What constitutes effective advertising text? - practical tips
In order to interest the reader, the author has to work hard to create an effective advertising text. People try to avoid a wide range of content related to the promotion of products and services. So what to do to attract the attention of the recipient?
Nobody wants to read advertising texts - this slogan is on the back of the head of anyone who has ever tried to interest a potential customer with a product or service. The conviction that people have neither the time nor the willingness to become familiar with this type of content should not, however, affect the quality of work, because reliable and interesting advertising texts, although time-consuming, can be profitable.
How to write an advertising text?
It's not easy to write an advertising text to an unfamiliar recipient. Even when we try to imagine this person and, as it were, step into their shoes to understand what might really interest them. Looking at the promoted item from the client's point of view can be difficult, but it is extremely helpful because it allows you to change the approach and perspective.
Just before starting work on the article, it is also worth remembering that the advertisement should emphasize the most important advantages of the product, but not create them. It is not profitable to base a text on qualities that do not actually exist. This approach will be quickly verified by the customer.
So how to write an ad? Consider who your audience is and what language they use. The more you get to know him, the more effective the message will be. To find out who the target group is, it's a good idea to use the field research. They will allow you to learn not only the habits of the recipients, but also their way of looking at the world and the type of products that the advertising text will apply to.
Pay attention to it!
When you write an advertising text, you need to remember the most important rule, i.e. the principle of the so-called inverted pyramid. It is widely used, for example by journalists, when creating texts. It consists in special writing of articles, in which the summary and all the key information are at the very beginning of the texts. This means that the basic idea develops only later in the article, so it is an opposite scheme to the traditional one, used in the construction of all utility texts: introduction - development - ending.
When writing an advertisement, the editor must remember that most readers will only read the beginning of the advertisement. For this reason, any key information that it needs to convey to its recipient should be right there. The reader's focus takes only a few seconds, it is necessary to make him curious during this time and persuade him to read the following parts.
What constitutes effective advertising text?
In order to write an effective advertising text, it is worth considering what elements guarantee success. By following the rules listed below, you will ensure a good and interesting advertising article.
The headline draws attention
As research shows, a properly selected headline significantly increases the chances that the reader will be interested in the text, they will read the rest of the article. Keep in mind that most internet users only read the headlines! Therefore, it is worth spending proportionally more time writing a slogan that will attract the attention of the audience.
According to the assumption of copywriting, the headline is the place where the promised benefits are focused, especially those that provide an improvement in the quality of life. Therefore, a strong, interesting headline is a guarantee that recipients will decide to go to the trouble and read the article below it.
Benefits that will convince the customer
It is not worth being modest here. The benefits must be presented in detail, after all, it is thanks to their description that the advertisement encourages the purchase of the product. Therefore, you should write a list of advantages here and consider how they will improve, enjoy or make the life of the buyer easier. When the inventory is ready, it needs to be ranked from very important to important. Other advantages are not worth taking into account.
Here's another note: it's not worth basing your offer on a lie. The advertising text should describe the benefits that the customer will acquire after purchasing the product. If there are promises that this item has no chance of keeping, it will be quickly verified. The effect of promotional activities will become counterproductive.
Choose the right words
The right words addressed to the recipients can work wonders. Each of them can attract or distract the reader's attention from the text, so it is worth making sure that the terms in the article correspond to the target group and present the benefits of having a product or purchasing a service in a characteristic way. It is also worth paying attention to the fact that the message is a combination of words - therefore the solution here is to compose the text in such a way that the individual words match each other.
A call to action
The effectiveness of an advertising text can only be properly measured in its ability to call on the reader to perform a specific action. All you need to do is think about what kind of activity is required from the recipient and neatly integrate the call to action into the text to be able to enjoy the power of the ad text.
It probably won't come as a surprise, but you have to write about it: the advertising text should be simple. Sometimes it is not worth using high-flown words, especially if the specificity of the advertised product does not allow it. A simple message, written in a language that is understandable to our recipient, is essential. When you add credibility to it, a good advertising article is created.
The above rules will be useful to all those who want to write attractive and effective advertising at the same time. Many of these are simple methods that won't take long to implement, but will greatly improve text impact, which is what your ad is all about.