Any seller is interested in successfully selling their product or service. In this he is actively helped by advertising. The costs for it are very high, but the effectiveness is far from always adequate to the invested funds. And yet it is possible and necessary to plan the expected result - an increase in sales volumes. For this, the advertising message must be thought out to the smallest detail.
Instructions
Step 1
When creating an advertising message, it is useful to remember the famous commandment of the master of advertising practice, David Ogilvy. He did not see advertising as a "form of entertainment" or even as an art form. He called it "information environment". Ogilvy's advertising message should not be so much creative as it should be interesting in terms of the incentive for the purchase of the product by the buyer.
Step 2
To write an effective ad copy, collect as much information as possible about the advertised product or service - much more than the volume of the future publication. Clearly set yourself the goals and objectives of this particular advertising message. It should not "stand out" from the general advertising strategy of your company, but at the same time carry novelty or have a special emphasis. The main thing is to offer your consumers what competitors do not offer. Be sure to find and highlight what is unique about your selling proposition.
Step 3
If your ad is in print (media, leaflets, brochures, brochures), remember that it will be skimmed through, as they say, "diagonally," and the main focus will be on the headline first. Very informative or bright and non-standard will cause the necessary emotional reaction and interest in the rest of the text. Ogilvy noted that if you do not state the product in the headline, you can lose 80% of your money. An example of this intriguing option is telling: Shell recommends 21 ways to extend the life of your car."
Step 4
Avoid general phrases and impersonality in the headlines when, instead of the name of your product or service, you can substitute almost any advertised object, for example: "Our furniture is your profit", "Plumbing for life", "Company N: more than a friend", "Shop N: only real benefit."
Step 5
Advertising text, as a rule, has three classic components: introduction, main part, conclusion. The introduction can briefly inform about the company, its position in the market, the range of services. In the main advertising text, tell us about the main properties, advantages, distinctive features, "highlights" of your product or service, its cost. Clearly and convincingly show the benefits that the consumer will receive using your product, and how, with your help, he will solve his problems.
Step 6
At the end of the advertising message, a slogan is often used - an inviting slogan that encourages action and evokes an unequivocally positive reaction to your proposal (remember the phrase "Make thirst a pleasure" - the slogan of the Coca-Cola Company in 1923).
Step 7
Write your ad copy in simple but expressive language with bold epithets. Diversify sentences with synonyms: instead of the usual word "best" use "first-class", "chosen", "refined", "exemplary", "excellent", "excellent", "luxury", etc. Do not write complex sentences with an abundance of participles and participles revolutions. Don't include negative words in your text.
Step 8
Graphics, drawings, photographs enliven the advertising text. Pay attention to the font: it also carries its own emotional load, and it should not conflict with the advertised goods and services. The main information is always highlighted in a special (bold or larger) font. The color scheme is the subject of a separate conversation. The main thing is that colors, tones, backgrounds in advertising should be harmonious and not distract a potential buyer from the essence of advertising.
