How to make an ad. What is the difference between bad and good advertising text. "A terrible secret about..."

Create a personal Facebook page. Your personal page will give the first impression of you to those users who are interested in your brand or your personality. Although most of the visitors to the page will be your friends, you should remember that sometimes employers also look at candidates' Facebook pages before scheduling an interview.

Promote your professional presence with LinkedIn. LinkedIn quickly became the largest network professional contacts, and many employers often turn to LinkedIn to find qualified candidates for open positions.

Demonstrate problems that you have had to solve in the past in various job positions, and not just list your responsibilities. List these accomplishments in the description box for each of your positions.
Convert your goals into keywords that you include in your profile. Other users find your page through keywords, so you must ensure that your keywords are truthful about your experience, accomplishments, and goals. For example, if you are a graphic designer, find a way to express your skills in different words: “graphic design,” “web design,” or “graphic content creation.”
Build connections. The LinkedIn network is a very important part of connecting with people in your field. Add fellow students, current and former colleagues, as well as users from your geographic region and your industry.
Validate your skills. Ask people in your contacts to confirm your skills to increase your level of reliability. If you're uncomfortable directly asking people to give you testimonials, take the time to get testimonials from those you've served.
Upload a professionally taken personal photo. In a good quality photo, you should be in your work attire and appear experienced and friendly.

Be active on Twitter. Twitter is a fast way to spread short messages of 140 characters or less. It is great for informing current events or breaking breaking news reports. Due to the limited length of messages, the manner in which you write them is very important.

Update your Twitter several times a day. To get your followers on Twitter, you need to be extremely active. Showcase your accomplishments and projects by linking to clips, relevant articles, and images.
Use strictly professional content if you are marketing your brand or services. Create a separate account for professional activity, and to communicate with friends and family (if necessary), use another.
Think carefully about how you write each message. Word choice, grammar, political correctness - all of them are extremely important for presenting yourself on the Internet. Be sure to proofread what you are about to send.
Don't hold back on your creativity and sense of humor. They are important for getting like-minded followers with you. Periodic mailing with funny expressions will help you find them.
Forward important messages from trusted sources. This could include forwarding other users' messages about you or your industry, or about an upcoming event.

Increase your openness with a blog. A personal or company blog is an integral part of your online presence because it gives you limitless space to create your first source of information. Use it to provide subscribers with updates on your professional, travel and/or personal life.

Update your blog regularly. You need to write something new in it several times a week to maintain an active presence.
Embed photos in your posts. Visual stimulation is just as important as the text content of your messages. Post your own or other related photos that will break the text and keep readers interested.
Keep your posts under 1,000 words and target a specific audience. To keep your readers interested and win a loyal following, posts need to be short so readers find them easy to read. Long essays, on the other hand, are more likely to turn off readers who seek to quickly find readable content on the Internet.

Walk through the streets of the city: you will see that at best one out of a dozen ads really does its job - attracts attention. How to invest in advertising so that these investments turn out to be beneficial for your business, and not undermine it?

1. Don't copy your competitors

The main thing to remember: the height of recklessness is an advertisement like “We are open” (and it doesn’t matter that just such an advertisement hangs on three neighboring houses). It is regrettable to state this, but 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 a channel for promotion is the advertising of products intended for pensioners on the Internet. As well as advertising new high-performance microprocessor controllers on the 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 products and services, invest a significant (or even all) amount in it, and after a couple of weeks or months, all the money is safely flying down the drain. To prevent such an outcome of events, 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 the other - Yulia

Never bet 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 and mailbox advertising, from handing out leaflets and flyers on the street to direct advertising in the media or on transport.

If the result from advertising exceeds the costs of it, this promotion channel has the right to life for you and your business. For such methods of advertising, it is advisable to increase the budget, but not by much - about twice. If it works the second time, it will double again, and so on. In any case, you should not sharply increase the budget of advertising that works well right now, since you cannot be sure that it will be effective tomorrow.

4. Make your own measurements of the effectiveness of advertising channels

Every type of advertising you use must be measured and calibrated. This means that when advertising in one or another source, you must know exactly how many potential customers you received from there. It's easy 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, must 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 the other - Yulia.

5. Remember: any advertising medium must have three components: an offer, a restriction on any parameter, and a call to action

The proposal must be interesting in itself. It should make your potential customer want your product or service right now. An offer can be 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 the third one as a gift”, “40% discount on the entire range of products”, or “Buy product “B” and get a certificate for visiting the water park for the whole family”.

Do not forget about the presence of a limit - it can be by time, by the number of customers or by the number of orders. For example: “Only until the end of the week, when buying a laptop, you get a coupon for a 50% discount on any product in our store”, “We give the first three customers a day when buying a washing machine, we give a microwave”, “When buying 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 below.” Only the presence of all three points will make your advertisement effective and allow you to stand out from the competition.

Article navigation:

Everything is simple, like the first letters of the alphabet, like A, B, C - you are the owner of the enterprise, you have a potential client, and he needs to know about you. A B C.

Whether you are the owner of a small hardware store or a chain manager shopping centers- actions will be required approximately the same, just on a different scale.

At the same time, it is not always possible to turn to professionals in this or to hire such a staff. This is normal if the business is just starting. And it's okay if you just want to personally participate in this side of your child's life.

Do-it-yourself advertising, step one. "What's the name of the ship"

You are starting from scratch. You are not some petty employee of an already established office. You create your own business. You do not have a program prepared by someone. You are not handed out ready-made advertising leaflets, so that you simply hang them up.

How to tell the world about your enterprise? About your product?

Sit down and brainstorm - what exactly do you want to achieve? What place to take in a niche? Take risks for popularity or settle for stability?

How do your main or possible future competitors perform in terms of advertising? Do you want to stay in this business for as long as possible - or not? And how exactly do your competitors advertise their firms - in the media, on social networks, or on huge and expensive advertising posters along highways and avenues?

Your competitor is your enemy. But learn everything about him, and he will cease to be your enemy. He will become a miserable envious person.

If you are the owner of a small business, then other people, specialists, employees of advertising agencies can make advertising for you. And this is a good sign - if you have a creative idea in your head that they just need to bring to life. After all, by and large, the main question is not the technical ability to make advertising with your own hands, but the ability to create key ideas for it.

What if there is not even an idea? Well then, you don't Steve Jobs, be of good cheer. However, after all, Steve Jobs also once had no ideas.

By the way, according to legend, the name Apple was chosen precisely because the team could not give birth to another, more adequate idea. And it did shoot.

Have you already chosen a name for your company?

Your firm, your shop is your child. And you would hardly name your child Akaki. So it is in this case. A catchy, bright name, but at the same time conveying the essence of your activity - that's what you need. good name is the starting point of your business. This is the first thing buyers know about you.

Second step. Outdoor advertising on your own?

Once again - we will not discuss the process of cutting out ads from whatman paper and sticking them on poles. “We make advertising ourselves” means “we come up with advertising ourselves.” Advertising agencies still take the main money for this.

A piece of paper on the entrance door, posters on the walls, billboards with a pasted image or screen, neon advertising (with backlight), audio advertising on escalators in the subway - there are many possibilities, you need to understand the features of your target audience and proper allocation of funds.

Ideally, your advertising stand should become part of the street landscape. For passers-by to perceive your poster “ Best Items at the best prices” as an integral element of the environment as the bushes trimmed along the alley.

Stationary advertising structures - installed in certain places that you have agreed and paid for. It is desirable that these were places popular with the population - busy squares and large highways. The structure can either stand on its own or be attached to the building.

Temporary structures- installed near your outlet or office. They usually contain brief information of paramount need - the name, opening hours, discounts and promotions. Exhibited during the working day, removed at night.

Our minimum is advertising poster on the wall or window. Maximum - a large screen with an advertising (staged) video in the city center. It all depends, of course, on money. But it is necessary to fulfill the affordable minimum with high quality and dignity in order to grow further.

To increase the element of dynamism in your advertising, you can install an inflatable pneumatic figure near your business. Which one - depends on your financial capabilities and design imagination. The main thing is not to be blown away by the wind.

Pavement signs and other advertising structures can be placed at your entrance, on the building, on the pedestrian zone. Design is always important - catchy, but not tacky. original name plus the original form of advertising and its placement are the hooks with which you hook buyers. It is necessary not only to stick a small advertising poster anywhere and sit satisfied - it is necessary that only your advertisement attracts attention, eclipsing all the others, mediocre and tasteless.

Varieties of outdoor advertising

Billboard - big billboard, usually placed along the highway.
A superboard is usually three billboards enclosed in a triangle.
A supersite is a type of billboard that is large and tall, which is why it is usually placed outside the city limits.
Prismatron is a billboard whose surface consists of prisms changing sides. It can show three pictures that change over a period of time.
Citylight - illuminated shop window, standing on the sidewalk.
A firewall is a large poster or billboard mounted on the wall of a building.
A media façade is a large display somehow built into the facade of a building.
Video screen and so on.

Outdoor advertising- a natural, effective and visual way to advertise yourself. A theoretical client of your company may not watch TV, listen to the radio at home or in the car, may not read newspapers or use the Internet, but he will definitely pay attention to a bright, large and original billboard in front of his window. Or at a stop near the house.

You must show that this area in this niche is occupied by you. Let your logo become a kind of label - a sign that competitors have nothing to do here.

Disadvantages of outdoor advertising

Outdoor advertising deteriorates from the action of various weather phenomena. Tearing, rusting, falling off, fading, just blown away by the wind. The state of your outdoor advertising needs to be constantly monitored, maintained - cleaned, updated frequently.
Outdoor advertising is viewed by potential buyers in just a few seconds. Therefore, the key to the success of such advertising is brightness, catchiness, brevity of content (who will pay attention to a pale poster with a few paragraphs of barely visible text?), an original logo or emblem. And again - such advertising should be constantly updated so that the buyer does not get bored with the picture that he has long considered and did not arouse interest. The more often, the more varied and persistent, the better.

should not have provocative, offensive content;
should not disturb the harmonious appearance of the environment.

These conditions are enforced by a number of regulatory authorities. To ensure that the content of outdoor advertising is not overly erotic, provocative or even immoral.

But not federal law“outdoor advertising” is controlled by a single entity – compliance with the conditions for its use is monitored by various services and committees that make their own amendments based on the format and location of advertising.

So it's best to check with the municipality first before airing your ad. It’s better to play it safe just in case than to pay fines later or even lose a profitable place for advertising.

We make advertising ourselves, the third step is business cards

Like many things in our modern world, business cards were invented in China. More precisely, in ancient China, even before our era. Brevity, conciseness and business dexterity are features of the Asian character. As they say, the East is a delicate matter. As is marketing.

A business card can be made of paper, cardboard, plastic, metal or even wood. Remember: your business card is your face, it is the shortest and most concise form of advertising for your person and your organization. What would you prefer - a colorful cardboard or a minimalist metal plate? Depends on your income and how you position yourself.

There are three types of business cards:

personal business card;
corporate business card;
business business card.

personal business card

Just includes contact information its owner. Your personal business card should be CEO large firm, and the owner of a tire shop, if he wants his business to be taken seriously.

Remember: your business card is your face. Business cards can also be used by freelancers, freelancers. Personal business cards are often exchanged in informal communication.

A personal business card is:

FULL NAME. owner;
type of activity and position held;
telephone;
official site;
e-mail.

Corporate business card

A corporate business card includes brief information about your company. Nobody's names, positions and private contact details are written here. Corporate business cards are needed in order to briefly present your company in a favorable light, advertise and present. This is the face of your company. So, it must have a good design and dense material. It should look great, be happy to hold it in your hands and always keep it in your wallet among other important and high-quality business cards.

A corporate business card is:

company name and logo;
brief information about the field of activity;
address, way of travel;
official site;
telephone.

business card

Includes a minimum of information. No unnecessary words and a minimum of design - no decorations, a standard font. Often the exchange of business cards takes place at official events, negotiations and business meetings. This is because a business card has a narrow focus - a direct invitation to future partnerships and joint activities.

Business card is:

First Name Last Name;
job title;
Company name;
scope of the company.

It is very convenient to use business cards. This gives you a wide range of opportunities so that you can properly advertise yourself. It will immediately show how you present your event, how seriously you approach the matter.

How to distribute business cards?

hand out;
put in a mailbox or send by mail;
negotiate with others outlets so that they have a stack of your business cards on the counter (and in return you can put their business cards behind your tray).

Popular size business card– 90×50 mm. But better - the size is 85.6 × 53.98 mm. Credit cards have the same size, and sections in wallets are made for this size.

Step four: how to correctly compose an advertisement through leaflets, booklets, flyers and stickers

Leaflet- simple, old and effective method self-promotion. Even the minimal impact of the leaflet is effective - bright colors, huge font size and informative pictures will not leave anyone indifferent. Everyone must at least briefly familiarize themselves with the contents of the leaflet, and thanks to visual photographs or pictures, even a child will understand - at least approximately - what it says.

distribute on the street at points of congestion of the masses;
hand out at the entrance to your store;
put in mailboxes;
as an insert in a magazine or newspaper.

How you distribute your flyers will determine how they look. A bright and eye-catching design, if leaflets are distributed on the street by promoters or thrown into mailboxes. Or a discreet, discreet design of a leaflet, if it is sent to the addresses of customers who already use your services.

Booklet- almost the same leaflet, only with an image on both sides, and folded in half or three.

flyer- almost the same leaflet, only smaller in size and with a more structured presentation of information of short-term importance. For example, about new discounts, events, company promotions. Often a flyer is also an entrance ticket to such an event - or a coupon for which you can get a discount.

sticker/sticker/magnet- almost the same leaflet, printed on self-adhesive paper in order to, in fact, glue on various surfaces - walls, poles and packages.

Conclusion

The set of opportunities to correctly make advertising yourself, advertising yourself and your company is incredibly large. Qualitatively use all the methods available to you, and you will succeed.

To promote any product, a very important role is played by how competently its advertising is made.

Of course for different types goods and for different target audiences, different techniques and methods of advertising are used. But there are some basic rules that must be observed in any advertisement in order to have a chance of success.

Required advertising elements

1. Title

Picking up a book, you first look at its title, and only then start flipping through the pages. It's the same in advertising: people first look at the headline, and only then at the rest of the text. In fact, the headline is the name of the advertisement. According to research, the title of an advertisement is read five times more often than the text of the advertisement, so it should be five times more thoughtful.

The title can be either short or long. And it is not necessary to associate it with the name of the product or service. The main thing is that it attracts attention and arouses interest among the target audience, as well as unobtrusively informs about the benefits of the product or service. Writing a working headline is a job for experienced advertisers and marketers. To achieve the best result, several headings are always carefully considered and analyzed before the final one is approved.

2. "Buttons"

"Buttons" in advertising are those phrases or sentences that should motivate the consumer to buy a product or use a service. We often see such signs on food products, such as, "does not contain artificial colors", "suitable for consumption by children", "only from natural meat" and so on. These are the "buttons". They again attract attention, forcing the consumer to think that he really needs this product. A “button” for advertising language courses can be the phrase "Classes with American teachers", and for a law office - “We have more than a *number* of cases won.” To correctly compose the content of the "buttons", you need to determine what consumers are most dissatisfied with in similar products.

Based on the examples described above, the button "does not contain artificial colors" in ketchup advertising will work well when most consumers are unhappy that many other ketchup manufacturers add dyes to them. Phrase "classes with American teachers" will be beneficial if consumers are not satisfied with the fact that in other courses, classes are held only with Russian teachers. You can find out what consumers want through oral surveys or questionnaires. “Buttons” should be located closer to the heading so that they also catch the eye, but be highlighted in a different color and font.

3. Picture

None good advertising it is practically impossible to do it without an accompanying image - a photograph, a drawing, a picture, etc. The image is perceived by the consumer even faster than the title, and acts on the subconscious. It is necessary to determine what emotions you want to achieve from consumers through your advertising. What will be the mood of the advertising image, the same mood will arise in the consumer of advertising. A wilted flower in the picture will evoke sad emotions, a cheerful dwarf - joyful, a calm sea - peaceful and melancholic.

It is difficult to say unequivocally what works better - photographs or drawings. Many foreign advertisers believe that photographs are more effective in advertising, as they look more authentic and "alive". However, there are many examples of excellent advertising campaigns (including in the domestic advertising world), where drawings appear. AT more this applies to advertisements of products aimed at children.

4. Value

Instead of describing the dry characteristics of the product, it is better to show consumers what value it brings to them. The consumer must understand that with the use of your product, his life will become better and more comfortable, one of his problems will be solved. If you are selling a coffee maker, then the problem is that people do not have time to brew their favorite coffee in the morning, and with your coffee maker they will always have time to enjoy it before work. This approach to advertising text will work much better than if you simply write “our coffee maker makes coffee very quickly.” When compiling an advertising text, avoid words and phrases that are specific and incomprehensible to a wide audience. The clearer and simpler, the better. Try not to use too big words, such as "amazing", "chic", "amazing". As a rule, this only causes ridicule or irritation, but does not make the product attractive in any way.

5. Availability

Having reached this stage, the consumer should already want to make a purchase. The task of advertising is to show that he can do it quickly and without much effort. In the course are indications of the addresses of stores, phone numbers of the delivery service, the web address of the online store. If the price of the product is favorable compared to competitors, then you can specify it.

Advertising design

How to properly format an advertising message is a question in the solution of which mistakes are often made. It is important to understand that the perception of advertising is a subtle psychological subconscious process. Entire books have been written on this topic, and it is still being researched by many advertisers and psychologists. Here are a few rules that should be followed when designing the layout of an advertising message.

Since people perceive advertising elements in the order “image - headline - text”, then they need to be placed in the appropriate way. That is, at the top of the image, below it is the title, and then the text itself. You can also place the text to the right of the image, with the title a little higher;
text font plays a big role. On the one hand, the font should attract attention, but on the other hand, it should not be too twisted and difficult to perceive;
do not write the name or slogan of the advertisement in all capital letters. Several consecutive words that are written in capital letters will be worse perceived by readers and tire him;
if the title is printed directly on the illustration, it will make the advertisement attractive. But make sure that these two elements do not interfere with each other: the title should not clutter up the image, and it, in turn, should not interfere with the readability of the title;
The image should occupy a much larger area than the text. On average, the most successful is the following ratio: 80% of the entire advertising space is occupied by an image, and 20% by text;
effectively use the psychology of color perception. As you know, some colors are able to give solidity and importance to advertising, others will whet the appetite, others will encourage active action. Depending on what you want to achieve from consumers of advertising, and choose the color scheme that decorates it.

Any product sold must be presented to the buyer. The effectiveness of sales depends on the effectiveness of advertising. The correct presentation of information that distinguishes the product from the general mass of similar products is a guarantee of success. Properly composed advertising will ensure the sale of even useless things. There are many recommendations for highlighting the value and indispensability of the goods being sold, but the question of how to make advertising correctly remains relevant.

Advertising principles

To do this, you need to choose a spectacular, eye-catching image, since the purchase always occurs after a visual assessment of the offer. The sale begins with the presentation of a bright beautiful picture. The formation of the image will not interfere with a memorable loud slogan, the attractiveness and relevance of which eats into the mind and makes the consumer repeat it mentally with pleasure.

Even the most successful advertising can be ineffective without its promotion. It was originally intended for a viral impact on the mind of a potential buyer. However, to have an effect, it must be available to the target client, so it must be placed in their habitats. Social networks are a universal place for publishing, since you can find your client in them, but for this you need to work on placing it on the right sites.

Independently or through the services of an advertising campaign?

However, in some situations it is more efficient to order its development in advertising agencies. When it right choice advertising campaign, the promotion object will become known in a few days.

Where should your ad appear?

in newspapers;
in magazines;
in social networks;
through flyers and brochures;
through elements of outdoor advertising.

For each type of product, its own advertising method is effective, suitable for a specific target audience. With the right choice, potential buyers have the opportunity to familiarize themselves with the offer in several sources.

To date, a separate niche in advertising is occupied by social networks. Most citizens have accounts on Facebook, Vkontakte, Odnoklassniki, Twitter and Instagram. Modern features mobile phones cause users to be constantly connected. Publications in groups and on personal pages can receive an instant response to an advertising post.

Do not spam, so as not to annoy users with constant notifications. To achieve the effect, one post per day is enough. Regular publications of various designs, drawings, promotions and contests will ensure the popularity of the group or personal account of the seller. The more interest and attention to it, the more views of publications and the more sales revenue.

Advertising in the media

Posting ads in media such as newspapers and magazines is not always free for merchants. In most cases, they have to pay for the placement of their article on the allocated space of a printed or online resource. To date, the return on such advertising is small, since most often people get acquainted 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 excludes the possibility of emotional purchases. However, if the subject of sale is of a specific nature, which is difficult to state 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.

Read also: How to check the counterparty by TIN on the tax website

Advertising through promoters

Handing out flyers on the street seems like the most in a simple way advertising your product. However, handed brochures are read by only five percent of the population. The rest of the people safely throw them in the trash. In order to increase the number of people who read the leaflet, it is necessary to take care of its appearance. The advertiser is given only a few seconds to impress the potential client and keep his attention on his offer. Text ads are not recommended. All information must be reflected in the image.

Outdoor advertising

The category of outdoor advertising includes banners, light boxes and 3D logos. Its distinctive feature is attractiveness. Many people view advertising elements, but not everyone reads the advertising text. Images make an impression, so they need to be chosen in such a way that the sentence is clear without words. Outdoor advertising is not cheap, so it is necessary to take responsibility for the development of the design of the project and the choice of its location. This type of advertising should be resorted to only when planning large batches of products. It is important to take into account that the material of the brochure should be easy to install and maintain without any problems.

Internet expanses

It does not require a large amount of investment and can be issued by the entrepreneur on their own. You should think about promoting your products through social networks in advance, because before publishing posts, you need to take care of the presence of readers. To do this, you should attract the maximum possible number of friends and subscribers to your account. The creation of a group, community and the involvement of the target audience in them, which may potentially be interested in the product, will contribute to increasing the effectiveness of promoting a publication. To select such participants, you should use the search option with targeting by interests.

Such a global preparation for promotion not required when placing ads on specialized portals. To receive a response to a publication, it is enough to format it correctly and publish it in the section corresponding to the category. If it is chosen incorrectly, the effect of advertising will be minimal. Additional paid promotion options via the Internet are the placement of an ad on popular portals, the number of which exceeds the million mark, as well as raising the publication to the top positions.

No special skills are required to create a post or ad. On all portals, placement is carried out according to intuitively understandable schemes. Choosing a way to advertise your products, you need to analyze its relevance on the Internet. If the consumers of the product are citizens living in areas where the Internet is not popular or unavailable, then publication on social networks will not have any effect.

Advertising on the Internet will only be effective when it flickers in front of users quite often. This is ensured by reposts and publications of new ads, which should be designed in a new design that attracts the user's attention so much that he has no choice but to call and order.

How to write an advertisement: examples

An offer to buy or receive a service should be interesting. It should make a potential customer want to make a purchase right after viewing the ad. This effect is formed by discounts, bonuses, promotions, gifts when making a purchase.