Advertising copywriting. Secrets of composing advertising texts. Most people think about it and make sure that they have practical, but possibly inexpensive things in their home.

Important note

Copywriting in advertising

You might not have been a poet until you became a copywriter. Writers working in advertising agencies or periodically practicing, akin to poets. Their goal is such that they will immediately "pierce" the hearts of consumers.

Rules and secrets of composing advertising and PR texts: 16 tips

Advertising copywriting is strictly subject to certain rules. It is enough to know them, to be able to apply them in practice. But in fact, not all authors are able to create colorful texts that accurately advertise a product / service, whose words are able to sell. Talent, experience and practice will help in this.

Features of drafting advertising and PR texts

1. Simplicity

Complex, sophisticated sentences should be avoided. Conciseness of thoughts. Small sentences, sonorous, easy to remember.

2. No hidden subtext

The essence of the text is stated directly, without any veiling. The meaning of the information should be immediately clear to the reader. No long lists of enthusiastic adjectives that writers love to spice up their texts with ( enchanting, delightful, extraordinary)... A certain rhythm of the text and style are observed.

3. Stirring up interest

4. Affirmations and motivation

Do not use inappropriate comparisons, avoid the "not" particle. Only an affirmative form of addressing the interlocutor. Incentive verbs are appropriate, calling for immediate action on the part of buyers.

5. Convincing facts and figures

The offer must be supported by irrefutable facts and figures that magically affect consumers: "We already have 5 million, do you want to stay away?"

6. Conciseness and brevity

Advertising and selling text, which requires half an hour to read, is appropriate on a site where people come to choose a product and intend to do it for a long time and thoroughly. In other places, advertisements should be short, taking a few minutes - the most basic, condensed to the limit.

7. Truthfulness

Excessive fantasies and outright lies for the sake of short-term gain will lead to accusations, refusals and refunds of purchases. Such excesses, apart from harm, will bring nothing to a businessman.

8. Decency

Sometimes you want to talk with a certain target audience in a special slang. This is not worth doing. Not all people will perceive treatment in the same way. Many will be warped and repulsed by such a language. Being literate and using the correct words and terms is much more beneficial.

9. Flavor and "painting"

10. Originality

Unlike the previous point, originality is understood as being different from competitors' advertisements. Each proposal must be original in its own way, stand out in the market.

11. Common sense

12. Withdrawal of objections

A must in selling copywriting. Gently and unobtrusively, the reader is convinced, preventing the appearance of objections and unwillingness to succumb to the influence of advertising.

13. Replays

Valid and important, but not word for word. It is beneficial to repeat some idea several times so that when reading the advertising text the user will get used to it and come to terms with it. Repetition of 1-2 persuasive arguments will help lead the reader to the desired result.

14. Positive effect

It is unnecessary to remind about the negative attitude of people towards advertising in general. Her dominance has long done its dirty work. No obsession, aggression, rude pressure.

The most important component of marketing in general and online marketing in particular are advertising texts. Conditionally, all site content can be divided into informational and selling. To implement the main task of any business - successful sale product - just what you need are articles written in the format of high-quality and competent advertising.

The demand for such texts is constantly growing. Copywriters working in this niche are extremely in-demand specialists. They can shape their own level of earnings by setting the price for articles. The customer pays once, but receives a working tool that performs its functions around the clock, sometimes better manager on sales and regularly brings new clients. However, in order to master the selling format of texts, experience and special knowledge are required.

Influencing a person, having only words in his arsenal, convincing, explaining, captivating, engaging and leading to a choice is not an easy task. What you should pay special attention to and what basic elements an advertising text should include - read about this in our material.

Rules for composing advertising texts: What? To whom? How?

What does the seller offer to the buyer? It would seem that the answer to the question is obvious and lies on the surface. However, not all so simple. When a person buys a product or service, he acquires, first of all, the ability to satisfy a certain need. Therefore, in the advertising text the main role it is not the proposed product and its properties that play, but the advantages that it gives.

Let's look at an example.

The task of the copywriter is to write the selling material about the dishwasher. You can describe in detail its parameters and characteristics, praise the manufacturer, but for a potential buyer, for the hostess, information is more important that she buys not only a car, but also

• cumulative time spent washing by hand,

• saving water (and money, respectively),

• health care (sterility of dishes is protection against germs and related diseases).

Not less important, to whom the advertising text is addressed. There is no one-size-fits-all client. therefore critical stage copywriter work - research of the image of a potential buyer. Indicators such as gender, age, professional interests, hobbies. When the portrait of the target audience is compiled, it is easier to search for information about its problems and needs. Data can be further collected on thematic forums and in publics of social networks.

• "Catchy" headline that grabs the reader's attention.
• A beginning that arouses interest and holds it.

Let's go back to the dishwasher example. You can start by talking about promising opportunities: "Do you want to spend less time in the kitchen and pay more attention to your family and loved ones?"

Or focus on the problem: "Spend long hours in the kitchen endlessly fighting dirty dishes?"

A description of an opportunity or problem in form is, as an option, a sequential presentation, thinking aloud, an image-picture drawn in words (example: "You come to the kitchen and see mountains of unwashed dishes").

Advertising copywriting problems

Features of texts for targeted advertising

Contextual advertising is aimed at a buyer who has already formulated a specific request for himself and is looking for information on the topic on the Internet. Targeted advertising, although it is aimed immediately at a specific target audience, but it is shown regardless of desire potential client... Therefore, its task is not only to attract attention, but also to awaken the desire to buy a product so that the user follows the proposed link and then becomes a consumer of the main selling content of the site.

• • Brevity and conciseness in the presentation of the main idea and idea.
  • Maximum specificity (not "big discounts", but specific numbers and indicators).
  • Original lead: catchy headline, provocative question, surprising fact.

Let's summarize

Writing ad copy that will sell is not easy. The skills and knowledge of a good copywriter border on the professional skills of a marketer and psychologist. Any person has certain problems and needs. Therefore, the task of copywriting is to offer a solution, to strengthen the desire to buy with a story about opening opportunities and a description of the benefits. And if the author copes with this task, he masters advertising format articles, then as a specialist, he moves to another level of demand among customers, and therefore to more high level earnings.

If you are interested in other opportunities on the Internet, if you want to make money not only by copywriting, but also to create additional sources of income, use proven methods, information about which we have collected in several sections of the website of the company "LookFreedom". Author's methods, reviews of services and programs will help you get real money and at the same time not get involved with fraudulent projects.

PLEASE WATCH THIS VIDEO:

I haven't written an article on my site for a long time. This is partly due to the fact that recently passed training on remote work, profession "Rewrite / Copyright" ... This training offered to go through the training center already known to many “ Your Start". Mikhail Gavrilov and Alexander Tchaikovsky held webinars and classes for FREE, where they taught everyone who wanted to learn a new profession.

For those who don't know copywriting- writing unique texts for sites. This is a rather lucrative job these days for those who do not want to sit in a stuffy office, or work for an uncle, or sit in traffic jams on the way to work, or for some other reason wants to work from home. But to this case, like to any other new job, you should approach it seriously, deal with the pitfalls and, of course, try it for yourself.

Alexander Tchaikovsky is a famous copywriter who went from earning $ 1 per 1000 characters to 5 and above. Now he is one of the highest paid copywriters, and he has no end of clients.

The course was mainly devoted to how to create selling pages, i.e. correctly offer the product to potential buyers. An experienced teacher told how to format the text, what methods to use to improve the text, and also told about the unique formula of the selling text.

The course is, of course, useful. And for those who are looking for work on the Internet, and for site owners. Naturally, there were homework assignments, where everyone was able to apply the knowledge gained in practice and passed the pen test, tried advertising copywriting for myself.

I cannot say when this training will be held next. But I know that he is included in the course "Down with office slavery." This course teaches five ways to make money on the Internet, including rewriting / copywriting. So, as a result, everyone will be able to choose from the proposed options what they like.

I invite you to plunge into the world advertising copywriting but not from the side of the creator of the text. I want to bring the selling page to your court. Introduce yourself potential buyer... Text with pretty funny content... But still, this is someone's job!

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