How to make an advertising project. How to create an ad: Concentrate on the main features. What are advertising texts for?

Creating ads that grab the attention of potential consumers may seem like a daunting task, but it's not nearly as difficult as you might think. Remember an important fact - the principle "the simpler the better" is important in this matter. In the context of modern market economy Advertising is almost impossible to do without, so you need an advertisement that includes information about the strengths, innovations and distinctive features of your brand. Please note that in the digital age, advertising is evolving rapidly. Many companies already prefer not classic types advertising, and advertising in in social networks... While advertising platforms can change over time, the underlying advertising principles remain the same. This article will help you plan advertising campaign, prepare the text and design of the advertisement, and then test it.

Steps

Part 1

Define target audience

Describe the relationship between your target customer and your product. Once you've identified your target customer's lifestyle and demographics, you should consider how they interact with your product. When will he use it and how often? Will he be able to immediately recognize its benefits / functionality, or will you have to explain something to him?

Describe your market. Think about the current position of your product in the market, is this market old or completely new? How does your product on the market differ from the rest of its reliably entrenched counterparts? Has your brand managed to achieve a certain level of customer recognition and trust?
- Also think about the competitive landscape and the customers whose choices are at stake. Are you hoping to lure customers who are currently using competitors' products? Or do you want to refer to them without any specific idea? Each approach has its own complexities.
Part 2
Write your ad copy
1. Come up with a catchy, witty slogan. It should be short and sweet. On average, it is enough to use no more than 6-7 words. If the written slogan turns out to be difficult to pronounce, edit it. Whatever the final result, it should grab attention. potential client and convince him that your product is different from everyone else. Consider using the following tricks:
  - rhymes - chewing gum: "Chew - do not chew";
  - humor - travel agency: "We will let you go around the world ...";
  - puns - taxi "Mad Turtle";
  - figurative thinking - a directory of enterprises and organizations: “Let your fingers walk”;
  - metaphors - “Red Bull gives wings”;
  - alliterations - “Gnaw the granite of science”;
  - personal appeal - hotel: “We always have the light on for you”;
  - A deliberate understatement - in Copenhagen's business district, Carlsberg has a sign that reads: “Possibly the best beer in town.”

Create a personal Facebook page. Your personal page will give a first impression of you to those users who are interested in your brand or your personality. While most of the page visitors will be your friends, keep in mind that sometimes employers also look at candidates' Facebook pages before scheduling an interview.

Promote your professional presence with LinkedIn. LinkedIn has quickly become the largest network of professional contacts, and many employers often turn to LinkedIn to find qualified candidates for open positions.

Demonstrate problems that you have had to deal with in the past in various job positions, rather than just listing your responsibilities. List your accomplishments in the characteristics box for each of your positions.
Convert your goals into keywords that you include in your profile. Other users find your page by keywords, so you must ensure that your keywords are truthful about your experience, accomplishments and goals. For example, if you graphic design er, find a way to express your skills in different words: "graphic design," "website design" or "graphic content creation."
Build connections. LinkedIn is a very important part of connecting with people in your field. Add to your classmates, real and former colleagues as well as users from your geographic region and your industry.
Prove your skills. Ask people in your contacts to validate your skills to raise your reliability level. If you find it uncomfortable to directly ask people to give you referral reviews, take the time to get thank-you feedback from those you have provided services to.
Upload a professionally taken personal photo. In a good quality photo, you should be in your work attire and look like an experienced and friendly person.

Be active on Twitter. Twitter - quick way distributing short messages of 140 characters or less. It's great for keeping up with current events or breaking news of the moment. Due to the limited length of messages, the manner in which you write them is very important.

Update your Twitter several times a day. To get your Twitter followers, you need to be extremely active. Showcase your accomplishments and projects by linking to clips, relevant articles, and images.
Use strictly professional content if you market your brand or services. Create a separate account for professional activity, and for communication with friends and relatives (if necessary) use another.
Think carefully about how to write each message. Choice of words, grammar, political correctness - all of them are extremely important for presenting yourself on the Internet. Be sure to proofread what you intend to send.
Don't hold back your creativity and sense of humor. They are important for getting like-minded followers. Periodic emails with funny expressions will help you find them.
Forward important messages from trusted sources. This can include forwarding messages from other users about you or your line of business, or an upcoming event.

Increase your exposure with a blog. A personal or company blog is an integral part of your online presence because it provides limitless space to create your primary source of information. Use it to provide subscribers with news about your professional, travel and / or personal life.

Update your blog regularly. You need to write something new in it several times a week to maintain an active presence.
Insert photos into your messages. Visual stimulation is just as important as the text content of your messages. Post your own or other relevant photos that will rip up text and keep readers interested.
Keep your messages no longer than 1000 words and target a specific audience. To keep your readers interested and win loyal followers, posts should be short so that readers find them readable. Long essays, on the other hand, are more likely to alienate readers who are eager to quickly find readable content on the Internet.

Instructions

Product design

And professionals have said a lot about this point. Let's repeat basic commandments: do not irritate, do not impose, but attract... How to do it?

It is also worth adding here that when using a picture, it is better to use a photograph. Based on the results of some surveys, photography is more credible. And this, of course, should be used. Photos in which a person is present are especially well positioned. However, this option is not suitable for every product. But you need to know it.

Worth noting that the beauty of the color scheme and font alone is not enough. If all the text is in small letters, no one will see it. Therefore, do not forget about the size and poor eyesight. And, alas, it is becoming more common.

As a final addition to the design rule, it is worth mentioning that an advertisement for one product should be framed similarly, regardless of where it will be located. Awareness will appear, the price of which can be given by a simple example.

The same motorist goes about his business, sees an advertisement, but does not have time to consider it. There is a traffic jam on the next avenue, he takes out a magazine and, by its general appearance, sees the proposal that had previously interested him. Naturally, he will read it.

Advertising slogan

If you are thinking about what high-quality advertising is for, then you should evaluate the slogan. It can also be called a slogan, motto, proposal, appeal. The meaning does not change and everyone understood: the text itself is meant.

It may be small, just one sentence, but it is he who is the key to success... Remember, for sure at least once an advertising line was spinning like an annoying fly in your head. But as you entered the store and saw this product, it already seemed to be familiar, there was trust in it.

Simplicity and honesty

Quite an unexpected point, isn't it? But he must be here. If only because he is able not only to help, but also to warn.

How to make an advertisement so that it arouses interest? How to create the most effective advertising for your product or service? It is important to understand that "working" advertising always consists of the same elements, the presence of which is a guarantee of advertising success.

No matter how creative you are, if the required key elements are not used when creating your ad, the ad will be ineffective.

1. Title.
2. "Buttons".
3. Pictures.
4. Service value.
5. Availability.

"Buttons"... The button is what causes the desired reaction in a person. For example, quite often on food packaging you can see the words "Does not contain preservatives and dyes!" or "100% quality!"

To find out the "buttons", you can conduct a survey among the buyers of your products (services), in order to find out what they are not satisfied with in similar products from other manufacturers, or, on the contrary, what they would like to see most in these products.

In other words, it is necessary to find out both the negative factors that impede sales, and the positive ones that "catch" the customer to the quick and increase demand. Both positive and negative factors can be effectively used in advertising. It is only important to think in advance: what kind of reaction do you want to get from your ad? Do you want to hurt the client for a "sore spot" or, conversely, cause him a slight euphoria by reminding him of his innermost dream?

For example, this may be the disagreement of buyers with the fact that, in general, the products on store shelves are unnatural. Or, if we advertise a vacation in hot countries, then the reaction may be such that a person wants to "turn off and get into a fairy tale for at least a week."

The main thing is that the “buttons” should be located as close to the headline as possible, that is, they should be at the beginning of the advertisement in order to immediately catch the eye.

The quickest and easiest way to identify "buttons" is to survey a few dozen of your customers. For example, you are going to produce sausage. The questions will sound like this:

1. What quality of sausage do you value the most?
2. What do you dislike most about the sausage you buy?
3. What would you pay attention to in the first place when choosing a sausage?

Pictures... Surprisingly, all people love pictures, regardless of age. It is no coincidence that there is a saying: "It is better to see once than hear a hundred times." It is easier for a person to form an idea of an object when he sees it than when he reads about how this object looks. If the picture is used in conjunction with the "button", then the "button" itself will work twice as powerful.

Selection of pictures is a complex marketing work, when each picture conveys a certain idea, message, evokes a reaction, emotion and works in harmony with all other elements.

Service value... At this stage, our goal is to show the client all the possible value of the product / service. And here it is important to talk about what really makes sense for your client (surveys will also help with this). This point shows the client what he will get if he buys, how his life will change after that, what benefits he will get, and in general how important it is to buy your product / service.

Here you must show that your company offers a "solution to his problems." Note that in the buttons you could show that the client has problems in some area, but here you show that you have solutions to these problems.

You can also use catchy phrases and pictures to convey to the client the full value of the proposed product. If we consider the example of sausage promotion on the market, then opposite the advantages of the advertised sausage - “No added dyes, flavors or harmful preservatives” and “Nutritious for the whole family”, we could place a picture on which a happy family with children is having dinner.

Attention! To show the value of your services, it is imperative to continually collect and then demonstrate in advertising companies reviews of satisfied customers, thanks and letters of recommendation.

Availability product or service. Up to this point, the client should already WANT TO BUY. Therefore, at this stage, you must show how easy it is for the customer to purchase your product.

These can be addresses showing that the product is on sale in any store on the chain, or that you just need to call and the product will be delivered. If the price of a product (service) is also publicly available, then it is worth highlighting it.

This could be a directions to your office, an indication that orders can be made around the clock, or a note on free shipping products to any part of the city. Your main goal here is to show the customer that the product is EASY to get.

In conclusion, we can only repeat that effective advertising should include not two or three of the listed elements, but all five - only then will it give the expected result.