How to write ad text
Video: Copywriting Tips For Beginners: How To Write Ad Copy 2024, July
Creation of advertising is a creative, interesting, multi-aspect, but laborious business. No wonder Vladimir Mayakovsky, the author of long-standing but effective advertising campaigns by today's standards, called advertising "variety, fiction." Any advertising message should be written vibrantly, clearly, interestingly and convincingly. It must be ethical and truthful, objective and specific. How to create an advertising text that meets all these requirements?
Instruction manual
1
Text masters give a lot of fundamental advice on writing sensible advertising texts. Here are the main ones.
Plan the composition of the advertising message in the same way as a small composition. Title (slogan), introduction (inception), main part, conclusion. Of course, if your advertisement is planned to be placed in two or three sentences, the compositional structure can be minimized.
2
Compose the text of the advertisement as if you are addressing one person and write him a letter. In the argumentation of the advantages of the advertised product or service, provide simple and stubborn facts (research, testing, examples of fulfilling warranty obligations, grateful testimonials of users, evaluation of the market quotation of goods).
3
Do not try to advertise all the advantages of your product, select the main ones. At the same time, do not exaggerate the merits of the product - they must be adequate to its real properties and quality. Avoid ambiguous language - be precise.
4
When characterizing a product, do not focus on what the buyer should do with it - emphasize what the product will do for him. Do not use unconvincing words “can”, “will”, “could” (it’s better to say directly: the product is good and convenient in such and such). Do not compare your product with competitors.
5
Write briefly. If the ad text still requires volume, work with its graphic design. Select the desired paragraphs in bold or italics. Try to use no more than two types of fonts. Maintain proportionality of distances between lines and paragraphs. Highlight the main idea, the idea of an advertising proposal in a large outline.
6
Skillfully use the so-called echo phrase - the end of the text, which repeats the main essence of the advertising message, its key proposal and gives it a complete look. The ending may be the mention of a trademark, slogan or other phrase invented specifically for this promotion.
7
Consider how briefly and clearly the link to the contacts will be drawn up (the address of the outlet with or without a scheme, phone number, an indication of the company’s website, other information that will be required to purchase or order the goods).
note
Advertisers often abuse the pronoun "we" in their information material. It is better to appeal to the interests of your potential customers. Not "We offer you
", and" you will become the owner
Useful advice
The obvious shortcomings of advertising texts include the use of stamps ("a penny saves a penny" and others), overload with long sentences without emotional speech "bursts".
