How to compose an ad example. Rules for writing hypnotic advertisements. Consider the features of using this model

Fashion is something that goes out of style all the time. People spend money they don't have on outfits to impress people they don't like. Every online clothing store owner wants to take his place in this food chain. And the ad copy for clothing and footwear is the sail that carries the sales ship to profit horizons.

The information in this article is the common truths of selling copywriting, confirmed by personal experience and the experience of my customers. Axioms that do not need proof.

How to attract a customer to a clothing or footwear store?

The main channels for attracting buyers:

• Social network... Targeted advertising and the publication of posts in thematic public pages will help here.
• Notice boards... If you write the correct keys in an ad with a good structure, the traffic will be excellent. VIP only enhances the effect.
• Search... It will depend on the ad settings - whether there will be pure traffic or the budget will merge into emptiness.
• Advertising in transport... Make sure that potential buyers travel along this route.
• Advertising text for clothes and shoes on the radio... USP, objection handling, a list of benefits, and a call to action should all fit into 10-30 seconds of airtime. And preferably with a rhyme. I will give examples below.
• Distribution of leaflets... In order to attract a customer, leaflets need to be distributed near the store.
• Otzoviki... One "but". Sophisticated users will quickly figure out an implausible review.

A skyscraper will stand on a good foundation, and a one-story house will not hold on to a bad one. Selling text for clothing advertising is the very foundation on which the entire advertising campaign rests. The problem is that many people don't pay enough attention to it.

I will briefly review the key points with examples that you should pay attention to when selling clothes or shoes over the Internet.

Headline in a shoe ad

The most important thing, along with a high-quality illustration. The purpose of the headline is to make you read the first sentence of the ad copy for a men's, women's or children's clothing store. No more, no less.

You should pay close attention to the length of the title. What for? Because customers will come to the shoe store from the search. On average, out of 10 people reading a headline, only 1 clicks on the content.

Google and Yandex search results show from 48 to 62 characters with spaces... On social media and on message boards, the numbers are slightly different. Make sure that the buyer can read the most important things without clicking on the title!

If the title is longer, it doesn't matter. The main thing is that the most valuable information is contained in the first 50 characters. In these few words, you need to fit the key benefits, as well as important keywords for promotion in search.

Buy sneakers for women wholesale 425 rubles - retail from 637 rubles [the key advantage is indicated - the price, the target audience is determined - women]

Brand footwear in Moscow - More than 35,000 models from Italy [indicated location - Moscow, key advantage - large selection]

Call to action in shoe ad copy

Text to advertise women's, men's and children's clothing without a call to action is like digging for a treasure and giving up when the shovel hits the lid of the chest. A call to action is placed at the end of a description or ad when benefits are described and objections are processed.

Examples ofcalls to action:

Promotion -50% on sneakers until the end of the day. Hurry up to buy!

Order your sneakers now and you will receive your order as soon as possible.

Surprisingly, some buyers may not understand what they really want from them. The call to action puts all the dots on " i ».

If you have your own online clothing store or a group in social networks - be sure to read it! If not, skip it.

An example of radio advertising text for children's clothing. Timing 30 seconds

In every little child

There is a need for diapers

And in T-shirts and pants,

And babies in booties.

Mothers and guys are happy

After all, there is a store called "Sovyata"

Here, of course, inexpensive

The soul will roam.

And bottles and nipples

Anything that makes life easier ...

Both clothes and toys

And there is a teether.

Moms, dads and guys

After all, there is a store called "Sovyata"

Come, we are glad to see you

You can't count everything here!

Shop "Sovyata" - the center of Solikamsk, st. Revolution, 94. We work from 8 am to 8 pm. Shop "Sovyata"

Text to advertise clothes for dogs on the radio, example (timing 45 seconds)

Taxi driver Serzhik is crying bitterly

Third winter without clothes

And the neighboring pug Leo

Flaunts in a cool jacket.

I should tell the owner

I would have warmed up in a bunny fur coat

In a jacket with fur, warm trousers,

The wardrobe would be super

Jealous b Lev

He's not the only one in a cool jacket.

And I would walk beautifully

He was healthy and happy.

To ensure that your pet is healthy and happy, as well as good-looking, a specialized salon of clothes for dogs will help you. Clothes will protect your four-legged friend from winter cold and summer heat, rain and other troubles. Will make the walk longer and more comfortable. You can buy and order your favorite model from us. We invite you to the shopping center "Belarus", pavilion 406. Walk beautifully and be healthy!

How to insert keywords into text for clothing advertisements?

In order for the shoe site to come out on top of the search results, we prescribe search keys on the pages. I will briefly list the main points:

• Each page needs to be sharpened for one (!) Main search query.
• Write the main key in the heading, the first paragraph, one of the subheadings, in the illustration, repeat a couple of times in the description itself.
• Add tails to the request. These are refinements to the main key. Low-frequency keys with such tails drive high-quality traffic to people who are ready to buy.

This page was promoted for "text to advertise clothes and shoes on the Internet." By him or a similar request, you came here. Further I will tell you about this in more detail using the example of the actual clothes.

You can view the list of keys in YandexWordstat and Keyword Planner services. Professionals download 170 GB of Bukvarix database with 2 billion keywords.

Text for advertising clothes and shoes on the Internet: selection of keys to attract a client

As an example, let's take the key “ buy a sweatshirt for men". The main key needs to be clarified, for example, "buy a men's sweatshirt with a hood." Other options: "with a zipper", "with a hood with a zipper", "in the online store", "inexpensive", "large sizes", "with fur".

The main thing is to prevent overspam. If the frequency of repetition of a word is more than 2%, replace it with a synonym or remove it.

It takes several months to reach the TOP to attract customers to a clothing store. Therefore, you need to initially write high-quality, useful, reasonably optimized text. It's like cooking: undersalting is bad, oversalting is also bad.

What else do you need to know when writing texts for the site of men's, women's and children's shoes?

1. Use lists, subheadings, short paragraphs. Structured information is easier to read.
2. List all shipping options and payment methods.
3. If there are a lot of products, then start writing with the most popular ones.
4. Leave links to similar products in the description. The anchor (link text) should be organically entered into the article, so that the buyer would arouse curiosity and switch to the desired product.
5. We catch typos. So that this does not happen:

Text for clothes on the Internet: a typo in PPC advertising

I wish all visitors to your site to act according to the principle “come - see - order”. If I missed something - remind me in the comments.

P.S. Do you want to order a text in an online clothing store - right now!

Update article on 02/27/2019

Friends! Now my site is up and running, and I am unable to cope with the flow of orders. Despite the great desire to help entrepreneurs, there is not enough time for everyone. Therefore, I suspend the writing of advertising texts on the subject of clothing and shoes.

Exchange №1... On this exchange, you can not only order selling texts for advertising clothes, but also order the creation of an online store, design of leaflets and banners for the sale of children's clothing, setting up contextual advertising for sports shoes, creating and promoting a group in social networks for bed linen, voice acting for audio clips , creation of selling videos and much more. Many do this in a highly specialized manner, so it is quite possible to find a quality performer at a reasonable price.

You can register there in one click using your Vkontakte, Facebook or Google+ account, mastering the exchange interface is no more difficult than reading this article to the end :) To order text, advertising, social networks, audio, video for a clothing showroom, click here.

Exchange number 2... This exchange specializes only in copywriting. I recommend it if you need to get text for selling clothes at the lowest price or if you need a very large number of articles to attract traffic. There are a lot of performers here, so there will be no end to those who wish. If you doubt the quality of the artist, check the box “Select artist manually” and choose from the responses of the authors with the most readable portfolio :) To order a post on the social network to promote an online store or selling text on the site, click

Advertising is a modern way to introduce customers to your product. She talks about the merits of the product and encourages the person to buy it. However, there are special tools that work more efficiently, because they are able to influence the subconscious of a person. Knowing this, manufacturers are inventing all the new tricks so that in the end we want to use their services or buy something we need! An example of a product advertisement: for sure, each of us has already simply learned by heart that Orbit chewing gums maintain Ph at the proper level. And when going to buy something like that, we remember this particular brand. This is the effect of product promotion on the market.

The target audience

Before you start an advertising campaign, you need to decide what category of the population your products are designed for. It is this factor that will help you understand where advertising will "work" and there are really many ways, but each person has their own priorities: if, for example, it is a medicine that is suitable for older people, you should not actively advertise it on dating sites! It will be a waste of time. But placing a board or publishing it in a reputable newspaper is the right decision. Attractive flyers, advertising brochures that can be handed out in the clinic will be much more effective and quickly find your potential buyers.

Well, for young people who are looking for sports equipment, it will be correct to post information on social networks or on popular youth sites. In addition, such an audience is attracted by videos or information on the popular radio wave.

Outdoor advertising is a powerful weapon

This one is called by many as particularly intrusive, but marketers say it is very effective. And it works like this: a person, against his will, reads advertising brochures and memorizes slogans. And our subconscious mind processes information and draws conclusions. The result will not be long in coming: we already want to purchase this or that thing or use this or that service.

• Shields are common objects that we see throughout the city. They grab attention and make the client get more detailed information about the company or service. The working side is directed towards the flow of people, but the non-working side is not so effective, because you have to turn around to study what has been written.
• Signs are a simple form of advertising that tells a person where to go to find your store or office. Example of a product advertisement: cute prints of small feet on the pavement or in a supermarket. Such signs can interest and lead to the department where the desired products are displayed.
• Streamers are stretch advertising awnings, which are most often located over highways and local roads. The driver has the opportunity to read the text and remember the contact information - this option is considered more effective than shields.
• Sandwich people are a great publicity stunt: people dress up in attention-grabbing suits and interact with potential customers.
• Advertising on public transport is not very expensive, but it works great. A huge stream of people sees her.
• Urban constructions - creating advertising images on shops, pedestals, kiosks.

Static advertising

• Elevator announcements. Despite the simplicity of giving a call to action, this method works effectively. A person, being in a confined space, is simply forced to study the material that is located right at eye level. So he will definitely remember it, and maybe even become interested.
• Advertising in the subway and transport. The situation is similar. Only she acts even more actively - a lot of free time, plus there is an opportunity not only to read the material, but also to analyze it.

Internet - assistant in product promotion

And, of course, nowhere can you do without a global network! Advertising of any product should not only be of high quality, but also accessible to the general public. And the easiest way to achieve this is on the Internet - millions of people search for the information they need every day, and your advertisement encourages them to make the right choice. In addition, it is in the network that you can use all available types of information: radio, text brochures, videos. Basic types:

The network is very actively used which has proven itself well. Marketers claim that she can sell anything! There are two types of such an event:

• Texts and banners that are placed on pages that coincide in meaning and context with similar advertisements. This method has a huge plus - it does not annoy the reader so much and can be very useful in terms of the content of the information.
• Advertising posted on search engines. It works simply: you enter a query into a search engine, and as a result, a window "pops up" on the right or left with an image or description of the promoted product / service. An example of an advertisement for a product: "We will sell a car inexpensively", "We will make furniture quickly and efficiently."

Guerrilla marketing

This type of advertising is perfect for both novice businessmen and real pros. In addition, you have a chance to save a lot - there are almost no cash costs, but you will have to spend a lot of time. What is the method? Everyone knows that the popularity of social networks and various forums and blogs is only growing, which means that you have an excellent platform where you can promote your product. Write reviews, share your impressions, recommend to a wide mass of members of the forum ... As a result, people begin to perceive such recommendations as verified and reliable information. This is how many companies work, and the result is really there: in addition to promoting its products, the company also gains a good business reputation. For example, advertising a new product requires a positive public opinion from the company. Through guerrilla marketing, you can continually build and fuel interest in your products.

Television and print advertising

This type of ad is not cheap, but it works great. The thing is that it is capable of reaching a very wide audience. And everyone can find something just for themselves. So if you are ready to spend a lot of money on promoting goods and services, use the media of any level, besides, visual advertising is well received by a potential buyer.

Dear readers, all types of advertising are effective to varying degrees. There are many factors to consider to really help you promote your own business. But remember, to increase your sales, you have to invest in educating potential buyers. Good luck!

A small disclaimer before you start reading. This text was written over 2 years: from 2011 to 2013. As of today, the text remains here “as is”, but changes, corrections, additions are constantly being made to it. Therefore, if you want to constantly be aware of the current content, subscribe to updates on social networks or by e-mail (links to social networks or newsletters are located above or on the side).

Good luck!
Sergey Zhukovsky

Most ad copy will never make a lot of money for their authors! Why? It's simple. The authors of these texts write texts on the principle of “sell at any cost”, which means you have a great chance to “destroy” competitors with the correct printed word.

The good news is that these ingredients obey the laws of common sense and are thus fairly easy to follow.

Let's get to know all 4 secrets.

The Secret of Writing Advertising Text # 1

You must have a quality product

While this is obvious, from what I see in the market, many entrepreneurs are missing this important point.

There are a number of reasons why you should have a quality product (or service). First of all, selling a quality product significantly reduces the rate of returns and the number of dissatisfied customers. Even with all the attention that is supposedly given to creating quality products and providing quality services, I know that some companies have a return rate of up to 70% of all orders! Undoubtedly, this is just a financial disaster.

A poor quality product negatively impacts repeat sales and referrals to potential customers. This is the reason for another tough financial constraint, because repeat sales can be an incredible source of income for any business. Offers to existing customers are extremely lucrative because the sales that come from them are not eligible for marketing costs.

Nothing is more important to your success than having a quality product. Without a quality product, you won't have a real business.

Creating and using the image of the ideal buyer in your target audience.

This is a very important thought. that you need to understand from the start, or you will irreparably damage your sales and profits. When it comes to selling a product, it's important to immediately realize that there is an incredibly wide range of customers who might be interested in your product. But the consumer group that will generate the most revenue for your business is called Ideal Buyer.

What is an Ideal Buyer?

It's simple. This is a buyer with the following characteristics:

1. A customer who needs your product
2. A customer who has the ability to pay for your product
3. The buyer who has the authority to buy your product

It may seem that all three characteristics are obvious, but from my experience with hundreds of clients, I can say that this is far from the case. Let's talk about each of these characteristics separately.

1. A customer who wants your product ...

Seems simple, doesn't it? But be careful, as misinterpreting this postulate can cause irreparable harm to your finances. Usually the biggest danger comes when you have a product that “everyone needs”.

Trying to sell the product to “everyone” can cost you a pretty penny and, almost always, leads to failure. You simply don’t have enough free finances to reach “everyone”. You need to carefully define a group of buyers who have certain basic needs and demands that you can focus on. The clearer the definition of your market, the easier it will be for you to sell your product. You can "like everyone else" offer a wide range of services, but the range of necessary requests from potential buyers can be even wider and you can easily "overstrain" to satisfy customers in all respects.

For example, you sell goods to businessmen. The concept of a businessman is incredibly broad. The shawarma merchant and the oil company owner are both businessmen, but it’s unlikely that it’s equally easy for you to sell your product to both. Therefore, it is obvious that the circle needs to be narrowed until you understand exactly who will buy your product.

You can try to sell your product to all business people. But if you narrow this group down to those who, for example, have problems with the tax office, you have a clearly defined goal. By creating an effective ad copy aimed at a specific market segment, you can work seamlessly with those who need the services of a tax consultant.

2. A customer who has the ability to pay for your product ...

This point is a little more subtle. I noticed one very interesting behavior pattern among clients who came to me for consultations. When clients ask me to determine what is wrong with their ad copy, they are often overwhelmed by my response.

They think I'll change the headline, rearrange their proposal, or recommend a stronger end piece, and so on. Most of them are shocked when I tell them that they have misidentified the target group. It's pretty straightforward. Growth out of business is not held back by bad ad copy, but by the fact that they are trying to sell something to the wrong people.

This error comes in two flavors.

The first- an attempt to sell a product to those who cannot afford it. The thought that leads many entrepreneurs on the wrong track is this: "People need my product so badly that they will dig the earth to buy it, even if they cannot afford it."... Sadly, this happens very rarely. And in the end, you have full warehouses of goods that no one is going to buy.

The second kind of error- choosing a market without enough money as a target and reducing prices in an attempt to sell at least something. This is another serious mistake.

It is impossible to make a solid profit by selling goods at low prices to buyers whose financial resources do not allow them to pay a reasonable price. I have met clients who have targeted starving actors, start-up entrepreneurs, family businesses, and college students as potential buyers. This is real financial suicide. You need a potential circle of consumers who really need your product and who want and can pay for it.

If you are making a product for children, then do not sell it to children, they have no money (although there may be more than enough desire to have it), go to the parents.

3. The customer who has the authority to buy your product ...

Here's another important condition that is often overlooked by those in the marketing business. Often a potential buyer who looks like a potential consumer is not actually a consumer.

This often happens when directors have assigned a company employee to evaluate a product, or when they respond to your advertisement, newsletter, letter, email, etc. without notifying their superiors. Such an employee can and wants to buy your product. But his employer doesn't share his enthusiasm and won't approve of the purchase. The result is that there will be no purchase.

When I first started promoting my business training “Crush the Competitor! How can I build a line of customers using the Internet? ”I tried one suggestion on a number of business owners and marketing managers. I have predicted that managers will become the strongest group of buyers, as this course would help them to more effectively fulfill their responsibilities by using the hidden power of the Internet.

But who is not wrong? No marketing manager bought that training. The training was exclusively purchased by small business owners.

As I did more research, I had the opportunity to talk to many marketing managers who hadn't bought the training. Many of them told me that they really wanted to buy this course, but could not get their companies to give permission to buy. And, as I discovered, this is a certain pattern. It is rare for a company employee to part with their hard-earned money to pay for something they think their employer should buy. Like it or not, that's the way it is.

So remember, you always need to reach out to a potential buyer who has the authority to make a purchase decision. Without such a person, you will not see a deal.

How to create an ideal customer image?

Your income level depends on your ability to correctly identify the group of buyers who want to buy your product, who can afford it, and who have the authority to buy it. The best way to define such a group is to create an accurate image of such a group.

Let's see how, using these three criteria, to create an actual Image of the ideal buyer, on which your ad copy will be based. For example, you are selling video courses that can help people learn to use personal computers. Who will be most interested in buying a similar product?

Obviously, computer owners will become potential buyers, but this is too general a concept. First, those who use a computer at home and not at work will be most interested in buying. This way we will exclude the most experienced users who would be referred to by your advertisements in major computer magazines.

However, there are a large number of small magazines, online publications and websites that are aimed at those who use a computer at home. This will be a good starting point in identifying your ideal customer group. If you buy several issues of such magazines and look at the articles and advertisements that appear in them, you will notice a pattern.

For example, there will be periodic articles on children's play, children's education, home budgeting, investment management, and articles on other topics. You will also notice that these topics are duplicated in advertisements.

Whatever advertisements run in these publications, number by number, they will point you in the direction of where to find your very best potential customers. Assuming the features I just listed are correct, then let's get down to building your ideal client.

Your ideal client will have the following traits:

1. He has a computer that he uses at home
2. He has a family and children
3. His income level: middle to upper middle
4. Is a subscriber to one or more home magazines
5. He has an Internet connection, which he uses for business and personal tasks.
6. He has already bought other computer-related products through the same marketing method that you use.

We got a good initial image. With experience, you will find that some characteristics perform better than others. Then you will pay more attention to these characteristics, which can ultimately become part of your image of the ideal buyer. Working with this group can be so beneficial that all other activities can be economically disadvantageous.

For example, you find out that 80% of your customers are parents who want to teach their children how to use a computer. And, if you find out that the money that this group spends is almost double that of the other groups, it would be reasonable to focus on these parents.

You just need to change all your marketing materials and make them more attractive to parents. Improving reading, math, language skills and general learning skills are likely to be of the most importance to parents.

In short, this is how the Ideal Buyer Image is created. Now you can create such an Image yourself and work with it!

Trust helps you maximize your bottom line

The key to controlling a continuous source of high sales is the buyer's trust in the market and in you in particular.

This may sound vague or even mysterious to some extent. But I bet that after a few years in a marketing intensive business, you will start living by this principle.

I know of dozens of businessmen whose client list contains between 2,000 and 3,000 customers. These businessmen have a stable good income because they have gained impeccable trust among their clients.

Just imagine. A profit of $ 300 per customer per year is $ 600,000 if there are 2000 clients on the list, and $ 900,000 on a list of 3000 clients. Once you appreciate this simple principle of building trust, you will understand how easy it is to create a highly profitable business.

Here's another example. I have consulted a client who has achieved amazing results in increasing the level of trust among his clients. Our combined effort to sell products to customers on our own list of 300 names resulted in sales exceeding $ 175,000 in the past year — their first full year!

Trust me. A high degree of trust among your customers matters much more than anything else.

In a moment, I'll tell you everything you need to know in order to earn, use, and build trust in your customer service. When you read the articles on this site, you will have everything you need to increase your profits by increasing trust with your customers.

An offer means a lot ...

Whatever you are doing now, I want you to give your full attention to what I am going to tell you now. I guarantee that even if you only learn this simple principle, you can easily double or even triple your sales.

Here's the most important thing about advertising copy writing:

In today's marketplace, your offer is the most important component of your advertising. Or, to put it more simply, “offer” is everything.

Much of the success I have had at writing advertising copy is attributed to my ability to create an extremely convincing proposal. Over the past few years, I have taken an approach that is significantly different from what the “experts” suggest. This is a very simple approach:

I always design, improve and refine my offer before launching it massively in advertising, creating sales letters or doing internet marketing.

In fact, I've gone even further: I know it might sound too simplistic - maybe even too good to be true, but I'm now going to give you one of the biggest marketing secrets you ever hoped to learn:

You can get customers to fight for you by becoming an expert at creating effective, compelling offers.

And that's why: in today's marketplace, potential clients and buyers are overwhelmed with promotional materials. Television, radio, magazines, newspapers, the Internet, billboards, cinemas, grocery stores and various other sources every day attack us with such a wave of advertising that it is simply not realistic for a sane person to perceive it.

This means your customers are virtually immune to ads. It is barely remembered.

You can overcome this wall of saturation and disinterest by making your proposal so compelling and so believable that it makes them stop and say to themselves, “Stop! But this is perhaps interesting ... ”.

As I said, when I start writing an ad copy for myself or for my clients, I work on it to the point of exhaustion. As soon as I get the text that seems to me the most successful, I put it off for a few hours. Then I edit it over and over. Then I put it off until the next day. The next day, I revise my proposal again and again.

After it has been edited in the best possible way, I present my proposal to two or three of my colleagues, whose views I greatly respect. I know that these people will be mercilessly honest with me - that's what I need.

The main goal of this whole process is to end up with an offer that is so good that no one with the slightest interest in my topic can fail to read my ad.

Your proposal should be as clear and clear as possible. Every aspect of it must be explained to the smallest detail. It must be perfectly understandable.

Having clearly delineated my super proposal, I believe that the rest of it is practically writing itself. The creation of the rest of the proposal is a process of refinement, as well as informative and emotional support for its main body. As a result, the whole process of writing an ad copy becomes very simple.

I rarely sit for a long time over the creation of the accompanying text - but on the other hand, I work hard on my proposal. Write down and keep on your desk:

The offer is everything!

What does “everything” mean? Nothing less than that offering is the key to huge immediate profits and continued long-term success!

I will go into more detail on the details of creating effective proposals a little later. But for now, it's important to recognize that a great offer can easily triple your bottom line.

Before you start writing your ad copy, you need to do a lot of research.

Many people are captivated by the illusion that it is very difficult to write effective ad copy. I constantly repeat this to my clients in consulting and will repeat it here again. Writing effective ad copy is pretty easy.

The reason good copywriters write on their own is because the copywriter has taken the time and effort to do thorough research before getting to work.

Remember this once and for all. If you don't even learn anything else from my materials, this important condition will significantly improve your text and your sales.

Most copywriters, whom I really respect (because their copy has sold huge amounts of goods) write very quickly. This is because they put in the time and effort ahead of time and did the necessary research.

Once you understand that you know your subject intimately, it will be easier for you to write about it. This is why many small business owners write better copy than what they get from a third-party copywriter.

Small business owners know the inside and out of their product, their market and all the leverage they have with the buyer. Therefore, their texts are simply beautiful and sell well.

But many professional copywriters are simply lazy and arrogant. They think they know everything there is to know about copywriting. Therefore, they feel that it is beneath their dignity to do something as routine as research. As a result, their writing is sluggish, ineffective "water" that never reaches its goal of increasing sales and profits.

How important is research to creating a successful text for the web? Take a look at ...

Zhukovsky's “70 by 30” rule about creating a successful advertising text

The process of creating a good ad copy is 70% research and 30% writing.

The secret to writing a text that breaks all records is research, research and more research. If you truly want to make your writing and your business as successful as possible, it is vital that you learn the simple process of proper research.

What to investigate?

So what exactly do you need to research? Anything that counts as essential to creating the most compelling argument for your customers to start acting the way you want them to.

Here's a list of everything you need to research in order to get the source material that will eventually become a highly profitable ad copy:

1. What is the purpose of your text?

Do you just need to reach a customer or are you going to do direct sales? Will you sell directly or are you using a two-step method?

2. What is the main goal that you are striving to achieve?

Focus on the next 6 months. If this project could only achieve one important goal, what is that goal?

3. What other goals do you want to achieve with this project?

4. Is there something about your product or company that could add credibility to you?

This could be the awards you have received for all the time you have been in your business, the results that can be achieved with your product, etc.

Keep in mind, however, that all of these factors are only beneficial when they demonstrate genuine benefits. Your ad copy is not a courtyard to show off and indulge your ego. At least if you want to sell as much as possible.

The sole purpose of collecting this information is to assess whether you can use it as a catalyst to get your customers to act the way you want them to, as quickly as possible.

5. What product or service are you going to sell?

This may seem obvious, but judging by the ad copy I see every day, it is not.

One of the biggest mistakes I notice is the ad copy, from which it is not entirely clear what it is selling. Sometimes it is a text that sells services, but it only says how long ago the company was founded, who works in it, and other irrelevant information.

Another blunder is text trying to sell too many products at once. For the most part, unless you are creating a catalog, your ad copy should revolve around one product. Sometimes this rule can be broken, but it takes experience, otherwise there is a risk of significantly weakening your sales appeal.

6. What are the features of your product?

How many different models are there? Flowers? How does he work? Is it effective? Economical? Is it easy to learn how to use and work with it?

7. What meaningful facts and figures have been collected about this product?

Has any research been conducted that has yielded facts and figures to support your claims? Is there a business council that can provide important facts, graphs, charts, and statistics about your product? How does it compare to your competitors' products?

8. What important benefit will your customers get when using your product?

The difference between fact / property and advantage is this: fact / property is what the product does, while advantage is what it does for you.

Another important point to remember is that benefits are directly related to properties. You can write down all the facts / properties, and then, based on this list, determine the corresponding benefits.

Here are some examples of facts / properties and their corresponding benefits:

Fact / Property: Super car wash reduces water consumption

Advantage: You save money

Fact / Property: Wash, rub until shiny and rinse with the same apparatus

Advantage: A very simple and easy-to-use device. You will save a lot of time with it every month.

Fact / Property: Sturdy polished aluminum structures

Advantage: This device will last longer than save you money

As you can see, researching the benefits thoroughly is important because the benefits you share with your customers will be the main driving force behind your ad copy. Your task is to compile a list of all the possible benefits that a customer will receive by using your product.

9. What are the main advantages a client gets from working with you in comparison with your competitors? Or from your product versus your competitors' product?

This is another important point. Once you determine what advantages you offer over your competitors, you will have a powerful marketing advantage. I call this the PUP Advantage or the Essential Sales Advantage.

What makes you stand out from the crowd? Why would your customers choose to do business with you over your competitors? Your PUP may be related to your company or your product. But like any other aspect of marketing, it should be viewed in terms of its value to your customer.

One of the possible PUPs for your product could be: better price, better quality of service, wider range, higher quality, more reliable guarantee, exclusivity, higher status or service to special groups.

A well-defined PUP helps to position your company or your product in the market. It can also be the main theme of your ad copy.

I have one interesting hunch. It tells me that perhaps you think that you do not have a PUP ... Or the kind of activity that you are doing does not have a PUP, or you do not need it.

Don't be fooled! Each business has its own distinctive advantages over the competition. You may not know what they are. Or you have been using them for so long that you no longer pay much attention to them.

Here's a quick tip on how to determine your personal strengths. Call 10-20 of your best customers. Ask them why they would rather do business with you over someone else.

Listen to them carefully. After 5-6 calls, you will notice a pattern. It will become absolutely clear to you what benefits attract your customers.

By the way, if you are given more than one reason, ask them to indicate their importance. This will be additional information for your ad campaign.

And the last thing. If you are starting a new business, please do not tell me that you do not have a major advantage that will allow you to outperform your competitors. Because if you still haven't identified the main advantage that will attract customers to you, you are most likely not ready to open yet.

If you start a new business without an edge over your competitors, you run the risk of going bankrupt very quickly. Interview your potential buyers. Find out what will get them to leave your competition and start working with you. Then use this information to determine your Required Sales Advantage.

Here's an example of a PUP that a copywriter can take:

A good PNP is clear, concise, and does not contain unnecessary information. Here's another example that you may already be familiar with:

“Fresh hot pizza delivered in over 30 minutes. Guaranteed! ”

10. What's more important to your client?

Price, delivery, performance, service, reliability, quality, efficiency?

11. Briefly describe the exact type of customer you would like to attract the most.

Where does your Ideal Client live? What age group does he belong to? What is his education? His hobbies and interests? Income level? How does your client assess themselves?

Why is this person your Ideal Client? Because he needs your product. Because he can afford it. Because he can make his life easier and better.

The more accurate this characteristic is, the more accurately the advertising text that you write will serve the interests of your Ideal Buyer.

12. What kind of guarantee do you provide?

13. What level of service and support do you offer?

14. What is the average amountdeals for a regular purchase?

This is important for two reasons. First, it will help you more accurately identify your Ideal Buyer. Obviously, your message will only be directed to those people who can afford to buy what you are selling.

Second, if you are offering a new product in the same market where you are already operating, the price should be reasonably close to the prices of other products you are already selling. Offering a $ 600 product in a market where the average purchase is $ 45 doesn't make a lot of sense.

15. What other information that is unique to your market do you need to collect? Is there anything else you could use to amplify your sales pitch?

Here's another list that you might find helpful. When I write a text for a client, I always ask you to send me as many of the following samples as possible. These samples are invaluable for research purposes.

• Promotional letters
• Samples of advertisements in magazines and newspapers
• Advertising texts for websites
• Internet advertising mailing
• Scripts for radio and television
• Brochures
• Catalogs
• Set of promotional cards
• Press kits
• Telemarketing scripts
• Sales training materials
• Old issues of advertising brochures or online publications
• Thematic ads
• Marketing plans
• Other important research findings and statistics
• Key articles about a client or his company
• Competitors' advertisements and their advertising texts
• Written testimonials from satisfied customers
• Complaints from dissatisfied customers

Rest and internalize

In the last chapter, I talked about the fact that before writing an ad copy, it is simply vital to do some intelligence about what you are going to advertise (even if it is your personal product).

Congratulations! You have passed the first step, and this is already a great achievement. You have collected all the raw material that you will use to fund your bank account.

So let's get down to the next step. Step on the gas, fasten your seat belts and be ready, because in the next step we need to ...

To do nothing!

Exactly. The next step is complete inaction.

All you have to do is go to the movies, play your favorite sport, take a long walk, dine at your favorite restaurant, or do anything else that you enjoy.

But you need to do this not because you deserve the reward (you, of course, deserve it, but this is not the importance of this step). This should be done because it is an essential, integral step in the process of creating the most effective ad copy you can.

Here's the thing. You see, up to this point, you have loaded your brain with all kinds of facts, details and pieces of information that you could find. You have saturated your brain with information and brought it into a state of information overload.

Now it's time to move from this logical stage of gathering information to the intuitive stage during which your brain will assimilate it. And what's great is that you don't have to do anything at all to make this transition!

As long as you are not doing anything, your brain will be able to calmly accept, parse and sort all this information in an extremely practical way. Your brain will create incredible connections between individual pieces of information that your active consciousness seemed completely disconnected.

This is an important part of the job. During this step, you stimulate critical processes in your own mind to work. This process is similar to the one that occurs when you are actively working on an idea, but get stuck, eventually give up, then go to bed, only to wake up in the middle of the night with a clear solution out of the box.

So, take this opportunity and let your brain perform a marketing miracle. Try not to think about the information that you have collected. Get away from her. When you return to it, you will be surprised at how much this step has done for you.

Create an exhaustive list of features, facts and figures

Two chapters earlier, you were collecting product information. Now it's time to take advantage of the collected information.

Write down every feature, facts and figures that are relevant to the product. Don't emphasize one in front of the other. Think of it as brainstorming. Write down whatever comes to mind. Your main task is to make a list of all possible details.

Remember, the features relate to your product - what sizes it is, what it is made of, what colors it is made of, how effective it is, whether it works loudly or quietly, quickly or slowly, how much it costs, how long it will last, for what purposes it can be used , can it be custom made, and so on.

List all the benefits your client will receive

Benefits are the salt of all ad copy. What exactly can you do to make your client's life better, easier and more enjoyable? What important customer problems can you solve? What is it that they really need, what can you offer them? How can your product help them feel special, appreciated and recognized?

There are two very good ways to create a comprehensive list of benefits.

First, write down all the top concerns of your customers. Price, performance, quality, reliability, efficiency, productivity, availability. Then indicate what benefits your product has on each of the points.

Then take a list of all the features, facts and figures that you have compiled. How does it translate into benefits? Use the examples I gave earlier as a guideline for articulating features / facts / figures into benefits.

Once you've put together your list of benefits, put it in order. List it in order of importance of this or that item to your customers. Then select the most important benefits that are sure to grab the attention of your customers who want to work with you.

The most attractive advantages will need to be highlighted when writing ad copy. If you show your customers that with your product they can save time, money, achieve some meaningful goal, avoid or solve any important problem, and make their life better and easier, you can sell your product or service.

Create an incredibly strong offer

The offer you create will have a huge impact on your sales. I've seen trial versions of the same text with different offers, where one offer attracted two to three times more prepaid orders than others.

I help my clients with consulting and coaching to create a powerful proposal for their existing ad copy. By simply changing their offerings, I almost always achieved an increase in their sales by at least 30%, and often much more.

The best offer for your client will be the one that eliminates as many risks from his side as possible. I have always been surprised by offers with a 15-day guarantee, especially for cheap services, quality products, books or information products. Who can even appreciate the performance of a product in just 15 days, especially with such a busy life that most people lead?

When I see a company offering a 15-day warranty, that tells me two things. Either they do not know how to write advertising texts that could bring them the maximum profit, or they are so insecure about the quality of their product that they try to shorten the warranty period as much as possible.

And while we're on the subject of warranty, let's look through the prism of offering a longer warranty period for your product. The first thing that a longer warranty comes with is shifting most of the risk from the buyer's shoulders to your shoulders.

This gives you an important advantage during the sale. Your customer wants to be sure they can buy with total trust - and know that if your product fails to deliver on your promises, they can return it without complications.

Second, a longer warranty period means you have faith in your product. If that weren't the case, you would be offering the pitiful 15-day warranty like all of your competitors.

Third, and most importantly, it tells your clients that you are putting their interests ahead of your own. You are not just making quick money, you are here for the long haul and want to make sure they get all the benefits you promised them.

Here is a list of strong ingredients to include in a good proposal:

• Lowest price guaranteed
• Guaranteed quality
• Soft payment terms
• Discounts for certain groups
• Big party discounts
• Limited time discounts
• Bonuses. In particular, bonuses that the buyer can keep for himself, even if he decides to return the ordered product
• Free trial
• Free samples
• Free shipping, or express delivery at the lowest price
• No commitment
• Free number for inquiries and technical support
• Solid volumes
• Free or inexpensive upgrade later to another product
• Free loan for a certain period of time
• Cashless payments
• Deferment of payment
• Limited availability
• Exclusivity

Great, now let's take a look at examples of real offerings that have dramatically increased sales.

Here is an offer from a large ad that was featured in a direct marketing magazine. The proposal is in a heading and supported by a subheading. The ad is written in the form of a testimonial letter from one of my satisfied clients.

How to get an expensive elite copywriter to increase your sales - risk-free!

What elements are involved in this text? First of all, any risk on the part of the client is excluded here. They promised a safe deal.

Secondly, it is an attractive offer of huge profits - confirmed by one of the customers (in fact, this is a review in the title). This is a strong proposal that worked just fine. The author of this ad was literally inundated with offers from customers who wanted him to create good ads for them as well.

Here is another suggestion I wrote for one of my clients. The challenge was to breathe life into a very mundane product - making money on Forex.

Introducing Forex Elite

As a priority client

You can receive free consultations from our call center

Just by calling us on a special number

You can get

Up to 50,000 rubles to the internal account of the company.

No fees will be charged!

Several strong elements are involved here. First of all, it is the appeal of exclusivity. You are part of a small group of people who can get this product.

The conditions are simple. You can already get 50,000 rubles. It couldn't be easier.

There is no processing fee. No fees are charged at all. This is the biggest discount you can get.

Plus, generous volumes. The client was promised a substantial amount just for filling out a questionnaire by phone. He can count on 50 thousand rubles. A very generous offer that makes the whole text very effective.

And finally, the hidden promise of a risk-free transaction. In the sense that you don't run the risk of getting into an awkward position. You will not be denied. They are already ready to give you money and a priority line for consultations, so all you need to do is fill out a questionnaire by calling and get 50 thousand.

Your offer often determines the tone and flow of the entire ad copy. In addition, knowing how you are going to position your product (by offering) can have an important impact on the main points that you highlight in your ad copy.

Remember this rule well: ALWAYS make your proposal at this stage. Don't even think to get ahead of yourself. If you don't, you will significantly degrade the quality of your ad copy.

Create an exceptional guarantee

Remember when I said that buyers are used to acting like complete skeptics? That they are used to questioning just about any promotional offer? Yes it is.

One of the best ways to counter this skepticism and doubt is to offer a powerful, flawless guarantee. And, as you probably already know, I mean flawless from the client's point of view.

A reliable, well-thought-out guarantee will allow customers to form an idea of ​​you as a reliable partner, and even if they do not like the result, they will not lose anything. This is especially true on the internet, where most new customers don't know you and have little reason to trust you.

Minimum warranty period that has any value to customers should be 90 days... Personally, I have never provided a warranty for my products and services for less than this period.

There are a number of reasons for this.

Firstly, I am proud of my products and services, and I want my clients to know about this, and they have not a shadow of a doubt about this matter. In addition, I believe that customers deserve this kind of treatment, as they will pay for my product with their hard earned money.

Secondly The one-year warranty is a powerful motivator to close the deal. Look, if the buyer has taken a wait-and-see attitude and cannot decide whether the product is worth its price, do you think that a 10-day warranty will help you convince him of something? I guarantee not.

On the other hand, a one-year warranty implies something much more specific that will allow you to close the deal.

And at the end of the day, a one-year warranty can be a great selling point for your ad copy. See how vague the following example sounds.

“You will have 10 whole days in order to evaluate and put into practice this home remodeling course. If you are disappointed in something, you will not lose a cent. Just return it and we will refund you the full cost. ”

Now we are evaluating the same warranty, but with a period of validity extended to one year.

You will have whole year in order to evaluate and put into practice this home remodeling course. Quite right. You will have 365 days in order to appreciate this wonderful course and put it into practice in your home. Or anywhere else, at any time convenient for you.

Imagine how much money you can save this year alone. You won't need to hire professionals to do this simple housework. You can easily save 10 times the cost of this course in just the first year.

In addition, if for any reason you remain dissatisfied, or the course does not meet your expectations, you will not lose a cent. Just return it and we will refund you the full price. Up to the last of the 365 days warranty!

There is a difference, isn't there? The 10-day warranty period is too unconvincing. While the one-year warranty provides a solid base from which to build an attractive sales appeal.

And one more thing about longer warranty periods. Those who have never provided a warranty, or only provided a 10-day warranty, fear that if they offer a 6 month or a year warranty, unscrupulous buyers will strip them like a stick.

In fact, you run almost no risk. Just the opposite. First, a very small number of people take the trouble to return anything at all.

People are either too busy or too lazy to bother with returning merchandise, unless they've lost their temper. This is another characteristic feature of our time. But more importantly, you need to be a sane enough salesperson not to take any steps that might piss customers off.

For the sake of fairness, it should be noted that you still cannot avoid a couple of returns. Let's say, for example, that during one particular promotion you typically sell 1,000 units of a product, and with a powerful one year warranty, you were able to achieve a 10% increase in sales.

This means that you have sold 1,100 units of a product without any marketing investment. But then the returns began. Do not forget that not everyone will return the goods.

Let's assume that returns are an incredible 10% of all new orders (this, of course, is unlikely to happen). 10% of 100 (additional sales resulting from extended warranty) are 10 orders. It turns out that you have increased sales by 90, not 100.

Do you understand what's the matter? You got 90 new orders anyway that you would never have without a powerful guarantee. 90 new sales that cost you a dime and took almost no time or effort on your part.

Q.E.D!

Now it's time to figure out how real guarantees work. Here are some powerful guarantees I found in my archive.

The first example I took from one directory for the sale of consulting services.

Order with confidence

Our reliable

WARRANTY

Order any report, video or

audio recording, and leave all your problems to us. Rate this

information for a whole year!

Either you will be 100% satisfied, or

return the item to us for a full refund.

Here's a guarantee that was included in my course on creating profitable blogs.

But in fact, you don't even have to worry about getting your money back. Because when you put your successful guarantee marketing flair into practice, I have no doubt that the results you will achieve will be as satisfying and profitable as many of my students and clients.

Write a powerful title that grabs attention

Suppose you are shipwrecked on a distant desert island. What will you do to tell someone where you are in order to be rescued?

First of all, you will try to create some kind of message that you could notice from a passing ship or plane. What would you write?

Would you use a little joke, some clever pun, or draw a picture of a sexy woman? Of course not! If you wanted to save your life, you wouldn't.

You would like your message to attract the full attention of everyone who notices it. You would make it straightforward and concise. Something like:

SAVE - HELP !!!

Such a message will be absolutely understandable and will attract the undivided attention of everyone who sees it, isn't it?

The correct answer is No need!

Although this is still the main mistake that 95% of companies make in their ads. Need proof? Take today's newspaper and look at the ad page. Or type a word into a search engine and visit 10-15 sites to choose from. You will be surprised when you find out how many similar sites are wasting their precious resources.

With all the competition for the time and attention of a potential buyer, you cannot afford to try to outwit him, seem too clever or get bored with them in the second second.

The Fusion Title Rule !!!

Your headline should be as powerful and direct as a direct hit projectile

I can already hear how the art directors sighed heavily, exclaiming, throwing their hands into the sky: "What about creativity?"... All I can tell them is: "Out of luck, friends!"

This means that the only headline that needs to be written is the headline that pops up in the subject line of a newsletter, the title of a blog post, from a newspaper or magazine page, grabs the reader by the throat and makes them pay attention to themselves.

How can you achieve such a lofty goal? Show the client what they will get by reading your ad copy.

I don't remember who it was (most likely Gary Halbert), but one of the wise marketing gurus once said something like: "The soul of every headline is a promise, a promise of something incredibly important.".

This, my friends, is absolutely true, because your headline should serve two purposes. We have already talked about the first one: it must completely capture the attention of the reader... If he doesn't, you're in trouble. You have lost your reader and any possibility that he will take the action you want.

The second function that the header should do is a promise to your reader of something so wonderful but believable that he can't help but read the rest of your ad copy.

People are very busy today. You only have 5-10 seconds to give them an extremely attractive reason to continue reading your text. If you think that a client will read 3,4,5 paragraphs or a whole page to understand what the sentence is, you are very much mistaken.

If you don't start playing aces from the beginning, chances are high that your card will be beaten from the very first move. You will lose the reader and any chance of making a deal.

What kind of promise will make the headline powerful and eye-catching?

Here's a list:

• Main benefit that the buyer will receive from your product
• Strong offer you can't refuse
• Free offer
• Special offer, limited by time or some other framework
• Strong review
• Reader warning(one that says not to buy without first reading, or a warning if you have powerful proven statistics that will greatly surprise the reader or grab their attention)
• Message addressed to a special group of people - if this group is the only one whose attention you want to attract

Of all the promises above, there is one that stands out significantly from the rest. In fact, 99 out of 100 headlines I've composed use it to grab attention. I needed to include other examples in the list, but I always build my title on that promise.

Guess what I'm talking about?

I won't keep you guessing anymore. The single most efficient promise to use in a title is: The main benefit that the buyer will receive from your message or product !!!

Remember, when reading a promotional text, the reader is concerned about the only question - how can your proposal make his life easier and easier ... or how you can solve his important problem ... or how this solution will help him achieve the goal he is striving for.

So why waste your time on anything else? Use a headline to get your message across to the reader.

It's simple and it works great. I have used it from time to time when I helped my clients in consulting to optimize their texts.

A lot of times, you could just improve the headline to increase sales by 100% -200%. My upper limit is 367%. But it is not uncommon for a 20-50% increase in sales to go up after changing a flaccid headline to a powerful headline that promises benefits. Given these results, there is no reason to use any other kind of headings.

Here are some examples of headlines that have helped my clients increase sales. A small example of a title for a realtor.

Do you want to sell your property quickly?
No prepayment ... no commission ... no additional fees!

No hints, right? Simple and straightforward, with promises of three advantages at once, which are very important for those who need to sell an apartment or house.

Today you do not need to spend time and money on trips to a massage therapist. Do the massage without leaving your office chair!

Free period of 30 days!

As a gift you will receive a home foot massager worth 1,990 rubles!

Without obligations!

They also offer another advantage - a "free period of 30 days". In fact, they don't give the simulator for free. It's just that you can return it within 30 days if it does not meet expectations. But what does the title look like, huh?

In the subtitle, we find another strong promise: a RUB 1,990 bonus in the form of a free foot massager. They included a free gift in their promise, which is also a very powerful motivator.

Now let's look at another example that I got from a Western copywriter who is actively working on the topic of writing texts for shareware products. He always had the following in his signature in the Google Group:

This last example vividly shows how focusing on a major advantage and offering to solve a major problem creates a powerful combination. Programmers will understand me. They would give everything, just not to engage in sales. Their element is the creativity of writing programs, not trade and texts. Also notice how directly the subheading promises to make the reader's life easier.

There is another element of promise involved here. The ad text is aimed at a very limited group of people. The offer is intended exclusively for people and companies that design and release computer software.

Are you ready to start writing your best headlines? Go!

Use color to highlight the main points

It may sound trite, but the Internet is very much a visual advertising medium. This can be used to increase the selling power of the text. Use color to highlight the main points of your ad copy.

However, it is very important that you do not overdo it with color. I use NO MORE THAN 2 colors to highlight important points that the client needs to grasp. But usually I only use one color in addition to the black font, which makes up most of my text.

For example, I ALWAYS use the second color for the title and subheading. I especially love the dark gray, but feel free to choose the one that best suits your text. Sometimes I also use red to highlight critical points in the body of my text.

But with the exception of the heading and subheading, I restrict the use of color to just a few places. If you use color too often, you end up not emphasizing anything. All of this will turn your text into a color-laden, cheap advertisement.

There is one more nuance of using color in the text - it is the highlighting of links. Every time you offer a link to an order form, this link should be formatted as follows - blue text, underline ... This is the standard format for indicating that a given piece of text contains a link. If you follow this rule, your client will quickly and clearly understand where to click to get to the order form.

Reduce the number of illustrations to a minimum

One of the biggest problems with online advertising today is the overuse of illustrations. Just because you have the ability to use animations, twinkling lights, and other bells and whistles in your ad copy doesn't mean you have to litter every page with them.

First of all, the abundance of images slows down the page loading process. This problem is best avoided. People on the internet are surprisingly impatient. They want instant downloads. If you make them wait even a few extra seconds, they will send you into obscurity with one click.

More importantly, images rarely carry any important information to complement your text. The ad copy, not the pictures, sells your product or service. 95% of all your efforts should be directed towards writing attractive copy. And only 5% can be allocated to creating illustrations.

To prove your point, simply ask yourself: How many products and services would you sell without the ad copy?

Then ask yourself: How many products and services would you sell without illustrations?

The answer is simple. Texts are sold, pictures complement them.

Many advertising texts on the Internet are replete with pictures from the graphic image library just because they are publicly available. These pictures do not strongly support the ad copy. Instead, they distract attention and turn your ad copy into some kind of cartoon. And distracting customers' attention or making yourself look silly is likely to negatively impact your sales.

When can you use illustrations?

First, you need text that looks nice and tidy. A little style doesn't hurt. I like black text on a white background, but I've seen other color combinations that look pretty attractive. If you find a color combination that looks good visually without darkening the text, feel free to use it.

Also, some marketers find it important to include a photo of a key person in their company (themselves or the president of the company) in order to personalize the text. As for me, I was comparing texts with my photo and texts without a photo and did not notice much of a difference. However, I know companies that believe in this method infinitely, and if it does not harm your copy, it is quite possible to use it.

Finally, a few cleverly placed photographs can provide additional support for your ad copy. A couple of photo placement techniques I use are a border around a particularly important review and an image next to the order information.

Take the reader by the throat from the first paragraph

So, your headline has captured the attention of the reader and made a powerful promise. Now you should immediately show your reader how you will keep this promise.

This promise attracted the reader to the text. And all you have to do is bring to his consciousness that you can fulfill this promise.

Your reader wants to know what it brings him, and he needs to know it right now. He doesn't want to wait another half page or even a couple of paragraphs. He is eager to get what he needs, or to solve his problem.

There are many copywriting books that will tell you to start with a story, a motivational quote, a statement that will flatter your reader, a popular line, etc.

I absolutely cannot agree with this. While these methods sometimes work, they fail miserably in most cases. But more importantly, these types of beginning of the text make sense, only if you keep your main promise. And 99 times out of 100, they don't.

Besides, why make the beginning of the text indirect at all? Your reader doesn't need to be entertained. They want benefits - BIG benefits. So give them what they want in the most direct, simple and attractive way possible.

How to sell twice as many copies of your programs?

... A professional copywriter (formerly a software developer) will help you increase sales and save you from the constant headache of writing sales texts.

Enjoy programming, and I'll take care of the texts.

Dear Marketing Manager,

Does your business need hundreds, and maybe even thousand additional sales? Do you want to achieve this goal and get rid of two serious problems?

If so, then this letter will be doubly valuable to you. Because I will show you how to attract tons of new orders and get rid of two of the biggest problems at the same time!

In this letter, the first paragraph immediately covers the topic. The main benefit is paraphrased in a more powerful, challenging manner. Then the second paragraph ties in another strong promise. "The letter will become doubly valuable for you" to the original promise.

It's simple. The secret lies in focusing on the customer and what the customer needs most.

There are no grandiose excursions into the glorious history of the company. There are no funny stories. No fur quotes.

This is a strong, concise text, after reading which the reader wants to know the details. And for this he needs to continue reading your ad copy.

Destroy all doubts with a “preemptive strike of confidence”

I started using this method based on the experience of many American copywriting gurus. Since I developed it and started writing about it in my mailing lists and talking about it in seminars, I've often seen other marketers try to imitate it hundreds of times. It's okay - I wouldn't teach this method if I didn't want as many people as possible to use it.

But most important of all, why it is used so often. And the reason so many marketers are using this extremely powerful yet simple method is because it is so effective. Let me explain this step to you so that you can also use it to your advantage.

In the earlier steps, I advised creating headings and opening paragraphs loaded with promises. While these methods work very well to grab the attention of customers, they also pose a problem for you. The point is that if you use these methods inappropriately, you will bring your potential client ...

To the edge of the abyss of distrust in you!

This is exactly what you will achieve. Most aim to create a headline so overwhelmed with promises (but fulfilling promises) that many potential customers will start to question what you have to offer. This is very easy to achieve as many customers have already been tricked by other marketers.

And with your headings and first paragraphs, you will most likely create this doubt in them, and now you need to make sure that this doubt is broken into thousands of fragments. And you can do this with the Preemptive Impact of Trust.

Let me give you an example to show what I mean. Here's the start of the ad copy that helped me sell copywriting workshops for a long time:

Would you like to get more sales andmore profit with eachYour ad copy?

Now you can increase your profit by as much as 917%Using the simple proven formula "Sales Text Builder"

“With your formula, our profits have grown by leaps and bounds. I have increased my profit on one of the projects by as much as 917%! "

Oleg Kozlov, director of RosMedCenter LLC.

One of my clients has already achieved this. Using the methods I am about to introduce you to, he increased profits by 917%. Many others have increased their profits by 300% or more.

This is an excellent example of Proactive Trust Strike in action. In the headline and subtitle, I promised a lot, almost incredible - that this simple proven formula can increase your bottom line by 917%.

Now that I have sowed this doubt, I need to get rid of it as quickly as possible. And at the same time, I want to convey to the reader the fact that exactly what I promised to achieve is quite real.

It is at this moment that the turn of the Preemptive Impact of Trust comes. The first part of the text that the reader sees immediately as such a bold promise is an independent review that supports my promise.

And it immediately becomes clear that what I promised is in fact the truth (I changed the signature of the review here, in the original there was a phone where you could call a person and check everything).

It provides evidence in indisputable form - using the words of an independent third party, and not through a commercial argument, given by my own words.

The True Effectiveness of Preemptive Trust Strike

Now, if I can convince a potential client that what I promised him can actually be done, I will have a huge advantage. But in addition to this achievement, I have achieved another important goal.

I set the stage and now all my future statements that I make in my ad copy will be perceived as knowingly true. Of course, all my statements will be true, but often the truth is perceived as something unattainable good.

Once you make a big promise and show that you can certainly deliver on it, you will immediately overcome one of the most difficult obstacles: getting your prospect to believe in the claims and promises you make.

Obviously, it is very important for you to overcome the natural skepticism inherent in most clients. Keep in mind that they've probably been tricked or disappointed many times by other marketers. Therefore, it is not surprising that they treat your proposal with a fair amount of skepticism. And your task is to overcome this skepticism, break it into many pieces so that it no longer threatens any of your sales. And as you already understood, there is no better way to achieve this goal than the Proactive Blow of Trust.

I recommend that you place as many reviews as possible as early as possible in your ad copy. You can tout your product as you please, but nothing is more convincing than an independent third-party review of your product.

It constantly surprises me that so many marketers leave last-minute reviews or even link to a testimonial page that is separate from the main ad copy. This is marketing suicide. By the time your prospect gets to the testimonials you choose to post at the very end, it may be too late to overcome the mountain of skepticism they have accumulated.

Don't let this happen. Why risk even one sale when the Preemptive Shock of Trust can help you attract more buyers?

Create an enticing subheading.

Subheadings are a powerful weapon to add to your marketing arsenal. Strong subheadings can go a long way towards promoting your sales pitch. But the lack of subheadings or their weakness can significantly reduce your chances of getting a deal.

Subheadings give you three great benefits.

Firstly, they divide your text into easy-to-read sections. In all my texts, you will notice that I write short sentences, stick to the rule of writing short paragraphs (usually two or three sentences) and divide all the ad copy into short sections, using enticing subheadings as separators.

The human eye can only focus on small sections at the same time. If your ad copy looks too dense and impenetrable, the reader will quit studying it and switch to something else.

This is especially true when the client is reading something on the Internet. The resolution of most monitors and the amount of text that can fit on the screen is severely limited. If you give your reader dense text that has almost no spacing, he will not read it. And if he stops reading, he will never become your client.

Second The advantage that an attractive headline can offer you is its ability to guide the reader through the text. They keep your reading interest at altitude and help you move from section to section.

Third The advantage of an attractive subheading is that it acts like a mini-tour of the entire ad copy. Many people simply skim the text with their eyes without reading it. Subheadings indicate important benefits or make provocative statements that awaken those who scan through the text to read it.

With all these benefits that you can get from using subheadings, it is very important to make them exceptionally attractive and enticing.

How to write a strong subheading

Strong subheadings are built on three different components:

1. The advantage your client wants to get
2. The problem the client wants to solve
3. Combining a problem and a solution

Remember that your customers always want to know what you can offer them. They care about features, brand names, company history, prizes and awards that you have received, etc.

It's hard to say how many times I've seen silly subheadings built around features that don't mean anything to clients. Here are three subheadings I saw recently in one of the ad copy for a major assistive systems manufacturer:

Support
Update
Protect

These are the only subheadings in a large amount of ad copy. They are all features and are presented in the most mundane manner imaginable.

If the reader's interest in reading the text depended only on the subheadings, would these three subheadings fulfill their purpose? Would you like your sales to depend on these subheadings? Of course not.

Now let's take a look at how to write three types of subheadings that attract readers, engage them, and guarantee increased sales.

Preemptive headline

A headline with an advantage may simply indicate that advantage directly. Here's a good example:

Increase sales by at least 78% using 3 simple techniques
find out all the details below

This is a very simple statement that will appeal to anyone looking to improve their sales. It promises a strong advantage "Simple and strong increase in sales"... The reader immediately wants to know more. The subtitle clarifies that the details can be found right here.

Another method is to associate an advantage with an argument of why the advantage can be trusted. This can be done by combining the advantage with an external source. Here's an example from my ad copy about being on a direct selling site:

Want to know how a client opened my eyes to unlimited online sales potential?

By linking the benefits to an external source, without formulating the proposal itself, I added credibility to these subheadings. This believability helps clients accept that what I am about to tell them is true. At the same time, subheadings represent strong benefits that customers would happily get their hands on.

Problem header

The meaning of the headline with the problem is very simple: to pay attention to the problem and the damage that this problem does. Here's an example from a promotional text for a course that I was selling through an e-mail newsletter:

Dangerous Myth Destroying Your Online Profits

In this particular subheading, as with most problem headings I create, I am not naming the problem directly. I prefer to create a strong intrigue that gets the client to read the text that follows the subheading.

Take a look at the previous subheading again. Who wouldn't want to read a little more and understand what this myth is that is killing profits? I guarantee that few clients will stop reading this meta and won't want to know if this issue is affecting them or not.

Here's another reason not to name the problem directly. Problems often cannot be summed up in one sentence. This is exactly what we see in this particular case.

First, I need to outline a common myth that almost everyone takes for the truth. Then I break the myth into pieces by showing the reader exactly how it hurts their bottom line. It is difficult to describe in one subheading.

Title problem / solution

The last kind of subheading is a hybrid of a problem and a solution presented at the same time. This type is almost always used at the end of the ad copy - often as a summarization. Here's an example from my text on Making Profit with a Direct Selling Site:

End wasteful internet marketing and start making money with your own website today

This subheading is on the penultimate page of my ad copy. He summarizes the client's serious problem and proposes a solution with advantage.

Press on the sore corn!

In order to present as powerful a sales appeal as possible, you must inform the client of what is hurting him.

This move directly contradicts what dozens of academic copywriting textbooks teach. These textbooks argue that you should not pay attention to negative points in your text.

According to this outdated logic, any negative statement can create destructive associations for the customer with your product. And this will cause them to automatically say "NO" when the time comes to act.

I don't know who came up with these rules. It seems to me, some kind of exhausted psychologist. In any case, this old rule should be forgotten as soon as possible, because the truth is that ...

Showing the customer their biggest problem and pain will help you sell a lot more of your products.

A lot of people won't like this. It seems to them that it is cruel. Or they want to avoid their own pain at all costs.

It doesn't seem cruel to me. It seems to me that you are doing your client a service if you use their pain to force them to take some action that will ultimately bring them relief.

After all, it was not you who created this problem. It was before you showed up. After all, you use it to help your client and help yourself at the same time.

Why pain is such a powerful motivator

People are much more motivated to change when they feel pain than when they anticipate pleasure.

To prove this, I paraphrase the words of the famous American heart surgeon Dr. Christian Barnard. Dr. Barnard once stated that he had no compassion for people who said they didn't have the willpower to quit smoking. He elaborated on these words, continuing that he had never had a heart transplant patient who could not stop smoking immediately after he was indicated for surgery.

In general, what he means is that the pain of a massive heart attack, subsequent surgery, fear of reoperation, and possible death give the patient the determination it takes to quit smoking.

But these same people may be motivated to act through the feeling of their own pain. For example, many potential clients come to me on the recommendation of other clients whom I have helped to make a lot of money.

These potential clients call me and tell me that they want me to do them an advertising campaign that would also allow them to make a lot of money. And then they absolutely do not do even the simplest things in order to get things off the ground.

Pain is a curious thing. I have noticed that many of these same potential customers call me months or even years after they experienced a serious drop in sales!

They are now ready to act. Whatever I tell them to do is done with amazing productivity. Because in fact, the pain of declining sales is as strong a motivator as heart surgery is for some patients.

So, I insist that if you want to help as many customers as possible and increase your sales along with this, it is very important to clearly show them the pain that will come if they do not take the action you want them to take.

I understand that in certain quarters this can cause controversy. I understand that this is not the most popular solution and may not be widely understood. But I also recognize that the ethical use of pain as a selling argument can be beneficial to both you and the client.

Now I need to clarify. I do not advocate that you take advantage of the client's pain whenever you can. Or so that you manipulate them cunningly. Or that all your ad copy is based solely on pain.

I'm just saying that a limited dose of pain, written with a skilled hand and delivered with good taste, can make a huge difference in your ad copy.

Here's an example of using pain. It comes from a sales letter that was used to sell my course to small businesses and entrepreneurs.

(THIS IS IMPORTANT) One last thing to think about ...

You know, every time I talk to a business owner, it doesn't take long before the conversation turns to how to make more money. If you are something like me, then you are also often concerned about this problem.

One thing I can say for sure: this cannot be achieved by continuing to do what you have done before.

What you have done in the past has allowed your business to grow to its current state. But it cannot continue this way. In today's economy, you simply cannot keep doing the same thing over and over and expect some other result.

It's not all bad, is it? Just a little reminder of what they already know. That if you continue to act in the same way, as always, nothing good will come of it. At best, they will stay where they are now. And let me be clear about one more thing: if they are satisfied with who they are, then they would never have read to this point!

Destroy the pain!

Now, you see, I told you that I am not a masochist. The only reason you remind your client of his pain is to completely free him of it. It doesn't matter what kind of problem he has, you will help to solve it 100%.

Of course, you provide this solution along with your product or service. This will help convince your loyal customers at the start of your ad copy that you have exactly what they need.

Also by showing their pain through the worst problem they've ever had to deal with and then solving that problem, you show that you have a deep understanding of the client's situation and needs. This is important because customers love to be understood. And this invaluable experience has been proven to lead to higher sales.

In the example I gave in the previous step, the pain eliminator was already included. He was mentioned in the last two paragraphs:

What you need to do to increase your sales and profits is to look at your business from a fresh, objective, totally sane point of view ... a marketing point of view! And start learning new, better development methods.

This is what the course offers you. Big profit in small business... Not only will it provide you with the strategies you need to succeed in today's volatile economy, it will show you how to apply these strategies cost-effectively.

By this time, the client will readily accept your explanation of what you offer him as the correct solution to the problem. Why? Because you have already proven that your strong promises can be trusted, and you have demonstrated a deep understanding of the client's condition.

These powerful factors endow you with a favorable authority, whose advice should be trusted and listened to. Not bad for multiple pages of ad copy!

Show flawless performance

Many perceive the characteristic as follows:

Alisa Selezneva. She received her doctorate from Moscow State University in 1982. She worked as a research assistant in five research institutes, including the Russian Academy of Sciences. Her publications and research have received dozens of awards and accolades, including the prestigious Honored Scientist of Russia award. ”

I will summarize this approach to characterization in three words:

Who needs it?

Here's what your characteristics are Should not do. They don't have to extol you, your company, or your product. They shouldn't cover topics that your reader doesn't care about. But most importantly, recommendations should not be used to please your ego by focusing on yourself or all the wonderful things you have accomplished.

Here's what your characteristics are must do. They should allay your clients' fears and concerns about doing business with you. They must show your ability to provide your client with the result he desperately needs.

Characteristics in an effective ad copy should clarify the credibility and benefits. This is a powerful combination that will help you make more sales and generate higher profits once you start putting it into practice.

In order to do this, all characteristics must be presented in such a way that they emphasize the level of trust in you and your ability to provide all the important benefits that your client needs.

I can best illustrate this with a real-life example. This example is taken from a sales letter sent by a business consultant to business owners offering a marketing course.

In this text, characteristics are reduced to a statement of the achievement of strong results, which are objectively confirmed. Here's this example (all names and company names have been changed):

Do you feel the difference between the old characteristic and the characteristic of Effective ad copy? Who cares at all what institute Andrey graduated from?

Who needs to know how many awards he has received? Or how many prestigious positions did he hold? To none of the real buyers of your products. All they need is a result that you can help them get.

But don't get me wrong. If the award that you received (or any other variation from the old style characteristic) can be directly translated into an advantage for your customers, it should definitely be included in the list. Just make sure you mention it for the good of the client, not just to please your ego.

Let's look at another side of the characteristic. Look at the testimonial in the sales letter again, but for now, imagine that there are no reviews there.

Do you feel the difference? Testimonials (if they are objective) are a very important tool for confirming your characteristics, which help to increase your credibility.

Anyone can say anything about their product or service. This does not mean that your reader will believe it. But an objective review, which clearly indicates who made it, gives the characteristic the level of trust that you need.

By the way, the characteristics can be applied not only in relation to some person. They can be used to promote the sales process of any product or service.

For example, here is a characteristic for a product:

Super Cleaner has been proven to work well over the past 40 years in aircraft factories around the world. The job it has done is so complex that other detergent manufacturers don't even want to think about it.

“Super washer is the only detergent we use. Of course, everyone promises only the best, but from our experience we can say that only the “Super-launderer” can do this job. Without it, many of the pollution, which is in the order of things here, would be a real problem for us. And now it's just a routine cleaning. "

- Alexey Tupolev, President
CJSC "Tupolev-service"

Combine your level of trust with a privilege for the “select few”

As you may have noticed, I talk a lot about the need to gain the trust of clients. And there is one simple reason for this:

Trust is the most important factor in selling more products and services!

It doesn't matter how wonderful your product is, if you cannot convince people that you or your company can be trusted ... that you should do business with you ... that you understand your client the same way he understands himself ... and then you will be faced with a difficult - if not impossible - the task is to try to attract them to cooperate with you.

First of all, you need to prove that your product gives (and perhaps even more than it needs) everything that you promised. But it is also important that you need to prove that you can be trusted to handle the client's problems. Most of the steps in my Formula are designed to help you achieve these two important goals.

One of my favorite methods of building trust is to provide an advantage that solves one of the client's most important concerns. By doing this, you will give your client the feeling that you are their ally - a friend who can be trusted, who will not take advantage of him, like many other marketers.

I'll demonstrate this powerful technique when we get to creating ad copy for the web.

In the meantime, here's a very old example that you probably recognize. Insurance companies know that people don't like being “sold” using high pressure tactics from a dexterous salesman in a polyester suit. So when they advertise, knowledgeable insurers include the line:

"No calls from sellers"

This is good marketing. This means that you understand and acknowledge the deep sense of concern that your customers have. And thus, it is easier for the client to make a choice in your favor.

Give your client undeniable proof that you can deliver on what you promised!

Sounds harsh, right? How can you prove, and even indisputably, that you can fulfill everything that you promised?

In fact, it's not all that difficult. Not because there are some clever methods to help you avoid it. It's just that you should never declare or promise something that you cannot fulfill. Otherwise, it is just suicide.

The method I'm going to show you you must use to prove your promises. Sufficient proof can significantly increase your sales and bottom line. It can also give you a significant advantage over your competitors.

"It's easier to write ten correct sonnets than one good ad."

Aldous Huxley (British writer)

1 out of 10 new subscribers sends their sample of the advertising text. These are often weak ad samples. They are full of classic mistakes. In this article, I will provide guidelines for writing promotional copy so as not to cover the basics in personal responses.

This will be fundamental knowledge:

• positioning,
• Images,
• headers,
• signatures,
• suggestions,
• main text,
• social proof,
• call to action.

• a call to the company;
• go to the site;
• cut out a discount coupon (magazine, newspaper);
• save an electronic coupon (ID number, for example);
• download the application to your phone;
• get acquainted with the products (first touch);
• subscribe to the community on social networks.

Rollback is often the only real goal of image advertising.

All these flashes to the general public can be afforded by large companies. Expensive PR, of course, CAN pay off in the long run. We will talk about advertising, which solves a more trivial task - increasing sales with a minimum budget.

An example of advertising text from aspiring copywriters

There is nothing to laugh at. It's just that a person does not know how to write an advertising text. It's good that Natalia took the liberty of submitting her own version. Many copywriters with 10 years of experience write something similar. Some entrepreneurs place similar advertisements on their websites.

Why does a copywriter see this ad in their feed? It would be much better if I saw the ad: “Copywriter: Time to Find Clients on YouTube. We remove the fear of the camera in 10 days. "

Why is this ad bad:

• incorrect positioning by target audience (CA);
• there is no direct benefit "become a video producer" so what? Why do I need it?
• Why is the car in the photo?
• great expensive camera - I won't find money for it!

The expectation is that a person will be tempted to a free webinar. I associate a free webinar with vaping.

"Homework" - the first stage of writing an advertising text

Working according to the principle: "if only the customer accepts" is sharply different from the solution of sales problems, where "the effectiveness of advertising is determined by the client of the company." The main differences will be in the results.

Just as a fisherman knows what to catch a specific type of fish for, so an advertiser should know who he is catching with his advertising and what.

Who do we write advertising text for?

We know that a person makes a decision, guided by rational arguments and emotions (motivation).

Women and children are more likely to make emotional choices.

She sees a purse - click - buzzed - want - want - bought - forgot. The click-buzz effect is described in more detail by Robert Cialdini in his book "".

Men may be more rational about their purchases, but there are exceptions. Buying a cool jeep for city trips is difficult to explain rationally.

As you already understood, the first thing to do is to divide the target audience (CA) by gender.

Dividing the target audience into parameters and groups is a segmentation process.

What else do you need to know about the target audience, to segment it in as much detail as possible:

• average age;
• average income;
• profession;
• hobbies and interests;
• how the purchase decision is made (emotions or logic);
• what they pay attention to when buying;
• marital status;
• why they might need a product / service;
• what objections the target audience will have;
• who are the potential idols of Central Asia;
• with what social proof they are considered.

What are we promoting?

All goods, services, companies, people have advantages and disadvantages. There are bad goods that can be sold once. There are also high-quality products that a client can buy several times without touching the advertisement again.

The quality of the goods is determined by the client! Therefore, everything that we learn about the subject of advertising should be considered from the point of view of the target audience.

Studying the subject matter of the sale is also necessary, as well as studying the target audience. This will help work out the positioning.

Positioning - WHAT we sell and TO WHOM.

There can be many benefits. 10, 20, 30 points! Should you use them all? Yes, but in different advertising messages for certain segments of target audiences.

What will be important for a woman who is obsessed with clean air due to allergies when choosing a vacuum cleaner?

Air purity. It should be used in advertising for this target audience. We can assume that if a woman is interested in the purity of the air, then she will be interested in the purity of the carpet. Can you indicate the amount of dust that the vacuum cleaner is sucked in and retained? It might work.

A man will like the power parameters of the vacuum cleaner more. More powerful - cooler.

A woman may ask, "Is he powerful enough?" It is good if the advertising demonstrates the power. I'm sure you've seen a lot of these ads.

What information needs to be collected about the subject of advertising:

• what problems do we solve;
• what other ways can you solve these problems, and how is our method better;
• what is the uniqueness of the offer, product, service;
• what stereotypes potential clients have;
• how much does the subject of advertising cost (correlate this with the target audience);
• is it high quality or not;
• what are the features of the product / service;
• product advantages and benefits from them;
• limitations.

Anything we collect about a product and product needs to be recorded as selling information. Disadvantages should be tried to turn into advantages, and the advantages must be described in terms of benefits for a potential client.

I repeat once again that everything that we learn about the subject of advertising should be tied to a specific segment of the target audience.

Where will we advertise it?

An article for Kommersant magazine, an advertising post on social networks, a TV video and an advertising booklet are completely different advertising channels. However, you can prepare advertising texts for each of them if you have collected selling information.

• likely coverage of the target audience (more is better);
• expected result (potential of the advertising channel);
• the maximum amount of information that can fit;
• the cost of creating and placing advertising;
• additional advertising opportunities;
• testing capabilities;
• whether it is possible to place graphic information;
• ease of operation.

For the banner, you need to prepare an image and a short message that can be understood in 3 seconds.

1. Collect information about the target audience and the subject of advertising.
2. Decide on an advertising channel.
3. Come up with an advertising idea.
4. Write advertising text.

Why did we spend so much time on the first two points? Because this work takes 80 - 90% of the time. How to write an advertising text without understanding the target audience and the product is a mystery that I cannot solve.

"If you have a good selling idea, then your secretary can write the advertisement for you."

Morris Hight (20th century copywriter)

Writing ad copy

The information you've gathered will help you write your ad copy. The classic ad copy, as I said at the beginning, includes:

• image,
• title,
• subheadings,
• signatures,
• offer,
• main ad text,
• social proof,
• call to action.

Level 1 Signals: Image, Image Caption, and Title

The task of the first level signals is to break through the advertising protection. We need to hook the target audience (NOT ALL, but only the target audience) in order to lure them into reading the advertising material.

As an image you can put an advertising object, a representative of the target audience + an advertising object. If a person looks at the image, they will most likely read the signature under it. Use this knowledge.

Headlines have been legendary since the 20th century. Their writing and importance cannot be covered in one article. Read the book Proven Advertising Techniques by John Caples. It contains many examples of headlines that have dramatically increased the effectiveness of your advertisements.

If the battle for the attention of the target audience has been won, then now you need to quickly convey the advertising information.

Second level signals: subheading, main ad copy and offer

Second level signals should tell the person that this "thing" will solve his problems 100%.

- “Damn, I need it,” this is how a person should react to the main ad text.

The controversy surrounding “how long should the ad copy be” is unfounded. Because there is a very accurate answer from the classics and founders of the advertising business.

“The text is like a woman’s skirt. It should be long enough to cover the essentials, but short enough to be interesting. "

From Joseph Sugerman's The Art of Marketing Messaging

Level 3 Signals: Social Proof and Call to Action

Social proof is confirmation that we are telling the truth. People are more likely to trust people than companies. Although many do not believe the reviews and recommendations, they still read them with pleasure, especially negative ones, because people love the negative.