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Advertising training: using the magic of words to sell more
Advertising writing has 6 main pillars, each of which is as essential as using six words to write a 6-word story! And about this story: Whether this story is true or not, what matters is that the above sentence is a classroom for advertising writing!
Advertising writing has 6 main pillars, each of which is as essential as using six words to write a 6-word story! And about this story: Whether this story is true or not, what matters is that the above sentence is a classroom for advertising writing!
Probably at that moment, Hemingway himself and all the people present who were sitting around the table, laughed and continued to socialize regardless of the outcome. But if the result is important to you, we must say that Mr. Hemingway's six-word story not only won that competition, but also became the beginning of six-word story in the world of literature! And about this story:
"For Sale: Baby Shoes, Unworn"
Whether this story is true or not, what matters is that the above sentence is a classroom for advertising writing! Because it is not only short and attracts the audience's attention immediately, but also leaves a deep impression on the reader's mind that remains in his mind for a long time.
This is the unique impact we need to create when writing advertising copy. Having said that, we decided to give a comprehensive answer to the question "How to write a successful advertising text?" Let's give and help you multiply your sales with the magic of words!
6 principles of advertising writing that do not die
Advertising writing has 6 main pillars, each of which is as essential as using six words to write a 6-word story! In this section, we have examined each of the principles of promo writing in detail:
1. Find the hook
We all have at least one favorite song that we never get tired of listening to. If we ask you why you like this song, what reason would you give? Singer's voice, music or lyrics? Whatever your reason is, it is the hook, the strong point that made you interested in this piece.
Just like the hook of your favorite song, Identifying the strengths of your brand's product or service is critical to writing effective advertising copy. You need to know exactly:
- What makes your product special?
- What features does your product have that makes it stand out from other similar products and is worth your target audience's time and money?
- and why should it find a place in their mind and daily life?
In fact, when you know what makes your product special, you can create advertising text much more easily and creatively.
2. Know your competitors
The second step to writing an effective advertising text is to study your competitors.
When launching products or services, you need to take a look at what your competitors are offering. Need to know if someone has already thought of your idea? If yes, how did you do it? Is their product similar to yours? Can you add something to it that makes your product stand out? These are important questions to answer to make your marketing strategy process easier.
For example, if you want to sell kitchen appliances, you need to see what other brands have offered and what you can offer that they can't. Lower price? More beautiful design or more durable?
3. Identify the target audience
Research the target audience is a vital step in the copywriting process that should not be overlooked, just like warming up before a heavy workout! Having said that, you should always be aware of your audience's needs and be ready to respond to them. This is only possible through proper research and constant communication.
You can identify the needs of your audience by conducting surveys, analyzing Google Analytics statistics or getting feedback from the sales team. Designing audience personas can take weeks or even months, but it's worth doing!
4. Analyze the advertising platform very well
Is your advertising text going to be read on highways or Instagram explorer? In advertising writing, it is important to write text depending on the type of advertising you choose ( print ads and digital ads). For example, in the digital world, each social media has its own etiquette, audience and specific conditions; Therefore, it is necessary to consider the number of words in the text and the way of expression by accurately identifying these items.
5. Be sure to invite the audience to take action (CTA)
Six word story Remember Hemingway; It probably affected all the readers and made us think about the bitterness of the story for a few moments. Yes, his story has done the CTA very well. Call to action or CTA is not just an invitation to buy. Sometimes it can be an invitation to communicate, participate in an event, share a content, download an educational file or anything that makes your brand stay in the audience's mind. Now it depends on your creativity to implement the call to action in your text according to the purpose of marketing and ...
Don't forget that CTA should always be present in your text. After grabbing the audience's attention, it's time to keep it. In the world of advertising, it is difficult to hold the audience's attention even for a few seconds. Therefore, you should always specify the next step so that the audience knows what to do next.
6. Grab a pen
The last step to writing effective advertising copy is to write down all your ideas with pen and paper. If the phrase "Writing on paper or typing is better?" Do a Google search and you will come across thousands of articles, each examining the benefits of these two methods. But when it comes to copywriting or advertising writing, you definitely need to use pen and paper.
Writing by hand gives your brain time to think more carefully about your thoughts and ideas. This clearer mental process makes you find more creative ideas and finally write an interesting and attractive text. So long live the pen!
How to write a successful advertising text?
turn to review 15 important points for writing effective advertising text; If your pen and paper are ready, let's go to the magic of words...
1. Curse the clickbait
Clickbait means content that is made only to seduce the audience and get clicks; without being real or of any special value to the reader. When writing advertising copy, you should avoid anything that is misleading, exaggerated or scary. These types of messages only make the audience feel negative and lose their trust in your brand. A few quick clicks really isn't worth risking these two valuable assets.
Tele-clicking can be very tempting, especially when you are just starting out or trying to introduce a new product. It may be exciting to see the initial attention and buzz, but that enthusiasm will soon die down and instead, damage your brand's credibility.
Summary: Do not go to the click trap at all!
2. Enough features! Cheers to the benefits of
It's only natural that when introducing your product or service, you want to show off all its special features and attractive capabilities; How different it is, how impressive it is designed, or how much easier it is to work with than other options.
But here is the important point: in advertising, features should not be the focus of the product; Rather, the audience and their needs should be in the center of attention.
People are not attracted to technical features or appearance; What excites them is the benefit they get from your product. When making a purchase, they ask themselves, "What exactly is this product going to do for me?" And you must have a clear, attractive and convincing answer to this question.
3. Picture the world without your products and services
"You don't know what you have until you lose it."
This may sound like a cliché, but in the world of advertising, it totally applies. If you don't know how to write the benefits of your product or service that will motivate the audience to make a call to action, just imagine what would happen if that product was removed from life. What does that mean, you ask?
Imagine how difficult your customers' lives would be without your product? What are they missing? What problems will they face that your product can solve?
Once you understand how their life would be more difficult without your product, it's easier to come up with bigger and more compelling benefits. Then you can make these benefits the main focus of your ad.
4. Do not be stingy in empathy
These days there are many We hear how important empathy is in work and life; How understanding co-workers' feelings is a critical soft skill for team managers, and how relationships with family, friends or partners can be improved with a little empathy. Empathy with customers in advertising is just as important!
Your primary goal should be to help solve a problem or answer a customer need. You have to take the focus off the product and put it on the audience; Convince him that your product or service can really help him. Emphasize your emphasis with empathy.
Of course, for this, you need to know the needs of your audience well. Only then can you write advertising text that targets their emotions and is convincing for them. For example, look at Samsung's ad that offers a one-year smartphone warranty; This simple but empathetic message gives comfort and confidence to the customer.
5. Write a 6-Word Story
Writing a six-word story for the product or service you are promoting is a great exercise to unleash your creativity. This forces you to make the main message very short, catchy and memorable.
Since this is just an exercise, don't worry if your work comes out funny, weird, or even boring at first. Sometimes you need to practice fifty times to reach a great idea; So be sure to enjoy creativity and play with words in this way!
6. Try an elevator pitch
Writing an elevator pitch is a practical and creative exercise to focus on the essence of your advertising message. It's enough to do this simple exercise:
Imagine you only have a few seconds to present your product or service to a potential investor, manager or customer in an elevator. What do you say to get him to say, "Tell me more..." within seconds?
Like the six-word story exercise, this exercise forces you to convey the main message in an engaging, concise, and persuasive manner. You can use this exercise not only to clarify the brand message, but also to create new and different ideas for your advertising text. What is important in this exercise is to let go of your creativity, because sometimes brilliant ideas come out of these simple exercises.
7. Use possible questions of the target audience
Starting an ad with a question is one of the fastest ways to get the audience's attention and create interaction; But be careful what you ask. Irrelevant or annoying questions not only fail to engage, but can also create a bad impression or lead you into a click trap.
The right way is to ask a question that really engages the audience's mind; Something he was thinking about before seeing your ad or one of his needs and concerns. In that case, there is a high probability that his reaction will be something like this: "That's exactly what I was thinking. What do you have for me now?"
8. Attract attention with action verbs
Action verbs create a sense of curiosity because they give direction and movement to the audience; They invite him to do something that will have a positive result for him. This result can be getting to know an innovative product, using a practical service or connecting with a brand that matches his values.
Of course, you should be careful that not all action verbs are suitable. Starting the text with words like "Visa", "Run" or "Listen" usually creates a sense of anxiety and worry and has the opposite effect. Instead, use verbs that promise a positive experience; For example:
- Discover
- Experience
- Enjoy
- Feel
- Obtain
A suitable verb at the beginning of the text can be the beginning of a successful conversation with the audience.
9. Do not ignore the magic of numbers
Using numbers in writing advertising text is a powerful way to gain the trust of the audience; Because our brain naturally trusts numbers. Numbers give us a clearer picture of reality and help us make decisions more easily. Obviously, when we see a number, we believe more easily and judge faster. Now why not use this feature in advertising?
If you're giving a discount, don't just say "we have a special discount", say "30% off". If you want to say that your service is popular, don't say "most people choose us", instead write "80% of customers are satisfied with our service".
10. Address the audience
Addressing the customer in the advertising text is one of the simple but very important principles in marketing. Instead of speaking to a large group, speak as if you were dealing with just one person. When you address the customer, your message seems more personal and intimate. It gives the audience the feeling that they are seen and that they matter to you, and not just part of a faceless crowd. A personalized message attracts attention much more easily and has a greater impact.
11. Play mirror
Word mirror technique means using words that your audience uses themselves. This method will help you identify exactly what their needs and wants are and write ads that will communicate with them more.
There are two ways to use this technique:
- Check customer comments: Check the comments and feedback your customers have given and see what words or phrases they use the most. Bring these words in your ad so that your ad is familiar and interesting to them.
- Using keyword research: Keyword research helps you understand what phrases your audience is searching for. You can use these words in your ads to get results faster.
With this technique, your message will seem more real and relevant to the audience and will have more impact.
12. Release your inner poet
You don't need to be Shakespeare. Or be Hemingway so that your ads have weight and beautiful music. You just need three simple techniques and a love of words:
- Verbal Jokes: Verbal jokes may not appeal to everyone, but if used correctly, they can add humor and charm to your ad.
- Rhymes: Rhymes give your ad a nice rhythm that makes it catchy and memorable. It's great to use rhyme in a way that makes the audience feel like they're resonating with you.
- Phonetics: Like rhymes, repeating the same letters in words gives your ads a smooth rhythm. Like Mazmuz, unlimited tastes!
13. Use the five senses
You may have heard that when writing advertising text, you should pay attention to the feelings of your audience, but have you ever thought to pay attention to their senses as well? Words have the power to create images that the audience can feel. So why not use this method and associate the senses of touch with the use of words? This method allows the audience to mentally feel the product before actually experiencing it, which increases the willingness and likelihood of purchase.
For example, instead of saying delicious , you can use more precise and attractive words like:
- sweet
- crunchy
- sweet
if you want to feel evoke the touch of , you can say:
- soft
- firm
To describe what smells good , you can use these words:
- Floral scent
- Portuguese essential oil
When you want to say something is eye-catching , use these words instead of simple words:
- Brilliant
- Transparent
- stunning
And when you want to say something sounds good , use more specific words like these:
- tuneful
- musical
Using these sensory words will make your ad more attractive and effective.
14. Create fear of missing out
How many Have you ever watched a TV show or movie just because everyone was talking about it? When was the last time you were tempted to buy a book from the bestseller section?
FOMO, or the fear of missing out , is a huge power that you can harness with the right words. Make your audience curious to know what the fuss is about. So that they are curious to take the CTA action.
15. Be relevant and up-to-date
Addressing current topics can really grab your audience's attention and get them to react or share your ad. But this method is one of the most difficult points in writing advertising text.
If you want to be relevant and relevant, you need to make sure the event you want to mention fits naturally into your message. Your audience will be able to tell if you're just pointing out a topic for attention or if your point is truly relevant. So it is necessary that your ad natural And is far from imposing .
You also need to get the timing right. Trending topics are constantly changing, and your audience may be tired of the topic you're talking about. So you need to make sure that your ad is ready to run at the right time.
Leave your business advertising slogans to us!
It doesn't matter if you own a small shop or an online shop on Instagram or even a big brand; You only need one thing to make your business visible and highlight the features of your products: creative advertising text!
If you are looking for brand development , implementing effective advertising, attracting new customers and retaining your current customers, you need the advice and guidance of the New Iran Center , the first and largest advertising company in Iran, in order to achieve maximum profit according to advanced advertising principles and in the shortest possible time. For more information and to promote advertising campaign for your business, contact us now.
Last word!
Ultimately, effective copywriting is about more than just getting the message across; This is the art of communicating with the audience and creating a feeling of need and desire to do something. By using smart techniques like creating a sense of urgency, engaging the five senses, personalizing text, and relying on social proof, you can write ads that not only grab attention, but also feel truly connected and special. These methods differentiate you from simple and repetitive advertising and empower brand identity ; What's better than this?
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