Walk along the streets of the city: you will see that, at best, one in a dozen advertisements actually fulfills its function - attracts attention. How to invest in advertising so that this investment turns out to be beneficial for your business, and not crippling it?
1. Don't copy your competitors
The main thing is to remember: the height of recklessness is an advertisement like “We are open” (and it doesn’t matter that three neighboring houses have just such an advertisement). As sad as it is to state, the share of such advertising does not decrease from year to year, and its effectiveness is reduced to zero.
2. Remember your target audience
An example of an unsuccessful choice of channel for promotion is advertising of products intended for pensioners on the Internet. As well as placing advertisements for new highly efficient microprocessor controllers on a forum for housewives. I think it is unnecessary to clarify that the positive result from such advertising is negligible, if not completely absent.
3. Conduct a preliminary performance analysis
In most cases, entrepreneurs are looking for some way to advertise their goods and services, invest a significant (or even the entire) amount into it, and after a couple of weeks or months all the money goes down the drain. To prevent this from happening, follow a few simple rules.
If you have only one phone number, then you can indicate different contact persons in the advertisement: for example, in one case you indicate that you need to ask Svetlana, in another - Yulia
Never rely on only one type of advertising. There are a lot of channels for promotion today, from contextual advertising in search engines and targeted advertising in social networks to outdoor advertising and advertising in mailboxes, from distributing leaflets and flyers on the street to direct advertising in the media or in transport.
If the results from advertising exceed the costs of it, this promotion channel has the right to life for you and your business. For such advertising methods, it is advisable to increase the budget, but not by much - approximately twice. If it works the second time, double it again, etc. In any case, you should not sharply increase the budget of advertising that is working well right now, since you cannot be sure that it will be effective tomorrow.
4. Make your own measurements on the effectiveness of advertising channels
Every type of advertising you use should be measured and calibrated. This means that when advertising to one source or another, you must know exactly how many potential clients you received from there. It's not difficult to do.
Use a different phone number for each ad or, if you are promoting goods and services on the Internet, provide links to pages with different addresses (the content of the pages, of course, should be the same).
If you have only one phone number, then you can indicate different contact persons in the advertisement: for example, in one case you indicate that you need to ask Svetlana, in another – Yulia.
5. Remember: any advertising medium must have three components: an offer, a limitation on some parameter and a call to action
The proposal should be interesting in itself. It should make your prospect want your product or service right now. The offer may include a significant discount, a gift when purchasing your product, as well as other bonuses or certificates for receiving interesting services.
For example: “When you buy two products “A”, you get a third one as a gift”, “40% discount on the entire range of products” or “Buy product “B” and receive a certificate for visiting a water park for the whole family.”
Don’t forget about the presence of a limitation - it can be by time, by the number of clients or by the number of orders. For example: “Only until the end of the week, when you purchase a laptop, you will receive a coupon for a 50% discount on any product in our store,” “We will give a microwave to the first three customers a day when purchasing a washing machine,” “When purchasing a table, delivery is free. Every day 20 tables participate in the promotion.”
A call to action means that it is necessary to clearly indicate to the client his next step to purchase a product or service (otherwise, with a high degree of probability, the consumer will not do anything).
For example, for offline advertising: “Call 123-456 right now,” for online promotion: “Fill out the form on the website and our manager will contact you” or “Click the “Order” button located below.” Only the presence of all three points will make your advertisement effective and allow you to stand out from your competitors.
Before determining where to deliver motivating information, you need to figure out how to make advertising sell better. Below we will talk about proven methods that allow entrepreneurs to get maximum results. I’ll say right away that I’m not an advertising genius and I didn’t come up with anything myself, these methods were invented a long time ago and have already proven their effectiveness!
What are advertising texts for?
Advertising as such has existed 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 must attract the attention of the client, accustom him to the appearance and sound of the brand, so that the buyer forms an image of the desired product in his head. This is what the advertising campaigns of most major brands are focused on.
Motivational advertising is aimed at direct response from 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. The effectiveness of advertising directly depends on it, so you should not neglect such a powerful development tool.
What is the difference between bad and good advertising copy?
At first glance, it seems that writing advertising texts is as easy as shelling pears. But in reality, it turns out that not everything is so rosy. Look around: our world is full of advertising. Wherever you turn your gaze, you will find examples of advertising texts: on the street, in public transport, on social networks, etc. At the same time, some ads catch your eye 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 good advertising text and bad and ineffective one.
Bad ads convey dry information about a product or service.
For example, “The farm “40 years without a harvest” offers high quality products: meat, dairy products, sausages. There are discounts. Delivery within the city is possible. Phone number for inquiries: 5-555-555.”
This is what most commercial advertisements look like. Agree, this is not a very attractive offer, despite the fact that there is no doubt about the high quality of the products. This text is rather pale and gets lost among the general mass of similar advertisements.
What if you try to slightly change the presentation of information?
“Are you missing a juicy shish kebab made from fresh meat? Do you want real country milk, like grandma's? 40 Years Without a Harvest Farm will deliver the highest quality products straight to your home! To do this, you just need to call 5-555-555!”
So how? Sounds a lot better, doesn't it? Such an ad will definitely attract the attention of a potential buyer. And if he doesn’t immediately decide to dial the company’s number, then at least he will remember its name and when he needs these products, most likely the choice will be in their favor.
Any business requires practice and over time you will learn to write the best advertising texts that will make the buyer immediately want to purchase a product or use a service.
Sales text structure
Remember how at school we all wrote essays following a strict plan for constructing the text? It’s exactly the same here, although the structure of the advertising text is somewhat different from a school essay.
Any selling text consists of simple elements:
- A slogan that can appear either at the beginning or at the end of the text;
- Title (a succinct phrase that attracts attention);
- Body text (the main element of the text);
- Echo phrase (final element of the text).
When writing any text, try to structure it, i.e. break it down into logical paragraphs and, if necessary, highlight subheadings. All this is necessary to make reading easier. Agree, no one is interested in reading huge, boring sentences that are a whole paragraph long.
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 necessary. Approximately every 3-5 paragraphs can be separated by subheadings so as not to bore the reader.
It would not be superfluous to use lists in the text (either numbered or bulleted). Organizing information into a list makes it easier to digest the information.
Imagine that all the information you want to present in the text looks like a pyramid. You should give it out starting from the bottom, that is, from the most important, gradually moving to the secondary.
It is imperative to indicate the company’s contacts in the ad, starting with the address and telephone number, since these 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: email, website address, directions by car and public transport, office opening hours.
In essence, there is nothing complicated in the structure. The main thing is to choose the right words, because, as you know, a word has enormous power and can both hurt and heal.
How to write advertising text and make it selling
In order to answer the question of how to write selling texts, you need to understand why and for whom you are writing them. And for advertising texts to be truly effective, you need to write them correctly. Of course, not everything will work out right away, but with some diligence and training, after some time you will be able to write decent and effective texts. In the meantime, you can use the following algorithm:
Step 1: Determine where the text will be published
Where you are going to place your ad will depend on its size, style, presence or absence of pictures and videos. Adjust your text to the selected advertising space:
- As a rule, ads on social networks 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 text 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: Adapt to the target audience
Think about who your main customers will be. Of course, ideally, compose a text such 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, 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 to completely different texts.
Any text can be classified into 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 conversational style.
And, conversely, when writing text for young people, it is worth using a conversational style, which 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 success. If the title of your advertising 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 succinct name. Marketing research shows that names with emotionally negative connotations are more attractive. Using 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 the consumer is already quite tired of them. Try to come up with intriguing, emotional headlines that will be difficult to ignore.
And so that your shocking, mysterious headline does not look like a lie, it is immediately followed by a linking sentence with the main text, which will contain the whole point about your product or company. This link is needed to hold the buyer’s attention so that he wants to read the text to the end.
Step 4: Create a desire in the client 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 have a much better life if he gets your product or uses your service.
And here, again, you can play on human emotions. Feelings of nostalgia for childhood (“…pancakes like grandma’s…”) or concern for the client’s health (“…it’s easy to quit smoking with our help…”), etc. will serve as excellent tools.
Step 5: Formulate small sentences and meaningful phrases
This is how the quality of an advertising article is determined. By formulating small, easy-to-understand sentences and organizing 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 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 from a competitor. It's not entirely effective. It will be much more useful to talk about the direct benefit that the client receives by ordering the product from you.
Step 7: Use feedback from other customers about your products or services
Often, someone’s positive review serves as a very powerful incentive to buy a particular product. 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, having 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” produces an effect similar to the effect of a sale and stimulates the client 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 composing advertising text
EDP model
It is obviously popular and is suitable for short sales ads of 3-4 sentences.
If your ad text is limited and you cannot write out the entire 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.
Stands for: limitation/call to action/suggestion.
Offer or offer- This is some kind of advantageous offer that is made to the client. Ideally, it should stand out from competitors’ advertising, for example, in terms of the properties of the product, its benefits for the client and the uniqueness of the selling proposition.
Example of an ad: “Product with a 53% discount”; “3 for the price of 2” and so on.
These are the messages that instantly create value for the client.
Choose your offer that will be most attractive to customers, and also find an effective way to convey it.
Here are some working examples: “first lesson is free”; “installation is free” and so on.
Deadline or restriction for purchasing an offer. If its goal is to attract attention, then the limitation 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 the product and uses the service right now.
A time limit of 2-3 days works very well.
Example: chairs for 99 rubles, only 2 days!
It's much easier to change deadlines on the Internet. For offline advertising, this is a little more complicated, so the promotion period is often extended to several weeks.
Call to action is an explanation to the client of what he needs to do right now to get the result he needs (buy your product).
Example: buy and get a discount!
Nowadays, due to the large flow of information, a person needs to have a step-by-step explanation of the procedure. You may have noticed how effectively a commanding tone works in communication.
Order “come here”, “do this”, and you will see that people willingly obey, because they do not need to bother their heads with a bunch of unimportant things. They will be happy to shift the responsibility of making the decision to you.
Advertising is exactly the case when the client doesn’t care at all. He needs a solution to some problem, and you must provide it, explain what needs to be done to get it. Make it easier for your clients, tell them how easy it will be for them to cooperate with you.
AIDA model
If you need to write a selling text or letter, then use this model. This is a way of writing selling advertising text, based on certain verification criteria that influence a potential client.
Attraction - attracting attention, must be implemented in the first part of the text. Your goal is to “catch” the client’s attention. The best way would be a flashy headline, a catchily worded offer.
Examples: secret ways...; what they are keeping silent about... and so on.
With the first paragraph, you motivate to continue reading the text, revealing some secrets, and creating a kind of “trailer” for the text. Many media outlets do this.
Interest - interest. You need to create interest in your products among potential clients. Describe 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 purchasing your products in this part of the text. It is known that people do not make purchases for the drill; they need straight holes. Describe the client's possibilities and prospects if he makes holes in the wall with your drills!
Deadline - deadline. We have already noted that this is a limitation. You are artificially creating a shortage of supply and a buying rush for your products. Most often this is a time or quantity limit.
Since you have the opportunity to write a detailed text, describe the reasons for the restrictions. Tell the customer why there is a shortage, why time is so limited, and so on.
Action - action. What does a person need to do to purchase your product right now or get results that very minute?
It's great if you give your customers a choice.
According to this model, your actions should follow the following sequence:
- attracting attention to your product;
- arousing interest and desire to buy your product;
- setting restrictions at the peak of desire so that a person wants to make a purchase now;
- Explaining to the potential customer what he must do to receive the product right away.
A striking example of how this model works is the TV show “Shop on the Sofa.”
This model will be effective for online stores, websites, etc.
CEWD model
It involves influencing the emotional component of a potential client. This model will work both on paper and orally.
According to this model, you will need to sell to the right side of your prospect's brain. This kind of advertising is good because emotions are determined by the right hemisphere of the brain, which you will influence.
Let's decipher the abbreviation CEWD.
The goal is the preparatory stage. You choose what goal you are pursuing, what you will describe to a potential client, and formulate the end 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 us about the process of manufacturing and using the product.
We must understand that the number of basic emotions is extremely limited. Emphasize 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 paint a picture that will evoke the required emotion, and at its peak, all you have to do is complete the deal.
In the picture and world you create, the potential client should feel comfortable and warm from your offer (product, service). Convince the person that he will receive all the benefits that the product provides.
The next point will be final. It's about action. At the peak of emotions, you give the person specific instructions, that is, his strategy for purchasing the product right now.
This model is similar to the AIDA model. It differs only in its focus on emotions and appeal to them.
The sequence of your actions when using this model:
- goal setting (heading and first paragraph setting the goal);
- determination of the desired emotion (the key emotion is described);
- visualization (describes the benefits of the product);
- action (describes the client’s actions to purchase a product or service).
Model PPHS
This model was known back in the time of Socrates. It is relevant and effective today. This advertising method 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 novice entrepreneurs who have decided to realize themselves in the field of buying/selling.
Let's consider the features of using this model.
"Pain" or pain. You will need to describe in all colors the nuisance, the problem of a potential client, which your product will help get rid of.
"Pain More" or more "pain". You are reinforcing the problem, meaning you are telling what will happen if the problem is not eliminated right now.
"Nore" or hope. At the peak of the described problem, you need to give the potential client a solution - your product (service).
"Solve" or decision. Now you must sell the solution to the problem, in particular describe the benefits, advantages of the proposal, as well as how to purchase it.
This is what many websites selling anything for weight loss do.
Writing advertising messages is an exciting, creative process that can be endlessly improved. Creating a special reality, working with emotions and associations, motivation - all these are just some of the features of advertising text that a skillful 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 carefully check your texts every time.
More specifics, less water. By using general phrases in the text, you scare away the potential client, since he does not get the feeling that the information is truthful. It is best to use specific numbers and data - such text will inspire more confidence in the consumer.
Use personal information. Often the consumer identifies himself with the hero of the advertisement. This technique has been used quite actively for a long time, which has led to an oversaturation of the advertising sector with identical first-person advertisements.
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 wrong. People are very emotional creatures. Emotions influence our behavior and actions. And the success or failure of the 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 wonderful product. Try to use bright emotions to attract the buyer’s attention and force him to purchase your product. Use lively language, not just a dry presentation of information.
An indispensable guarantee of product quality. Any client who doubts a purchase will become much more confident if he has at least a hypothetical possibility of returning the product. By guaranteeing the quality of your product, you dispel the fears and doubts of your client, thereby gaining his trust.
Conclusion
- Advertising text should be bright, clear, bold, filled with emotions and attractive to the consumer;
- It should not contain unnecessary information and, especially, untruth;
- He must 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 store sites, or better yet. Which texts caught your attention and why? What's special about them? What did you like and what didn't you? By answering the questions and reading this article, you will become 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 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 what is written above has already been tested on many people and shows good results! And one last piece of advice... Check your texts before releasing them to the masses. Let's read them to your colleagues, friends, acquaintances, etc. If they are interested in your product or service after reading, then the text has a greater chance of success. Something like that.
Ask your questions in the comments, share your ideas and let's discuss! And most importantly, provide your services efficiently and sell only necessary and high-quality goods, then selling will be much easier.
There are many free ways to promote and promote groups and communities on social networks. Some of them are very effective, but they all require time and effort. Therefore, one day there comes a time when you realize that in addition to all the available methods, it would be good to add another, paid method - targeted ads. And if you have not previously had experience in advertising, for example, on a social network such as VKontakte, then the next question arises quite quickly: how to make VKontakte advertising yourself, without turning to specialists for help.
In fact, there is nothing complicated. I think that with the help of my screenshots, you will be able to repeat all the steps, make an advertisement on VKontakte, and analyze the results.
We are starting our first advertising campaign
The first thing you need to start with is follow this link to the VKontakte advertising page. We are interested in the first tab “Targeted Ads”. I’ll say right away that targeted ads are a key feature of VKontakte advertising, and require the availability of tools with which you can customize the display of an ad based on various parameters.
- Gender, age, marital status, country and city of residence.
- University, faculty, school, year of higher education.
- Positions, districts, metro stations and even streets.
- Interests, hobbies, favorite movies, books, games, etc.
That is, we can customize our ad so that the ad is shown to the target audience. If your target audience does not include schoolchildren, then you can independently set the desired age of the audience and exclude ad impressions from the field of view of schoolchildren.
Click on the “Targeted Ads” tab and carefully read about the advantages of advertising on VKontakte. Feel free to click “Create ad”. On the next page we are asked what we want to advertise: our community (group, public or meetings), the VKontakte application, a video with a link to the advertiser’s website or an external site. The most popular is community advertising, so we choose this option as an example if it suits you.
Here, on this page, you will need to select your community, and you will find yourself on the ad posting page. Task: choose the accommodation option that you like best.
- Heading 25 characters + image 90x120px with payment per impression
- Heading 25 characters + image 90x65px + ad text 60 characters with pay per click
- Promotion of communities - the group logo is automatically displayed.
In my opinion, the most difficult thing is to write a 25-character headline correctly. In my case, it would be better to adjust the title with two words: “Treasury of Tips.”
Scroll down and you'll see your targeting settings. You can select a country, city, gender, indicate interests and education. If you consider it necessary and tick the necessary points, then in this way you will narrow your audience to a target audience interested in your products and services.
The most important thing left is to set the cost of the advertising price. And to do this, it is important to determine what you want to pay for - impressions or conversions.
Here's how VKontakte describes the differences between advertising for impressions and transitions:
“Cost-per-impression ads are a more static format than pay-per-click ads. They are suitable for advertisers interested in generating demand for goods or services of a particular brand or for image advertising. The main component of pay-per-impression ads is the image.
When paying for impressions, for every 1000 impressions, an amount that you set yourself is deducted from your budget (for example, 1 ruble = 1000 impressions).
When paying for conversions, only unique conversions from your ad are counted. If a VKontakte user has already clicked on this ad (from any computer), the transition will not be counted. You also set the price for the transition yourself (for example, 1 transition = 1 ruble).”
It is only worth considering the fact that when paying for impressions, the image is noticeably larger due to the absence of ad text and, most importantly, there is no CTR in the cost per thousand impressions formula.
Since the effectiveness of advertising can only be determined through testing, I prefer to listen to the advice of more experienced people and set payment for clicks. That is, I will only pay for those people who clicked on my advertisement and followed it. For the first time, I recommend starting with a small transition cost - 3 rubles, even though VKontakte recommends that I pay from 22 to 31 rubles for the transition.
As an example, I can give my results:
Having set the transfer cost to 3 rubles, I topped up my account with 300 rubles. In 3 days, 36 transitions were made, and 5 people became subscribers of the group. Small results, but to get the best, I need this experience today. As a result, in 3 days out of 300 rubles, 108 rubles were spent. The cost of one subscriber was 21.6 rubles. A little expensive, to be sure. We still have to work on reducing the cost of a subscriber. It is difficult to achieve what you want the first time. This means that I have to test the increase in the cost of transition, since the higher I set the bid, the more often my ad will be shown.
With experience will come an understanding of chips that seem to lie on the surface, but cannot be understood the first time. By experimenting with the selection of target groups and improving the advertising itself, you can achieve a smaller number of target audiences and a lower, but more optimal cost of transition.
You also need to be prepared for the fact that you will have to constantly monitor the effectiveness of your ad; if you are not satisfied with the results, you can always edit the ad and make changes to the settings.
Launch an advertisement
After you agree to the VKontakte advertising policy, the ad must be launched in your personal account. Now that you have created your first advertising campaign, you will see an “advertising” link on the right side of the page; follow it at any time and you will find yourself in your advertising account.
Budget replenishment
At the top, enter the amount of the total limit and the daily limit. That is, how much money would you spend on advertising per day, and over the entire period of time. Of course, first you need to top up your personal account balance and transfer money in any way convenient for you: Visa and Master Card bank cards, using the electronic payment systems Yandex.Money, WebMoney and Qiwi wallet. You can also top up your account using a fairly large list of payment terminals .
After the money appears in your personal account account, you need to set the daily and total limit at the top of the page and in the table, and run an ad in the “status” section. After this, your ad is sent for moderation for approximately 2-3 hours. The moderation of VKontakte ads is serious: you cannot address the audience first name in an advertisement, you cannot indicate phone numbers in the text and in the image, you cannot advertise drugs, pornography, tobacco products, etc.
You should know! There must be at least 100 rubles left in the campaign account, otherwise you will see a warning:
“Unable to run ad. For each launched ad, your budget should be at least 100 rubles. You can top up your budget or stop your ad. "
Don’t be afraid to make changes to the ad settings during a running advertising campaign if you see that the result is not satisfactory to you. In some advertising campaigns, it will be more profitable to use payment for impressions rather than for clicks. But you will have to experience this for yourself.
Pay attention to the ads that are showing on your page right now. Assess whether the advertiser correctly took into account your interests, or chose to waste their advertising budget. For example, if you are a mother on maternity leave, and you are shown an advertisement for the Elektrostal plant, then this is a clear sign that the advertiser has set up his ad incorrectly, and accordingly the effectiveness of his advertising campaign will be low.
Any product sold must be presented to the buyer. Sales performance depends on the effectiveness of advertising. Correct presentation of information that distinguishes a product from the general mass of similar products is a guarantee of success. A well-designed advertisement will ensure the sale of even items that no one needs. There are many recommendations for highlighting the value and irreplaceability of the product being sold, but the question of how to properly advertise remains relevant.
Principles of advertising
To do this, you need to choose an effective, eye-catching image, since a purchase always occurs after a visual assessment of the offer. The sale begins with the presentation of a bright, beautiful picture. The formation of an image will not be hindered by a memorable, loud slogan, the attractiveness and relevance of which is ingrained in the mind and forces the consumer to repeat it mentally with pleasure.
Even the most successful advertising may not be effective without its promotion. It is initially intended to have a viral effect on the minds of a potential buyer. However, to have an effect, it must be accessible to the target client, so it must be placed in their habitats. A universal place for publication is social networks, since you can find your client there, but for this you need to work on placing it on the right platforms.
On your own or through advertising campaign services?
However, in some situations it is more effective to order its development from advertising agencies. With the right choice of advertising campaign, the object of promotion will become known within a few days.
Where should your advertisement be located?
- in newspapers;
- in magazines;
- in social networks;
- through flyers and prospectuses;
- through outdoor advertising elements.
Each type of product has its own effective advertising method, suitable for a specific target audience. If it is chosen correctly, potential buyers have the opportunity to familiarize themselves with the offer in several sources.
Today, social networks occupy a separate niche in advertising activities. Most citizens have accounts on Facebook, Vkontakte, Odnoklassniki, Twitter and Instagram. Modern capabilities of mobile phones mean that users are constantly connected. Publications in groups and on personal pages can receive an instant response to an advertising post.
Avoid spamming so as not to annoy users with constant notifications. To achieve the effect, one post a day is enough. Regular publications of various designs, holding sweepstakes, promotions and competitions will ensure popularity for the group or personal account of the seller. The more interest and attention there is, the more views of publications and the more revenue from sales.
Advertising in the media
Publishing advertisements 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 a dedicated space in a print or online resource. Today, the return on such advertising is small, since people most often familiarize themselves 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 eliminates the possibility of emotional purchases. However, if the subject of sale is of a specific nature, which is difficult to declare 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.
Whether you are opening a small fabric or grocery store, or are thinking about the prospects and benefits of tire fitting in your own garage, sooner or later you will have to think about advertising your business.
By the power of thought
Good for those who work as a franchise. No need to rack your brains: the main office will give you instructions, layouts and banners will be provided – just use it. And if you are yourself, and even from scratch? How to attract the client's attention to your point of sale?
Of course, first you have to sit down and use your head. Think about what result you want to achieve: recognition and fame or stable sales. See where and how competitors advertise: whether they rely on outdoor advertising or advertising in the media. Decide whether you are working for the future, or whether you need it faster and more. And, of course, you shouldn’t forget about the specifics of your business.
You can contact a professional agency, where the client manager, having received a clear technical specification, will pass it on to a designer, specialists in naming, branding and other esoteric knowledge. But here lies the main advertising secret: if you are able to give a clear technical specification to specialists, it means that you know exactly what you want, you can imagine how it should look, therefore, you are able to advertise yourself.
Ideally, you should start with the name. Or, if you want to be on trend, with naming. We remember the specifics, and we understand that a store selling tights and stockings cannot be called “Dead Loop”. Or maybe if you just want to be original. Then you and the company engaged in the repair and decoration of premises have the right to call “Hook Hands”. One caveat - just in case, avoid mentioning official dealers of anything. For example, a small car service may be called “Toyota Repair,” but only for the time being. Until those same official dealers find out about you.
Have you chosen a name for your newborn business? Wonderful. As the yacht was named, so it sailed. Now this name will be on pavement signs, banners, newspapers and on fences.
Advertising. Take externally
Outdoor advertising is one of the most popular channels for distributing advertising information. The information can be graphic or text. It can be placed on special temporary or permanent structures, or attached to the walls of buildings or elements of street equipment.
Outdoor advertising conveys information to the consumer from billboards, electronic displays, roof installations, pillars and banners. Ideally, it is in harmony with the urban environment. The pursuit of harmony is also supported by various supervisory bodies and committees.
Stationary advertising structures do not change location. Where agreed and paid for, that’s where it will hang. Temporary structures are usually placed somewhere near the enterprise or retail outlet; during the day they inform passers-by about the opening hours of the enterprise, about the services provided, and provide the address and telephone number. And in the evening they are removed.
Huge posters are placed on permanent installations. Typically, panel structures are located along busy highways, or in high-traffic areas.
Do we want the picture to come to life? We place advertising on a large outdoor screen. Here we have dynamics, a play of color, sound, and an emotional impact on a potential client. Examples of such advertising can also be seen in crowded places, at bus stops, and train stations. But we will think about such advertising when we get rich.
By the way, you can add speakers by installing a pneumatic figure near your enterprise. This is an inflatable figure made of thick fabric. It can have any shape, its dimensions are limited by wind loads.
Signposts and portable structures can be placed at the entrance to the building, on the sidewalk, or in the pedestrian area. But here you will have to think through the design in order to stand out from the background of a dozen or two of the same structures standing nearby.
Other common outdoor advertising formats: rooftop installation, billboard, supersite, superboard, video screen, prismatron, stele, citylight, banner, flag composition, firewall, electronic scoreboard, light box, road sign, pillar, advertising on public transport, advertising in elevators, metro and parking lots. Do you want to place advertising information on the balloon? You can do this too.
With my eyes wide open
Outdoor advertising has a significant advantage over other types of disseminating information about goods and services. You can turn off the TV and radio, hide from the street radio in an MP3 player, throw away the newspaper. But no one will move around the city with their eyes closed. Willy-nilly, out of boredom, a potential consumer will study everything that is covered with a public transport stop, one way or another he will catch his eye on a billboard, sooner or later he will trip over a pillar.
Outdoor advertising guarantees wide audience coverage and long-term impact. In addition, by placing outdoor advertising, the advertiser, as it were, “marks” the territory, clearly indicating the geographical boundaries of the impact of advertising information on a potential client. And outdoor advertising is much cheaper than producing and renting a video on radio or TV.
But we also need to note the shortcomings? So here it is. First: under the influence of various atmospheric phenomena, outdoor advertising can deteriorate. Fade, rust, tear. Or it could be blown away by the wind. And it’s good if your poorly secured advertising medium doesn’t fall on someone’s head. Therefore, the condition of the advertising structure must be constantly monitored.
The time of visual contact of a viewer with outdoor advertising is approximately one second. No one will perceive a large amount of information in such a short time. Therefore, either the advertiser must constantly update the picture, or order articles in newspapers and magazines. In short-term advertising campaigns, it is impossible to use outdoor advertising, or it is extremely difficult for the same reason.
There is no place for anarchy
As mentioned above, some outdoor advertising formats have clearly defined requirements. Outdoor advertising should not provoke or offend, but should be in harmony with the urban environment.
Therefore, special supervisory and control bodies, various commissions and committees are vigilantly ensuring that no invitingly naked or offensively dressed girls smile on billboards, so that the play on words does not cause indecent associations. And advertising structures should not impede the movement of pedestrians and vehicles or spoil the architectural ensemble.
This is why the Russian Federation Law “On Advertising” exists, which should be carefully studied by everyone who intends to advertise on their own. In addition to the federal law, there are many regulations of regional authorities. Moreover, various departments are also making adjustments. For example, the placement of advertising on vehicles may be determined by orders of the Ministry of Internal Affairs.
So before you release information about you, an entrepreneur, to the masses, contact your municipality. It is better to consult and be safe in advance than to go to court and pay fines later.
Business cards. Tested for centuries!
The first business cards appeared in China, between the second and third centuries BC. By a special decree of the emperor, Chinese officials were obliged to have cards on red paper with their name and position written on them. These cards can still serve as an example of restraint and aesthetics: no unnecessary details except the name, surname and position.
A modern business card is a compact carrier of information about a person or organization. With the obligatory indication of contacts. Business cards can be cardboard, plastic, paper. For those who want more expensive ones - business cards on mini CDs, made of wood or metal.
A business card can be personal and contain contact information about a specific person - the president of a company or a refrigerator repairman. Personal business cards are usually exchanged in an informal setting. A personal business card contains the first name, last name, phone number, email address - everything that its owner wants to tell about himself. By the way, personal business cards are also popular among freelancers.
First and last names are not indicated on a corporate business card. It contains information about the company, its scope of activity, a list of services, a location map, and a web address. Such business cards are convenient to hand out at presentations and conferences. Since they are purely advertising in nature, the design should make you want to keep such a business card for as long as possible. Although the design here will depend on the corporate identity of the company.
At official meetings and negotiations, people exchange business cards. This business card is narrowly focused on a potential client. It indicates the name, surname, position, company name and type of activity. The design of such a business card is like that of the ancient Chinese: nothing superfluous. A business card without an address is a violation of etiquette. No decorative fonts, no italics.
The convenient format of business cards gives the widest scope for their distribution. Layout in mailboxes, distribution into the hands of the buyer. You can negotiate with your colleagues about a kind of cross-promotion: you put a pack of tire shop business cards on the counter where they sell oils. And the company that sells motor oils, in turn, puts a stack of its corporate business cards on the counter in the tire shop.
The most popular business card size is 90 × 50 mm. A widely used size that matches the size of credit cards: 85.6 × 53.98 mm. These dimensions, by the way, coincide with the size of the sections of wallets or purses.
Why are leaflets good and convenient? Even in times of total illiteracy, thanks to the design of leaflets, information could be conveyed to any person - in the form of drawings and caricatures. Distributing a leaflet is easy - you can stick it on a door, throw it out of an airplane, or put it in a mailbox.
Advertising leaflets are distributed on the streets, placed on special stands, and inserted into newspapers. Therefore, the customer faces the most important task - to develop a leaflet design in such a way that a potential buyer of his goods and services will be interested in it. The design depends on the distribution method. Leaflets distributed through mailboxes and promoters must be bright and memorable. If you plan to send it directly to customers who are already familiar with the company, then the leaflet can be calm and discreet.
Booklet- a close relative of the leaflet. Essentially, a booklet is a double-sided leaflet folded in half or three.
Another brother of the leaflet - flyer. It is slightly smaller in size and usually contains information about discounts, product benefits, and events. Flyers are used in cases where you need to attract as much attention as possible in a minimum amount of time. This format is widely used in promotions as handout material. Often a flyer is a free ticket to an event.
Stickers (stickers) are printed on self-adhesive paper and are intended for gluing to any surface. The sticker can contain additional information that is not included on the label, or can be placed on the packaging to prevent tampering.
In general, the widest range of printing services is offered to the attention of a beginner, but quite strong individual entrepreneur. With their help, you can launch an effective campaign to promote your product or service.
