the hearts of those who have the potential to become your loyal customers.

• For example, if you're selling a service that allows a consumer to self-publish their own books, you should present the information in a writerly elegant way. This way, your target audience - people who have written books and want to publish them - will understand that they are in good hands with your company.
• If the product you are selling is aimed at a younger audience (for example, a new variety of candy that will make their mouths all the colors of the rainbow), then drop formalities and speak in a language that your target audience understands - children who are willing to spend their pocket money on candy or ask your parents to buy them your sweets.

1. Don't start with a question. You can use very unusual, creative rhetorical questions, but stay away from standard opening phrases like "Want a new car?". Consumers have already read thousands of similar questions, and they are tired of constantly answering them. To capture their attention, you need to dig deeper. Find a creative, out of the box way to let people know you have what they need without asking the obvious questions.

2. Make people want your product. Bridge gives you a chance to create a strong desire to purchase your product. It is an opportunity to play with the emotions of your target audience and give them the feeling that your product will satisfy their needs. Sounds a bit manipulative, and it is. However, if you offer a product that really benefits people, then there is no shame in playing on the sensitive strings of the soul of your potential buyers - after all, you are helping them buy a product that will improve their lives.

   • Nostalgia can be an effective tool when trying to capture people's hearts. For example: "We use the finest traditional peppers to make our hot sauce as good as your grandfather's secret seasoning.".
   • Playing on health anxieties often works too: “Quitting smoking is not an easy task. Let us help you prolong your life.".
   • Be sure to include your company and product name in the text.

3. Tell us how to purchase your product. At the end, write a strong closing text that tells you what to do next. Offer readers simple actions through which they can buy or experience the product.

   • You can just write the website address so people know where to buy your product.