Text for advertising cafes and restaurants: examples of what to write on the site and how to attract customers with text.

Pattern #1: Promotes Mobile Apps

First of all, application advertising is adapted for mobile users - the lion's share of the target audience.

Then, to make the promotion successful, use the ad image to show them how to use the app in different situations.

And with the CTA button “Play now”, “Install”, “Reserve”, direct the user to where he can immediately download the application.

No. 2. 1 board = 1 thought

Three years ago I worked in an advertising department, the head of which tried to cram all the marketing information about a furniture store into one billboard.

The result was an advertising poster design that was about everything: about Italy, about exclusives, about promotions, and about new products. Add here the address, store name, a bunch of phone numbers and website address.

Did such boards work? No.

One poster should have one idea. Or a promotion, or a new product, or a special quality.

“Open at night” is laconic and clear. In our case, there would also be a juicy hamburger, promotional announcements, descriptions of new products and a hundred addresses.

Pattern #2: Increases brand awareness

Man is designed in such a way that any animation or video attracts attention. If your audience isn't familiar with your brand, the best way to tell them about you is to make an engaging video. And a “strong” video ad thumbnail will help attract attention.

To ensure that the commercial is watched and watched, add the following:

• the main character in miniature (people like to look at others);
• text summary that will hint what the video is about and will intrigue you.

Effective advertising text: is it possible to write it yourself?

In our time of new information technologies, there is increasingly a need to write high-quality text information. It's no secret that due to Internet globalization, many people are thinking about starting their own business online. When it comes to taking action, there is a need to put your ideas in writing. Even in order to simply place an ad on an advertising platform, you need to write something, preferably professionally.

Imagine that you have a great idea and vision to create a business that works. There is an understanding of the essence of the matter, but complexity arises. To attract partners or establish sales of a product, you need to talk about it.

It would seem that writing advertising text or a selling description for a product - what is the difficulty?

According to statistics, 80% of ventures are closed in the first year of life. Often the future of the project depends on how well the ad is written. The logic is this: given the large amount of information, every person tries to save time and filter incoming data. Such filtering can easily lead to your ad not being read to the end and being hastily closed. A person who notices your advertisement may buy the product. If the message is poorly written, he will pass by without completing the purchase. You need people like this to work with you because you have a really good offer for them!

How to do this? It’s simple – you need to write the most professional and interesting text possible. You can spend money and order an article from a copywriter. On the other hand, who knows your situation and product best? Of course, you are, so writing the best selling article yourself is possible! You can put your understanding of the benefits and exceptional knowledge of the product into it.

• Write briefly and interestingly. So that the title attracts attention to read the first paragraph. The first lines made me want to read the text further. And so on until the end.
• The advertising text must have a precise USP formulation and a call to action.
• Planning step-by-step actions with the client will be a big plus. A person is interested - he leaves contacts. Then you communicate by phone or text. Then a meeting takes place and an agreement is concluded.
• This principle works especially well in sales. First, a person receives free information about a product, then buys it. If this is a training, you can give a part of your master class to listen to for free. Then, when your client has confidence and is interested, he will buy. Look at your competitors' examples and use them as a basis.
• Experienced copywriters test selling texts. Try it too! Make at least two proposal options and see what kind of feedback each of them gives. Keep the best offer as the standard! Knowing this principle will significantly increase interest in your offer. Conversion will increase.

— What can you say in conclusion? Use these tips and invent new tricks. — Michel Fortin is not a Russian-language author. Each culture, nation, and native speakers have their own characteristics of perceiving written content, including advertising. Note that techniques that work well in English-language advertising may be completely useless in Russian. Therefore, the application of these laws alone is unlikely to make each of your texts successful. But it’s worth adding these methods to your arsenal.

Pattern #3: Helps make purchasing decisions

Every day, Facebook users are bombarded with a barrage of content—advertising and informational. But they don’t want to be blindsided by looking at product catalogs in every new online store. They want to be helped to make a decision and thus save their time.

You can make the decision-making process easier by showing users collections of similar products or reminding them of those they were interested in before.

Create selections of similar products by color, design and content:

• with goods that are in the interior;
• with clothes and accessories assembled into ready-made looks.

Such ads, among other things, will show several products offered by the advertiser at once. And the buttons will help users go to the site and better view the products.

Where is it recommended to place ads?

There are two options for resolving this issue: free and paid placement. Of course, the opportunity to disseminate the necessary information without financial costs is always more attractive, but at the same time there is no guarantee that your ad will be effective and will be seen. Often on free sites, user posts end up at the very bottom of a long list after just a few days.

• Blogs . The advantage of this option is the division of sites according to specific topics. There are free methods, as well as paid ones, where your products and services are displayed as advertising on the Internet. It is possible to order a banner that will be visible to everyone.
• MASS MEDIA . Even in times of information technology, people continue to receive a significant part of their information from printed publications. Why not contact your local newspaper about placing your ad? This will require money, but a large number of people will see the text. Don’t forget about media sites: if you contact the person in charge (administrator), you can agree on the publication of an advertising article or the placement of a banner.
• Social media . Now social networks are confidently approaching the peak of popularity, so they can become a good platform for promoting your ad. There is a chance to become an administrator of a thematic group for free, but such activities will take a lot of time and effort. It is necessary to gain subscribers, establish communication with them, and answer questions from those interested. Many admit that with the right approach to business, this method is effective.

Pattern #4: Attracts additional traffic

Carousel ads can include from two to ten images. There is no better way to tell a brand's story or show a product from different angles.

If you understand the needs and “pains” of the target audience, then it is easier for you to interact with them through advertising - add images to the carousel in which the product satisfies one of the needs. It is important for people to understand whether a product can be useful to them.

Bet on the product's advantage, not on the description

When presenting your product, be sure to indicate its benefits. Or in other words: don't describe what the product is, describe what it does. For example: you don’t need to write “the floats from our company are fishing gear made of such and such material...”, it’s better to write “the floats of our company perfectly record the bite, will save you from the agony of unsuccessful fishing and will not give the fish a single chance to escape unnoticed "

And this applies not only to product presentation and advertising in general. Even if your publication is a link to a blog post or video, then a great option would be “this article/video will teach you how to use a fan,” instead of “this article/video is an instruction manual for a fan.”

Product description – general information. The advantage of the product is specific information.

Pattern #5: Draws attention to the event

Advertising on social networks can spread the word about an event. Compose your ad so that the user immediately understands whether he is interested in it.

Benefits and care for the target audience are the basis of advertising that does not irritate. You can also stir up the interest of the target audience with reviews from previous visitors.

In the ad layout, pay special attention to contact information: location and time.

Pattern No. 6: encourages you to start choosing or buying online

Ads where products are displayed in a carousel and collected in a collection help the user feel like they are in a store. Instead of supermarket shelves, he looks at pictures—photos of a product in one ad.

Advertising attracts attention and increases conversion if:

• the product contrasts with the background on which it is depicted;
• design and placement of the product is consistent in style;
• the CTA button is clearly visible and conveniently located;
• The advantageous offer is limited in time and generally exclusive.

Types of advertisements and their features

Advertisements are divided into several types according to their purpose: selling things, real estate, searching for animals, etc. Each has its own purpose and corresponds to a specific target audience. There is no single sample for writing a text, as a number of features must be taken into account.

Search for animals

MISSING PERSIAN CAT!

She disappeared on February 1 in the Zeleny Bor area.

Name is Murka, fluffy, red in color, blue eyes, age 3 years.

Special features: wearing a leather collar with a golden medallion.

Please return the finder for a good reward!

Tel. 111-11-11

In this category of advertisements, special attention should be paid to photographs and special features (lameness, scars, neutered or not, etc.). They are submitted to the newspaper, pasted on poles and notice boards in the area.

Be sure to post notices in veterinary clinics and pet stores near the place where the animal went missing.

Renting an apartment

In this case, the placement of the ad is important. You need to identify your target audience and work for it. Posting a notice on every pole will not be effective. Today there are many specialized Internet resources where you can post information. Also, you don’t need to waste time on everything, just use the most popular ones.

There are several secrets for this type of ad:

• The magic word is “without intermediaries” (owner). Calls will begin immediately after such an advertisement is posted. However, in addition to potential clients, agents will start calling. To save your time, you should set “do not disturb agents.”
• Cost is a mandatory item in the advertisement. This will significantly reduce the number of calls, since customers will know what to expect. There won’t be a lot of calls asking: “How much?”
• Photo. It is important for people to know the condition of the apartment in which they will live.

Take photos from a good angle, but do not use retouching. Don’t lie, the person will still inspect the premises before signing the contract. Good photos are better than any description.

If they rent out an apartment, they indicate the presence of household appliances, the floor and the presence of an elevator. But you don’t have to mention the leaking faucet in the kitchen or noisy neighbors.

Office rental

The best platform for this is online boards. They require a simple registration, enter information in the appropriate fields and wait for verification by a moderator. To save time, you can contact a specialist who will place an ad on 20-50 specialized sites for a fee.

The text indicates:

• address and floor;
• square;
• condition, equipment;
• what furniture is available;
• available communications.

Photos and layout will not be superfluous.

The proximity to well-known companies looks attractive. For some, this is an important criterion for choosing an office. However, you should not focus on this; it is better to mention it casually.

Property For Sale

The advertisement must indicate:

• location;
• number of rooms;
• general and residential area;
• proximity to the metro, parking lots and stops;
• shared or separate bathroom;
• kitchen area;
• balcony, loggia;
• price;
• floor, availability of elevator;
• does it need repairs?
• year of construction;
• sale by agency or owner.

To interest buyers, you can use similar phrases: “vigilant concierge”, “intercom”, “yard security”, “close to a large supermarket”, “windows overlooking the park”, “cozy bedroom”, “sunny kitchen”, “in the summer the smell penetrates colors".

A person needs to be attracted, and then set up for positive thinking. The main thing is to write essentially and truthfully.

You should not indicate the reason for the sale if it is the death of a relative. It is better to say that the apartment has not been lived in for a long time, and the person died in another place. Departure abroad will also raise concerns, since if questions arise, it will be difficult to find the former owner.

Car sale

Two criteria are important here:

1. Honesty. The release date and options must be plausibly indicated. Any lie will quickly be revealed during inspection at the service station; the client will definitely refuse the purchase, fearing new surprises. A lot of time and effort will be wasted.
2. Amount of information. The buyer must receive all the information of interest:

• brand;
• color;
• year of issue;
• options;
• state;
• mileage;
• photo.

Before photographing, the car is carefully prepared: washed, the interior and trunk are cleaned. Photos should be no more than 5, but from different angles: from behind, from front, open trunk, open hood, from the back seat.

The price must be adequate: too high or low will scare away customers. Before prescribing it, you should study the market or consult with a specialist. If bargaining is appropriate, then be sure to indicate it.

Sale of used clothes and shoes

Before writing an ad, you should adequately assess the condition and determine the cost. You need to come up with a text that will encourage you to buy the item.

The guarantee of success is a good headline. It should not contain a lot of information; it is enough to briefly indicate the features.

STYLISH BUSINESS DRESS

Brand – H&M. Size 38/10/M. Material – cotton. Kyiv. 100,000 rub.

Tel. 111-11-11

To avoid a long description, you can post a photo. Each client will determine for himself what is best to wear it with and where. If the item was worn once, then you should not write “new” in its condition.

Example of an advertisement for the sale of shoes:

RED PUMPS WITH HAND EMBROIDERY

Composition: leather.

Size: 36.

Price: 100 rub.

Shoes make any foot neat and amazing. Red color lengthens your legs and makes you look slimmer. Comfortable last, heel – 7 cm. Made in Italy. Perfect condition, worn 3 times. Reason for selling: my husband gave me a similar pair.

Provision of services

Indicate the benefits of the services provided, work experience, awards. Clients will be attracted by an additional range of services that they can receive for free. Example:

CUT MASTER

More than 5 years of experience. I cut any hair. I create creative images. I have the title “Best Master 2016”. There are certificates and diplomas for completing hairdressing courses. I do styling, holiday hairstyles, coloring of varying complexity, lamination, biochemical perm, keratin straightening.

Each client receives a hair healing procedure with special masks made from natural ingredients as a gift.

I guarantee high quality!

I will create an amazing image with minimal investment of time and money. An individual approach to each client.

If necessary, I will go to your home.

Phone 111-11-11

Sale of equipment

As in previous cases, the following are important here:

• short but informative title;
• competitive price;
• date and country of issue;
• characteristics;
• period of use;
• Contact details.

For large cities, it is important to indicate the area and the possibility of delivery, since large cargo requires special equipment.

Pattern #7: Collect Leads through Registration or Form Filling

A stable influx of new users or lead generation is the most important component of increasing sales, and social networks are excellent platforms for turning ordinary onlookers scrolling through the feed into potential clients.

To collect leads using the Lead Ads , you need to offer users something valuable and useful after they register on the site or complete another targeted action.

Uber invites taxi drivers to apply and promises good earnings, and the Hired company, after registration, will send the programmer the coolest vacancies on the labor market

Where can I order an advertisement?

If you require quality and speed in promoting your publication, use the services of experts who know what the advertising business is. They can be found on all kinds of freelance exchanges. One of them is the site freelance.youdo.com (not advertising!).

The order takes place in 3 steps:

1. Posting your assignment indicating your requirements and wishes.
2. Freelancers offering their services.
3. Selecting the best one with analysis of reviews and length of stay on the site.

The price for such a service varies, but you have the right to set your budget and wait to see who agrees to these terms.

Advantages of this method:

• Reliability. On exchanges, all performers are checked by the service administration before registration. An indicator of professionalism is reviews from grateful clients.
• Speed. You won't have to wait long; within a few minutes after your publication, offers from performers will begin to arrive.

This option saves you effort and time, but may be a little expensive on your budget.

Pattern #9: Increases User Engagement

In ordinary life, people lack adventure: measured everyday life makes them reach for the mysterious and intriguing. This is exactly what your ad should be.

It will be great if the title and text catch you with ambiguity and hidden conflict - this way they will arouse more interest. And they will be enhanced by bright, meaningful images. All this gives rise to curiosity and a desire to quickly find out what’s next.

Template #10: Advertises a chatbot

In a world where everything can be obtained immediately, no one wants to wait. Especially clients who need something. This is why fast personal assistance from a chatbot is the greatest invention, and if you have one set up, you need to advertise it.

So that everyone wants to make friends with a chatbot:

• humanize him: give him a name and show how friendly he can be;
• tell us what its benefits are;
• show it in action on video;
• don’t forget the CTA button so that those interested can immediately subscribe to the chatbot.

Pattern #11: Tells Where You Are

Geotargeting will bring customers to your store if you attach photos that make it recognizable and add a CTA button that says “Get Directions.”

In such advertising, it is important to offer something valuable that people will go to the store for. A juicy burger or a serious discount will do.

Set the time for advertising displays: daytime - for those who want to have lunch, Friday evening - for those who plan to have fun and relax. These are audiences with different needs.

Template #12: Gathers information about potential clients

The more you know about a brand's target audience, the more accurate your offers to customers will be. Let every contact with them provide you with new information about their preferences. Facebook Messenger is perfect for connecting with your audience.

Ask a question in your ad and include a “Send Message” or “Reply” CTA button to encourage people to share valuable information with you.

LevelKitchen: The right announcement at the right time

The first ad is effective in several ways:

• a clear message (“delivery of ready-made food”);
• emotion (“it tastes better with us”);
• there is a transparent discount;
• additional value (calculation of KBZHU).

But the trick is different. Please note that the ad for morning food delivery is shown at 1am:

Now imagine: you sit at your laptop at night, work, enter “food delivery”, and then you are offered delivery, but not the usual one, but the morning one. And you think: “It would be nice to wake up and eat something fresh...”.

This targeting can be configured in one of two ways:

1. At the ad group level - by adjusting the display schedule (or bid adjustments). We described in detail how this works.
2. At the ad level - using a modifier. For example, you can set up a modifier so that the word “delivery” in your ad changes to “morning delivery” from 22:00 to 05:00. Read about setting up modifiers here.

Pattern #13: Increases conversion among those already familiar with the brand

With users, like with any unfamiliar people, you need to build relationships. They may forget about you, throw them in the shopping cart and go off into the sunset, but you try to remember them: study their interests based on the history of visited pages and share news. Sooner or later you will find common ground again, the only important thing is to show concern, reach out personally and offer what they love.

We write the title of the ad

This is why I love copywriting, because many technologies work regardless of the media. So here, the proven 4U formula, about which I have already written a detailed guide, works ideally for writing headlines.

If you take a closer look at most of your competitors’ texts, you will see that they are primitive and boil down to the banal “I’m selling a dress” or “I’m selling a laptop (specs). But meanwhile, it is by title, picture and price that buyers select ads for more detailed viewing. In other words, here we see the same sales funnel through which potential buyers need to be guided. The goal of the “title + picture” tandem is to interest people enough to start reading the ad. No more, no less.

The effectiveness of work at this stage can be monitored by the number of views. Unfortunately, on most message boards, this is one of the few feedback metrics (other than calls and messages) that can be used.

In total, using the 4U formula (in the Russian version PUPS), your title should ideally contain four key elements.

• Aiming. The headline should immediately specifically say what you offer in a language that people can understand.
• Uniqueness (it must differ from competitors in at least one detail).
• Utility. The headline should provide some benefit (if it is relevant to your offer).
• Urgency. You can use a time frame or deadline to generate even more interest.

Let's take examples of advertisements for selling dresses (samples No. 1 and 2). If we combine all four elements of the 4U formula, we get the following heading.

Reiss dress (2016, never worn), RUB 12,000. with delivery in Moscow on the day of purchase.

In this case, we have all four elements:

• Aiming. We have the name of the brand and the year of the collection. Plus, the title complements the visual image. So the buyer immediately sees that he found exactly what he was looking for.
• Uniqueness. There are no other headlines that are so detailed, plus we have the detail that the dress was not worn, which in our case is also one of the main advantages.
• Utility. Two elements are responsible for this element of the formula at once. The fact that the dress has not been worn and the fact that it can be delivered in Moscow on the day of purchase.
• Urgency. There are two factors here: primary and secondary. The main one is delivery times. Secondary - date of manufacture of the dress. With urgency, we make the headline as strong as possible.

As you can see, there is nothing complicated about this. We simply use common sense when writing the headline. We talk about what interests a person and hook him with text and an accompanying image.

Please note: Some boards may have a character limit on the title. In such cases, include only the essentials and remove the unnecessary.

For example, you can often omit words like “for sale.” It is logical that if you show a product and name the price, then you are selling it. I'll give a few more examples below.

Pattern #14: Helps you find potential clients nearby

Local geotargeting in social networks helps to find customers in a specific city or area, tell local residents about an event or special offer, for example, about a store opening or a sale at a local store. People are more loyal to ads that speak to them personally and contain details they are familiar with.

Add to your advertising:

• an image with a recognizable sales location or event;
• benefit from visiting;
• text that takes into account local speech and cultural characteristics.

Examples of ready-made ads based on the ODC principle

And now from 3 parts of ODC we will assemble a full-fledged selling ad text for contextual advertising:

Offer: Levi's skirts from the latest collection up to 3,500 rubles.

Deadline: Only until May 3.

Call to action: Click!

And a few more examples:

• Carriers for parrots from 250 rubles until March 31. Come in!
• A set of filters as a gift for a Bosch washing machine. Call: +7(800)123-45-67
• Sale: leather shoes from 1000 rubles until April 15. Come to the address: st. Lenina, 15, “Shoe World”.

Pattern No. 15: Increases audience loyalty to the brand

Brand loyalty is born when people are emotionally involved in the life of the company. When an advertiser has established a relationship with customers, it is easier for them to move them down the marketing funnel towards purchase.

Take into account everything that is important to your target audience, even if it is political or personal interests, and appeal to their hobbies and likes.

Samobur: “Don’t dig a well - better drill a well”

How to target an audience that isn't looking for your product but might be interested in it? Target keywords related to your industry. What if you don't have the product you're looking for? Offer an alternative in your ad—your product. This is exactly what the well drilling company did:

The approach works, but provided that you offer:

• a more profitable alternative (a well is better than a well);
• an alternative that covers the current need (the option “Why do you need a TV - buy a mixer” will not work).

Pattern #16: Talk about new products before launch

Launching a new product is no easy undertaking. Each company freezes in anticipation of the audience's reaction and hopes for its support.

You will save nerve cells if you prepare your audience. It’s easy to present a new product or service on social networks: use high-quality graphic materials, attach them to the carousel to, for example, tell the story of the creation of the product, and describe its beneficial effect in the summary.

Create a unique selling proposition

A unique selling proposition, or USP, is, in simple terms, the main advantage of your company. Every business should have its own USP that would set it apart from the crowd of competitors. Why should a client turn to you and not someone else? Ask yourself this question. After that, ask yourself the same question, only regarding your competitors: why should the client contact them and not you? Once you receive the answers, start formulating your USP.

Important advice: Try to fit your USP into one sentence - concise, easy to understand, and eye-catching. Make this offer the basis for advertising your services. Based on the same proposal, build the structure of your publications - indicate the uniqueness of your product, for example: “Unlike outdated services, ours provides the opportunity...”.

Template #17: Shows a collection of products

The carousel often showcases new clothing collections and tells brand stories. This works especially effectively if the company regularly updates its product line or sells many product categories.

Carousel advertising is especially good if:

• the images are visually clearly distinguishable;
• goods are signed, prices are indicated;
• the ad title is strong and catchy;
• there is a general idea that unites this “carousel” story, which can be done in the form of storytelling.

Alternatively, it can use dynamic product advertising or the Instant Experience .