Dynamic, efficient, informative: how to make your own commercial. How to create advertising on the Internet: step-by-step instructions About what you can make advertising

Any product sold must be presented to the buyer. The effectiveness of sales depends on the effectiveness of advertising. The correct presentation of information that distinguishes the product from the general mass of similar products is a guarantee of success. Properly composed advertising will ensure the sale of even useless things. There are many recommendations for highlighting the value and indispensability of the goods being sold, but the question of how to make advertising correctly remains relevant.

Advertising principles

To do this, you need to choose a spectacular, eye-catching image, since the purchase always occurs after a visual assessment of the offer. The sale begins with the presentation of a bright beautiful picture. The formation of the image will not interfere with a memorable loud slogan, the attractiveness and relevance of which eats into the mind and makes the consumer repeat it mentally with pleasure.

Even the most successful advertising can be ineffective without its promotion. It was originally intended for a viral impact on the mind of a potential buyer. However, to have an effect, it must be available to the target client, so it must be placed in their habitats. Social networks are a universal place for publishing, since you can find your client in them, but for this you need to work on placing it on the right sites.

Independently or through the services of an advertising campaign?

However, in some situations it is more effective to order its development in advertising agencies. With his right choice of advertising campaign, the object of promotion will become known in a few days.

Where should your ad appear?

• in newspapers;
• in magazines;
• in social networks;
• through flyers and brochures;
• through elements of outdoor advertising.

For each type of product, its own advertising method is effective, suitable for a specific target audience. With the right choice, potential buyers have the opportunity to familiarize themselves with the offer in several sources.

To date, a separate niche in advertising is occupied by social networks. Most citizens have accounts on Facebook, Vkontakte, Odnoklassniki, Twitter and Instagram. The modern possibilities of mobile phones determine the constant presence of users in communication. Publications in groups and on personal pages can receive an instant response to an advertising post.

Do not spam, so as not to annoy users with constant notifications. To achieve the effect, one post per day is enough. Regular publications of various designs, drawings, promotions and contests will ensure the popularity of a group or personal account of the seller. The more interest and attention to it, the more views of publications and the more sales revenue.

Advertising in the media

Posting ads in media such as newspapers and magazines is not always free for sellers. In most cases, they have to pay for the placement of their article on the allocated space of a printed or online resource. To date, the return on such advertising is small, since most often people get acquainted with advertising magazines and newspapers purposefully, when searching for a specific product to purchase.

For this reason, if a person does not need anything, then he will not acquire and read such sources of information, which excludes the possibility of emotional purchases. However, if the subject of sale is of a specific nature, which is difficult to state in other sources, advertising in the media will have a good effect on the results of doing business, which is important when selling movable and immovable property.

Read also: How to check the counterparty by TIN on the tax website

Advertising through promoters

Handing out flyers on the street seems like the easiest way to advertise your product. However, handed brochures are read by only five percent of the population. The rest of the people safely throw them in the trash. To increase the number of people who read the leaflet, you need to take care of its appearance. The advertiser is given only a few seconds to impress the potential client and keep his attention on his offer. Text ads are not recommended. All information must be reflected in the image.

Outdoor advertising

The category of outdoor advertising includes banners, light boxes and 3D logos. Its distinctive feature is attractiveness. Many people view advertising elements, but not everyone reads the advertising text. Images make an impression, so they need to be chosen in such a way that the sentence is clear without words. Outdoor advertising is not cheap, so it is necessary to take responsibility for the development of the design of the project and the choice of its location. This type of advertising should be resorted to only when planning large batches of products. It is important to take into account that the material of the brochure should be easy to install and maintain without any problems.

Internet expanses

It does not require a large amount of investment and can be issued by the entrepreneur on their own. You should think about promoting your products through social networks in advance, because before publishing posts, you need to take care of the presence of readers. To do this, you should attract the maximum possible number of friends and subscribers to your account. The creation of a group, community and the involvement of the target audience in them, which may potentially be interested in the product, will contribute to increasing the effectiveness of promoting the publication. To select such participants, you should use the search option with targeting by interests.

Such global preparation for the promotion is not required when placing ads on specialized portals. To receive a response to a publication, it is enough to format it correctly and publish it in the section corresponding to the category. If it is chosen incorrectly, the effect of advertising will be minimal. Additional paid options for promotion via the Internet are the placement of an ad on popular portals, the number of which exceeds the million mark, as well as raising the publication to the top positions.

No special skills are required to create a post or ad. On all portals, placement is carried out according to intuitively understandable schemes. Choosing a way to advertise your products, you need to analyze its relevance on the Internet. If the consumers of the product are citizens living in areas where the Internet is not popular or unavailable, then publication on social networks will not have any effect.

Advertising on the Internet will only be effective when it flickers in front of users quite often. This is ensured by reposts and publications of new ads, which should be designed in a new design that attracts the user's attention so that he has no choice but to call and order.

How to write an advertisement: examples

An offer to buy or receive a service should be interesting. It should make a potential customer want to make a purchase right after viewing the ad. This effect is formed by discounts, bonuses, promotions, gifts when making a purchase.

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Everything is simple, like the first letters of the alphabet, like A, B, C - you are the owner of the enterprise, you have a potential client, and he needs to know about you. A B C.

Whether you are the owner of a small household goods store or the head of a chain of shopping centers, the steps will be approximately the same, just on a different scale.

At the same time, it is not always possible to turn to professionals in this or to hire such a staff. This is normal if the business is just starting. And it's okay if you just want to personally participate in this side of your child's life.

Do-it-yourself advertising, step one. "What's the name of the ship"

You are starting from scratch. You are not some petty employee of an already established office. You are creating your own business. You do not have a program prepared by someone. You are not handed out ready-made advertising leaflets, so that you simply hang them up.

How to tell the world about your enterprise? About your product?

Sit down and brainstorm - what exactly do you want to achieve? What place to take in a niche? Take risks for popularity or settle for stability?

How do your main or possible future competitors perform in terms of advertising? Do you want to stay in this business for as long as possible - or not? And how exactly do your competitors advertise their firms - in the media, on social networks, or on huge and expensive advertising posters along highways and avenues?

Your competitor is your enemy. But learn everything about him, and he will cease to be your enemy. He will become a miserable envious person.

If you are the owner of a small business, then other people, specialists, employees of advertising agencies can make advertising for you. And this is a good sign - if you have a creative idea in your head that they just need to bring to life. After all, by and large, the main question is not the technical ability to make advertising with your own hands, but the ability to create key ideas for it.

What if there is not even an idea? Well, then, you are not Steve Jobs, take heart. However, after all, Steve Jobs also once had no ideas.

By the way, according to legend, the name Apple was chosen precisely because the team could not give birth to another, more adequate idea. And it did shoot.

Have you already chosen a name for your company?

Your firm, your shop is your child. And you would hardly name your child Akaki. So it is in this case. A catchy, bright name, but at the same time conveying the essence of your activity - that's what you need. A good name is the starting point of your business. This is the first thing buyers know about you.

Second step. Outdoor advertising on your own?

Once again - we will not discuss the process of cutting out ads from whatman paper and sticking them on poles. “We make advertising ourselves” means “we come up with advertising ourselves.” Advertising agencies still take the main money for this.

Paper on the entrance door, posters on the walls, billboards with a pasted image or screen, neon advertising (with backlight), audio advertising on escalators in the subway - there are many possibilities, you need to understand the characteristics of your target audience and the correct distribution of funds.

Ideally, your advertising stand should become part of the street landscape. So that passers-by perceive your poster "The best goods at the best prices" as an integral element of the environment as the bushes trimmed along the alley.

Stationary advertising structures- installed in certain places that you have agreed and paid for. It is desirable that these were places popular with the population - busy squares and large highways. The structure can either stand on its own or be attached to the building.

Temporary structures- installed near your outlet or office. They usually contain brief information of paramount need - the name, opening hours, discounts and promotions. Exhibited during the working day, removed at night.

Our minimum is an advertising poster on a wall or a shop window. Maximum - a large screen with an advertising (staged) video in the city center. It all depends, of course, on money. But it is necessary to fulfill the affordable minimum with high quality and dignity in order to grow further.

To increase the element of dynamism in your advertising, you can install an inflatable pneumatic figure near your business. Which one - depends on your financial capabilities and design imagination. The main thing is not to be blown away by the wind.

Pavement signs and other advertising structures can be placed at your entrance, on the building, on the pedestrian zone. Design is always important - catchy, but not tacky. The original name plus the original form of advertising and its placement are the hooks with which you hook buyers. It is necessary not only to stick a small advertising poster anywhere and sit satisfied - it is necessary that only your advertisement attracts attention, eclipsing all the others, mediocre and tasteless.

Varieties of outdoor advertising

• A billboard is a large billboard usually placed along a highway.
• A superboard is usually three billboards enclosed in a triangle.
• A supersite is a type of billboard that is large and tall, which is why it is usually placed outside the city limits.
• Prismatron is a billboard whose surface consists of prisms changing sides. It can show three pictures that change over a period of time.
• Citylight - illuminated shop window, standing on the sidewalk.
• A firewall is a large poster or billboard mounted on the wall of a building.
• A media façade is a large display somehow built into the facade of a building.
• Video screen and so on.

Outdoor advertising is a natural, effective and visual way to advertise yourself. A theoretical client of your company may not watch TV, listen to the radio at home or in the car, may not read newspapers or use the Internet, but he will definitely pay attention to a bright, large and original billboard in front of his window. Or at a stop near the house.

You must show that this area in this niche is occupied by you. Let your logo become a kind of label - a sign that competitors have nothing to do here.

Disadvantages of outdoor advertising

• Outdoor advertising deteriorates from the action of various weather phenomena. Tearing, rusting, falling off, fading, just blown away by the wind. The state of your outdoor advertising needs to be constantly monitored, maintained - cleaned, updated frequently.
• Outdoor advertising is viewed by potential buyers in just a few seconds. Therefore, the key to the success of such advertising is brightness, catchiness, brevity of content (who will pay attention to a pale poster with a few paragraphs of barely visible text?), an original logo or emblem. And again - such advertising should be constantly updated so that the buyer does not get bored with the picture that he has long considered and did not arouse interest. The more often, the more varied and persistent, the better.

• should not have provocative, offensive content;
• should not disturb the harmonious appearance of the environment.

These conditions are enforced by a number of regulatory authorities. To ensure that the content of outdoor advertising is not overly erotic, provocative or even immoral.

But the federal law is not the only one that controls outdoor advertising - compliance with the conditions for its use is monitored by various services and committees that make their own amendments based on the format and location of advertising.

So it's best to check with the municipality first before airing your ad. It’s better to play it safe just in case than to pay fines later or even lose a profitable place for advertising.

We make advertising ourselves, the third step is business cards

Like many things in our modern world, business cards were invented in China. More precisely, in ancient China, even before our era. Brevity, conciseness and business dexterity are features of the Asian character. As they say, the East is a delicate matter. As is marketing.

A business card can be made of paper, cardboard, plastic, metal or even wood. Remember: your business card is your face, it is the shortest and most concise form of advertising for your person and your organization. What would you prefer - a colorful cardboard or a minimalist metal plate? Depends on your income and how you position yourself.

There are three types of business cards:

• personal business card;
• corporate business card;
• business business card.

personal business card

Simply includes the contact information of its owner. Both the CEO of a large firm and the owner of a tire shop should have a personal business card if he wants his business to be taken seriously.

Remember: your business card is your face. Business cards can also be used by freelancers, freelancers. Personal business cards are often exchanged in informal communication.

A personal business card is:

• FULL NAME. owner;
• type of activity and position held;
• telephone;
• official site;
• e-mail.

Corporate business card

A corporate business card includes brief information about your company. Nobody's names, positions and private contact details are written here. Corporate business cards are needed in order to briefly present your company in a favorable light, advertise and present. This is the face of your company. So, it must have a good design and dense material. It should look great, be happy to hold it in your hands and always keep it in your wallet among other important and high-quality business cards.

A corporate business card is:

• company name and logo;
• brief information about the field of activity;
• address, way of travel;
• official site;
• telephone.

business card

Includes a minimum of information. No unnecessary words and a minimum of design - no decorations, a standard font. Often the exchange of business cards takes place at official events, negotiations and business meetings. This is because a business card has a narrow focus - a direct invitation to future partnerships and joint activities.

Business card is:

• First Name Last Name;
• position;
• The name of the company;
• scope of the company.

It is very convenient to use business cards. This gives you a wide range of opportunities so that you can properly advertise yourself. It will immediately show how you present your event, how seriously you approach the matter.

How to distribute business cards?

• hand out;
• put in a mailbox or send by mail;
• negotiate with other outlets so that they have a stack of your business cards on the counter (and in return you can put their business cards behind your tray).

The most popular business card size is 90×50 mm. But better - the size is 85.6 × 53.98 mm. Credit cards have the same size, and sections in wallets are made for this size.

Step four: how to correctly compose an advertisement through leaflets, booklets, flyers and stickers

Leaflet- a simple, ancient and effective method of self-promotion. Even the minimal impact of the leaflet is effective - bright colors, huge font size and informative pictures will not leave anyone indifferent. Everyone is sure to at least briefly familiarize themselves with the contents of the leaflet, and thanks to visual photographs or pictures, even a child will understand - at least approximately - what it says.

• distribute on the street at points of congestion of the masses;
• hand out at the entrance to your store;
• put in mailboxes;
• as an insert in a magazine or newspaper.

How you distribute your flyers will determine how they look. A bright and eye-catching design, if leaflets are distributed on the street by promoters or thrown into mailboxes. Or a discreet, discreet design of a leaflet, if it is sent to the addresses of customers who already use your services.

Booklet- almost the same leaflet, only with an image on both sides, and folded in half or three.

flyer- almost the same leaflet, only smaller in size and with a more structured presentation of information of short-term importance. For example, about new discounts, events, company promotions. Often a flyer is also an entrance ticket to such an event - or a coupon for which you can get a discount.

sticker/sticker/magnet- almost the same leaflet, printed on self-adhesive paper in order to, in fact, glue on various surfaces - walls, poles and packages.

Conclusion

The set of opportunities to correctly make advertising yourself, advertising yourself and your company is incredibly large. Qualitatively use all the methods available to you, and you will succeed.

Before determining the place for delivering motivating information, you need to figure out how to make advertising sell more efficiently. Below we will talk about proven methods that allow entrepreneurs to get maximum results. I must say right away that I am not an advertising genius and did not come up with anything myself, these methods have long been invented and have already proven their efficiency!

What are advertisements for?

Advertising as such has been around for hundreds of years. Even in ancient times, people used advertising to attract potential customers, for example, sellers at fairs composed sonorous and funny rhymes to attract the attention of the buyer.

Advertising created for the purpose of demonstration should attract the attention of the client, accustom him to the appearance and sound of the brand, so that the buyer has an image of the desired product in his head. This is what the advertising campaigns of most major brands are focused on.

Motivating advertising is aimed at a direct response of the buyer. That is, after watching the video or reading the text, the recipient should have a desire to call and order a product or use a service, etc. It directly depends on the effectiveness of advertising, so do not neglect such a powerful development tool.

What is the difference between bad and good advertising text

At first glance, it seems that writing advertising texts is as easy as shelling pears. But in reality, not everything is so rosy. Take a look around: our world is filled with advertising. Wherever you look, you will find examples of advertising texts: on the street, in public transport, on social networks, etc. At the same time, some ads are striking with a juicy headline, while others you didn’t even pay attention to, not to mention the desire to buy something. This is the difference between a good advertising text and a bad and ineffective one.

Bad ads convey dry information about a product or service to you.

For example, “The farm “40 years without a crop” offers high quality products: meat, dairy products, sausages. There are discounts. Delivery across the city is possible. Phone for inquiries 5-555-555.

This is how almost most commercial ads look like. Agree, not a very attractive offer, despite the fact that there are no doubts about the high quality of the products. This text is rather pale and is lost among the general mass of such ads.

And if you try to slightly change the flow of information?

“Missed the juicy skewers of fresh meat? Wanted a real village milk, like a grandmother? 40 Years No Harvest Farm will deliver the highest quality products directly to your home! All you have to do is call 5-555-555!”

Well, how? Sounds much better, doesn't it? Such an ad will definitely attract the attention of a potential buyer. And if he is not going to immediately dial the number of the company, then at least he will remember its name and when he needs these products, most likely the choice will be in their favor.

In any case, practice is needed and over time you will learn how to write the best advertising texts that will cause the buyer to immediately desire to purchase a product or use a service.

The structure of the selling text

Remember how in school we all wrote essays following a strict plan for constructing a text? Here it is exactly the same, although the structure of the advertising text is somewhat different from the school essay.

Any selling text consists of simple elements:

• A slogan that can be both at the beginning and at the end of the text;
• Title (a capacious phrase that attracts attention);
• Main text (the main element of the text);
• Echo phrase (the final element of the text).

When writing any text, try to structure it, i.e. break into logical paragraphs, and if necessary, highlight subheadings. All this is necessary to facilitate reading. Agree, because no one is interested in reading huge, boring sentences, the length of a whole paragraph.

When forming sentences into paragraphs, try not to make them too long either. The optimal paragraph size is between 30 and 50 words. Less is not worth it, more is not needed. Approximately every 3-5 paragraphs can be separated by subheadings so as not to tire the reader.

It will not be superfluous to use lists in the text (it can be numbered, or it can be marked). Highlighting information in a list makes it easier to assimilate the information.

Imagine that all the information that you want to present in the text looks like a pyramid. You should give it out, starting from the base, that is, from the most important, gradually moving to the secondary.

Be sure to indicate the company's contacts in the ad, starting with the address and phone number, since they are the main ones (people do not always have the opportunity to use the Internet). It is advisable to leave all contacts and additional information: e-mail, website address, directions by car and public transport, office hours.

In essence, there is nothing complicated in the structure. The main thing is to choose the right words, because, as you know, the word has tremendous power, and can both hurt and cure.

How to write an advertising text and make it selling

In order to answer the question of how to write sales texts, you need to understand why and for whom you are writing them. And for advertising texts to become really effective, you need to write them correctly. Of course, everything will not work out right away, but with some diligence and training, after a while you will be able to write worthy and effective texts. In the meantime, you can use the following algorithm:

Step 1: Decide where to publish the text

Where you are going to place your ad will depend on its size, style, presence or absence of images and videos. Tailor your text to your chosen ad space:

• As a rule, social media ads are limited to one or two sentences, so learn to formulate clear and concise phrases;
• In a newspaper format, you will most likely already have a paragraph or even a column;
• For a web page, the volume of texts becomes quite impressive and already amounts to several thousand printed characters.

Be that as it may, any format requires clearly formulated thoughts, specific information and a minimum of unnecessary words.

Step 2: Adjust to the target audience

Think about who your main customers will be. Of course, ideally, write such a text that after reading it, any person would immediately want to buy your product.

However, in real life, it is almost impossible to write a text that would equally attract the attention of both, say, an informal teenager and a literary critic. Since these categories of the population differ in habits, behavior, manner and style of communication, they will be attracted by completely different texts.

Any text can be attributed to one of five styles: scientific, business, journalistic, artistic and colloquial. When writing an advertisement, you should not use the first two, since their effectiveness will be zero. Most texts are written in a colloquial style.

And, conversely, when writing a text for young people, it is worth using a conversational style that is more informal, understandable and enjoyable for children and adolescents.

Step 3: Formulate the title

This stage can be the most difficult in writing advertising text, because an attention-grabbing headline is already half the battle. If the title of your promotional article is vague or uninteresting, the reader will simply pass by without being interested in the product.

Therefore, it is very important to formulate a short and at the same time capacious name. As research in the field of marketing shows, names that have an emotionally negative connotation are more attractive. With this little trick, you can create great headlines and grab the attention of potential customers.

Avoid obvious questions in the title like: “Do you want a new fur coat? ....”. There are millions of such questions in the advertising world, and they are already quite tired of the consumer. Try to come up with intriguing, emotional headlines that will be difficult to pass by.

And so that your shocking, cryptic headline does not look like a lie, it is immediately followed by a sentence-bundle with the main text, which will contain the whole essence of your product or company. This bundle is needed to keep the attention of the buyer, so that he wants to read the text to the end.

Step 4: Make the customer want to buy the product

Here you will need to manipulate the consumer, making him want to buy your product. Make a person think that he will be much better off by getting your product or using your service.

And here, again, you can play on human emotions. Feelings of nostalgia for childhood (“… pancakes like a granny’s…”) or concern for the health of the client (“… it’s easy to quit smoking with our help…”), etc. will serve as excellent tools.

Step 5: Formulate small sentences and capacious phrases

This is how the quality of an advertising article is determined. By framing small, easy-to-understand sentences, arranging them into small paragraphs and paragraphs, you create effective, easy-to-read text. Try to avoid cumbersome compound sentences. After all, if the client loses interest at the very beginning of the message, then the effect of such a text will be zero.

Step 6: Focus on Benefits, Not Comparisons

Many copywriters make a similar mistake: in their advertising texts, they compare a product or service with a similar product of a competitor. It's not exactly efficient. It will be much more useful to talk about the direct benefit that the client acquires by ordering the goods from you.

Step 7: Use feedback from other customers about your products or services

Often a very powerful incentive to buy a product is someone's positive feedback. Therefore, when writing advertising texts, feel free to use this tool to attract customers.

Step 8: Attract Attention With Small Time-limited Bonuses

"Free" bonuses are an integral part of any advertising that has a powerful psychological impact on the consumer. We are all very pleased to receive gifts and bonuses.

Therefore, if your product costs more than 1000 rubles, try to accompany it with free bonuses or small gifts. But only these bonuses should be limited in time. The word "now" has an effect similar to that of a sale, and encourages the customer to purchase a product or service.

As a bonus, you can use something that is not too expensive for you, but useful for the client.

Step 9: Simplified Ordering Procedure

The sequence of actions should be extremely simple and clear: "Make a call right now ..." or "Fill out a simple order form ...". For a quick order, everything should be as clear and easy as possible.

Models for compiling advertising text

ODP model

It is obviously popular and is suitable for short selling ads of 3-4 sentences.

If the text of your ad is limited and you can't write out the whole offer, then this model will be an effective alternative. This model is ideal for contextual advertising, on bulletin boards, flyers, business cards and so on.

It stands for: restriction / call to action / offer.

offer or offer- this is a kind of profitable offer that is made to the client. Ideally, it should stand out from competitors' ads, for example, in terms of product features, customer benefits, and unique selling proposition.

Ad example: “Product with a 53% discount”; "3 for the price of 2" and so on.

These are the messages that create instant value for the customer.

Choose your offer that will be most attractive to customers, and also find an effective way to deliver it.

Here are some working examples: “first lesson is free”; "installation is free" and so on.

Deadline or restriction on the purchase of an offer. If its goal is to attract attention, then the restriction motivates the client to buy right now. In other words, its goal is to make sure that a person does not postpone the purchase "for later", but purchases a product, uses the service right now.

The time limit of 2-3 days works very well.

Example: chairs for 99 rubles, only 2 days!

On the Internet, it is much easier to change dates. For offline advertising, this is a bit more complicated, so promotions are often extended to several weeks.

Call to action is an explanation to the client what he needs to do right now to get the result he needs (to buy your product).

Example: buy and get a discount!

Nowadays, due to the large flow of information, a person needs to explain the procedure step by step. You may have noticed how effectively command tone works in communication.

By ordering "come here", "do this", and you will see that people willingly obey, because they do not need to fill their heads with a bunch of secondary things. They will gladly shift the responsibility of making the decision to you.

Advertising is exactly the case when the client absolutely does not care. He needs a solution to some problem, and you must provide it, explain what needs to be done to get it. Make it easy for your customers, tell them how easy it will be to cooperate with you.

AIDA Model

If you have a need to write a sales text or letter, then use this model. This is a way of writing a selling advertising text, based on certain test criteria that affect a potential client.

Attraction - attracting attention, must be implemented in the first part of the text. Your goal is to "hook" the attention of the client. The best way would be a flashy headline, a catchy offer.

Examples: secret ways…; what they are silent about ... and so on.

In the first paragraph, you motivate to continue reading the text, revealing some secrets, creating a kind of “trailer” to the text. So do many media.

Interest - interest. You need to generate an interest in your product in a potential client. Write well the prospects for using your product and the negative consequences if he tries to do without it.

Be sure to describe the benefits of buying your products in this part of the text. It is known that people do not shop for a drill, they need even holes. Describe the possibilities and prospects of the client if he will make holes in the wall with your drills!

Deadline - deadline. We have already noted that this is a limitation. You artificially create a lack of supply, a buying rush for your products. Most often this is a time limit or a quantity of goods.

Since you have the opportunity to write a detailed text, describe the reasons for the restrictions. Tell the customer why there is a shortage of goods, why time is so limited, and so on.

Action - action. What does a person need to do to buy your product right now or get the result in the same minute?

It's great if you give customers a choice.

According to this model, your actions should follow the following sequence:

1. drawing attention to your product;
2. arousing interest, desire to buy your product;
3. setting restrictions at the peak of desire so that a person wants to make a purchase now;
4. explaining to the potential customer what he needs to do to get the product right now.

A striking example of the work of such a model is the TV show "Shop on the couch."

This model will become effective for online stores, websites, etc.

CEVD model

It involves the impact on the emotional component of a potential client. This model will work both on paper and verbally.

According to this model, you will need to sell to the right side of the potential buyer's brain. Such advertising is good because emotions are determined by the right hemisphere of the brain, which you will influence.

Let's decipher the abbreviation TsEVD.

The goal is a preparatory stage. You choose what goal you are pursuing, what you will describe to a potential client, formulate the final result to which you are trying to lead the client. Formulate a clear goal for yourself, what you want, what result you want to achieve, what the client should do, etc.

Emotions are preparation. You must determine the emotion that will sell the product. Emotionally describe all the benefits that the client will receive, be sure to tell about the process of manufacturing and using the product.

It must be understood that the number of basic emotions is extremely limited. Focus on fear, love, superiority, power, greed, pride.

After setting a goal, establishing the desired emotion and describing your benefits, you can move on to the next, practical, stage.

Visualization. At this stage, you need to draw a certain picture that will evoke the required emotion and at its peak you will only have to complete the transaction.

In the picture you create, the world of a potential client should be comfortable, warm from your offer (goods, services). Convince the person that he will get all the benefits that the product provides.

The next paragraph will be final. It's about action. At the peak of emotions, you give a person specific instructions, that is, his strategy for acquiring a product right now.

This model is similar to the AIDA model. It differs only in the bias towards emotions and the appeal to them.

The sequence of your actions when using this model:

1. goal setting (headline and first paragraph setting the goal);
2. determination of the desired emotion (the key emotion is described);
3. visualization (describes the benefits of the product);
4. action (describes the actions of the client to purchase a product or service).

Model PPHS

This model was known even in the time of Socrates. It is relevant and effective today. This method of advertising is especially good when a potential client hesitates for a long time and cannot make a decision. Experts say that PPHS will be more understandable for start-up entrepreneurs who decide to realize themselves in the field of buying / selling.

Consider the features of using this model.

"Pain" or pain. You will need to describe in all colors the trouble, the problem of a potential client, which your product will allow you to get rid of.

"Pain More" or more "pain". You amplify the problem, that is, you tell what will happen if this problem is not eliminated right now.

Nore or hope. At the peak of the described problem, you need to give a potential client a solution - your product (service).

"Solve" or solution. Now you must sell the solution to the problem, specifically describe the benefits, pluses of the offer, as well as how to acquire it.

So do many sites selling something for weight loss.

Writing sales messages is an exciting, creative process that can be improved endlessly. Creating a special reality, working with emotions and associations, motivation - all these are just some of the features of the advertising text that a skilled author uses to achieve a certain result.

Use only reliable information. Using unverified or deliberately false information, you risk getting into an unpleasant situation, so check your texts carefully every time.

More specifics, less water. Using general phrases in the text, you scare off a potential client, because he does not have a feeling of the veracity of the information. It is best to use specific numbers and data - such a text will cause more consumer confidence.

Use personal information. Often the consumer identifies himself with the hero of advertising. This technique has been quite actively used for a long time, which led to a glut of the advertising sector with the same ads in the first person.

Decorate texts with adjectives and adverbs. There is a fairly widespread opinion that when choosing a product, the consumer is guided only by logic. This is not true. People are very emotional creatures. Emotions influence our behavior and actions. And the success or failure of an advertising campaign will depend on what emotions a person experiences while reading your advertising text.

To begin with, you can create a rational core of the text, and then breathe into it emotions and colorful descriptions of the buyer's life with your beautiful product. Try to use bright emotions to attract the attention of the buyer and make him buy your product. Use living language, not just dry presentation of information.

An indispensable guarantee of product quality. Any customer who has doubts about the purchase will become much more confident if he has at least a hypothetical possibility of returning the goods. By guaranteeing the quality of your product, you dispel the fears and doubts of your client, thereby gaining his trust.

Conclusion

• The advertising text should be bright, clear, bold, filled with emotions and attractive to the consumer;
• It should not contain unnecessary information and, moreover, lies;
• It should have clear goals (motivation to buy a product, use a service, watch a movie, etc.);
• The text should be as informative as possible, as well as beautiful and understandable for the target audience.

You can find examples of selling texts anywhere - just open several online shopping sites, or better. What texts caught your attention and why? What is special about them? What did you like and what not? By answering the questions and reading this article, you will get a little closer to answering the question of how to write advertising texts that will help in.

In conclusion, I want to say that these models of writing an advertising text are not a panacea, you can come up with something of your own, add, mix, but the main thing is not to overdo it. But the main thing is to know that the above has already been tested on many and shows good results! And one last piece of advice… Check your texts before launching them to the masses. Let your colleagues, friends, acquaintances, etc. read them. If they are interested in your product or service after reading, then the text is more likely to succeed. Something like that.

Ask your questions in the comments, share your ideas and let's discuss! And most importantly, provide your services with high quality and sell only the necessary and high-quality goods, then it will be much easier to sell.

Advertising is a way of promotion that allows you to sell more goods faster. Its distinctive feature is that advertising is not addressed to anyone personally, but is designed simultaneously for millions of people. It allows you to inform the target audience about the qualities of the product, convince them to give preference to one or another manufacturer and make them act instantly. This method of promotion is effective with the use of mass media. And since the Internet has recently become the most influential and widespread media, good advertising on the World Wide Web will certainly ensure success. So, how to create that it was justified? There are many nuances here.

The specifics of online advertising

Before you create ads on the World Wide Web, you need to understand the distinctive features of publications of this type. The Internet as a mass media has a completely different specificity. In the modern world, it is impossible to imagine a successful project without its promotion using electronic resources. The advantage of this direction is that it allows you to reach the largest possible audience. And this is a very difficult task.

A successful impact on customers is already an achievement, but no one will refuse to attract customers with different psychotypes. After all, this allows you to popularize your business among absolutely opposite circles, that is, to get a big profit. It is quite difficult to achieve such a result, but by using various means of mass persuasion, you can choose the most successful option.

Any tutorial on how to create an ad the right way starts with choosing how to achieve the goal. In Internet marketing, this list is quite wide:

• Media. It is presented in the form of colorful bright banners that beckon to buy something. Goods are presented, as a rule, in the form of images. If the idea is well thought out, then it is perfectly remembered by users, because it has a greater influence on them.
• Contextual. This type of advertising is more highly specialized, it is aimed at a specific buyer. Such advertising is fully consistent with the interests of the person and is placed in the appropriate places: and ads that are issued by search engines depending on the user's request.
• Viral. This is the advertisement, the distributors of which are the users themselves. That is, investments from the supplier, manufacturer or SEO specialist are minimal, since the dissemination of information is provided by the clients themselves. These are interesting and unusual ideas that you want to show others.
• Placement in online games. More often than not, the product being promoted is somehow related to the game itself. Perhaps it is created specifically for a specific scenario. Such advertising is also aimed at its target audience.

The effectiveness of online advertising is measured by how it catches the eye and stimulates the purchase of goods. The advantages of this method of promotion are its targeted message (personalization), relatively low cost, instant access to information, and interactivity. The popularity of advertising on the World Wide Web is due, among other things, to a fairly high purchasing power of the audience.

AKAR classification

How to create advertising on the Internet, many organizations are thinking. Some of them even identified their classification features, according to which different methods are divided. For example, the IAB Bureau divides Internet advertising into two subspecies - branding and performance.

But more widely recognized and widespread is the division of promotion methods on the Web according to the method of the Association of Communication Agencies of Russia. According to ACAR, Internet marketing techniques can be divided into search advertising and display advertising. Their place in the market share is approximately the same. The latter has a slightly greater advantage.

The first admission segment has increased by sixteen percent over the past year. In total, this brought the creators about sixty billion rubles. However, it is worth noting that there has been a reduction in traffic from paid advertisements. This situation is typical not only for the Russian, but also for the foreign market. The difference between the domestic one is that the two largest companies, Yandex and Google, are actually monopolists in the field of search advertising.

Display advertising is everything that the user sees in applications. The exception is ads in search results and classifieds, which are placed on a paid basis. The Association has identified three main subgroups of display advertising. These are video, banners and text-graphic blocks.

Free advertising option

How to create ads? There are two main ways that differ from each other not only in the method of execution, but also in the material basis. The advantage of the paid method is that for money there is a high probability of getting a really good result. The free basis is justified only when the advertising is well done. After all, even what is done with your own hands (albeit by a non-professional) can bring a good income.

In order to popularize the product, advertising is primarily used. Organizing an advertising campaign on your own is quite realistic thanks to the placement of certain content on your own electronic resource, various blogs and pages on social networks. Of course, the finances spent in this case will be equal to zero. But the effectiveness depends only on the successful semantic content.

Forums, videos, message boards, Q&A services, and social media data are other forms of such marketing.

The main rule is that it is necessary to devote due time and think carefully about the plan of the advertising campaign. You can’t write a poor-quality text and hope for a positive result.

If there is an opportunity to work on the basis of affiliate programs, then this should not be neglected. By advertising other people's links on your electronic resources, you can help others a lot. Moreover, partners will then gladly respond to such a request.

Also, when registering on the forums through which you would like to promote the project, it is better to indicate the real location of the company or seller. Since if false data is found out at the IP address, then the profile may be blocked.

For a harmonious and appropriate description of your products, it is better to use discussions and contacts.

Paid advertising option

This method is more efficient, but only if the financial costs were justified. Of course, if the company has enough funds, then why not use the services of professionals who can competently and correctly fulfill all the wishes.

As a rule, "freelance artists" perform Internet promotion of goods very competently. The main implementation tools are inscribing keywords that describe properties into useful and interesting content for potential buyers. The main goal is to attract the attention of potential buyers. It will not be difficult for a person with imagination to describe a product or service, but only professionals in their field can competently formulate their thoughts into contextual advertising.

How to create an advertisement for a product and get crazy revenue for it is probably known to specialized advertising agencies. Recently, in connection with the active introduction of Internet technologies in such organizations, entire divisions have appeared that specialize in marketing techniques on the World Wide Web.

Such companies will help to use the budget allocated for product promotion in the most rational and productive way. A whole team of relevant specialists will study the features of the business, the prospects of the industry, and apply the most effective marketing techniques.

Increasingly, firms with a request to create an advertisement for a product began to turn to such agencies. Many understand the expediency and justification of professional advancement. In this regard, many Internet organizations have appeared that provide such an opportunity.

Specialized Services

Increasingly, people want to know how to create ads in Yandex.Direct or Google Awords. This is not surprising, because these services are the most popular for solving problems of this nature. They belong to paid services, but in the future the money spent will pay off.

In the event that you don’t want to figure it out yourself, you can contact a person who specializes in contextual advertising. A directologist will help you make your productivity as high as possible with minimal investment.

Another way is an automated promotion system. An example is the Click service. This platform helps you save money and work independently with contextual advertising and Yandex.Direct and Google Awords. The advantage of the system is also the protection of beginners from mistakes, thereby improving the result of work.

Advertising in social networks

How to create an advertisement "VKontakte" or any other social network? Why is promotion through these electronic resources so popular? The main reason for this is the prevalence of social networks in society. Now there is practically no person who does not have an account at least in one social network. This is confirmed by the fact that about ninety percent of the Internet audience have personal pages on Facebook, Odnoklassniki, VKontakte or Instagram. Such conditions of the advertising campaign, of course, are attractive. In addition, you do not need special knowledge to promote, because creating a group and an account is not difficult.

Advertising in social networks is called targeted. Its advantages over other types of promotion are the familiar interface for users, which helps to create a comfortable environment and more effective perception of advertising. Another advantage is the ability to communicate with potential buyers. This makes it possible to understand the shortcomings of the product and draw new ideas.

To showcase a product, all you need to do is upload a photo or video. The ease of use of such an option is undoubtedly important.

To get information and access to the user, you do not need to force him to go through an additional registration procedure. It is enough for a person to simply join the community.

Advertising in "VK"

How to create an advertisement in "VK"? Since "VKontakte" is one of the most popular networks, the question is quite logical. To legally promote products using this social network, two methods can be used. The first is the VKontakte network itself, and the second is the Sociate service. The principle of operation of both methods is very similar.

Promotion through groups guarantees a constant and extensive audience. Advertising, which is not difficult to create yourself, can recommend another community, site or company to users. It is placed only for a certain period, during which it will occupy various positions in the feed. You can agree that the ad will stay in the first place for several hours, after which the group administrator can supplement the wall with other posts. The user only selects the hours and days in which the advertisement will be placed. It is not necessary to personally communicate with community administrators, as the system works automatically. The exchange also provides a report on how many views, reposts and likes a particular post has received.

Experts recommend placing ads in thematic groups. It is also worth checking subscribers, because the community can be large, but there are very few real people. Therefore, it is better to initially be placed in inexpensive groups and analyze the result. Advertising will be most effective where there are fewer bots.

Targeted ads are a more expensive option, but also more effective. It is more suitable for instant customer search. Such ads are displayed to people of a certain category only. And the social network will help sort the right users.

Ads in the news feed appeared in 2016. However, it is still quite a crude development. This type of advertising campaign allows you to promote only the record, but not the group or other electronic resource.

A similar service has already been implemented by the Sosiate service. By the way, its advantage over Vkontakte is that a separate platform has more informative statistics and provides convenient reports. Also, in some cases, the network takes a smaller commission from groups, so promotion through it can be cheaper. For long and productive work, it is better to choose this service. In addition, it is perfectly integrated with other social networks such as Instagram and Odnoklassniki.

Advertising in Odnoklassniki

How to create an advertisement in Odnoklassniki? This can be done in two ways - free of charge and with certain financial costs. The essence of the latter lies in the choice of the service with which the ad is compiled. After that, you need to come up with a semantic content, select targeting settings and send the campaign for moderation. After that, you should pay the invoice and start the campaign.

The main services for such promotion include:

To manage on your own and not spend a penny, you need some time. First you need to register and add as many people as possible as friends. Next, you need to establish contact with everyone and ask for an announcement of a site, product or service, indicating a link to them. In this way, you can create an advertisement for the store. Of course, it is better to motivate people. Over time, it is worth highlighting buyers and forming a subscription list. This will enable simplification in order to periodically offer products. If this social network manages to popularize the whole community, then a permanent audience will be provided.

Facebook advertising

How to create It is enough to follow according to the following points:

1. While in your account, go to "Ads Manager". There you can see a special window for creating an advertising campaign. In response, the "Manager" will ask you to choose the goal of the promotion.
2. Next, you need to segment the market according to geographical, demographic and psychological characteristics. If you do not know how best to create an advertisement, pay special attention to this point.
3. Select ad placement. This means that you need to decide where to advertise. There are two tuning modes - automatic and manual.
4. At this point, it is worth deciding on the financial part. The display schedule will also depend on it, that is, how much and when the ad will be shown.
5. Optimization and selection of rates.
6. The choice of design, from which memorability will directly depend.
7. Supplement with images or videos.
8. Attach title, text and links.

Advertising on Instagram

First you need to create an account on Facebook. The second step is to create your own public page and link a bank card. There is another option for promotion through a regular account, but it is used only to promote local services. At the moment, it is possible to create three types of advertising posts:

• square and rectangular photos with text;
• square and rectangular videos with text;
• a series of photographs in the form of a gallery.

The difference between advertising through the Facebook service and bloggers is that the former takes its percentage only from the result. And celebrity promotion is equal to a fixed amount that must be paid, regardless of the success of the advertisement.

How to create advertising, determines the method of implementation. The first way to create an advertising campaign is "Direct". It is not included in the official Facebook services, but it can be used to send only targeted audiences.

The second way is the most popular - it's video. That is, the user cannot view the content he needs without advertising. There is a chance that a person will be interested and even follow the link provided.

Position yourself as a professional in your field. Dress appropriately (e.g. business casual). Your hairstyle and general appearance should also match your area. Don't use too much perfume when going to a meeting with a potential client or employer, as this can provoke allergic reactions and is generally considered bad manners.

• Clothing can be different - it depends on the field of activity. For example, a suit or sheath dress might suit a consultant, while a tattoo artist might wear an outfit to show off body tattoos and personal creativity.
• Hairstyles can also be different. You are more likely to get a job at a Fortune 500 company with a conservative haircut. At the same time, a hairdresser or muralist will be able to make a stronger impression with a bold hairstyle or hair color.

Shake your hand firmly and look the person in the eye to show confidence. Gestures tell other people a lot about how you feel, and you can use this to your advantage. Getting to know a potential employer or client, . Shake your hand firmly. Continue to maintain eye contact while talking.

• Thanks to this, you will be perceived as a confident person, even if you are nervous.
• To learn how to maintain eye contact, ask a friend to help you practice. Try looking into each other's eyes for 5-10 minutes. Repeat the exercise until you get used to making eye contact.

Answer questions with complete confidence. It's perfectly normal to be nervous in a job negotiation, but the person you're talking to can sense your nervousness. Give clear and confident answers. Speak in a firm and persuasive voice so that the other person believes you. If you don't know what to say, say that you will look into the information and reply within 24 hours.

• You could say something like, "That's a very good question. I'll double-check my details and get back to you within 24 hours."

Create the perfect resume. At the top, list your contact information and then list your work experience. Most of the resume should be a description of work experience and skills. Update your resume once a month to keep it current.

• Include keywords in your resume so that the employer can use them to determine that you are a good fit for him. Try to use the words specified in the job description.
• Use expressive verbs to describe your accomplishments in previous jobs.

Share cases from your practice to showcase your skills and abilities. Talking about your skills is difficult, but you can do it with the help of case studies. To figure out what kind of story you want to tell, make a list of the skills and strengths you want to showcase. Then consider at what points in your life you have been able to display these qualities. Write down this information, then reread what you have written and assemble a short story from the phrases.

• For example, you want to say that you are able to innovate and know how to work in a team. Say something like this: "Working on the very first site wasn't easy. The client already had a site that he built himself and was very proud of his work, so I decided to leave what worked well. At the first stage, I worked closely with the client because he still believed he owned the site. I was then able to develop a unique format that allowed the client to receive a professional award."

Focus on your actions and accomplishments, not your skills. If you list your skills, the client or employer may think you're showing off. However, stories of action and achievement are usually well received. In addition, they demonstrate to others that you can produce results and do not make empty promises. Reread your resume and highlight key activities and accomplishments in your work and personal life that highlight your skills. Then use them to impress an employer or client.

• For example, do not say that you are creative. Rather, tell us what projects you worked on at your last job. Don't say you are responsible. Talk about how you usually turn in projects before the deadline and never go beyond the deadline.

Ask questions about the job to get the person interviewing you talking. It may seem like the best way to make yourself known is to talk about yourself, but it's really important to talk about the job and the needs of the company. Make a list of questions ahead of time to be prepared for the interview. Listen carefully to the answers to understand what problems the company needs to solve. Then explain how you can help the company with these tasks.

• The person conducting the interview will have a positive impression of the conversation, because he will have the opportunity to talk a lot. People like to talk about themselves.
• For example, the following questions could be asked: "What does the supply chain look like now?", "How are you currently attracting customers?", "What grants have you already tried to get?"

• You could say something like this: "This is a great opportunity because I know the company can double in size in the next five years. I've worked with two other startups so I know how to bring the right people into the company. I can meet you at the end." this week if you'd like to talk about how I can be of service to you."