Promotional articles can solve more than one task of business development. Materials posted on the Internet, unlike those published in print media or printing products (booklets, leaflets), are designed for a longer “life” (most are published on an unlimited basis) and a wide range of readers. Therefore, they are subject to special requirements.
About advertising explicit and hidden. Which is more effective?
Advertising articles, depending on the writing style and method of placement, can be divided into two main types. These are clear commercial offers and thematic informational texts. The first type is the materials with which the target audience is directly informed about the services provided by the customer or the goods sold by him.
The second type of articles is aimed not more at advertising the customer’s company, but at presenting its goods (services) in a convincing and vivid form. Such articles are aimed at an extremely wide range of readers, including those who are not yet a buyer, but could potentially become one.
Commercial offers are created for posting directly on the customer’s website. They affect those who are already interested in certain services or products. Thematic advertising articles are much more universal. They can be placed not only on your website, but also on various third-party resources in order to attract new visitors. Such materials work both for existing buyers of advertised products, and for those that appear in the future.
How to dispose of the material?
It is best to place advertising articles on thematic information resources or in catalogs. One of the convenient and authoritative platforms for the publication of such articles is FB.ru. A large selection of categories allows you to select the best sections for publication to be visited by the target audience, for which the topic will be interesting. At the same time, posting an article on such a serious resource is useful from the point of view of search engine optimization of the advertised site. This will allow you to quickly raise it in the index of search engines.
Creating materials to promote your goods and services on your own is quite difficult, since it requires very serious time costs. You can order writing advertising articles on one of the copywriting exchanges or directly from the authors of the resource on which they are planned to be placed. In the latter case, the cost of the service will be higher, but the materials will be better and guaranteed to undergo moderation before publication.
What text can meet the expectations of its publication?
Advertising articles differ from usual informational ones both in style and in writing. Since their goal is to appeal to the logic of the reader, they are written more succinctly, they use artistic turns to a minimum, and the main information is expressed in a concise form, logically and sequentially.
At the same time, they should be informative and interesting for an extremely wide range of readers. Therefore, texts should not be made frankly advertising, they must be kept in a neutral style so as not to bore the reader. The material is written in order to convince people of the advantages of the goods of the advertised company to motivate them to buy.
Subject articles favorably with explicit (aggressive) advertising, which is characterized by numerous slogans and rhetorical questions like: "You have not bought ...?". In today's environment, this works poorly. Texts in which advertising is disguised and the main message is realized through a reasonably unobtrusive explanation (persuasion, suggestion) why the products of one company are better than similar products of another company are much more effective.
The development of an advertising text involves solving the main problem - convincing the buyer to make a purchase. To do this, you need to know what goals the advertiser is pursuing (attracting attention, selling goods to increase sales, etc.). The advertising text must necessarily mention what unique properties the advertised product has and what benefits a consumer can get from its purchase. Such articles are indeed capable of generating market demand and influencing consumer preferences.