How to write a promotional article for a product. The best examples of product advertising

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 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 media are one of the best marketing tools, thanks to the ability to select 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:

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.
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.
The advertising text should be meaningful, concise and take into account the interests of the end user.
Many advertisers use various historical facts and accurate data in ad units in order to attract interest. potential client.
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 placed on thematic forums or on social networks. Such announcements are often published in printed publications and placed on advertising links. Increase performance this tool marketing can be done through mailing 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 interests target group. It is important to note that in order to attract interest potential buyers only the main quality of the offered products or services 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 famous brand allows you to arouse the interest of 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 ads 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 be successful in 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. The selection criteria include 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 "Perfect 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, go to the classical scheme marketing promotion, which was named 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. Usually, this method used to inform the target audience about the impending sale at a "low" price.

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.”
"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.
"This you have not seen before! fashion clothes from a renowned 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

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.

Strategy 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.

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

Aldous Huxley (British writer)

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

This will be fundamental knowledge:

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

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

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

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

An example of advertising text from novice copywriters

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

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

What's wrong with this ad:

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

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

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

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

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

Who do we write advertising text for?

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

Women and children are more likely to make emotional choices.

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

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

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

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

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

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

What are we advertising?

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

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

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

Positioning - WHAT we sell and to whom.

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

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

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

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

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

What information should be collected about the subject of advertising:

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

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

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

Where will we advertise it?

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

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

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

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

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

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

Morris Hite (20th century copywriter)

We write advertising text

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

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

Level 1 cues: image, image caption, and title

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

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

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

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

Second level signals: subtitle, main ad copy and offer

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

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

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

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

From Joseph Sugarman's book The Art of Marketing Messages

Level 3 Signals: Social Proof and Call to Action

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

A well-written text of an advertisement with the obligatory inclusion of psychological elements in it makes it possible to present information about the product, service, and planned promotions to potential consumers in an accessible way. Most profitable offer for buyers about discounts, gifts for completed purchases, festive events accompanied by prizes, will not be effective and will not attract the expected number of customers without organizing their information.

How to attract buyers

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

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

Features of the advertising text

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

Algorithm for submitting information

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

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

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

Read also: Kono pizza: what is it, pitfalls, reviews

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

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

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

When advertising is ineffective

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

Definition of the target audience

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

Advertising gimmicks

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

In contact with

Classmates

Modern advertising texts that appear on the Internet and various print media are rarely effective for the most part. The thing is that their only goal is to sell a product or service at any cost. They do not increase sales, and their authors do not earn much money. This article is about how to write information to make it profitable and outperform your competitors.

What you need to do before writing an advertising text

It doesn't take much effort to do this. Those who think that it is difficult are mistaken. Prospectuses for the sale of goods are written by themselves. It is only necessary that the copywriter, before sitting down to write an article, does a little research. He needs to devote some time to studying the material.

It's much easier to write about what you know. By taking the time to research your subject matter, you can create an ad on any topic with little effort. An entrepreneur who has opened his own business knows its structure and features better than anyone. Therefore, he will be able to write about it more interesting than a professional copywriter. The product will be sold much more efficiently due to the fact that the author is well versed in products and audiences.

And some of those who professionally write advertising texts are proud of the fact that they know and can do everything. They do not consider it necessary to study material that will subsequently serve as a tool for selling something. Without knowing all the features and benefits of this product, it is impossible to talk about it in such a way as to interest buyers. Such statements will not be able to increase sales, that is, fulfill their main task. They will carry unnecessary or generalized information, even if the very structure of their construction will be carried out according to all the rules of competent copywriting.

The answers to the following questions will form an effective base, on the basis of which you can most likely write a text that brings high profits.

First decide on the task. The purpose of writing is to reach the client or to carry out a direct commercial activities? Decide for yourself which methods will be used for the sale: direct or two-step.

2. What is the main goal you are trying to achieve?

When writing, think about the result you want to achieve. Will it be a one-time action or a long-term sale?

3. Does the company have "chips" or products that could inspire customer confidence?

When you write an advertising text, you can include information about various regalia or awards of the company. A very important factor in building customer confidence is demonstrating the benefits they will get by using your product.

Do not overdo it when providing this information. Do not litter it with unnecessary information. Make a selection of only those arguments that really prove the benefits of purchasing goods from your company, distinguish them from competitors and work for the main goal - increasing sales. Think about the buyer, not self-promotion. Use only facts.

4. For what service or product will the advertising text be written?

You need to clearly convey the idea of what product you are selling. Often there are articles where a large share is given to the story about the company itself, about the time of its foundation, about employees and many other facts. But information about the product, that is, about the most important thing, is lost among everything else.

There is another extreme - to offer too many products at once. The reader simply does not understand what kind of product in question, and will be lost among the information. It is best to sell a single product. Then the buyer will understand exactly what is required of him, and your sales will increase.

5. What are the features of your product?

Thinking through the structure of the text, it is worth taking a small place in it to describe the product that you are selling. Specify its characteristics: dimensions, possible colors, models, packaging options, tell if it is difficult to use, how long it can last. All this should enhance the merits of your particular product.

6. What are the significant facts and figures associated with this product?

In order to avoid unfoundedness, give convincing arguments and figures. If your product was examined by the Chamber of Commerce and Industry, as a result of which diagrams and graphs were drawn up, then write about this too to present the product in a favorable light. You can also provide statistics and distinctive features that will make your products stand out from competitors in the market.

7. What benefits will customers get from using your product or service?

There are two distinct concepts: fact/property and advantage. The latter follows directly from the properties.

A fact/property is what your product can do.

An advantage is a benefit to you that comes from what the product can do, i.e. its features.

To determine the advantages of a product, you need to make a list of all its facts / properties and write opposite each item how it can be beneficial for the buyer.

For example, we will give some facts/properties and the beneficial qualities arising from them.

Fact/property: The new model of the vacuum cleaner consumes less energy.

Advantage: You pay less for electricity.

Fact/property: They can dust and mop floors.

Advantage: The product combines several useful functions, which saves time on cleaning.

Fact/property: Made from high quality material.

Advantage: A vacuum cleaner is a reliable household helper. Will serve long and qualitatively.

The main driving force of the selling text is just successful qualities product. They attract customers, and therefore it is necessary to conduct an in-depth study to identify them. It is extremely important to take the time to study this fundamental question. Make a list of the advantages of the product that he can provide to the client, and write about them.

8. How is your company or product superior to the competition?

There is such a term - the advantage needed to sell (RNE). This is the marketing value that distinguishes your product from the competition. And this is an important aspect that should not be missed and worth writing about.

PNP can be determined by answering basic questions. Why should a customer buy your product? Why does he stand out so much? What makes you more attractive to your customers? What does your product offer to the customer? Establishing a PNP is very important. It can refer both to the company itself, and to the product or service of your company. The main thing is to use the difference from competitors.

EOR criteria can be: use of better materials, reliable warranty, service for more high level, favorable price, a variety of offers for promotions and discounts, exclusivity, higher status.

PUP serves to actively position your company in the market. It just needs to be clearly defined. PNP - also main character your promotional article.

It can't be that the company doesn't have a PUP, you just don't notice it. Your product undoubtedly has a number of advantages that distinguish it from competitors. You just need to think, find them and write about it. Surely, you use them in your work, just not paying attention to it.

Eat great way determine the features of your product. Pick a few of your best clients and ask them why they enjoy working with your company. Why do they not go to competitors, what reasons do they have for this. After analyzing the answers, you will understand why your company attracts and retains customers. Surely, they will name some advantages for you. It will be the same benefits derived from your product. This will become your PNP.

If your clients can name several advantages, it is advisable to ask them to prioritize. This will help in the future to focus on the most important plus.

Here are some examples of how to correctly write about PUP.

A copywriter can sell their services using the following statement: "Ad copy that is guaranteed to increase your sales."

Or a pizza announcement: “Fresh hot pizza delivered in 30 minutes. Guaranteed! Domino's Pizza.

In these examples, the PNP is formulated correctly. Information is delivered concisely, clearly and without unnecessary "water".

9. What is important to your client?

Determine your customer's benefits. Put yourself in his place. What is more important to him: quality, price, guarantee, delivery? You need to write about it.

10. Describe the buyer you want to attract.

Keep imagining your ideal customer. What is he? Where does he live? What does he do? What does he love? How much does he earn? The more clearly you describe him, the easier it will be for you to understand his needs.

The next question is why is he your ideal client? Because thanks to your products you can help him. His life will become more comfortable. And he can pay for it.

In the publication, address directly to the person you introduced yourself. And he will no doubt answer your call.

11. What kind of guarantee do you give?

12. What is the level of service and support?

13. What is the average price of a product or service?

Establishment average price matters in order to determine who your ideal customer is. You need to consider whether your customers will be able to pay for the product the amount you set.

It is also important to understand that the cost of your products within the same market should not vary greatly. When a new product is released, it cannot cost several times more than other products. You need to focus on the average price.

14. Is there anything else you could use to enhance your sales copy?

We can advise something else to create an effective publication. The samples below will greatly help you in your research:

initiative-commercial letters;
samples of advertisements in magazines and newspapers;
promotional texts for websites;
selling Internet mailing list;
scripts for radio and television;
brochures;
directories;
a set of announcement cards;
press kits;
scenarios for telemarketing;
materials for the training of trade workers;
old editions of brochures or online publications;
thematic ads;
marketing plans;
important research results and statistics;
main articles about the client or his company;
promotion of competitors and related statements;
written testimonials from satisfied customers;
complaints from dissatisfied consumers.

The structure of the advertising text

If you are writing for a website or a printed publication, use the structural elements of the statement correctly: heading, subheading, body text, captions and comments, sonorous slogan (slogan).

header- this is what the story begins with, and this is the first thing the reader pays attention to. If it attracts attention, the client will continue reading. Therefore, the title should be clear, concise and have an emotional impact. It contains the basic information that will be presented below. News style is best for writing headlines. It contains a powerful message to buyers.

Subtitle reinforces the idea of the name, further strengthening it. It is a bridge to the main material.

Main text reveals the essence of the title.

It consists of an introduction, main body and conclusion. Introduction serves to bring the reader up to date. Perhaps the buyer is not familiar with your product or with a particular issue. For products such as medicines or financial consulting services, it is necessary to disclose the essence of the problem in the introduction, which is the main topic of the article.

If you are writing information only to advertise a company, then in the introduction it is better to go straight to the point: briefly talk about the organization, its place in the market, the time of existence and the difference from the rest.

IN main part you can already write about the most important thing - about what you offer. There is boundless scope for announcing a product or service. But remember that people are more interested not in the product itself, but in the benefits that they will receive by making this purchase. If you can convince them that they really need your product, then this will lead to an increase in sales. It is best to use real-life examples of why the consumer should make this purchase as a rationale argument.

IN imprisonment draw conclusions from the above description.

Final phrase - slogan – necessary thing in active sales. In order for your reader to understand what is specifically required of him, at the end you need to clearly and clearly give him instructions for action. For example: “Call us and we will tell you more”, “Buy now and get bonuses”, “Sign up for the newsletter to be aware of new products” and the like.

Coming up with a slogan is not as easy as it might seem. There are certain rules, following which you will achieve the desired effect. The slogan should be short, concise, catchy. It is necessary to strive to ensure that it does not stand out from the general style of narration and contains an original play on words.

If people may not notice all the advertising, then the slogan must be striking, and then there is a high probability that all your material will be read. Call to action is the most powerful message of any sales proposal.

How to write an advertising text: step by step instructions

Step 1. We decide where the future material will be placed.

The starting point when writing any article is to understand where it will be published: on the website or in printed edition? Are there any differences? Depending on whether it will be placed in a newspaper or on the Internet, the style and presentation of the material changes. The perception of people who read the press is different from those who seek information in World Wide Web. Newspapers and magazines make it possible to publish a larger module than, for example, social networks, where no one reads voluminous information.

It is important to decide on the size of the ad, how many characters are allowed, and whether images and videos can be used. The law of perception of any PR text says that brevity and conciseness will lead to success. It is categorically impossible here to pour “water” and spread the thought along the tree. People are not used to spending a lot of time reading a large number words, so your statement will simply be ignored.

Step 2. We analyze other people's bad materials.

Learn from the mistakes of others. Spend your time usefully, sorting out the errors in the ads of other companies. It will be useful to understand why they do not work in order to avoid the same fate in the future. Distinguishing bad material is very simple: it is not something that attracts attention, but, on the contrary, repels. Answer the question why you do not like it: the content is not clear, there is a lot of superfluous, it is not interesting to read?

The next thing that would be good to do to gain experience is to write this text differently, correcting all the mistakes and shortcomings found. Turn it into an effective advertisement.

With good material, you can work in a similar way. Learn to analyze and memorize the most effective solutions.

Step 3: Tailor the story to your audience.

It is difficult to sell goods to everyone in a row. All people are different, and it is unlikely that everyone needs your products. Determine who exactly needs it. Focus on them and ignore the rest. How to write specifically for your audience in order to complete the task and increase sales? Target those who are interested in the product more than others, appeal to them using language and concepts that they understand. Be on the same wavelength with them, and they will believe you.

For example, the company helps in organizing trips to different countries. So, the ideal customers are tourists. People sitting at home will not accept your ideas. Reach out to those who like to visit other countries. Prove that this is also the main thing for you in life, you have already traveled the entire globe and you know how best to do this. Your text should be filled with the spirit of adventurism and read like an exciting adventure novel. Then the potential audience will understand that you share the same values with them and you can be trusted.

Step 4. Come up with an attention-grabbing headline.

The title is the most important component of an article. It will either attract readers, and they will read your story and buy a product, or they will not pay attention. Even when you have written great copy, the buyer may ignore it just because he was not hooked by the headline. No one will trust a company that can't pay for a professional copywriter. Everyone will think that the organization also saved on the production of its products, although this may not be the case at all.

The modern world is so diverse that every second something happens around, it becomes more and more difficult for a person to focus on one thing. If your headline is not bright, biting, maybe even provocative, then no one will read the article.

The headline should shoot accurately, calling people into your world. Interest them, shock them, appeal to emotional experiences. Do whatever it takes to get attention.

"Know thyself" - this can not fail to interest.

"The last opportunity to meet" - intrigue.

"Puppies enjoy life" - causes an emotional experience.

Asking the reader a question is a good way to get attention. Only the task should be original and attractive. Do not write: "Who wants to win the trip of their dreams?". Such stories have long lost the trust of buyers. Be more sensitive to the needs of customers, hook them to the quick, and then they will buy what they need from you.

You have already drawn the attention of readers to your article. Now you need to keep it and increase interest. If the title can be original and creative, then the transition is needed to clarify what you are offering. Focus on the benefits that the buyer will receive with your product.

The bridge text is the same size as the title. It should be concise so as not to lose the consumer already at this stage. After all the main task is to read the entire article.

You need to write in such a way as to arouse in the buyer a keen desire to buy your product. Here you can appeal to the feelings and emotional attachments of a person. Emphasize that the advertised product will satisfy all the needs of the buyer. If your product will help improve people's lives and bring them benefits, then you need to convince them of this. All means are good. You can appeal to feelings. Generate nostalgia by mentioning that your product will make them remember their childhood. Play on fears and concerns about health by talking about how your product helps to prolong life. And be sure to write the name of the company and product so that people have a stable image associated with you in their heads.

Step 6. We write the text and try to make it natural.

How to compose a statement so that it looks at ease? After all, sincerity and naturalness inspire more confidence. Address buyers directly as if they were your acquaintances. A simple way of speaking attracts the attention of ordinary people who will become your best customers. The main thing here is to observe the measure. Don't be too formal as this increases the distance between your product and the customer. And not be very friendly, because it causes dislike and a feeling that an unnecessary thing is being imposed.

Wherever your text is placed, it should not take more than 30 seconds to read. People are not willing to spend more time on you. The article should talk about the product very quickly and clearly. Strive to evoke more powerful emotions with fewer words.

People skim through the pages of newspapers or websites on the Internet. There they are daily faced with all kinds of advertising. In order for them to stop their eyes on your ad, it must be bright, catchy from the first word and of small volume. After seeing many paragraphs, not a single person will begin to read what is written there.

It is also difficult for people to perceive long sentences, general phrases, complex phrases. Your essay, in order to be noticed, must contain short and specific sentences, perhaps even unfinished ones, if this does not violate the essence of the presentation.

IN modern world, where there are so many charlatans, people will not trust anyone without recommendations and verification. The best way building trust is writing that others are already using your product and getting good results.

Find a place where you could insert one or two testimonials from grateful customers. It will turn out that some buyers recommend others to buy your products. Today, no one makes a random purchase. He needs proof. And the reviews of your regular customers are the best confirmation of what you write about.

Feedback and advice on the use of your product may come from trusted professional experts. For example, from doctors, coaches, chefs or even TV stars. Don't forget to write about it.

Step 8. Use visual aids wisely.

An article with a video and pictures attached will help enhance the effect. Visual media have a powerful influence on people's minds. In this case, the structure of the text must be well thought out so that the image appears in the right place. It can take on some of the functionality of the story about the product. Instead of describing in words, include a picture or video that visually presents the arguments. And then write about it is no longer worth it.

Visual information must be properly arranged. The image of your product must be selected in such a way as to hook the reader on an emotional level and stimulate him to buy.

Step 9. We tell you how to purchase a product.

At the end of the story, you need to write about what the reader needs to do next. Give him precise instructions on how to buy your product.

The buyer does not want to waste time figuring out the terms of the purchase, so you need to help him with this - write clear and simple instructions on what to do, and he will follow you.

The final call may be: “Call us and we will tell you everything”, “Order a call back”, “Subscribe to the newsletter”.

At the end, immediately indicate the phone number or give a link to your website so that buyers know how to contact you, and not look for your contacts themselves.

Step 10. We read the text aloud and record ourselves on the recorder.

Writing information is not everything. Choose any person and read aloud to him. Or let him read it himself. Listen to it and imagine yourself in the place of the buyer. Would you buy this item yourself? Interested in what is written there? How natural does it sound and are there any repulsive moments?

Hearing checks are a good tactic to identify flaws that affect perception, and therefore increase sales.

Step 11. Testing our text.

After writing an ad, start testing it in different publications and see how people react to it. Communicate with your customers, ask how they heard about you. If they answer that it is thanks to your article, then everything is fine, and you have reached their consciousness.

If your publication does not increase sales, you need to continue working on the text, write another option. Use different versions of the material until you are sure that people began to buy your product more often.

How to write an advertising text: illustrative examples

Consider some selling samples.

1) Information for the banner.

2) Promotion for the site.

3) Statements for the leaflet.

50 examples of headings and intros for advertising text

Three little-known secrets: how to bring out your natural beauty.
How would you like to spend the extra $6,000 starting tomorrow? / A few secrets: how to save $6,000 and start spending it tomorrow.
A good reason not to pay, saving 10% profit!
How to remove stains from carpet in 10 minutes.
Finally, people and pets have found the best pest control!
Stick this to your checkbook and your debts will disappear!
The cops say yes to our donuts! Tell me too!
Trucker's favorite fuel!
The best way to reach your fitness goals I know!
Yes! Now you will have a healthy body, even if you do not like physical education!
Super Alarm! A deafening sound that scares intruders to death!
After 20 years, they finally discovered the secret to reducing insurance premiums!
A new - "chocolate" - diet is open!
Whatoo? Support your family for only 54 rubles a day? There is an opportunity to change that!
Now you can skip all the presentations and still get a bunch of flyers from the best manufacturer!
Sit down, have a cup of coffee and find out how you can benefit from your savings.
Are service issues your headache? (aspirin included).
You can use the former as a cheap substitute for the latter, but can you trust it?
Your computer may be protected from viruses, but do you know what it's deadly allergic to?
Are you tired of living paycheck to paycheck?
To treat yourself to a trip to Maui, just stay at home!
I will write your sales letters for you. your letters of complaint. Not even your letters to the congressman. And you will get the result you want from it!
Make your life much easier!
What is that little box on the wall? It's such a simple payment system that you don't have to do almost anything!
When people are driving at 280 km per hour, impress them with fresh paint on the house, which is now much more beautiful than before!
Why take your clothes to the dry cleaners when the cleaners can come to you?
Are your attempts to lose weight not working? Do you constantly take a step back and get depressed because of it? Are you losing weight in the right places? Make a grand breakthrough with your personal trainer!
We give away thousands of rubles a day!
You're right: the surest way to double your money is to fold it in half and put it in your pocket. But investing in investment property can be a second, no less reliable way.
Is dieting just another way to improve your appetite for you? We may have found a solution for you!
Solve all your money problems. Free book.
Learn to type in six short hours! Learn the basics in two easy sessions!
"Bad" People: 10 Ways to Avoid the People Who Darken Your Life.
For the bride and groom: soon you will be immersed in magical music together at your June wedding. Can we provide accompaniment?
You'll overpay for your next car if you don't pay attention to this used car dealer's book!
Lose Five Pounds Eating Strawberry Cake!
Not horoscopes. Not fashion tricks. Not perfume stocks. Only smart, clear financial advice.
Three o'clock at night. And you don't know what to do. Get started in parenting with a two-hour consultation at your home. After that, your business will go much easier.
Is your home burglar-proof? Take this quiz to find out.
Let's assume this happened to your car. Reduce your auto insurance costs by 21%!
How to lose weight on a full stomach.
Spend one day learning to read what's in people's minds!
I stopped social work to rid the world of filth. let the ex social worker use his unique skills and responsible staff to keep your home or office clean!
Do you know the ultimate way to shorten the bidding time in one phone call?
ATMs are like magnets for criminals. But you can stay safe if you follow a few expert tips.
How will you look after cosmetic surgery? Get the answer to this question by looking at free video about the people who have already visited us.
Turn every ruble of debt into 11 rubles of profit? It's real! Attend this seminar, after which you will understand how to become completely debt-free in five years!
Call two doctors who honestly care about your feet.
Have you honestly tried to quit smoking but just couldn't? Don't worry, you are not alone! This is the first time in 30 years that I have realized that I can actually quit smoking. This program is excellent! (Vladimir L., ex-smoker).
Was there a premonition that trade would go uphill? You were right!

5 valuable tips on how to write an advertising text and reach your target audience

Tip 1. Use in accordance with the written image and video - parts of your strategy that should work for the overall idea. Remember the psychology of influence. Women are affected by photos of children, animals, beautiful models. Men are attracted to cars, weapons, sports. Whatever you post, a picture always has more impact than text alone. Creating a prospectus and adding images to it means attracting potential buyers.

Tip 2. To describe facts without evidence is to alienate the audience. In no case should you describe your product as the most beautiful, the most reliable, the best. You do not provide a guarantee that you have researched the entire market and found that your product is the best among all the others. People will not believe you and will consider you a liar and a braggart trying to sell them low-quality products.

Tip 3. To write about a client's pressing problem is to put pressure on his callus. Tell the reader about what hurts him, describe what he is sorely lacking, and he will buy your product in an attempt to "cure". He may not like that you described his problem. But you offer him a means of getting rid of it and wish him the very best. By encouraging him to buy, you are helping him and yourself.

Tip 4. How to write a text that will increase sales? This can be done through the use of the pronouns "I", "you", "they". You create a reality for people who enjoy your products. Then those buyers who read your text will identify themselves with those whom you write about and want to join their number. They will see that it is real, that people like themselves live this way, which means they will succeed too. They will believe that by buying your product, their life will improve.

Game tools are of the following types.

1) Spelling errors made on purpose. This is done to achieve two main points:

the introduction of a connotation (a statement for the promotion of a dental clinic: “Take care of your teeth with deshtva!”);
phonetic or graphic harmony in sentences ("Knorr - tasty and correct!").

2) Creating a paradox.

To write a text that uses a combination of incongruous means to create a game effect. This contributes to a better memorization of information, because non-standard phrases attract more attention.

How can contradiction be created?

1. Assign properties and actions that are uncharacteristic for it to an object. Here are some of the goals of such a language game:

personification;
decrease in the degree of animation of the object;
expanding the sphere of control of the addressee;
increase in the range of sensations of the recipient;
creating an impression of a non-standard product.

2. Manipulations with evaluation scales:

creation of a paradoxical hyperbole;
rearrangement of the vernier point.

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

"neighbors" - based on consonant words;
"mask" - is based on the effect when the normal becomes absurd, and the unusual is perceived in the order of things;
"family" is used in several senses.

The use of style contrast when writing ads is quite common. Here are the possible types of stylistic cacophony:

discrepancy between real and expected objective modality;
the contradiction of the present and possible communicative role of the speaker;
the discrepancy between the actual and desired communicative function of the utterance;
genre conflict.

Who will help write an advertising text that will definitely reach the consumer

Writing material that will become an effective means of promoting the company is not all that can be done when developing marketing strategies. An important direction is occupied by the design of advertising modules that are used for publication in the press, as well as for the manufacture of leaflets, posters or other types of printing.

For the article to be effective, it is necessary to take into account such factors when developing the layout of graphic advertising, such as:

information content;
drawing attention to the company;
location and number of characters.

Printing house "SlovoDelo" provides services for the development of design and production of advertising modules of any type and size. The layout is created by specialists, taking into account the corporate style and social and age features target audience of your company. The printing house develops various solutions for any type of marketing promotion. Depending on the specifics of your company's work, our masters will create the best module with well-chosen fonts and images.

In addition, the SlovoDelo printing house accepts orders for the development corporate identity enterprises and for all types of advertising and printing services. To contact a specialist, please call: 8 495 207-75-77 or leave a request on the site.

In contact with