Advertising creation is a creative, interesting, multifaceted, but laborious business. It is not without reason that Vladimir Mayakovsky, the author of long-standing, but effective and by today's standards, advertising campaigns, called advertising "variety, fiction." Any advertising message should be written in a lively, understandable, interesting and convincing way. It must be ethical and truthful, objective and specific. How to write an ad copy that meets all these requirements?
Instructions
Step 1
Masters - textuals 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 essay. Title (slogan), introduction (opening), main part, conclusion. Of course, if your ad is going to fit into two or three sentences, the compositional structure can be collapsed.
Step 2
Make up the text of the advertisement as if you are addressing one person and write him a letter. In arguing the advantages of the advertised product or service, give simple and stubborn facts (research results, tests, examples of fulfilling warranty obligations, grateful testimonies of users, an assessment of the market quotation of the product).
Step 3
Do not try to advertise all the benefits of your product, choose 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. Don't be ambiguous - be precise.
Step 4
When characterizing a product, do not emphasize what the buyer should do with it - emphasize what the product will do for him. Do not use unconvincing words "may", "will", "could" (it is better to state directly: the product is good and convenient for this and that). Don't compare your product to competitors' peers.
Step 5
Keep it short. If the ad text still requires volume, work with its graphic design. Highlight the desired paragraphs in bold or italic type. Try to use no more than two types of fonts. Maintain proportionality between line and paragraph spacing. Highlight the main idea, the idea of an advertising proposal in a large outline.
Step 6
Skillfully use the so-called. echo phrase - the end of the text, which repeats the main essence of the advertising message, its key sentence and gives it a complete look. The ending can be a mention of a trademark, slogan or other phrase invented specifically for this promotion.
Step 7
Think about how short and clear the link to the contacts will be drawn up (the address of the outlet with or without a diagram, phone number, an indication of the company's website, other information that will be required to purchase or order a product).
