Advertise product examples. How to advertise your business? Examples of the best ad copy and hidden ads. When to use illustrations

Greetings, dear friends! With you Alexander Berezhnov - one of the authors of the business magazine HiterBober.ru.

Today I will talk about some interesting tips for writing advertising text. I will make a reservation right away that practice is necessary for the professional mastery of the advertising style.

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

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

Copywriter- a specialist in the field of writing commercial texts. Unlike an ordinary writer, a copywriter is engaged in the creation of texts, the purpose of which is to induce the reader (potential client) to buy a product or service, as well as perform other actions planned in advance by the author.
For example, make a call to a company or follow a link (in the case of a copywriter creating content for sites).

While advising incumbent marketing and advertising entrepreneurs, I have seen that many of them make the same mistakes when composing their ads. As a result, its efficiency decreases, and as a result - the company's sales volume.

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

1. What makes a good ad copy different from a bad one?

And really, what is the difference? Many people do not understand this.

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

Firm " Feed»Offers pasta, cereals, eggs, dairy products, there are discounts!
We have good goods, high quality raw materials, convenient delivery products to your home, so it's a pleasure to shop in our store. Inquiries by phone: 333-222-222.

Something like this, not really bothering to write advertising copy, most entrepreneurs. And their main mistake here is standard... After all, such ads are not remembered and are lost in the total mass of advertising variety. Moreover, this not particularly prominent advertising text is a statement of facts about the company and does not show clear benefits for the customer when making a purchase in it.

Compare this ad, but with a different submission:

Hungry? Do you want to eat tasty, healthy and inexpensive?
« Feed»Family natural products... Down with chemistry, long live natural food!
We deliver the very best to your table.
If you buy a lot, you will get a discount!
Call your relatives at the table and call us as soon as possible: 333-222-222.

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

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

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

Don't be like everyone else, stand out.

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

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

Surely, in this case, you want to induce the potential client to take action. And it is right! What is the nature of such a call?

Here are some options:

Call to the company. « Call now and find out more!»
Checkout. « Place your order today and get a 10% discount!»
Call to come to the point of sale. « Come to our store and buy a Nike cap for only 500 rubles!»

3. How to write a catchy headline for an article: the "elephant fly" technique

We often hear: “ I bought this newspaper because I got the headline "... Or: " I went there because the advertisement read: "Every second buyer gets a toy as a gift!"". Surely you will remember a lot of such examples.

Often we see very intriguing headlines and no one will stop us from reading the entire ad (article).

I advise you to write a few ideas on paper, and then use the method of combining them to choose the most successful one.

The most common example is the promise of big discounts.

You've probably seen similar price "enticements": DISCOUNTS UP TO ... 50%, 70%, 90%.

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

You see, they didn’t seem to deceive you, but they “forced” you to enter the store, and there a professional consultant will handle you, selling you what he needs.

Or another popular speculation on the value of a product: PRICES FROM: ...

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

Continuing the conversation about the rules for composing the title.

Your ad title should be short and concise, reflecting the essence of your offer.

Some of the most effective techniques when compiling a heading, it is submitted as a question with an obvious answer, or we want to get this very answer to such a question.

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

4. An example of the use of PR-technologies when writing an advertising text

Now let's touch on the PR technology in a nutshell. In short, the main goal of PR is to form a definite opinion about an event, product or person.

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

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

If you have been working for 2 years, then in the text write: "The company has been on the market for several years!"... If, in addition to sales, you make built-in furniture to order, submit this fact as wide range of services provided by your furniture company.

If you buy components for imported furniture, write in the advertisement: "Components from the best foreign manufacturers".

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

Here, the “meet by dress” principle works especially well.

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

5. What are copywriters silent about when writing intriguing headlines?

Continuing the topic of catchy headlines.

Example: " Such-and-such actor nearly died in a car accident" or " Moscow pensioner found the corpse of an alien in her own dacha". Quite intriguing, agree ?!

Now let's figure out what is actually written in such articles:

About the "car accident" As a rule, here follows a description of the situation when this very actor was filmed in the next film, where a car chase took place outside the city. And in the process of filming the chase itself, cows grazing not far from this place came out onto the road, and the actor had to slow down sharply, which led to a congress to a ditch. And the article itself is actually just a veiled advertisement for that very film with a scene about the chase.
About "grandmother and an alien".Reading the article, we find there interesting fact! It turns out that the pensioner, having found the "alien corpse", simply did not know that it was an ordinary dead mole, the carcass of which had been greatly disfigured by time. And she found him when she was digging up potatoes. Having called the journalists to the scene of the "incident", the granny almost convinced them that she was right, since she had previously worked as a professional writer-scriptwriter.

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

So the example itself:

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

In this case, the title may be as follows: “ The loneliness of mothers was brightened up with gifts and emotional communication"- this refers to an article in which you can advertise the same chocolates.

An example of such a template can already be used as ready-made advertising... If you dream up, then you can add more shocking and even rhyme.

For example:

"Mississippi chocolate at leisure is very sweet!"

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

I think we figured out the headings, let's move on.

6. Why is the image of the "ideal buyer" compiled and how does it relate to advertising texts?

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

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

Example:
“Kolya loves Masha, and Masha loves his dynamite. Why be friends with Masha? Better to play soccer! Dynamo football team - it's fun and friendly with us, and you don't need to be nervous! "

This means that when you write your ad copy, think about what will be important for your client to see there. Perhaps it is the price, quality, bonuses, etc ...

So, once again, let's take a step-by-step look at how to write an effective ad copy:

Decide on a goal
Create a catchy headline
Create a portrait of your ideal customer
Determine your priorities. What will be emphasized in your ad first of all.

7.10 practical tips for writing effective ad copy

Make a good intriguing headline - it's a must!
Use simple words and expressions in short form, rhyme them. This will increase the memorability of your ad.
Break the text into paragraphs to make it easier for the reader to comprehend.
Write paragraphs of no more than 50 words, preferably 40-45 words. Less is also not desirable.
Don't write paragraphs in one sentence. If you suddenly get a long sentence with adverbs, break it down into shorter and simpler ones (see p. 2)
Use subheadings in the text if it is large.
Use numbered and bulleted lists to give your text structure.
First, let's give the most important information in the ad, and then the secondary information in descending order.
Colorfully style your ad with a catchy themed illustration.
Provide the contacts of your company so that the potential client knows where to turn. The required elements are here: phone number, address. It is highly advisable to also indicate all auxiliary contacts and information: opening hours, website address, e-mail, directions.

8. Conclusion

If you are a beginner and are faced with the need to competently compose advertisements in order to sell goods and services of your company, feel free to take them into account.

Practice, and before getting into a fight, analyze your competitors for strong promotional materials.

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

Even these simple actions can significantly increase the sales of your business and maximize short term will form the backbone of clients who will fly towards you like moths on fire.

Friends, I wish you good luck with this!

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

"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 give guidelines for writing advertising texts so as not to tell the basics in personal answers.

This will be fundamental knowledge:

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

a call to the company;
going to the site;
cut out a discount coupon (magazine, newspaper);
save electronic coupon(ID number, for example);
download the application to your phone;
get acquainted with the products (first touch);
subscribe to the community in in 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 Natalya 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 decisions based on rational reasons 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 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 commercial and an advertising brochure 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.

Collect information about the target audience and the subject of advertising.
Decide on an advertising channel.
Come up with an advertising idea.
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,
the main text of the advertisement,
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.

The 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.

Consider the rules for composing advertising texts, or, as they are sometimes called, advertising messages. The concept of advertising messages determines the intonation and system of arguments with which you will address the consumer, they will become the tip of the iceberg that your future buyer will see. Therefore, everything that you can say positive in favor of your product should be said in this appeal.

The more useful the consumer learns from your appeal to him, the more chances that your product will attract the greatest demand. Some have compared the behavior of an advertiser to that of a lawyer in a lawsuit where buyers are on jury. And you need to tell them everything that is possible to achieve your goal. And the goal of the entrepreneur and the advertiser is the same - the sale! All the words that you are willing to say must be subordinated to this goal. But in order to achieve it in full, you need to know well the product being sold and potential customers.

Features of advertising text

In your product, you need to define the key properties that could make it stand out from its peers. Remember? "Our show is the most musical of the entertaining and the most entertaining of the musical!" This does not mean at all that someone determines the musicality and entertainment of programs with a special device, and then gives statistics to everyone, but nevertheless an interesting move was found, and immediately it was beaten and put into circulation.

This example is rather humorous, but in the serious world the same rules apply: Volkswagen and Volvo have been claiming for years that their cars are quality and safety standards, Toyota advertises reliability and ease of management, and the company Ferrari repeats about the gigantic speeds that her cars are capable of developing. So, the key property of the product is the basis of your appeal to the consumer. Such a property should be found even in the process of developing the concept and subject matter of advertising.

Well, if there is more than one key quality, then advertising campaign has a great chance of really inspiring consumers to think that your product stands out from the crowd. But remember that the key quality is to promise the buyer exactly what he wants to get, otherwise he will never even be interested in your product. Any advertising message should be based on the movement to satisfy the desires of the consumer. In addition, your ubiquitous statements by words and actions that you seek to please the client will work for the good of the firm's reputation, which will also have a beneficial effect on the marketing of your products.

To confidently state that you represent the product you are selling competently, you must know everything about it in detail, not in general. You can get this information by reading the relevant literature and comparing your products with similar ones on the market, following directly the production of the goods.

For a person, there is nothing more convincing in advertising than comparison. If you can explain the advantages of your product over others using examples and comparisons, then the advertising campaign will achieve its goal - the consumer will see with his own eyes the advantages of your product, will be convinced of this and will now convince his friends and relatives in favor of this choice. This category also includes before and after promises. If you show the leather shoes standing next to each other, of which one is treated with your own cream, and the other is not (provided that the difference is perceptible), then it will convince better than words.

How is this product useful for people?
What is it made of?
Does it have any advantages over other similar products?
What is its price?
Does he need any kind of service?

The same questions are worth answering in relation to competing products, and the most important question in such a comparison: what is the main difference between them? Your ad should give honest answers to these questions to the buyer.

Advertising messages can be addressed either to a whole group of people, or to an individual. The more accurately you know your reader, the more accurate your appeal should be. Answer the following questions for yourself as you write your marketing message to a group of people:

What are their common goals, activities?
What unites them?

In other words, it is necessary to get a clear answer to the question: “Who is our consumer?”, That is, to determine the target audience. It is important to know what approximately the amount of money consumers will be able to pay to satisfy their need for a product, after what time they will be ready to buy again, how consumers relate to the product and its manufacturer, what affects their choice, what is the capacity and ability of the market to expand.

Advertising text rules

The following rules will help you when writing advertising texts.

1. To say that the product is great is not enough; I must say why he is great. However, if you have nothing to say, limit yourself to just a catchy illustration and an original headline with a promise, and leave your address instead of text.

2. Readers should visually represent what you are writing about. If they can imagine how they use this product, then you have correctly written your message.

Yet the most common, "classic" beginning is the product description. And the first sentence should contain the following meaning: if the buyer buys your product, he will only benefit from it. The next sentence follows logically from the previous one. If the reader does not see the relationship between the initial and subsequent sentences, then he may think that he was deceived, and will not read the entire message. In this sense, the following example cannot be considered successful:

Do you want to be a millionaire? We ourselves would like to become them. But we know how you can feel like a millionaire. Have you tried our latest invention - menthol shaving cream?

Yes, the first sentence is short and interesting, in the form of a question. But it assumes that the letter will talk about how you can make a million, which does not correspond to the subsequent content.

4. Focus attention on the most important point of your advertising message. First of all, you should highlight, as already mentioned, the point that describes the difference between your and other products. This point is located at the very beginning of the letter, and you should strengthen it throughout the writing of the entire text.

Factors such as reasonable price, fast delivery or excellent service can be used to distinguish your product.

5. Not many people buy a product just because they help someone out. For example, how will buyers react to the following email:

After years of effort and money, we have finally created an electronic dictionary.

This message causes almost no desire to buy the product. But if you redo it and focus the attention of the buyer not on the problems of the manufacturer, but on the problems of the consumer, and even write it correctly, then it will turn out like this:

Your torment is over !!! Time is running out and it's time for your literacy to improve! Now you can use RIGHT-SPEL (electronic dictionary).

7. We remind you once again that when choosing an illustration (photo or drawing), keep in mind that it must correspond to your advertising strategy, convey, together with the text and title, the main idea that you are trying to convey.

As an attraction for women, for example, it is always good to include a photograph of children or fashionable dresses, flowers or perfumes, fashion models. A man should be influenced by photographs of new cars, sports battles, weapons and, of course, beautiful women... Regardless of the nature of the target audience, funny scenes from the life of animals always look good. Humor can also grab the reader's attention. In any case, the picture increases the effect of the advertising text by about 2 times.

8. Flattery, unconfirmed statements, exaggeration create the impression of unreliability. Just one sentence can destroy the credibility of the entire message. Example:

These are the best plastic pipes available today. They are the latest in the chemical industry.

To talk about which pipes are the best, you need to research all the pipes on the market today. But we are not sure if this was done by the person who talks so categorically about the pipes in the above example. And of course we suspect that this person does not know everything about the latest inventions in this area.

9. When specifying the price of an item, show in numbers how much money customers will save if they buy your product.

10. The chances of attracting attention are increased if you write about the actions that must be taken to receive the ordered products. And if the reader is presented with a blank check or a registered letterhead, then these actions will be of great benefit. For both psychological and logical reasons, the reminder of the decision reward prompts readers to take action. The actions that need to be taken by the buyer should be easy.

We expect a quick response from the buyer to our letter. The more he weighs our offer, the less chance we have of making a deal with him. Here are some of the most common examples that drive quick responses:

Buy before prices increase! Buy while the discount is available! Buy, there is little time left before Christmas!

The author of the advertising message must be confident in himself. Instead of writing "If you want to save your time, then ...", you have to write "To save my time" because in the first case, the implication is: I doubt if you want to do this. And if such doubts are in the head of the manufacturer or the sales manager, then they will certainly be passed on to the reader.

The envelope and paper on which the letter is written must be from the same series. Tricks such as "Urgent", "In person", if this is not true, are unacceptable.

11. The headline is designed, like the picture, to draw the reader's attention to the text of the advertisement. Therefore, the first requirement for a title is ease of reading and understanding. The headline should be simple and clear. But this is not enough. He should interest the potential client, offer him something that he wanted to get, or hint that easy way getting something the buyer needs is described in the text below.

The headline accounts for over 75% of the attention, which means that 8 out of 10 readers of your ad copy will not be interested in the content of the entire message, just the headline.

12. If you have managed to attract the reader with the "bait" in the headline, then the text should play the role of a "hook", swallowing which the reader will become your client. The picture of the product becomes more vivid when the recipient of the letter himself is the hero of this story.

This effect is based on the playful nature of advertising. The phenomenon of play is of interest to many humanities and natural sciences, since in many areas human activity play is an important component (any learning process, creativity, courtship ritual, many marital quarrels, etc.). Advertising also appears to be one of the areas of activity that has a gaming basis. J. Huizinga identifies a number of features of the game, which are reflected in the following quotes.

“The game“ represents ”the struggle for something, or it is a competition in who will represent something better than others ... The game can be called a free activity, which is perceived as“ untrue ”and outside of everyday life, a performed activity, but it can to completely master the player, not to pursue any direct material interest, not to seek benefit, but to be a free activity that takes place inside a deliberately limited space and time, proceeds orderly, according to certain rules and brings to life community groups who prefer to surround themselves with mystery, or emphasize their difference from the rest of the world with all kinds of disguises. " J. Huizing also notes that in the course of the game, special attitude people to gaming events - half faith.

Game tricks in the preparation of advertising texts

Many game techniques also save linguistic means for expressing meaning, which, while maintaining the norms of language and the rules of speech communication, would receive a more detailed embodiment in the text. Thus, graphic distortions create the possibility of a "dual" reading of a phrase and thus recognition in its composition of two different but related meanings ( "Well, it froze!").

A. Graphic and phonetic distortions.

B. Intentional spelling errors.

Spelling error as a game technique has two main functions in advertising.

a) Often it allows you to introduce additional connotations. "Take care of the toads from the cheap!"(Advertising of a dental clinic.)

b) Another function of a spelling error is to make an advertising phrase (usually a slogan) more harmonious phonetically or graphically (to create intraphrasal repetitions).

B. Game morphology: neologisms.

"The fill is the thrill" -"Filler is what worries" (Candy ad Fazerfills with liquor. Word fill is truncated filling.)

G. Game techniques of semantic compatibility (techniques for creating a paradox).

Often in Russian advertising, the rules of semantic compatibility of lexemes and phrases are subjected to game rethinking, when violated, the effect of a paradox is often created (a combination of the incompatible). It can be based on metaphorical, metonymic transformations of word semantics, synecdoche models and other types of tropes. To create a game effect, it is important that the advertising text does not use the figurative meaning of words already fixed in the language. The figurative meaning must be created anew, then the phrase will be perceived as non-standard, playful. Several semantic types can be distinguished in this group of game techniques.

1. Assignment to an object of uncharacteristic properties and actions. This is the most common type of linguistic paradox used in advertising copy. The following goals (or "tendencies" - in the Freudian sense), which the language game serves here, can be distinguished.

Increasing the animate rank of the object.

This type includes examples in which inanimate objects acquire the characteristics of animate ones, or properties and actions characteristic only of humans ("personification") are attributed to animals.

“Amata. The kindest home computer. "

Decrease the animate rank of an object.

"And yet I forgot something!" (Twix. The phrase is pronounced by a woman; the word "something" refers to her husband.)

Expansion of the scope of control of the addressee.

Expanding the scope of the addressee's sensations.

Creation of the impression of a non-standard product.

"We wash bottles with live steam!"(Beer advertisement Schlitz.)

2. Manipulation with rating scales.

Creation of new grading scales (grading non-graduated concepts). *

"More tomato for you money!"(Literally - "More" tomato "for your money!")

Create a new scale pole.

The main technique used to create a new pole of the scale is paradoxical hyperbole.

"Do you still use prehistoric copying techniques?"

Reconstruction of the scale pole.

"Not just clean - spotlessly clean!"(Advertising of washing powder Ariel.)

3. Playing on the polysemy of a word, or the consonance of two words (phrases), or their semantic similarity (pun intended). There are three main semantic types of puns.

The pun "neighbors". This type of pun rarely gives an increment of meaning, more often it is based on a simple summation of words that are consonant or similar in meaning.

"In good tea, the soul is not tea."

The pun "mask" presupposes a "sharp collision of the meaning of the words or phrases being played out", in which the initial understanding is abruptly replaced by another. It can be based on the effect of disappointed expectations, when a common phenomenon is “unmasked” as a mistake or absurdity, or on the effect of comic shock, when the unusual or absurd becomes common and understandable.

“Hoper-Invest is a great company. From others".

The pun “family” is characterized by the fact that the meanings played out (as in the “mask” type) collide sharply, but there is no winner, none of the meanings cancels the other.

"We raise everything: even the mood"(Advertising forklift trucks.) Advertising purposes of the pun.

With the help of a pun, a causal relationship is indirectly established, which is important for an advertiser.

"The" Guiding Star "has risen - prices have dropped"(An advertisement for the company "Guiding Star", which sells computers.)

With the help of a pun, the "hidden" meaning of the name of the product (false etymology) is revealed.

4. Stylistic dissonance.

Playful techniques for creating stylistic dissonance (or stylistic contrast) are the use of linguistic means, uncharacteristic or even conventionally unacceptable in a given communicative situation. Let's list the techniques of stylistic contrast in the preparation of advertising texts.

The dissonance of real and expected objective modality.

In the following example, the text is constructed in such a way that a possible purchase, deal, or win is presented as a fait accompli. “Every Saturday you watch“ What? Where? When?""

The dissonance of the real and expected communicative role of the speaker.

The dissonance of the real and the expected communicative function statements.

Genre dissonance (global or local).

“Hermes Finance. Only good news» . (Disguise advertising under the genre of news programs).

Prepared on the basis of the book: E.N. Zaretskaya. Business conversation... - M. 2002

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 personal experience and the experiences 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 advertising settings - whether pure traffic will come 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 get you to 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 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 has hit 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. A 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 in booties for kids.

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 Lev

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 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 query. 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, 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?

Use lists, subheadings, short paragraphs. Structured information is easier to read.
List all shipping options and payment methods.
If there are a lot of products, then start writing with the most popular ones.
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.
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 from 27.02.2019

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 leaflets and banners for the sale of children's clothing, customize contextual advertising for sports shoes, creating and promoting a group in social networks for bed linen, dubbing audio clips, creating 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 surrounds us absolutely everywhere - on banners, in the media, on goods that we constantly buy. But if you stop for a moment and think carefully, then not everything that is advertised we would really like to buy.

And there are such small and rather modest advertisements, after reading which, the first impulse is to immediately purchase the advertised product. Why is this happening? What makes a regular ad so attractive or off-putting?

Why is it needed

1. Demonstration

Most of all TV ads, as well as ads in print media made precisely to demonstrate potential buyer certain advantages of the offered product or service, and most importantly - to pay attention to your own trade mark, which will surely pop up in a person's memory when he buys a similar product in a store. Majority large companies and corporations are trying to do just that kind of advertising. And in order to accustom consumers to their own brand, colossal financial resources are constantly allocated.

2. Advertising, which initially involves a direct response from the addressee

That is, it motivates potential customers to place an order immediately by calling by phone, sending a coupon or by fax. Such advertising is aimed at people who are able to place an order quickly enough, best of all immediately. In other words, your ad should literally make people imagine how they can use the product you advertise and how it can benefit them directly. As a rule, it is your advertisement that for the most part determines the success or, on the contrary, the failure of your business.

And so that your own business could bring you really decent money, you need to write the correct ad copy.

How to write sales ad copy

1. Perfect headline

There is one fairly simple axiom you must grasp: a powerful headline is almost 70% of the effectiveness of your ad, so writing it is really big and very important. Experience has shown that negative headlines are more attractive than positive ones. It is the negative emotional connotation of the words you choose for the title that makes the prospect identify with him. The main purpose of any headline is to grab attention by all means. Use this trick and create headlines that are initially focused on potential customers and will definitely attract attention.

2. Do not write unverified information, always check everything to the smallest detail

Checking everything is the key to consistent success in any ad. Submit your letters, ads, publications and merchandise to the utmost care. Always reread order forms and phone numbers carefully, make sure you personally know the purpose of each ad. Never rely on chance or chance. Check the texts meticulously. And remember that successful advertising millionaires are exactly the same people who have checked everything for certain and found out for themselves what works in each particular case. You will never have the end of your trial period in this area!

3. Capacious phrases, short paragraphs, small sentences

This is how quality advertisements should be written. They should be really simple to understand and absolutely uncomplicated to order. If you compare such texts with the skills of the student high school, then they should be no higher than grade 8, sentences should be short and understandable for any level of perception, and remember that the potential client absolutely does not need figurative means and ornate complex sentences. If after the third word he reads he loses interest in your ad, then you will definitely not be able to make money.

4. Only specifics and no generalizations

Specific phrases make your proposal more believable, but if you use abstract vocabulary and generalize the facts, then potential customers will immediately decide that you are just making up. The phrase "Earn cash daily" is absolutely inappropriate, as it is believed that getting paid for any kind of work every day is simply unlikely. But “Get up to $ 350 daily by completing easy job by ... ”- arouses much more confidence, because the client believes that you have already calculated everything, which means that he should try it too. Everyone knows the fact that specific words always beat general ones, so just look over the text you wrote again and make it more specific.

5. Let your personal information work for you

Most advertising uses the principle of identifying a potential client with the hero of the advertisement - the so-called “Me too” principle. But there were so many such ads that they simply bored people and completely stopped working.

You need to find your own unique approach to writing. What interesting things do you have directly? Are you old or even old? Are you blonde, brunette or redhead? You're young? Have you barely finished school? So learn how to profitably use personal information, including not too attractive, in your own ad! Try to be unique in everything and use that in your ads. People need to know you - that's how they start to trust you as an advertiser, and trust is positive quality- it gives some incentive to place orders.

6. Focus on Benefits, Not Distinctions

Focus your prospect's attention on specific benefits, not on the traits that differentiate your product from a similar product. And finally understand the difference between these concepts. Benefits are exactly what your product offers to consumers, and the distinguishing features are any of the components, different ways payment and much more. Distinctive features focus on the product itself, and the benefits on the consumer, and they sound accordingly: “How much money can a potential client make? How many kilograms will he lose weight and in how many days? " Redesign your ad text by focusing on the consumer rather than the product being advertised.

7. Make friends with adjectives and adverbs and use them generously in your own text.

There is a fairly common misconception that people who want to buy something are guided solely by logic. But this is fundamentally wrong! People make purchases under the influence of some of their own emotions. Try to create a product that is practical and really logical, and then rewrite the text to add emotion to it. Paint your prospect's prospect the prospect of life with and without your wonderful product in unexpected colors. Literally make him desperately need your incredible offer. Try to make sure that it is your product that attracts the consumer at a subtle level of emotions, then your sales will increase significantly.

This is a really powerful sales tool that you should definitely use. Manage to organically include these reviews in all the ads that you compose, especially since really successful selling texts consist of at least one third of such reviews on the product itself or any service of the company. Getting such information is not difficult at all. Just draw up and make a specific form for such a review, print it on paper and give it to customers in a simple way. This way they will feel that their opinion about your service or product is very important to you. And the answers received can, in turn, then be used in your own advertising.

9. Nice free bonuses with a certain time limit

Anything free is an essential element of any advertising. Trust me, the word "free" is truly the most powerful word there can be. If your product costs more than $ 20, then you should definitely attach free bonuses to it. For goods cheaper than this amount, you should also try to find an opportunity to offer any bonuses. But most importantly, these bonuses should be limited to a certain time period, for example, "now", which encourages the buyer to make a purchase immediately. Such a technique acts on a potential consumer as a sale effect, so all your advertising should encourage people to buy immediately. BUT free apps to your proposal will cost you very little, just include something here that will cost you very cheaply, but at the same time become really valuable to the consumer.

10. Mandatory guarantee

This is the most The best way that will help you earn the trust of your customers. Moreover, such a guarantee should apply to all the goods you sell, since the opportunity to return is the strongest incentive that can literally suppress all doubts, objections and fears that can simply prevent you from placing an order.

11. Simple ordering procedure

Try to make it really elementary. Provide customers with a clear algorithm of actions: "Take the phone and make a call to the number ... right now" or "Fill out the order form and send it to the address ...". Potential customers should be as clear as possible so that they can immediately place an order.

Let's summarize

To make it clearer for you, the format of a good ad copy should be something like this:

Title.
Subtitle (if necessary).
Announcement of the advertised product.
The main ad text.
Recommended customer reviews.
Free bonuses.
Mandatory guarantee.
Last paragraph.
P.S. - postscript.

Advertising video in Moscow