Any advertising material serves the main purpose of the business - to achieve the loyalty of its consumer. Potential customers are required to take certain actions: buy a product, use a service, give preference to a specific company. A good “selling” copy attracts the reader, convinces him of the need to buy and promises to help. Writing a working ad is an art.
Plan your ad copy. To do this, you must clearly understand the target audience and their needs. So, your task is to sell a certain product: 1) Identify a specific problem (close kitchen, overweight, family failure). 2) Offer a real solution (built-in appliances, fitness center, family psychologist consultation). 3) Tell us about the benefits of your goods (services). People should read about what they are really striving for - you are only helping them achieve it.
Think about the title. Marketing research shows that a good name determines more than 70% of the effectiveness of an advertisement. It should reflect the essence of the commercial proposal, rivet the attention of potential consumers. Find a news occasion; ask an intriguing question; Make a compelling case (“100 Reasons to Buy”). Whichever method of writing an advertising headline you choose, observe the main principle - it should remind people of the hidden needs of people and promise them help.
Intrigue, lure buyers. Many people shop under the influence of emotion - and your story should also be emotional, energetic. Come up with a captivating story, original plot. You must be confident in the quality and uniqueness of the product, be enthusiastic to buy it and want to share your mood. Have a direct dialogue with the reader, use personal pronouns.
Choose colorful looks. Advertising consumers need to imagine a vivid picture in their minds, step into the role, and experience real value from your product. Enter words with positive semantics in the text: "exclusive", "revolutionary", "incredible" and the like. A special skill of the advertiser is mastering the dialogue in the context of the selling text (conversation with a regular customer, expert, potential client).
Write simple, descriptive text. To avoid monotony of the story, keep paragraphs short; use frames and markers; "Play" with handwritten and colorful type. Imagine that you are talking to a customer behind the counter of a store - clearly, simply, without double interpretation and inappropriate jokes. Enclose positive reviews of experts in quotation marks - this will "revive" the advertisement, make it more convincing.
Don't limit yourself to emotions - be specific. Readers expect details from your advertisement, maximum information about solving their problem. Competently describe the benefits of the product, all possible details, indicate prices, terms, age of buyers, etc. In business, there are no trifles - perhaps it is the design of the vacuum cleaner button or a cup of free coffee in the hairdresser that will become the fundamental selection criterion.
Provide potential customers with solid guarantees for all of your products or services. Readers should trust you and know that they are not risking anything (modern materials, certification, license number, service). If desired, they can make a "reverse" (return or exchange the goods, refuse the service within a certain time). Important words in successful advertising are "savings", "free", "sale", "bonuses", "discounts", "gifts". Find mutually beneficial terms for the supplier and the seller.
Indicate all the coordinates of the trading company (phone, fax, email, website, address). If necessary, print an order form and ensure fast home delivery. To get a quick response from a potential client, your task is to make it as easy as possible for him to access the desired product.
Put the finished text aside and study it every other day - not as a writer, but as a potential consumer. Would you like to make a purchase? Read the advertisement to a 12-year-old child - does he understand everything? Give it to a few people with a specific problem (back pain, dandruff, uncomfortable flat). Are they interested in your proposal (neurologist services, new shampoo, project organization)? Only after making sure of the effectiveness of advertising, you can consider your work finished.