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Text banners examples for congratulations. The best examples of product advertising

And there ... Unreadable abracadabra, mixing thousands of services in one poster, the absence of a specific proposal, faceless stamp words and other copywriting "frills".

It seems that small and medium-sized businesses have no idea how to compose text for outdoor advertising, and the design of modern posters leaves much to be desired.

They sculpt such a heap of words, illustrations and numbers on one square meter that not only in 3 seconds, but even in 3 minutes you can’t figure out what exactly the poster is selling.

And money is pouring...

The most annoying thing is that most often the owners of firms do not even think about what and how best to write on the poster. Or in general, they entrust this to the designers of the outdoor advertising manufacturer: “Listen, well, write something there ... Well, like “We are open!”.

Know, as they say, comments.

If you want every penny invested in outdoor advertising to be profitable, then remember these simple but golden rules for composing a text.

Remember and apply. Already today, otherwise the money is dripping.

No. 1. 3 second rule

No one will ever stop to read the secret lines of your advertising city-light. Especially the drivers.

You have only 3 (or even 2) seconds for everything about everything: to attract attention, to communicate the essence, to indicate contact details. The account is gone.

An example of a successful solution that is read in 3 seconds:

No. 2. 1 board = 1 thought

Did these boards work? No.

There should be one thought on one poster. Or a promotion, or a novelty, or a special quality.

"Open at night" - concise and understandable. In our case, there would still be a juicy hamburger, promotion announcements, descriptions of new products and hundreds of addresses.

Number 3. One board - 3-4 words

Therefore, tear off your favorite “special offer”, “buy from us”, “largest assortment” from your heart.

Be clear and specific.

If you can’t, it’s better to contact copywriters-specialists

Classics of the genre - 4 words and a block with a logo.

No. 4. Text occupies 30% of the area of ​​the entire media

If the text takes up a larger or smaller area, it will be difficult to read at a distance.

An example is the previous illustration.

No. 5. Large, very large

Logical continuation of the previous rule.

Ideally, the text should be located on 1/6 of the horizontal surface or 1/8 of the vertical.

In other words, 3-4 words accompanying the picture should be not just large, but very large.

No. 6. 1 board - 1 way of contact

Let it be one thing: either a phone number (which is quickly remembered), or a short website address.

Today, outdoor advertising often uses a QR code.

No. 7. Words - "hooks"

The words “hooks” have the most difficult task: to make a passing uncle raise his eyes and remember what is written on the poster.

Forget about patterns, familiar phrases, boring buzzwords. There should be something on your board that will not only be remembered, but also make you perform the desired target action.

If you can't think of anything, use 2 options:

  1. peep these words in Denis Kaplunov's book "Copywriting of Mass Destruction"
  2. seek help from professional copywriters.

“Win”, “dream”, “place a bet” – these are the very “cling” words that immediately hit the bull’s-eye of consumer perception.

No. 8. Text matches picture

The copywriter should always work closely with the designer.

After all, the text is a logical continuation of the visual image.

If the text and the picture are created on opposite sides of the barricades, and then suddenly intersect in one layout, then this may turn out:

Although here the copywriter and designer, most likely, misunderstood each other ...

No. 9. In corporate style

In pursuit of the wow effect, copywriters often forget about the corporate style and values ​​of the advertised company.

It's not without reason that we called these rules for drafting text for outdoor advertising golden. Use them and your billboards, city lights, posters and signs will finally bring you golden profit.

If you want to add something - you are welcome in the comments.

A sales letter is a commercial text that contains information for potential consumers about your product or service. The purpose of such letters is to draw the attention of buyers to your products. Promotional emails are a great selling tool that allows you to get a large number of responses and increase orders. However, the question of how to write them leads to complete confusion. This will help examples of promotional letters that can be used as a template.

How to write a sales letter

Any organization engaged in commercial activities must pay due attention to the advertising of products or services. There are two types of promotional emails:

  1. A document that contains information about the company itself.
  2. Letters describing offered products and services.

Also, various bulletins, brochures with more detailed information about the goods are used in advertising. They do not apply to advertising letters and, as a rule, are issued at the request of the buyer, who already has primary information about the company and its products.

Rules for writing a company letter

  1. Informativeness. The text should be concise, informative, essential. No need to offer buyers a detailed description of the company and its products. It is important to convey the most essential information that reflects the uniqueness of the company, the difference between its offer and all others.
  2. brevity. Promotional emails should not be longer than a page. Large advertising texts, most likely, will not be read.
  3. Unobtrusiveness. Do not offer your products too intrusively, so as not to irritate the reader. The text should be unobtrusive and persuasive.
  4. Accuracy. You should not exaggerate the merits of the company or individual products, post only information that has been proven in practice. Don't mislead potential customers.
  5. Strictness and rationality in design. The letter must be written on a form with all the required details without excessive registration. It is better to use a letter font of at least 13 pt with one and a half line spacing. To understand the design features well help samples of advertising letters.

Writing order

If the main purpose of the letter is to draw attention to certain goods and services, then it should be formed as follows:

  1. Appeal (for example: "Dear ladies and gentlemen!").
  2. List of products with indication of the main advantages.
  3. Additional terms.
  4. Possible forms of cooperation (retail or wholesale purchase, offer of services, and so on).
  5. Expression of the possibility of providing additional information about
  6. Signature.

If the purpose of the letter is to introduce the company, it is structured as follows:

  1. Contacting the recipient.
  2. Brief information about your company.
  3. The main activities of the company, its advantages, achievements, advantages in comparison with other companies.
  4. Possible forms of cooperation.
  5. Expression of the possibility of providing additional information about the company.
  6. An expression of hope for a long and mutually beneficial cooperation.
  7. Signature.

Just a few words about such an important prop as a signature. In practice, advertising letters are signed not only by company executives, but also by ordinary employees. However, in order to ensure a high level of trust and have a greater impact on a potential client or partner, it is better to sign the letter to the manager or one of his deputies.

Examples of advertising and information letters. Opening of a photo studio

Dear Sirs!

On st. Lenin (shopping center "Aladdin", 1st floor) a new photo studio "World of Photography" was opened.

Professional studio photographers offer you the following services:

  • photographing weddings, other family holidays;
  • studio photo shoots in the interior;
  • production of photobooks, graduation albums;
  • digital photo printing;
  • restoration of old photos;
  • production of artistic portraits.

In the studio you can buy:

  • photo frames;
  • photo albums;
  • cameras, lenses and related accessories.

We are waiting for you in our photo studio!

Example of a sales letter with a company overview

Dear colleagues!

Our company has been operating in the knitwear market for more than ten years. We offer knitwear from France, Belgium, Italy and Spain. The company for many years of cooperation has confirmed its status as a reliable partner, providing its customers with high quality products at affordable prices.

We are engaged in the transportation of these products to the CIS countries and provide insurance.

For the summer season of 2018, we have formed a new fashionable collection of knitwear in a wide price range.

If you are interested in our offer, we are ready to send you a detailed price list and answer all your questions.

We look forward to a long and fruitful cooperation.

Sincerely, director of the company (company name, surname, name, patronymic of the director and signature).

Sending promotional emails

An advertising letter may contain various information, but the structure of such a text, as a rule, corresponds to the one presented above. Next, the question always arises of how to establish a dialogue with a potential buyer. Distribution of promotional letters differs from other types of advertising in that it implies a response from the opposite side. This may be consent to the purchase of products, a request for additional information, a request for a meeting, and so on. The main thing is to get a response to your letters. If the addressee is silent, it means that the information indicated in the letter did not interest him. In this case, you can check whether the recipient received your letter, or after a while write a letter with a different content.

Drafting promotional letters

It is desirable to print the letter on high-quality paper in good polygraphy. It is even better to use a letterhead with a company logo for this. One of your main tasks is to establish the first eye contact with the addressee. In the first few seconds, the reader has time to get an impression of your company, choose the most important thing for themselves and either be interested in your offer or reject it. Then there is a closer acquaintance with the company, which, as a rule, only strengthens the first impression.

If you're planning to send promotional emails, you can choose a simple, non-distracting background in a neutral color for the design. Depending on the features of your proposal, illustrations can be inserted into the text that will attract the reader's attention.

Rules for compiling the text of advertising letters

Identify the key benefits of your offer - they can be highlighted in the text in bold, headings. Arrange various items of goods or services in short paragraphs, in blocks of two or three lines. Note that a long paragraph will be read last. At the same time, the gaze moves spasmodically between the lines in search of the most interesting moments.

To activate the reader's attention to the text, more personal pronouns should be used. Thanks to this technique, the letter becomes more personal. It would be appropriate to address the addressee by name and patronymic, especially if you met him personally.

To encourage action in a letter, it is recommended to use verbs in the present tense. Compare two options: "Only this week you have the opportunity to use our services with a 15% discount" and "You can use our services with a 15% discount." The first option would be the most preferable.

Of course, the letter should be written in a clear and competent language. It should not be overloaded with professional terms and jargon. Try not to write monotonously, dilute the text with an original, non-standard word.

The imperative mood should not be abused.

Studies show that a short text with small paragraphs is always much better remembered. As a rule, a person is able to immediately remember a sentence of five words, only half of phrases with ten words are remembered. Therefore, text blocks should be optimally separated from the point of view of memorability of information.

Before preparing for work, study as many examples of promotional letters as possible, highlight the benefits for yourself as a consumer and try to use them in your text. A well-written sales letter will attract buyers to your company and open up new heights for you and other employees. Remember that it is not the director who pays the salary, but the consumers.

When a huge amount of advertising makes the viewer dazzle and a nervous tic begins, it becomes more and more difficult to promote products. In order for the viewer to see, understand, and, most importantly, remember your advertising message, it is no longer enough just a color picture, as it was in the era of black and white printing and TV. The audience wants to be shocked, surprised and amused. Otherwise, she will ignore you. "Smart advertising", let's call it that, should be well thought out, memorable, understandable, unusual and honest.

2. Identify the target audience. Who will buy this product? How can he attract this particular target audience? After all, for example, dishwashing detergent is bought not only by women, but also by men (not so much, but still). Think about how you can attract them?

3. Free your imagination, because everyone knows how to think within the framework of the proposed, and only a few manage to go beyond them. Expand the scope of the advertised product: “dishwashing detergent is good, but what does it clean? Just dishes? Can they wash the helicopter? Army! And wash off your camouflage! So what if nobody does that!”

5. After you have ideas, make some sketches. Ask uninterested people if they understand what is being said? If the idea is really good, but gets lost in the design, then you need to simplify it and the design until the idea becomes obvious.

6. Make a quality design. Far from always catchy, spectacular graphic design requires huge expenses for photography. A talented graphic designer can turn ordinary pictures from a photo bank into a masterpiece. But if, nevertheless, it came to staged shooting - do everything honestly. The most brilliant idea in handicraft execution will go unnoticed.

Purina dog food: "Stop treating your dog like a trash can"

Glass cleaner glass

Je's Add Jeans

Text: Now your butt is on display. But if you wear a sexy pair of jeans, it will be on display all the time!

Audio books Crossword

Schick razor

Audi. Do it right.

Tefal. Coating to which nothing will stick.

Shipping FedEx

Snickers product placement

Texa allergy "Sneeze loser"

Game Boy Color

Burger King vs. McDonalds "Just a Burger King hamburger in a Big Mac box" (what they say, feel the difference)

Volkswagen. Parking Assistant

Jack Daniels. stay special

Rebel vodka. Tear off in case of rebellion.

Mr Propper

viagra billboard

Like doesn't help. Become a volunteer. Change your life

Yahoo Mail. Supports heavy attachments

Audi. Nothing to prove

IBM. Smart ideas for a smart city

Save the sharks "The most dangerous predator in the sea is man"

Nikon. Face recognition

Greetings, dear friends! Alexander Berezhnov is with you - one of the authors of the HiterBober.ru business magazine.

Today I will talk about some interesting tricks of writing advertising text. I’ll make a reservation right away that practice is necessary for professional possession of an advertising style.

As in any business, in this art you need to make your own mistakes in order to arrive at the best result.

The following tips and tricks will be especially relevant for aspiring entrepreneurs who do not have the means to pay for the services of professional copywriters. * and plan to independently develop promotional materials.

copywriter- Specialist in the field of writing commercial texts. Unlike an ordinary writer, a copywriter is engaged in the creation of texts, the purpose of which is to encourage the reader (potential client) to buy a product or service, as well as to perform another action planned in advance by the author.

For example, make a call to a company or follow a link (in the case of a copywriter creating content for websites).

In advising existing entrepreneurs in the field of marketing and advertising, I have seen that many of them make the same mistakes when compiling advertising. As a result, its efficiency decreases, and as a result, the company's sales volume.

I will be very glad if my knowledge will help you in writing high-quality texts (ads, slogans) that will increase sales of your business.

1. What distinguishes good advertising text from bad

And really, what's the difference? Many people don't understand this.

Let's get straight to the point. Let's start with the bad.

Firm " feed me» offers pasta, cereals, eggs, dairy products, there are discounts!

We have a good product, high-quality raw materials, convenient delivery of products to your home, so it is a pleasure to shop in our store. Inquiries by phone: 333-222-222.

Approximately so, not really bothering, most entrepreneurs write advertising texts. And their main mistake here is standardity. After all, such ads are not remembered and are lost in the total mass of advertising diversity. Moreover, this unimpressive ad text is a statement of facts about the company and does not show the clear benefits of the client when making a purchase in it.

Compare this same ad, just with a different feed:

Hungry? Do you want to eat tasty, healthy and inexpensive?

« feed me» seven natural products. Down with chemistry, long live natural food!

We deliver the best to your table.

Buy a lot - get a discount!

Call your relatives to the table and call us soon: 333-222-222.

Yes, I agree, it sounds like a fair, but it really works!

This is how merchants and merchants have long been inviting people to buy their goods. Can you imagine if they just stood there and said: “Merchant Ivanov, I sell milk, meat, cereals”, that is, they simply voiced the fact of their presence, as many modern entrepreneurs do.

This is just an abstract example. I think the point is clear.

Don't be like everyone else, stand out.

2. Why it is important to formulate the purpose of the advertising text

Remember the famous expression: "For a ship that does not know its direction, not a single wind will be fair." In advertising, this principle works exactly the same.

Surely, in this case, you want to encourage a potential client to take action. And it is right! What is the nature of such a call?

Here are some options:

  1. Call to the company. « Call now and find out more!»
  2. Making an order. « Place an order today and get a 10% discount!»
  3. A call to come to the store. « Come to our store and buy a Nike cap for only 500 rubles!»

3. How to write a catchy headline for an article: the molehill trick

We often hear: I bought this newspaper because the headline "hooked". Or: " I went there because the advertisement said: “Every second customer gets a toy as a gift!”". Surely you will remember many such examples.

Often we see very intriguing headlines and no one will stop us from reading the entire ad (article).

I advise you to write a few ideas on paper, and then choose the most successful one by combining them.

The most common example is a promise to provide big discounts.

Surely you have seen similar price "lure": DISCOUNTS UP TO... 50%, 70%, 90%.

Usually we see such inscriptions on shops and trade pavilions. When we go inside the outlet and want to get the goods for a pittance, expecting to buy a suit for 3,000 rubles, which costs 20,000, a friendly seller tells us that the discount applies only to accessories and purchases over 10,000 rubles.

You see, they didn’t seem to deceive you, but they “forced” you to go to the store, and there a professional consultant will process you, selling you what he needs.

Or another popular speculation on the value of goods: PRICES FROM: ...

When you contact a company or store to purchase a product or service at this low "FROM" price, it turns out that you need to either take a wholesale batch or buy last year's or defective goods.

Continuing the conversation about the rules for compiling the title.

The title of your ad should be short and concise, reflecting the main essence of your offer.

One of the most effective techniques in writing a headline is to submit it as a question with an obvious answer, or we want to receive this very answer to such a question.

Please note that in each of the above examples, I use numbers, they attract attention and allow you to give some kind of quantitative assessment of the proposal advertised in the title.

4. An example of using PR technologies when writing an advertising text

Now, in a nutshell, we will touch on the technology of PR. In short, the main goal of PR is to form a certain opinion about an event, product or person.

Suppose you are an entrepreneur and sell furniture. You have a small store and you decide to find additional customers on the Internet.

When creating presentation material, I draw your attention to the fact that it is necessary to present your business from the most favorable side. Here's how it's done.

If you have been working for 2 years, then write in the text: “Company such and such has been on the market for several years!”. If, in addition to sales, you manufacture built-in furniture to order, present this fact as a wide range of services provided by your furniture company.

If you buy imported furniture components, then write in the advertisement: "Components from the best foreign manufacturers".

Word "import" or "foreign" is still associated by our people with a better product. That is, you do not deceive the buyer, but simply position your business from the most advantageous side.

Here the principle of "meet by clothes" works especially well.

Remember that beautiful "packaging" often allows you to sell a product several times more expensive.

5. What are copywriters silent about when writing intriguing headlines?

Continuing the theme of catchy headlines.

Example: " An actor almost died in a car accident" or " Moscow pensioner found the corpse of an alien in her own dacha". Quite intriguing, don't you agree?

Now let's see what they actually write in such articles:

  1. About the car accident.Usually, this is followed by a description of the situation when this very actor starred in the next film, where there was a car chase outside the city. And in the process of shooting the chase itself, cows grazing not far from this place came onto the road, and the actor had to slow down sharply, which led to the exit into the ditch. And the article itself is actually just a veiled advertisement for the same movie with a chase scene.
  2. About "Grandma and the Alien".Reading the article, we find an interesting fact there! It turns out that the pensioner, having found the "corpse of an alien", simply did not know that it was an ordinary dead mole, the carcass of which was severely disfigured by time. And she found him when she was digging up potatoes. Calling journalists to the scene of the “incident”, the granny almost convinced them that she was right, as she used to work as a professional screenwriter.

Here I will give one of my favorite examples that clearly show how to create interesting headlines for advertising texts using simple PR technologies.

So, the example itself:

Even if you gathered two single moms at home and gave them a chocolate bar, you can safely say: “ Conducted a city social action for single mothers with the presentation of gifts! ».

In this case, the title might be: The loneliness of mothers was brightened up with gifts and sincere communication”- this is about an article in which you can advertise the same chocolates.

An example of such a template can already be used as a ready-made advertisement. If you dream up, you can add more shocking and even rhyme.

For example:

"Mississippi chocolate at leisure is very sweet!"

Although it sounds childish, the main principle here is (by the way, a good alternative to the KitKat ad with the slogan for office workers: “ There is a break - there is KitKat»).

I think we figured out the headlines, let's move on.

6. What is the image of the “ideal buyer” for and what does it have to do with advertising texts

Since the purpose of any advertising text is to sell a product or service, you must first determine the “portrait of the ideal buyer”. That is, gender, age, financial situation, interests and other qualities that you think are necessary to characterize your potential client.

Think about what language he speaks, how he spends his time, what are his values, ideals? This is your the target audience.

Example:

“Kolya loves Masha, and Masha loves his “dynamite”. Why be friends with Masha? It's better to play football! The Dynamo football team is fun and friendly with us, and you don’t need to be nervous!”

What this means is that when you write an advertising text, think about what will be important for your client to see there. Maybe it's price, quality, bonuses, etc...

So, once again, let's take a look at the steps of how to write an effective advertising text:

  1. Decide on a goal
  2. Create a catchy headline
  3. Formulate a portrait of the ideal buyer
  4. Set your priorities. What will be emphasized in your advertisement first of all.

7. 10 Practical Tips for Writing Effective Sales Text

  1. Make a good intriguing headline - this is a must!
  2. Use simple words and expressions in a short form, rhyme them. This will increase the recall of your advertisement.
  3. Break the text into paragraphs to make it easier for the reader to understand it.
  4. Write paragraphs of no more than 50 words, 40-45 words are best. Less is also not desirable.
  5. Do not write paragraphs in one sentence. If you suddenly get a long sentence with adverbial phrases, break it into shorter and simpler ones (see paragraph 2)
  6. Use subheadings in the text if it is long.
  7. Use numbered and bulleted lists - all this will give the text structure.
  8. First, let's give the most important information in the ad, and then the secondary in descending order.
  9. Color your ad with a catchy themed illustration.
  10. Indicate the contacts of your company so that a potential client knows where to turn. Here the required elements are: phone number, address. It is also highly desirable to indicate all auxiliary contacts and information: opening hours, website address, e-mail, directions.

8. Conclusion

If you are a beginner and are faced with the need to competently compose advertisements in order to sell your company's goods and services, feel free to take note of them.

Practice, and before you get into a fight, analyze your competitors for strong promotional materials.

Then think about what you can do better and where your competitors are clearly inferior to you.

Even these simple actions can significantly increase the sales of your business and in the shortest possible time form the backbone of customers who will fly to you like moths to a fire.

Friends, I wish you good luck with this!

Have you already written sales texts? What works and what doesn't? If you liked the article, like and share your experience in compiling selling ads in the comments.