What kind of advertising banners with the inscription. How to advertise your business? Examples of the best advertising texts and hidden advertising

A sales letter is a commercial text that contains information for potential consumers about your product or service. The purpose of such letters is to draw the attention of buyers to your products. Promotional emails are a great selling tool that allows you to get a large number of responses and increase orders. However, the question of how to write them leads to complete confusion. This will help examples of promotional letters that can be used as a template.

How to write a sales letter

Any organization engaged in commercial activities must pay due attention to the advertising of products or services. There are two types of promotional emails:

1. A document that contains information about the company itself.
2. Letters describing offered products and services.

Also, various bulletins, brochures with more detailed information about the goods are used in advertising. They do not apply to advertising letters and, as a rule, are issued at the request of the buyer, who already has primary information about the company and its products.

Rules for writing a company letter

1. Informativeness. The text should be concise, informative, essential. No need to offer buyers a detailed description of the company and its products. It is important to convey the most essential information that reflects the uniqueness of the company, the difference between its offer and all others.
2. brevity. Promotional letters should not exceed a page in length. Large advertising texts, most likely, will not be read.
3. Unobtrusiveness. Do not offer your products too intrusively, so as not to irritate the reader. The text should be unobtrusive and persuasive.
4. Accuracy. You should not exaggerate the merits of the company or individual products, post only information that has been proven in practice. Don't mislead potential customers.
5. Strictness and rationality in design. The letter must be written on a form with all the required details without excessive registration. It is better to use a letter font of at least 13 pt with one and a half line spacing. To understand the design features well help samples of advertising letters.

Writing order

If the main purpose of the letter is to draw attention to certain goods and services, then it should be formed as follows:

1. Appeal (for example: "Dear ladies and gentlemen!").
2. List of products with indication of the main advantages.
3. Additional terms.
4. Possible forms of cooperation (retail or wholesale purchase, offer of services, and so on).
5. Expression of the possibility of providing additional information about
6. Signature.

If the purpose of the letter is to introduce the company, it is structured as follows:

1. Contacting the recipient.
2. Brief information about your company.
3. The main activities of the company, its advantages, achievements, advantages in comparison with other companies.
4. Possible forms of cooperation.
5. Expression of the possibility of providing additional information about the company.
6. An expression of hope for a long and mutually beneficial cooperation.
7. Signature.

Just a few words about such an important prop as a signature. In practice, advertising letters are signed not only by company executives, but also by ordinary employees. However, in order to ensure a high level of trust and have a greater impact on a potential client or partner, it is better to sign the letter to the manager or one of his deputies.

Examples of advertising and information letters. Opening of a photo studio

Dear Sirs!

On st. Lenin (shopping center "Aladdin", 1st floor) a new photo studio "World of Photography" was opened.

Professional studio photographers offer you the following services:

• photographing weddings, other family holidays;
• studio photo shoots in the interior;
• production of photobooks, graduation albums;
• digital photo printing;
• restoration of old photos;
• production of artistic portraits.

In the studio you can buy:

• photo frames;
• photo albums;
• cameras, lenses and related accessories.

We are waiting for you in our photo studio!

Example of a sales letter with a company overview

Dear Colleagues!

Our company has been operating in the knitwear market for more than ten years. We offer knitwear from France, Belgium, Italy and Spain. The company for many years of cooperation has confirmed its status as a reliable partner, providing its customers with high quality products at affordable prices.

We are engaged in the transportation of these products to the CIS countries and provide insurance.

For the summer season of 2018, we have formed a new fashionable collection of knitwear in a wide price range.

If you are interested in our offer, we are ready to send you a detailed price list and answer all your questions.

We look forward to a long and fruitful cooperation.

Sincerely, director of the company (company name, surname, name, patronymic of the director and signature).

Sending promotional emails

An advertising letter may contain various information, but the structure of such a text, as a rule, corresponds to the one presented above. Next, the question always arises of how to establish a dialogue with a potential buyer. Distribution of promotional letters differs from other types of advertising in that it implies a response from the opposite side. This may be consent to the purchase of products, a request for additional information, a request for a meeting, and so on. The main thing is to get a response to your letters. If the addressee is silent, it means that the information indicated in the letter did not interest him. In this case, you can check whether the recipient received your letter, or after a while write a letter with a different content.

Drafting promotional letters

It is desirable to print the letter on high-quality paper in good polygraphy. It is even better to use a letterhead with a company logo for this. One of your main tasks is to establish the first eye contact with the addressee. In the first few seconds, the reader has time to get an impression of your company, choose the most important thing for themselves and either be interested in your offer or reject it. Then there is a closer acquaintance with the company, which, as a rule, only strengthens the first impression.

If you're planning to send promotional emails, you can choose a simple, non-distracting background in a neutral color for the design. Depending on the features of your proposal, illustrations can be inserted into the text that will attract the attention of the reader.

Rules for compiling the text of advertising letters

Identify the key benefits of your offer - they can be highlighted in the text in bold, headings. Arrange various items of goods or services in short paragraphs, in blocks of two or three lines. Note that a long paragraph will be read last. At the same time, the gaze moves spasmodically between the lines in search of the most interesting moments.

To activate the reader's attention to the text, more personal pronouns should be used. Thanks to this technique, the letter becomes more personal. It would be appropriate to address the addressee by name and patronymic, especially if you met him personally.

To encourage action in a letter, it is recommended to use verbs in the present tense. Compare two options: "Only this week you have the opportunity to use our services with a 15% discount" and "You can use our services with a 15% discount." The first option would be the most preferable.

Of course, the letter should be written in a clear and competent language. It should not be overloaded with professional terms and jargon. Try not to write monotonously, dilute the text with an original, non-standard word.

The imperative mood should not be abused.

Studies show that a short text with small paragraphs is always much better remembered. As a rule, a person is able to immediately remember a sentence of five words, only half of phrases with ten words are remembered. Therefore, text blocks should be optimally separated from the point of view of memorability of information.

Before preparing for work, study as many examples of promotional letters as possible, highlight the benefits for yourself as a consumer and try to use them in your text. A well-written sales letter will attract buyers to your company and open up new heights for you and other employees. Remember that it is not the director who pays the salary, but the consumers.

And there ... Unreadable abracadabra, mixing thousands of services in one poster, the absence of a specific proposal, faceless stamp words and other copywriting "frills".

It seems that small and medium-sized businesses have no idea how to compose text for outdoor advertising, and the design of modern posters leaves much to be desired.

They sculpt such a heap of words, illustrations and numbers on one square meter that not only in 3 seconds, but even in 3 minutes you can’t figure out what exactly the poster is selling.

And money is pouring...

The most annoying thing is that most often the owners of firms do not even think about what and how best to write on the poster. Or in general, they entrust this to the designers of the outdoor advertising manufacturer: “Listen, well, write something there ... Well, like “We are open!”.

Know, as they say, comments.

If you want every penny invested in outdoor advertising to be profitable, then remember these simple but golden rules for composing a text.

Remember and apply. Already today, otherwise the money is dripping.

No. 1. 3 second rule

No one will ever stop to read the secret lines of your advertising city-light. Especially the drivers.

You have only 3 (or even 2) seconds for everything about everything: to attract attention, to communicate the essence, to indicate contact details. The account is gone.

An example of a successful solution that is read in 3 seconds:

No. 2. 1 board = 1 thought

Did these boards work? No.

There should be one thought on one poster. Or a promotion, or a novelty, or a special quality.

"Open at night" - concise and understandable. In our case, there would still be a juicy hamburger, promotion announcements, descriptions of new products and hundreds of addresses.

No. 3. One board - 3-4 words

Therefore, tear off your favorite “special offer”, “buy from us”, “largest assortment” from your heart.

Be clear and specific.

If you can’t, it’s better to contact copywriters-specialists

Classics of the genre - 4 words and a block with a logo.

No. 4. Text occupies 30% of the area of ​​the entire media

If the text takes up a larger or smaller area, it will be difficult to read at a distance.

An example is the previous illustration.

No. 5. Large, very large

Logical continuation of the previous rule.

Ideally, the text should be located on 1/6 of the horizontal surface or 1/8 of the vertical.

In other words, 3-4 words accompanying the picture should be not just large, but very large.

No. 6. 1 board - 1 way of contact

Let it be one thing: either a phone number (which is quickly remembered), or a short website address.

Today, outdoor advertising often uses a QR code.

No. 7. Words - "hooks"

The words “hooks” have the most difficult task: to make a passing uncle raise his eyes and remember what is written on the poster.

Forget about patterns, familiar phrases, boring buzzwords. There should be something on your board that will not only be remembered, but also make you perform the desired target action.

If you can't think of anything, use 2 options:

1. peep these words in Denis Kaplunov's book "Copywriting of Mass Destruction"
2. seek help from professional copywriters.

“Win”, “dream”, “place a bet” – these are the very “cling” words that immediately hit the bull’s-eye of consumer perception.

No. 8. Text matches picture

The copywriter should always work closely with the designer.

After all, the text is a logical continuation of the visual image.

If the text and the picture are created on opposite sides of the barricades, and then suddenly intersect in one layout, then this may turn out:

Although here the copywriter and designer, most likely, misunderstood each other ...

No. 9. In corporate style

In pursuit of the wow effect, copywriters often forget about the corporate style and values ​​of the advertised company.

It's not without reason that we called these rules for drafting text for outdoor advertising golden. Use them and your billboards, city lights, posters and signs will finally bring you golden profit.

If you want to add something - you are welcome in the comments.

At first glance, writing a text for a banner is quite easy - it takes information about the site plus an invitation to visit it. And, in my opinion, that is why such banners have a rather low CTR. But you can’t be so superficial about Web design in general, and advertising in particular.

Often advertising agencies advise you to try several options for banners to find the maximum CTR. The approach, in general, is correct, only it painfully resembles a random search (however, if there is enough energy and funds, this path is also good).

But there must be a logical explanation why one banner with text is clicked on and the other is not. And I will try to justify my point of view.

Currently, the Internet contains a colossal number of sites (it's not for me to tell you this). Most often, users already have their own pages on various topics, and they are not very eager to change them. Sometimes this monogamy arises from the poor quality of other sites - poking around here and there, readers return to their preferences. And it is necessary to accept such a circumstance as a fact. And from this follows an interesting conclusion: in your banner advertising, you should not just give information and invite visitors (ie, use a passive strategy). You have to convince people to visit your page. Persuasion is not an invitation. On the other hand, there should not be any visible pressure either.

Watching online advertising, one can sometimes be surprised at how many banners work "for nothing" precisely because the advertiser takes a passive position. Spending money on the production of advertising, and buying a place on large sites, such advertisers catch in their "nets" only those who are currently looking for a site with a similar theme. But wait, what are the search engines? Well, okay, if they have plenty of money, let them do what they want.

We should be interested in the following: how to make a banner with text, high CTR, and, most importantly, scientifically based? What is the last one for? Yes, so that you don’t accidentally hit your finger in the sky, but you can, so to speak, repeat the experiment as much as you like.

So, we found out that visitors need to be convinced. Next, I will give the simplest (and easily organized) theory of persuasion. The theory is taken from the currently popular field of practical psychology, in particular NLP. The phrases on your banner are selected in the form of questions, with a suggested answer of "YES" (for example, "Do you want to be happy?"). Not difficult, but not easy either.

If you use this method of persuasion, try not to have any denial in your questions (i.e. the question "Would you like to ....?" will not bring the expected result). There should be three such selected questions. Further, almost any question, the visitor will answer in the affirmative. Why affirmatively? There is no exact theory on this question, but I think that, most likely, the consciousness gets tired of checking obvious things, and by inertia, a reaction that is so important for you and me arises.

It is best to make an animated banner and scatter the questions over the frames. Just pay attention to the switching time - try to give the reader enough time for a mental response.

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.

An interesting creative ad that combines a clear message and high-end design is the best way to influence the audience

What is sales text

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

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

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

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

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

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

Rules for submitting information

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

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

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

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

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

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

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

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

Examples of ineffective ad units

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

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

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

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

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

What tricks are used by marketers

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

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

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

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

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

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

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

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

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

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

Conclusion

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

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

In contact with

Before determining the place for delivering motivating information, you need to figure out how to make advertising sell more efficiently. Below we will talk about proven methods that allow entrepreneurs to get maximum results. I must say right away that I am not an advertising genius and did not come up with anything myself, these methods have long been invented and have already proven their efficiency!

What are advertisements for?

Advertising as such has been around for hundreds of years. Even in ancient times, people used advertising to attract potential customers, for example, sellers at fairs composed sonorous and funny rhymes to attract the attention of the buyer.

Advertising created for the purpose of demonstration should attract the attention of the client, accustom him to the appearance and sound of the brand, so that the buyer has an image of the desired product in his head. This is what the advertising campaigns of most major brands are focused on.

Motivating advertising is aimed at a direct response of the buyer. That is, after watching the video or reading the text, the recipient should have a desire to call and order a product or use a service, etc. It directly depends on the effectiveness of advertising, so do not neglect such a powerful development tool.

What is the difference between bad and good advertising text

At first glance, it seems that writing advertising texts is as easy as shelling pears. But in reality, not everything is so rosy. Take a look around: our world is filled with advertising. Wherever you look, you will find examples of advertising texts: on the street, in public transport, on social networks, etc. At the same time, some ads are striking with a juicy headline, while others you didn’t even pay attention to, not to mention the desire to buy something. This is the difference between a good advertising text and a bad and ineffective one.

Bad ads convey dry information about a product or service to you.

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

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

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

“Missed the juicy skewers of fresh meat? Wanted a real village milk, like a grandmother? 40 Years No Harvest Farm will deliver the highest quality products directly to your home! All you have to do is call 5-555-555!”

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

In any case, practice is needed and over time you will learn how to write the best advertising texts that will cause the buyer to immediately desire to purchase a product or use a service.

The structure of the selling text

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

Any selling text consists of simple elements:

• A slogan that can be both at the beginning and at the end of the text;
• Title (a capacious phrase that attracts attention);
• Main text (the main element of the text);
• Echo phrase (the final element of the text).

When writing any text, try to structure it, i.e. break into logical paragraphs, and if necessary, highlight subheadings. All this is necessary to facilitate reading. Agree, because no one is interested in reading huge, boring sentences, the length of a whole paragraph.

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

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

Imagine that all the information that you want to present in the text looks like a pyramid. You should give it out, starting from the base, that is, from the most important, gradually moving to the secondary.

Be sure to indicate the company's contacts in the ad, starting with the address and phone number, since they are the main ones (people do not always have the opportunity to use the Internet). It is advisable to leave all contacts and additional information: email, website address, directions by car and public transport, office hours.

In essence, there is nothing complicated in the structure. The main thing is to choose the right words, because, as you know, the word has tremendous power, and can both hurt and cure.

How to write an advertising text and make it selling

In order to answer the question of how to write sales texts, you need to understand why and for whom you are writing them. And for advertising texts to become really effective, you need to write them correctly. Of course, not everything will work out right away, but with a certain diligence and training, after a while you will be able to write worthy and effective texts. In the meantime, you can use the following algorithm:

Step 1: Decide where to publish the text

Where you are going to place your ad will depend on its size, style, presence or absence of images and videos. Tailor your text to your chosen ad space:

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

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

Step 2: Adjust to the target audience

Think about who your main customers will be. Of course, ideally, write such a text that after reading it, any person would immediately want to buy your product.

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

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

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

Step 3: Formulate the title

This stage can be the most difficult in writing advertising text, because an attention-grabbing headline is already half the battle. If the title of your promotional article is vague or uninteresting, the reader will simply pass by without being interested in the product.

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

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

And so that your shocking, cryptic headline does not look like a lie, it is immediately followed by a sentence-bundle with the main text, which will contain the whole essence of your product or company. This bundle is needed to keep the attention of the buyer, so that he wants to read the text to the end.

Step 4: Make the customer want to buy the product

Here you will need to manipulate the consumer, making him want to buy your product. Make a person think that he will be much better off by getting your product or using your service.

And here, again, you can play on human emotions. Feelings of nostalgia for childhood (“… pancakes like a granny’s…”) or concern for the health of the client (“… it’s easy to quit smoking with our help…”), etc. will serve as excellent tools.

Step 5: Formulate small sentences and capacious phrases

This is how the quality of an advertising article is determined. By framing small, easy-to-understand sentences, arranging them into small paragraphs and paragraphs, you create effective, easy-to-read text. Try to avoid cumbersome compound sentences. After all, if the client loses interest at the very beginning of the message, then the effect of such a text will be zero.

Step 6: Focus on Benefits, Not Comparisons

Many copywriters make a similar mistake: in their advertising texts, they compare a product or service with a similar product of a competitor. It's not exactly efficient. It will be much more useful to talk about the direct benefit that the client acquires by ordering the goods from you.

Step 7: Use feedback from other customers about your products or services

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

Step 8: Attract Attention With Small Time-limited Bonuses

"Free" bonuses are an integral part of any advertising that has a powerful psychological impact on the consumer. We are all very pleased to receive gifts and bonuses.

Therefore, if your product costs more than 1000 rubles, try to accompany it with free bonuses or small gifts. But only these bonuses should be limited in time. The word "now" has an effect similar to that of a sale, and encourages the customer to purchase a product or service.

As a bonus, you can use something that is not too expensive for you, but useful for the client.

Step 9: Simplified Ordering Procedure

The sequence of actions should be extremely simple and clear: "Make a call right now ..." or "Fill out a simple order form ...". For a quick order, everything should be as clear and easy as possible.

Models for compiling advertising text

ODP model

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

If the text of your ad is limited and you can't write out the whole offer, then this model will be an effective alternative. This model is ideal for contextual advertising, on bulletin boards, flyers, business cards and so on.

It stands for: restriction / call to action / offer.

offer or offer- this is a kind of profitable offer that is made to the client. Ideally, it should stand out from competitors' ads, for example, in terms of product features, customer benefits, and unique selling proposition.

Ad example: “Product with a 53% discount”; "3 for the price of 2" and so on.

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

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

Here are some working examples: “first lesson is free”; "installation is free" and so on.

Deadline or restriction on the purchase of an offer. If its goal is to attract attention, then the restriction motivates the client to buy right now. In other words, its goal is to make sure that a person does not postpone the purchase "for later", but purchases a product, uses the service right now.

The time limit of 2-3 days works very well.

Example: chairs for 99 rubles, only 2 days!

On the Internet, it is much easier to change dates. For offline advertising, this is a bit more complicated, so promotions are often extended to several weeks.

Call to action is an explanation to the client what he needs to do right now to get the result he needs (to buy your product).

Example: buy and get a discount!

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

By ordering "come here", "do this", and you will see that people willingly obey, because they do not need to fill their heads with a bunch of secondary things. They will gladly shift the responsibility of making the decision to you.

Advertising is exactly the case when the client absolutely does not care. He needs a solution to some problem, and you must provide it, explain what needs to be done to get it. Make it easy for your customers, tell them how easy it will be to cooperate with you.

AIDA Model

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

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

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

In the first paragraph, you motivate to continue reading the text, revealing some secrets, creating a kind of “trailer” to the text. So do many media.

Interest - interest. You need to generate an interest in your product in a potential client. Write well the prospects for using your product and the negative consequences if he tries to do without it.

Be sure to describe the benefits of buying your products in this part of the text. It is known that people do not shop for a drill, they need even holes. Describe the possibilities and prospects of the client if he will make holes in the wall with your drills!

Deadline - deadline. We have already noted that this is a limitation. You artificially create a lack of supply, a buying rush for your products. Most often this is a time limit or a quantity of goods.

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

Action - action. What does a person need to do to buy your product right now or get the result in the same minute?

It's great if you give customers a choice.

According to this model, your actions should follow the following sequence:

1. drawing attention to your product;
2. arousing interest, desire to buy your product;
3. setting restrictions at the peak of desire so that a person wants to make a purchase now;
4. explaining to the potential customer what he needs to do to get the product right now.

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

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

CEVD model

It involves the impact on the emotional component of a potential client. This model will work both on paper and verbally.

According to this model, you will need to sell to the right side of the potential buyer's brain. Such advertising is good because emotions are determined by the right hemisphere of the brain, which you will influence.

Let's decipher the abbreviation TsEVD.

The goal is a preparatory stage. You choose what goal you are pursuing, what you will describe to a potential client, formulate the final result to which you are trying to lead the client. Formulate a clear goal for yourself, what you want, what result you want to achieve, what the client should do, etc.

Emotions are preparation. You must determine the emotion that will sell the product. Emotionally describe all the benefits that the client will receive, be sure to tell about the process of manufacturing and using the product.

It must be understood that the number of basic emotions is extremely limited. Focus on fear, love, superiority, power, greed, pride.

After setting a goal, establishing the desired emotion and describing your benefits, you can move on to the next, practical, stage.

Visualization. At this stage, you need to draw a certain picture that will evoke the required emotion and at its peak you will only have to complete the transaction.

In the picture you create, the world of a potential client should be comfortable, warm from your offer (goods, services). Convince the person that he will get all the benefits that the product provides.

The next paragraph will be final. It's about action. At the peak of emotions, you give a person specific instructions, that is, his strategy for acquiring a product right now.

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

The sequence of your actions when using this model:

1. goal setting (headline and first paragraph setting the goal);
2. determination of the desired emotion (the key emotion is described);
3. visualization (describes the benefits of the product);
4. action (describes the actions of the client to purchase a product or service).

Model PPHS

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

Consider the features of using this model.

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

"Pain More" or more "pain". You amplify the problem, that is, you tell what will happen if this problem is not eliminated right now.

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

"Solve" or solution. Now you must sell the solution to the problem, specifically describe the benefits, pluses of the offer, as well as how to acquire it.

So do many sites selling something for weight loss.

Writing sales messages is an exciting, creative process that can be improved endlessly. Creating a special reality, working with emotions and associations, motivation - all these are just some of the features of the advertising text that a skilled author uses to achieve a certain result.

Use only reliable information. Using unverified or deliberately false information, you risk getting into an unpleasant situation, so check your texts carefully every time.

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

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

Decorate texts with adjectives and adverbs. There is a fairly widespread opinion that when choosing a product, the consumer is guided only by logic. This is wrong. People are very emotional creatures. Emotions influence our behavior and actions. And the success or failure of an advertising campaign will depend on what emotions a person experiences while reading your advertising text.

To begin with, you can create a rational core of the text, and then breathe into it emotions and colorful descriptions of the buyer's life with your beautiful product. Try to use bright emotions to attract the attention of the buyer and make him buy your product. Use living language, not just dry presentation of information.

An indispensable guarantee of product quality. Any customer who has doubts about the purchase will become much more confident if he has at least a hypothetical possibility of returning the goods. By guaranteeing the quality of your product, you dispel the fears and doubts of your client, thereby gaining his trust.

Conclusion

• The advertising text should be bright, clear, bold, filled with emotions and attractive to the consumer;
• It should not contain unnecessary information and, moreover, lies;
• It should have clear goals (motivation to buy a product, use a service, watch a movie, etc.);
• The text should be as informative as possible, as well as beautiful and understandable for the target audience.

You can find examples of selling texts anywhere - just open several online shopping sites, or better. What texts caught your attention and why? What is special about them? What did you like and what not? By answering the questions and reading this article, you will get a little closer to answering the question of how to write advertising texts that will help in.

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

Ask your questions in the comments, share your ideas and let's discuss! And most importantly, provide your services with high quality and sell only the necessary and high-quality goods, then it will be much easier to sell.