Write ads on any topic. How to write advertising texts

It is very difficult to surprise an ordinary user with anything, and even more so, to induce to make a particular purchase. This is especially true for absolutely new and unknown goods. Therefore, manufacturers and marketing firms go to great lengths to promote their new brands in such a congested consumer market. In any case, to attract attention, you need to have a creative approach and a lot of creative ideas. We will tell you more about what a successful advertisement of a product from the new line is like below.

Difficulty in launching a new product

Most PR people know firsthand how difficult it is to promote a new product. Especially when dealing with a cult brand. In this case, advertising the product simply forces you to take risks. And, as they say, "who does not take risks, he does not drink champagne."

This is exactly what the creators of the Red Bull energy drink did. First, they came up with a jar that is small in size and looks like a battery. And, secondly, they deliberately increased the cost of the drink (about 2 times) and began to place it not only in the drinks department, but also in others, for example, bread or milk.

Moreover, branded cars with a huge can of drink at the top began to drive along the streets of cities. Behind the wheel sat beautiful young girls. On certain days, they stopped in crowded places and handed out jars of new energy drinks for free. Such complex and unusual advertising of the product brought its results. The product became recognizable and took its place of honor along with such giants as Pepsi and Coca-Cola.

If you want to advance yourself, remind about useful and ordinary things

When promoting a new brand or trademark, traditional approaches are often used that do not bring results. Taxi service companies, for example, are choosing a tactic that has been tried and tested for years, but partly does not work. Most often they publish advertisements in the press, rarely make videos on TV, and even use asphalt to create a stencil with the name of the service and phone number.

However, product advertising does not always have to be the same type and standard. Sometimes creative ideas are perceived by people much better. And skillfully filed and partially veiled advertising, and even bearing a certain benefit to the buyer, will be an excellent tool.

This is the approach taken by a Canadian taxi service called Mike. They not only printed advertising booklets with the address, phone number and a brief description of the service, but also made a kind of map of local cafes and restaurants. A potential client opens such a booklet and sees where the most delicious Viennese waffles are served. And then he reads the phone number and the name of the taxi service that can take him there. Original, isn't it?

There are not many ads

Advertising a new product should be constantly in front of users. This method was used in their advertising by representatives of the well-known marketing company HBO. Shortly before the third part of the continuation of the cult series "Game of Thrones" began to be broadcast on large screens, a huge shadow of a winged dragon periodically appeared in newspapers, magazines, on vehicles and even on the walls of buildings.

Because of this successful, in our opinion, publicity stunt, people simply could not help but think about the release of the new season of the series. As a result, the number of viewers watching the series, struck the imagination of even the most malicious film critics. And the telesaga itself was recognized as the most successful project in the history of a marketing company. As it turns out, HBO advertisers know how to make product ads stand out and be effective.

Great ideas don't grow in garden beds.

Sometimes long-standing rivalries are used in advertising for new products. For example, a high-quality advertisement for food products from a farm in Dallas clearly demonstrates a similar trick. On a beautiful poster, you can see fresh vegetables neatly packed in a red box. Notice the similarity? This picture looks like french fries from the famous McDonald's. And this is the confrontation between natural food from the farm and hard-hitting fast food.

An ad that sparks fantasy

Some PR people create ads with a special meaning. And they do it in such a way that different people have the most unexpected associations. For example, this is the case with shoe advertising. When creating a bright poster for TM Brazilia Shoes, a white background was chosen, on which there were female legs in magnificent colored tattoos.

It is noteworthy that they were without shoes. The girl, whose legs are shown in the photo, stood up on imaginary heels. On the one hand, such advertising said that the advertised shoes are so light that you almost don’t feel them. This was evidenced by the birds depicted on the legs and the legs themselves, raised on half-toes. On the other hand, they seemed to emphasize that ordinary Brazilian girls do not wear shoes and this is the prerogative of wealthier ladies. Who knows what was meant? Perhaps the author just liked such graceful female legs ?!

Successful product advertising: examples

The originality of the ideas of PR people sometimes just rolls over. For example, the chewing gum company Orbit turned to graffiti artists for help. Those, in turn, depicted huge faces of women and men on the pavement. At the same time, instead of a mouth, they had pits, drains, sewer and ventilation hatches.

Such advertising of products (photo can be seen below) is symbolic and needs further clarification. In particular, with such drawings, the authors of the advertisement wanted to draw an analogy between a mouth with an unpleasant odor. In other words, if you haven't eaten two Orbita plates, your mouth will be the same as in the picture. Simple and clear.

Today I will tell you how to write an advertisement for a store, service and any other company to attract customers. I'll show you with examples what to do and what to avoid. I will give you a good reason to reconsider the attitude to content marketing.

3 essential elements in advertising

First, what needs to be done.

Reduce the space for maneuvering thoughts. Give the buyer something to think of, and he will do it as wrong as possible.

Benefits and Benefits

We all want benefits. Know that the money will be spent on something useful.

Translate the advantages of the product into a practical plane. Good thing these boots have foam soles. It is better if the client is told that he will be warm even at -40 degrees due to additional insulation with a foam sole.

Turn any advantage into an advantage. Tell us what exactly the client will get in practice. It's catchy. Shows the importance of the offer. The human brain immediately tries on chips in everyday life. It gives an inner impulse. Push to buy.

The offer itself

Speak directly to the reader. “Order cabinets with an individual design for 1,000 rubles / running meter” or “buy a drill driver with a 50% discount - for only 5,000 rubles.”

Let's make a clear offer. Since writing an advertisement without it is like riding a bicycle with square wheels.

Instructions for ordering

Instructions for ordering are another forgotten element of advertising. At best, everything is limited to a call to action. Call, write, we are waiting for your order - a classic.

Push the customer to buy in just a few lines. Give him instructions. A specific set of actions to get a result. For example:

Call 123-456.
Tell us where to come to our measurer.
We will come, measure everything and offer suitable stretch ceilings.

The example is conditional, but shows the general essence. It is necessary to demonstrate the simplicity of the order.

Well, if the client can do without calls. This will broaden your audience reach to include hardcore introverts.

What not to do in advertising - 2 very bad ideas

Now about the hackneyed tricks that kill the effectiveness of an advertisement or post.

Let's start with a retreat. Have you heard the term "Spanish shame"? This is a situation where you are ashamed of the actions of another person. Some marketing decisions cause such sensations.

Bad creativity, below the belt jokes, hackneyed tricks and water - these are the enemies of conversion.

A series of wrong decisions reduces conversions. Consider advertising. Consider all the little things.

Bad creative

To please the reader with an unobtrusive pun or collage? It will draw attention. This will pay for itself.

Send through the line in the sale of impact drills? It is not right.

beaten tricks

Many marketing techniques are passed down from generation to generation. And okay cool chips. Errors are more common. For example, many consider it a good decision to shove nudity everywhere.

The general trend is visible. The point is that it's useless and harmful. Neuromarketing research has shown that erotica distracts from the essence of advertising. A person concentrates on hot content, remembers your offer worse. Breasts in ads reduce audience reach by 50%. Attention is drawn. Only wrong.

The strategy of modern marketing comes down to the slogan "stand out or die." There is a rational grain in this. But stand out wisely. Consider the interests of the target audience and follow your advertising path.

Proper preparation for writing ads

Now about preparation for writing advertising. Remember the action movies of the 90s. Especially about all sorts of hand-to-hand fights. At least a quarter of the screen time was spent on training the main character. He ran, practiced punches, practiced stretching and demonstrated his coolness in every possible way.

You have to go the same way. Only for advertising purposes.

You can’t just take and write cool conversion material. You need to sit down and immerse yourself in the world of the target audience. Become a part of it. And look at the product through the eyes of the customer. Only after that sit down.

To find a buyer, you need to think like a buyer.

Target audience research

Get ready for an exciting journey into the world of the target audience. Before writing a promotional post or ad, open social networks and Youtube. Then go to groups and channels that are interesting to your customers or related to the product being promoted.

Watch videos, explore topics, and immerse yourself in the universe of your target audience. Necessary to find out:

what is required from the product;
what chips are needed;
what are they afraid of when buying;
what actions of the seller pay the most attention.

Collect as much information as possible and use it in the text. This will show a deep understanding of the problems and needs of the leads.

See the product through the buyer's eyes

Use the information collected in the last paragraph to evaluate the product or service. Look at the offer from the point of view of the buyer.

This is how you will find real benefits. Can you formulate a USP? Offer a real solution to the client's problems.

Perhaps the finished content will seem strange. You may not even like him.. This is fine. The main thing is that the money lead should be happy as an elephant. Strive for it and discard your own sense of aesthetics.

Summarizing

Get ready for a serious investment of time and effort. Otherwise, the ad will have mediocre performance.

Plus, always experiment. Try to try new approaches in text and visual design. Sometimes the most unpromising decisions bring impressive results.

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

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

Compare this same ad, just with a different feed:

Hungry? Do you want to eat tasty, healthy and inexpensive?
« feed me» seven natural products. Down with chemistry, long live natural food!
We deliver the best to your table.
Buy a lot - get a discount!
Call your relatives to the table and call us soon: 333-222-222.

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

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

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

Don't be like everyone else, stand out.

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

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

Surely, in this case, you want to encourage a potential 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 we go inside the outlet and want to get the goods for a pittance, expecting to buy a suit for 3,000 rubles, which costs 20,000, 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 contact 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 in writing a headline is to submit it as a question with an obvious answer, or we want to receive this very answer to such a question.

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

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

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

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

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

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

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

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

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

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

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

Continuing the theme of catchy headlines.

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

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

So, the example itself:

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

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

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

For example:

"Mississippi chocolate at leisure is very sweet!"

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

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

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

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

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

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

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

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

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 a 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 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.

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

The target audience

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

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

Outdoor advertising is a powerful weapon

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

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

Static advertising

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

Internet - assistant in product promotion

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

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

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

Guerrilla Marketing

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

Television and print advertising

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

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

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