Drawing up successful advertising texts is the key to successful promotion of a product or service. A well-written advertising article requires from the author not only journalistic skills, special knowledge and creative skills, but also a thoughtful marketing approach.
Instructions
Step 1
First, about the form. There are universal rules for the graphics of writing advertising messages. An advertising article should be easy to read and remember, which means your story, a story about a product or service should be written in short sentences. Short (8 words or less) lend grace to the text.
Step 2
Monotonous text, composed of sentences with an equal number of words, is boring and monotonous. Therefore, for a comfortable reading of your article, it is important to create a kind of visual rhythm. Alternate sentences like this: a long sentence, a short one, then a very short one, and again a longer one.
The optimal number of words in a paragraph is 50-70.
Step 3
Divide large text into sections and headings to increase readability. Short quotes and headings are appropriate. It has been noticed that if the title is enclosed in quotation marks, its memorability increases by almost 30 percent.
Step 4
Use illustrations or photos for the article. Choose adequate options. For example, when advertising food products, it is better to show not raw materials, but a finished dish.
Step 5
Use words from the vocabulary of your audience in your ad article. Do not overload the text with special terms that require complex decryptions. Keep it simple and clear.
Step 6
Convince the reader of the value of the advertised product or service not with flowery epithets and unfounded boasting, but with strict and entertaining facts, telling numbers, relevant references to the opinions of authoritative people. At the same time, the beautifully and “tasty” described image of the product (service) should not be underestimated. The advertiser should present it in such a way as to create the effect of presence in the reader and the desire to see everything with his own eyes. For example, you are advertising a private hotel for a holiday by the sea: give free rein to the picturesque description of the subject of advertising, with all possible colors, sounds and smells.
Step 7
Pay attention to interesting, unusual, and curious details. Focus on those that affect the interests of the reader. They enhance the emotional component of the perception of the material, which means its memorability and incentive effect. Unobtrusively, but reasonably and truthfully emphasize the benefits of your advertising proposal.
Step 8
When writing an advertising article, use the so-called "inverted pyramid" technique: communicate the most significant and essential at the beginning of the text. Place the information further, taking into account the decrease in its significance for the consumer.
