Well-written text advertisement with the obligatory inclusion of psychological elements in it, it allows you to provide potential consumers with information about the product, service, as well as planned promotions. The most advantageous offers for customers about discounts, gifts for purchases, holiday 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 business activity.

Timely drawing attention to planned marketing activities will increase the effectiveness of their implementation among numerous potential clients. Advanced entrepreneurs take advantage of the modern capabilities of specialized Internet platforms. They allow you to quickly, and in some cases free, place actual news in specialized services and in in social networks. All resources provide the opportunity to select target audiences based on interests. If you already know your target audience, you can order printing of your brand or slogan on clothing from FairPrint, which will undoubtedly be effective in attracting attention to your product or activity.

Features of advertising text

1. The headline should reflect the essence of the trade proposal, as well as the benefits of cooperation. There must be an element of intrigue.
2. The text part should take into account all channels of human perception and detail the advantages of the proposal.
3. Text advertising must take into account the interests of the target audience for which it is intended.
4. The use of specific facts and precise information expressed in numerical terms is encouraged.
5. The product should be concise and not intrusive.

Algorithm for presenting information

Customers' interest in a product 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 clearly formulated rules for the promotion and price parameters of the product. And the offer to purchase is always veiled and expressed in the form of a motivating offer.

The advertising text for any product can be published on social networks, on specialized platforms, on your own website, in newspapers and magazines. Placing it on billboards is effective. Distribution to the mailing addresses of regular customers and, through patronage, their acquaintances is effective.

Read also: Seasonal business: ideas for summer and winter

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

The marketing model must be chosen, focusing on the advertised product and target audience that he might 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 consequence, actions. The technique of identifying with a well-known brand has a good effect.

By adding a unique style to your advertising, you can give your entrepreneurial idea an exclusive image, which 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-written text structure will allow you to 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 reflect truthful information. It is unacceptable to embellish events, or additional services, which are not relevant for the advertised product. There is no need to intrusively attract the buyer; this always creates the impression of lack of demand in the market for similar goods or services. You need to be able to masterfully present up-to-date information. If this rule is violated, all marketing and advertising efforts to promote your product are doomed to failure.

Determining the target audience

IN advertising activities 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 it belongs potential client to a certain social status, age, gender, place of residence.

Advertising stunts

Advertising is necessary so that a business entity can stand out among thousands of similar companies with their own offers. To do this, it is not enough to simply tell your potential consumers about the availability of a quality product 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 advertise correctly. This will ensure maximum results from its publication. Promotion methods such as unique trade offer and the classic sales model, in which the buyer is accompanied at all stages of the purchase.

How to make successful advertising: let's look into the past

Advertising is not modern invention, and if you look into the past, you can draw many interesting ideas which one way or another can be implemented in modern world. Many people think that advertising appeared in the last few decades, but this is not at all true. Yes, it has become more active, there is more of it, but the origins of advertising happened much earlier.
Today we have collected ten interesting advertising methods that were used in different times. They are all very interesting, creative and most effective. I’m sure that if you still don’t know how to make your advertising so that it brings maximum returns, then after reading this article you will definitely generate some interesting and unusual thoughts.

Article on the topic:
1. Creepy advertising
As they say, all methods are good. First on our list is a rather creepy but effective advertisement. In 1910, a criminal who was sentenced to execution was offered a very interesting deal. Just before his execution, he had to shout out an advertising slogan. I don’t know what they offered him, maybe help for his family and friends, but the deal went through. A few moments before his execution, he loudly shouted: “Buy Van Hutten’s cocoa.” The next morning, all the newspapers trumpeted about this case, Van Hutten's cocoa was discussed by everyone. As a result, sales increased tenfold.
2. Napoleon and his cunning methods
In 1797, Napoleon Bonaparte decided to make a very interesting advertisement for his new currency. He announced to the whole country that at one point, in denomination of 5 francs, a check for a million was sealed. The citizen who finds this check will be able to receive his reward without any problems. But, as we understand, no one found the receipt. Perhaps it was not there at all, but the “viral” effect did its job. Interestingly, French state banks still guarantee payment of this obligation.
3. Potatoes and overcoming negativity
Now we already consider potatoes to be our national dish, and we add them wherever possible. But few people know that this wonderful product was brought to Europe by them South America. In the first years, potatoes were not popular. One could even say that residents of many countries were very wary of a new, unknown and incomprehensible product. The French minister decided to correct this situation and ordered armed guards to be placed near all potato fields.
People's reaction was not long in coming. “If they protect it, it means it is valuable and necessary. We need to try,” that’s what many thought. Over time, the popularity of potatoes began to grow rapidly, and now they are an indispensable product for many inhabitants of our planet.
4. Hollywood Sale
Now Hollywood is a popular part of Los Angeles, where expensive houses, film sets, villas and mansions of many music and film stars are concentrated. But it is clear that this was not always the case. At a time when Los Angeles was still a small town and Hollywood's lands were of no value, a farmer named Harvey Wilcons decided to sell them. And perhaps he would have been selling these lands for decades if not for the creativity of his wife. She suggested calling this area Hollywood, which is very similar to the phrase “Sacred Forest.” This name appealed to many buyers, and the land was sold out in a matter of weeks.
That's how it is in modern business. A good and accurate name can form the basis for your product. Remember that whatever you name the ship, that’s how it will sail.

Article on the topic:
5. Public toilet and advertising
Have you ever seen an advertisement in public toilet? As a rule, it is placed opposite the urinals. Why? It's simple. Willy-nilly you will read it. You won’t be able to turn away, and you’ll have to look at the advertising message for at least 30 seconds.
But the first advertisement in a public toilet was placed in 1939. Then they did it in the women's WC. They advertised electric typewriters, which were gaining popularity in those days. As a result of such advertising, sales increased by more than 30%.
6. Disney and his color cartoons
I am sure that each of you has seen colorful, color cartoons from the Disney company. Now this won’t surprise anyone, but there were times when color cartoons were considered something incredible and progressive. This is exactly what the bosses of the company played on, who at the right time entered into a contract with the only company in the United States that produces film for color cartoons. Thus, Disney cut off the possibility of development for competitors, and provided itself with several years of undeniable advantage.
7. If you have a Harley tattoo, come get a discount.
Harley Davidson is a world-famous brand that produces very luxurious motorcycles. Many bikers dream of such an iron horse that will roar on the road, delivering incredible power.
Not long ago, Harley made a rather interesting promotion. They provided big discounts and various services to those who would get a tattoo with a name from the company. Thus, the biker received a good motorcycle, another tattoo, and the company received advertising on the body of its potential client. Everyone is happy. Everyone is happy.
8. Advertising in films
When you watch a movie, you never notice how an expensive car of a certain fleet inadvertently appears in the foreground, or main character pours himself a glass of whiskey from a famous producer. Do you think this is an accident? No, all such “appearances” are paid, with contracts worth millions of dollars.
After placing its products in the film GoldenEye, BMW received orders worth $300 million, and sales of Omega Seamaster watches increased by 900%. Seagram paid $1.2 million for an episode of Basic Instinct using Jack Daniels whiskey, and sales increased 5-fold.
9. Ordinary things sell
Brilliant - simple. I never cease to be touched by this phrase. And indeed, that’s how it is. I am sure that many of you have seen advertisements for the powder, where its properties are compared with some “ordinary” powder. So, someone came up with the idea to produce a powder called “Ordinary Powder”. Incredibly simple, but at the same time effective. Almost all industry giants use this phrase in advertising - “ordinary powder”, thereby providing free advertising to the new manufacturer. Yes, even if the “ordinary” one is not presented from the best angle, the main thing is that the brand is well-known, sales are growing, and so are profits.

Article on the topic:
10. PutInka does its job
This is only possible in Russia. For more than 15 years, one company has been producing Putina chap muta (with the emphasis on the second syllable). Well, who could have known that V.V. Putin would become the President of Russia. But this only worked to the advantage of the manufacturer. After all, after Yeltsin left and a young and ambitious leader came to power, sales rapidly climbed up the mountain. Of course, many wanted to buy “Putin Shampoo.”
The trademark is registered, and it cannot be said that the company is using someone's popularity and surname. IN this moment Other products under this name are being developed. For example, “Putina” toothpaste, or the same “Putina” shaving gel.

Position yourself as a professional in your field of activity. Dress appropriately (eg business casual). Your hairstyle and general form should also be relevant to your field. Avoid wearing too much perfume when going to a meeting with a potential client or employer, as this can trigger allergic reactions and is generally considered bad manners.

• Clothing can be different - it depends on the field of activity. For example, a consultant might want a suit or sheath dress, while a tattoo artist might want an outfit that allows them to showcase their body tattoos and personal creativity.
• Hairstyles can also be different. You'll be more likely to get a job at a Fortune 500 company with a conservative haircut. At the same time, a hairdresser or muralist will be able to make a more dramatic impression with a bold hairstyle or hair color.

Shake the person's hand firmly and look the person in the eye to demonstrate confidence. Gestures tell other people a lot about how you feel, and this can be used to your advantage. When meeting a potential employer or client, . Shake your hand firmly. While talking, continue to maintain eye contact.

• This will make you perceived as confident, even if you feel nervous.
• To learn how to maintain eye contact, ask a friend to help you practice. Try looking into each other's eyes for 5-10 minutes. Repeat the exercise until you get used to looking into the eyes.

Answer questions with complete confidence. It's normal to feel nervous in a job negotiation, but the person you're talking to can sense your nervousness. Give clear and confident answers. Speak in a firm and convincing voice so that the other person will trust you. If you don't know how to respond, say that you will look into the information and respond within 24 hours.

• You can say this: "This is very good question. I will double-check my details and respond to you within 24 hours."

Create the perfect resume. Place yours at the top contact information, and then list your work experience. Most of The resume should include a description of work experience and skills. Update your resume once a month to keep it current.

• Include keywords in your resume so that the employer can use them to determine that you are suitable for him. Try to use the words specified in the job description.
• Use expressive verbs to describe your accomplishments in previous jobs.

Share examples from your practice to demonstrate your skills and abilities. Talking about your skills is difficult, but you can do it with the help of practical examples. To figure out what story you should tell, make a list of your skills and your strengths that you want to showcase. Then think about when in your life you were able to demonstrate these qualities. Write down this information, then re-read what you wrote and assemble a short story from the phrases.

• For example, you want to say that you are able to innovate and work in a team. Say this: “Working on the very first website was not easy. The client already had a website that he built himself and he was very proud of his work, so I decided to stick with what was working well. During the first stage, I worked closely with the client , since he still felt that the site belonged to him. I was then able to develop a unique format that allowed the client to receive a professional award."

Focus on your actions and achievements, not your skills. If you list your skills, a client or employer may think you're bragging. However, stories of action and achievement are generally well received. They also show others that you can deliver results and don't make empty promises. Reread your resume and highlight key activities and achievements in your work and personal life that highlight your skills. Then use them to impress an employer or client.

• For example, you shouldn't say that you are creative. Better tell us what projects you worked on at your last job. Don't say you are responsible. Talk about how you usually deliver projects before the deadline and never go over the deadline.

Ask questions about the job to get the person interviewing you to talk. It may seem that the best way to introduce yourself is to talk about yourself, but in reality it is important to discuss the work and the needs of the company. Make a list of questions in advance so you are prepared for the interview. Listen carefully to the answers to understand what problems the company needs to solve. Then explain how you can help the company with these tasks.

• The person conducting the interview will have a positive impression of the conversation because he will have the opportunity to talk a lot. People like to talk about themselves.
• For example, you could ask the following questions: “What does the supply chain look like now?”, “How are you attracting customers now?”, “What grants have you tried to get?”

• You could say, “This is a great opportunity because I know the company can double in size in the next five years. I've worked with two other startups, so I know how to attract the right people to the company. I'll be able to meet you at the end.” this week if you would like to talk about how I can help you."

Video advertising is perhaps the most effective method promotion on the Internet. The brighter and more informative the video, the higher the likelihood of success. How to approach shooting a sales video wisely? Having gone through everything possible options, you will probably come to the conclusion that no one will do it better than you yourself. Only you know your product well enough to present its “zest” in the most favorable light. With a good idea, equipment and reliable video editing software, you can easily master this difficult task. From the article you will learn how to do ads without the help of professional video makers.

Tips from the pros: 5 tricks for a successful video

• Advertising - dialogue

When creating advertising, professionals strive to evoke an emotional outburst in the viewer. That’s why there are so many “problem-solution” videos. The viewer associates what is happening on the screen with himself. When developing the concept of your video, consider the characteristics of your audience, and don’t be afraid to address them directly.

• Advertising - mini-film

There are endless ways to present advertising material in an original way. This could be a first-person story, a connection to the viewer’s cultural background (the use of references), the introduction of shock elements, such as humanizing objects, or playing with contrast (everyone does it this way, but we do it differently). Compose several versions of the script with different concepts, and then choose the appropriate one.

• Let others praise

Don't praise yourself! To do this, professional advertisers often introduce into the script a character who is a kind of “ independent expert" This could be an expert in the field or a consumer with a unique story.

• Monotony is boring

No one will look at a talking head for more than 10 seconds. Video is primarily a visual impact. Take advantage of this! Combine videos, illustrations and infographics in one frame.

• 5 seconds decide everything

You have a maximum of 2 minutes to describe the product, and only 5 seconds to keep the viewer engaged. Start right away with a problematic question or try to hook them with an unusual, bright shot.

Follow these cherished rules, and you will definitely hit the target. Now let's go step by step through the technical side of the issue.

Prepare the material carefully

Decide on the main concept of the video. Gather an initiative group, arrange brainstorm. Create a detailed script - prepare voiceover and storyboard. Next comes the shooting of the material - you can do it yourself or seek help from professional operators. Instruct designers to prepare infographics and illustrative material.

Launch the video editor and add materials

There can be a lot of good material, but only editing will turn the video into a real marketing masterpiece. There is no need to rack your brains over the selection of software - all the key tools are included "VideoSHOW". and install it on your computer, then run the utility and create "New project".

In chapter "Clips" determine the path to the folder with the files for the video and add them to the project. To trim “extra” fragments, click "Edit Slide". In the tab "Properties" click the button "Trim video" and mark the desired section of the video with black markers.

Create a Creative Opening Screen

Select a template in the section "Credits" or create a screensaver yourself. To do this, use the keyboard shortcut Ctrl+Ins. An empty slide will appear on the scale below, place it at the very beginning and go to the editor.

The possibilities for designing a slide from scratch are unlimited - the background can be a solid color, a gradient, or any image from the editor’s collection or your PC. Click Add Layer > Caption to place intro text. To change the font, color and style of letters, open the tab "Properties".

Voice the project

For a full dialogue with the viewer, add voice comments to the video. WITH "VideoSHOW" you don't need any additional software - you can record your voice-over directly in the editor window. In chapter "Music" go to the tab "Sound recordings" and press "Record from microphone". For the audio recording to immediately appear on the audio track, click "Add to project".

Great, you can safely save the result and proceed to converting! Now you know that nothing is impossible, you can definitely make a commercial yourself. With such a convenient and advanced editor as "VideoSHOW", your content will always be effective, high quality and professional.

Before determining where to deliver motivating information, you need to figure out how to make advertising sell better. Below we will talk about proven methods that allow entrepreneurs to get maximum results. I’ll say right away that I’m not an advertising genius and I didn’t come up with anything myself, these methods were invented a long time ago and have already proven their effectiveness!

What are advertising texts for?

Advertising as such has existed 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 must attract the attention of the client, accustom him to appearance and sound trademark so that the buyer has an image of the desired product in his head. This is exactly what we are focused on advertising campaigns most major brands.

Motivational advertising is aimed at direct response from 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. The effectiveness of advertising directly depends on it, so you should not neglect such a powerful development tool.

What is the difference between bad and good advertising copy?

At first glance, it seems that writing advertising texts is as easy as shelling pears. But in reality, it turns out that not everything is so rosy. Look around: our world is full of advertising. Wherever you turn your gaze, you will find examples of advertising texts: on the street, in public transport, on social networks, etc. At the same time, some ads catch your eye 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 good advertising text from bad and ineffective.

Bad ads convey dry information about a product or service.

For example, « Farming“40 Years Without a Harvest” offers high quality products: meat, dairy products, sausages. There are discounts. Delivery within the city is possible. Phone number for inquiries: 5-555-555.”

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

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

“Are you missing a juicy shish kebab made from fresh meat? Do you want real country milk, like grandma's? The farm “40 years without a harvest” will deliver food highest quality straight to your home! To do this, you just need to call 5-555-555!”

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

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

Sales text structure

Remember how at school we all wrote essays following a strict plan for constructing the text? It’s exactly the same here, although the structure of the advertising text is somewhat different from a school essay.

Any selling text consists of simple elements:

• A slogan that can appear either at the beginning or at the end of the text;
• Title (a succinct phrase that attracts attention);
• Body text (the main element of the text);
• Echo phrase (final element of the text).

When writing any text, try to structure it, i.e. break it down into logical paragraphs and, if necessary, highlight subheadings. All this is necessary to make reading easier. Agree, no one is interested in reading huge, boring sentences that are a whole paragraph long.

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

It would not be superfluous to use lists in the text (either numbered or bulleted). Organizing information into a list makes it easier to digest the information.

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

It is imperative to indicate the company’s contacts in the ad, starting with the address and telephone number, since these 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 opening hours.

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

How to write advertising text and make it selling

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

Step 1: Determine where the text will be published

Where you are going to place your ad will depend on its size, style, presence or absence of pictures and videos. Adjust your text to the selected advertising 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 text 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: Adapt to the target audience

Think about who your main customers will be. Of course, ideally, compose a text such 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, 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 to completely different texts.

Any text can be classified into 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 conversational style.

And, conversely, when writing text for young people, it is worth using a conversational style, which 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 success. If the title of your advertising 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 succinct name. Marketing research shows that names with emotionally negative connotations are more attractive. Using 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 the consumer is already quite tired of them. Try to come up with intriguing, emotional headlines that will be difficult to ignore.

And so that your shocking, mysterious headline does not look like a lie, it is immediately followed by a linking sentence with the main text, which will contain the whole point about your product or company. This link is needed to hold the buyer’s attention so that he wants to read the text to the end.

Step 4: Create a desire in the client 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 have a much better life if he gets your product or uses your service.

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

Step 5: Formulate small sentences and meaningful phrases

This is how the quality of an advertising article is determined. By formulating small, easy-to-understand sentences and organizing 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 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 from a competitor. It's not entirely effective. It will be much more useful to talk about the direct benefit that the client receives by ordering the product from you.

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

Often, someone’s positive review serves as a very powerful incentive to buy a particular product. 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, having 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” produces an effect similar to the effect of a sale and stimulates the client 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 composing advertising text

EDI model

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

If your ad text is limited and you cannot write out the entire 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.

Stands for: limitation/call to action/suggestion.

Offer or offer- This is some kind of advantageous offer that is made to the client. Ideally, it should stand out from competitors’ advertising, for example, in terms of the properties of the product, its benefits for the client and the uniqueness of the selling proposition.

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

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

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

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

Deadline or restriction for purchasing an offer. If its goal is to attract attention, then the limitation 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 the product and uses the service right now.

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

Example: chairs for 99 rubles, only 2 days!

It's much easier to change deadlines on the Internet. For offline advertising, this is a little more complicated, so the promotion period is often extended to several weeks.

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

Example: buy and get a discount!

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

Order “come here”, “do this”, and you will see that people willingly obey, because they do not need to bother their heads with a bunch of unimportant things. They will be happy to shift the responsibility of making the decision to you.

Advertising is exactly the case when the client doesn’t care at all. He needs a solution to some problem, and you must provide it, explain what needs to be done to get it. Make it easier for your clients, tell them how easy it will be for them to cooperate with you.

AIDA model

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

Attraction - attracting attention, must be implemented in the first part of the text. Your goal is to “catch” the client’s attention. The best way there will be a flashy headline, a catchily formulated offer.

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

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

Interest - interest. You need to create interest in your products among potential clients. Describe 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 purchasing your products in this part of the text. It is known that people do not make purchases for the drill; they need straight holes. Describe the client's possibilities and prospects if he makes holes in the wall with your drills!

Deadline - deadline. We have already noted that this is a limitation. You are artificially creating a shortage of supply and a buying rush for your products. Most often this is a time or quantity limit.

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

Action - action. What does a person need to do to purchase your product right now or get results that very minute?

It's great if you give your customers a choice.

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

1. attracting attention to your product;
2. arousing interest and 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 must do to receive the product right away.

A striking example of how this model works is the TV show “Shop on the Sofa.”

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

CEWD model

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

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

Let's decipher the abbreviation CEWD.

The goal is the preparatory stage. You choose what goal you are pursuing, what you will describe to a potential client, and formulate the end 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 us about the process of manufacturing and using the product.

We must understand that the number of basic emotions is extremely limited. Emphasize fear, love, superiority, power, greed, pride.

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

Visualization. At this stage, you need to paint a picture that will evoke the required emotion, and at its peak, all you have to do is complete the deal.

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

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

This model is similar to the AIDA model. It differs only in its focus on emotions and appeal to them.

The sequence of your actions when using this model:

1. goal setting (heading 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 client’s actions to purchase a product or service).

Model PPHS

This model was known back in the time of Socrates. It is relevant and effective today. This advertising method 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 novice entrepreneurs who have decided to realize themselves in the field of buying/selling.

Let's consider the features of using this model.

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

"Pain More" or more "pain". You are reinforcing the problem, meaning you are telling what will happen if the problem is not eliminated right now.

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

"Solve" or decision. Now you must sell the solution to the problem, in particular describe the benefits, advantages of the proposal, as well as how to purchase it.

This is what many websites selling anything for weight loss do.

Writing advertising messages is an exciting, creative process that can be endlessly improved. Creating a special reality, working with emotions and associations, motivation - all these are just some of the features of advertising text that a skillful 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 carefully check your texts every time.

More specifics, less water. Using in text common phrases, you are scaring off a potential client because he does not feel the truth of the information. It is best to use specific numbers and data - such text will inspire more confidence in the consumer.

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

Decorate texts with adjectives and adverbs. There is a fairly widespread opinion that when choosing a product, 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 the 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 wonderful product. Try to use bright emotions to attract the buyer’s attention and force him to purchase your product. Use lively language, not just a dry presentation of information.

An indispensable guarantee of product quality. Any client who doubts a 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

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

You can find examples of selling texts anywhere - just open several online store sites, or better yet. Which texts caught your attention and why? What's special about them? What did you like and what didn't you? By answering the questions and reading this article, you will become 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 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 what is written above has already been tested on many people and shows good results! And one last piece of advice... Check your texts before releasing them to the masses. Let's read them to your colleagues, friends, acquaintances, etc. If they are interested in your product or service after reading, then the text has a greater chance of success. Something like that.

Ask your questions in the comments, share your ideas and let's discuss! And most importantly, provide your services efficiently and sell only what you need and quality goods, then selling will be much easier.