The best examples of product advertising. Product advertising: successful examples

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 the appearance and sound of the brand, so that the buyer forms an image in his head the desired product. 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, in 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 and bad and ineffective one.

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 village 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 a very powerful incentive to buy a particular product is someone else'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, 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 simple form order..." For a quick order, everything should be as clear and easy as possible.

Models for composing advertising text

EDP ​​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 proposal- 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 effective way his reports.

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 desired emotion and describing 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 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 its 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 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.

Many sites selling anything for weight loss do this.

Writing advertising messages is an exciting, creative process in which you can endlessly improve. 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. By using general phrases in the text, you scare away the potential client, since he does not get the feeling that the information is truthful. 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 actively for a long time, which has led to an oversaturation of the advertising sector with identical first-person advertisements.

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 this.

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

The “Father of Advertising” David Ogilvy attributes the following quote to his contemporary, Howard Gossage: “ Advertising justifies its existence when it is used in public interest, this is too powerful a tool to be used exclusively for commercial purposes" We agree with this statement, so we are publishing for you a selection with effective social advertising.

Torture victims are people just like you and me.

Stop the violence: Don't drink and drive

Premature End: “If you smoke, statistically, your story will end 15% prematurely.”

WWF: This is scary. And this is even worse.

Your skin color shouldn't dictate your future.

Deforestation continues as we turn the page

Hate

Elm Grove Police Department: Radar combined with social advertising. The display displays the speed of the car passing by and the message “46 days in the hospital.” Slogan: the slower the better

Save paper - save the planet

Air pollution kills 60,000 people a year

Sympathy doesn't help. Become a volunteer. Change your life

Take care of birds: Don't throw trash

What do we see when you smoke?

Anti-cruelty. Animal Defense League: This is not football

Bangalore City Traffic Police: Don't talk while driving

Child Soldiers: It's not happening here, but it's happening now

Art director Pius Walker, Amnesty International, Switzerland

Censorship is lying

Don't be distracted while driving

Every 60 seconds a species goes extinct. Every minute counts

Innocence in danger: Where is the pedophile?

Art director: Michael Arguello. Copywriter: Bassam Tariq. Additional photos: Jason Musante

Sexual predators may be hiding in your child's smartphone

Smoking leads to premature aging

You are not a sketch. Say no to anorexia

Neglected children feel invisible. Stop child abuse

Australian Childhood Foundation, JWT Melbourne

Global Action for Animals: Plastic Bags Kill

Keep the sea clean

Not keeping your distance isn't worth it. Skip the truck

Marine Conservation Society (SSCS): When you see tuna, think panda

Sleep is stronger than you. Don't drive while drowsy

See how easy it is to feed the hungry?

Causing cancer on your own

Deforestation and the air we breathe: before it's too late

For the homeless, every day is a struggle

Warning Beer Mug: Please don't lose control of your drinking

One of the children is holding something prohibited in America. Guess what exactly?

Breast Cancer Awareness Bra

Scientists have determined that previously a person spent 11 seconds getting acquainted with visual information, but now – only 3. The task of marketers and advertisers around the world is not only to hold attention for more than three seconds, but also to force a person to purchase the advertised product or service. To do this, you need not only to be bright and original, but also to stand out from the abundance of advertising companies.

Money under glass

An original Canadian advertisement for the company ZM, which produces bulletproof glass Scotchshield. Marketers suggested constructing a glass safe and filling it with real money. It was installed right on the street, and everyone could try the advertised product for strength. Marketers handed out hammers, shovels, bats for this purpose - anything you could use to try to break it.

A policeman was constantly on duty near the safe, because little could happen.
Active participants cheated and broke the metal reinforcement of the safe frame, but the glass was never broken.

Eternal batteries

The famous company Kodak, which produces, in addition to photographic equipment and film, also batteries, for their advertising they created a funny banner with an equally funny inscription: “When you decided that they were already “died” ...”.

Home delivery

American chain of fast food restaurants Papa John's, which has offices in almost all big cities world, chose door peepholes to advertise her brand. Small advertisements with a picture of a pizza delivery man were taped to them. Looking through the peephole, it seemed that there was really a man standing on the threshold with a box of pizza in his hands.

Very bright flashlight

American LED flashlight company Maglite made an original photo advertisement using an art museum. The advertisement says that these are the most powerful flashlights in the world.

Fighting unpleasant odor

To promote Rexona deodorant in India (Mumbai), advertisers on sliding doors shopping center They pasted up a full-length image of a group of people. When a person approached them, it felt like the crowd was parting in front of him. And outside the doors there was a sign waiting for them with the text: “People move aside if you smell bad.”

Time for coffee

To advertise American Folgers coffee in New York, marketers used a manhole with steam coming out of it all the time. They glued a photo of a cup of coffee to the manhole cover and wrote around it: “The City That Never Sleeps, wake up!”

Invisible tights

For advertising transparent and invisible Sauber tights advertising agency developed a series of funny images. They say the tights are so sheer that a burglar no longer needs to cut eye holes in them.

German quality watches

The German company IWC, in order to announce the release of a new watch model, IWC's Big Pilot's Watch, came up with its own original move. Flexible handrails in the shape of the same clock were placed in the interior of transfer buses in Berlin.

Listening to music in comfort

The music electronics company Bose created a fun ad for headphones in Niagara Falls. According to the advertisement, the headphones are equipped with noise reduction function.

Say NO to a hangover!

Bright headlights

Marketers from the car headlight company M-Tech Plasma HID Lights painted two burnt marks on the wall of the parking lot. Interested drivers who came closer highlighted the inscription: “M-Tech Plasma HID Lights are 300% brighter than conventional headlights.”

Impenetrable helmets

New menu at McDonalds

In an incredibly original way, they used a billboard to advertise the McDonalds fast food restaurant chain. The poster depicted a sundial that shows which dish is best to eat at what time. The originality is that the shadow of the McDonalds sign actually shows the time of day.

Stylish jeans

For the popular American jeans brand Lee Jeans, dozens of pants were placed throughout the city: on posts along the road, on laces stretched over the heads of passers-by. This advertisement certainly attracted attention.

Sport is life

German Olympic Sports Federation, in order to popularize a healthy and active lifestyle, created a unique interpretation of Michelangelo’s famous sculpture “David”. It comes with the slogan: “If you don't move, you get fat.”

Silky hair

International cosmetics brand Timotei has created a funny advertisement for its shampoo. For her, they used a photo of a lion and Photoshop. The advertising campaign turned out to be cheap, but unmistakably attracted attention.

Reading is fashionable

Insure your car

Super soft

To promote Ariel laundry detergent in America, they designed an unusual billboard that imitates a soft towel. The advertising slogan is very simple: “Super soft.”

Big Jump

The company that produces Smart cars used a drawbridge as an advertising area. When the bridge is closed, it's just an advertising board. But when parts of the bridge open, it appears as if the car is jumping.

It is very difficult to surprise an ordinary user with anything, much less to induce him to make a particular purchase. This is especially true for completely new and unknown products. Therefore, manufacturers and marketing firms go to great lengths to promote their new brands in such an overloaded consumer market. In any case, to attract attention you need to have creativity and a lot of creative ideas. We will tell you more about what successful advertising of a product from a new line is like below.

Difficulty launching a new product

Most PR professionals know firsthand how difficult it is to promote new product. Especially when you are dealing with an iconic brand. In this case, advertising the product simply forces you to take risks. And, as they say, “he who doesn’t take risks, doesn’t drink champagne.”

This is exactly what the creators of the energy drink Red Bull did. Firstly, they came up with a jar that was small in size and visually resembled a battery. And, secondly, they deliberately increased the cost of the drink (about 2 times) and began to place it not only in the beverage departments, but also in others, for example, bread or dairy.

Moreover, branded cars with a huge can of drink on top began to drive along city streets. Beautiful young girls were driving. On certain days, they stopped in crowded places and handed out cans of new energy drinks for free. Such complex and unusual product advertising brought results. The product became recognizable and took its place of honor alongside such giants as Pepsi and Coca-Cola.

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

Promoting new brand or brand, often use traditional approaches that do not produce results. For example, taxi companies choose tactics that have been proven for years, but are partially ineffective. Most often, they publish advertisements in the press, less often they make videos on TV, and even use asphalt to create a stenciled inscription indicating the name of the service and telephone number.

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

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

There's no such thing as too much advertising

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

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

Great ideas don't grow in garden beds

Sometimes old rivalries are used to advertise new products. For example, a similar trick is clearly demonstrated high-quality advertising food from a farm in Dallas. On the beautiful poster you can see fresh vegetables neatly packed in a red box. Notice the similarities? This picture looks like French fries from the famous McDonald's. And this is the confrontation between natural food from the farm and unpleasant fast food.

Advertising that evokes a surge of fantasy

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

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

Successful product advertising: examples

The originality of PR people's ideas is sometimes off the charts. For example, the Orbit chewing gum company turned to graffiti artists for help. They, in turn, depicted huge faces of women and men on the asphalt. Moreover, instead of a mouth they had pits, drains, sewer and ventilation hatches.

Such product advertising (photo can be seen below) is symbolic and needs further explanation. In particular, with such drawings, the authors of the advertisement wanted to draw an analogy between a mouth with an unpleasant odor. In other words, if you haven’t eaten two Orbit records, your mouth will look like the one in the picture. Simple and clear.

Greetings, dear friends! Alexander Berezhnov is with you, one of the authors of the business magazine HeatherBober.ru.

Today I will talk about some interesting tips for writing advertising text. I’ll immediately make a reservation that professional mastery of advertising language requires practice.

As in any business, in this art you need to make your mistakes in order to come to the best result.

The tips and tricks below will be especially relevant for beginning entrepreneurs who do not have the means to pay for the services of professional copywriters * and plan to independently develop advertising materials.

Copywriter- specialist in the field of writing commercial texts. Unlike an ordinary writer, a copywriter is engaged in the creation of texts, the purpose of which is to encourage the reader (potential client) to buy a product or service, as well as perform another action, PRE-planned by the author.

For example, make a call to a company or follow a link (if a copywriter creates content for websites).

Consulting existing entrepreneurs in the field of marketing and advertising, I saw that many of them make the same mistakes when composing advertisements. As a result, its efficiency decreases, and as a result, the company’s sales volume decreases.

I will be very glad if my knowledge will help you in writing high-quality texts (ads, slogans) that will increase sales of your business.

1. What is the difference between good advertising text and bad one?

But really, what's the difference? Many people don't understand this.

Let's get straight to the point. Let's start with the bad.

Firm " Feed me» offers pasta, cereals, eggs, dairy products, there are discounts!

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

This is how most entrepreneurs write advertising texts without much effort. And their main mistake here is standardness. After all, such advertisements are not remembered and are lost in the general mass of advertising diversity. Moreover, this one is not particularly noticeable advertising text is a statement of facts about the company and does not show the client’s clear benefits when making a purchase from it.

Compare the same ad, just with a different presentation:

Hungry? Do you want to eat tasty, healthy and inexpensive?

« Feed me» seven natural products. Down with chemistry, long live natural food!

We will deliver the best directly to your table.

Buy a lot and get a discount!

Invite your relatives to the table and call us quickly: 333-222-222.

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

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

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

Don't be like everyone else, stand out.

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

Remember the famous expression: “For a ship that does not know its direction, no wind will be fair.” In advertising, this principle works exactly the same.

Surely, in this case, you want to encourage a potential client to take action. And that's right! What nature could such a call be?

Here are some options:

1. Call the company. « Call now and find out more!»
2. Placing an order. « Place your order today and get a 10% discount!»
3. A call to come to the store. « Come to our store and buy a Nike cap for only 500 rubles!»

3. How to write a catchy title for an article: the “out of the molehill” technique

We often hear: " I bought this newspaper because the headline “caught me”. Or: " I went there because the advertisement said: “Every second buyer gets a toy as a gift!”" Surely you will remember many such examples.

We often see very intriguing headlines and no one can stop us from reading the entire ad (article).

I advise you to write several ideas on paper, and then choose the most successful one by combining them.

The most common example is the promise of deep discounts.

Surely you have seen similar price “enticements”: DISCOUNTS UP TO... 50%, 70%, 90%.

We usually see such inscriptions on shops and shopping pavilions. When do we go inside? point of sale and we want to get the goods for next to nothing, expecting to buy a suit for 3,000 rubles that costs 20,000, a friendly seller tells us that the discount only applies to accessories and for purchases over 10,000 rubles.

You see, it’s not like you were deceived, but you were “forced” to go into the store, and there a professional consultant will process you, selling you what he needs.

Or another popular speculation on the cost of goods: PRICES FROM: ...

When you contact a company or store to purchase a product or service at this low "OT" price, it turns out that you either need to take a wholesale batch or buy last year's or defective product.

Continuing the conversation about the rules for writing a title.

The title of your ad should be short and succinct, reflecting the main essence of your offer.

One of the most effective techniques when composing a headline is to present it in the form of a question with an obvious answer, or we want to get this very answer to such a question.

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

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

Now let’s briefly touch on PR technology. In short, the main goal of PR is to form a certain opinion about an event, product or person.

Let's say you are an entrepreneur and sell furniture. You have a small store and you decide to find additional customers online.

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

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

If you purchase components for imported furniture, then write in your advertisement: “Components from the best foreign manufacturers”.

Word "import" or "foreign" Our people still associate it with a higher quality product. That is, you are not deceiving the buyer, but simply positioning your business from the most advantageous side.

Here the principle of “meet by clothes” works especially well.

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

5. What do copywriters keep silent about when writing intriguing headlines?

Continuing the topic about catchy headlines.

Example: " So-and-so actor almost died in a car accident" or " A Moscow pensioner found the corpse of an alien at her dacha" Very intriguing, don't you agree?!

Now let's figure out what they actually write in such articles:

1. About the "car accident".Usually here follows a description of the situation when this same actor starred in another film where there was a car chase outside the city. And in the process of filming the chase itself, cows grazing not far from this place came onto the road, and the actor had to brake sharply, which led to him driving into a ditch. And the article itself is actually just a veiled advertisement for that same film with a chase scene.
2. About “grandmother and the alien”.Reading the article, we find there interesting fact! It turns out that the pensioner, having found the “alien corpse,” simply did not know that it was an ordinary dead mole, whose carcass was severely disfigured by time. And she found it when she was digging up potatoes. Having called journalists to the scene of the “incident,” the granny almost convinced them that she was right, since she had previously worked as a professional screenwriter.

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

So, the example itself:

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

In this case, the title could be as follows: “ Mothers' loneliness was brightened up with gifts and emotional communication"- this concerns an article in which you can advertise the same chocolates.

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

For example:

“Mississippi Chocolate at leisure is very sweet!”

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

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

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

Since the task of any advertising text is to sell a product or service, it is necessary to first determine the “portrait of an ideal buyer.” That is, gender, age, financial situation, interests and other necessary qualities in your opinion that characterize your potential client.

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

Example:

“Kolya loves Masha, and Masha is his dynamite.” Why be friends with Masha? Better play football! The Dynamo football team is fun and friendly with us, and there’s no need to be nervous!”

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

So, let’s take a step-by-step look at how to write effective advertising text:

1. Decide on a goal
2. Create a catchy title
3. Formulate a portrait of your ideal buyer
4. Set your priorities. What will your ad focus on first?

7. 10 practical recommendations for writing effective advertising text

1. Make a good intriguing title - this is a must!
2. Use simple words and expressions in a short form and rhyme them. This will increase the memorability of your ad.
3. Break your text into paragraphs to make it easier for the reader to understand.
4. Write paragraphs of no more than 50 words, preferably 40-45 words. Less is also not advisable.
5. Don't write one-sentence paragraphs. If you suddenly end up with a long sentence with participial phrases, break it into shorter and simpler ones (see point 2)
6. Use subheadings in the text if it is large.
7. Use numbered and bulleted lists to give your text structure.
8. Give the most important information in the ad first, and then the secondary information in descending order.
9. Colorfully decorate your ad with a memorable thematic illustration.
10. Indicate your company's contact information so that potential clients know where to contact. Here are the required elements: phone number, address. It is also highly advisable to indicate all auxiliary contacts and information: opening hours, website address, e-mail, directions.

8. Conclusion

If you are a beginner and are faced with the need to competently compose advertisements in order to sell your company’s products and services, feel free to take note of them.

Practice, and before you get into the fray, analyze your competitors to see if they have strong advertising materials.

Then think about what you can do better and where your competitors are clearly inferior to you.

Even these simple actions can significantly increase sales of your business and to the maximum short term will form a core of clients who will flock to you like moths to a flame.

Friends, with this I wish you good luck!

Have you already written selling texts? What works and what doesn't? If you liked the article, like it and share your experience of writing sales ads in the comments.