How to write a succinct ad article (and how to get a Zen bonus)

An effective advertising post doesn't have to be long and complicated. When you write your ad copy, you shouldn't have a goal of writing a certain number of characters or words. The publication should lead the reader to the target action: application, purchase, installation of the application, and so on. Let's consider a situation where laconic text does the best for this task.

Any text should have a cover: on this one, the head of Zen storytelling Nikita Belogolovtsev talks about how to write advertising publications correctly

You certainly know the quote attributed to the great sculptor Michelangelo Buonarroti. When asked how he creates his sculptures, he replied: "I take a stone and cut off everything unnecessary." And with advertising, everything is exactly the same: if you have the most understandable and profitable offer for your customers, you just need to formulate it correctly. Let's look at the example of Zen's advertising opportunities and our bonus for the first customers.

Remember that every post has its own target audience. Think about the style of text your potential buyer is used to. Try to speak in a language that is familiar and understandable to your reader.

First, we formulate the very essence of the proposal. For example:

Yandex. Zen presented a new advertising product to generate demand and offered preferential terms for the first customers. When you fund your account in the amount of 100,000 rubles or more, you will receive 50,000 free impressions for each of the first 20 advertising publications. The grace period starts on April 15 and lasts until May 30.

Further, it is logical to describe in more detail who and how your proposal can be useful. For example:

Such conditions will allow you to fully appreciate the capabilities of Zen advertising mechanics. If you've created ad content outside of Zen before, we can package it in one of our two formats: article or narrative. You will be able to test different versions of publications and understand which ones work most effectively.

If you will be creating advertising publications for the first time, the grace period will allow you to dive into content creation as easily and cheaply as possible, see the reaction of the audience and evaluate the first successes.

To help your prospect better understand the context of your offer, you can give them some more background information. In journalism, this is called the "inverted pyramid principle." It might look like this:

With the help of content, you can build trust with the user. Zen advertising mechanics allow you to effectively interact with your audience at all levels of the funnel: from building primary knowledge for millions of people to the transitions of tens of thousands of involved new users to your website. Similar results can be achieved in Zen during the week.

So, we described the proposal, told to whom and why it would be especially useful, gave the necessary context. It remains to formulate a call to a potential buyer (that is, a call to action). It can be, for example, like this:

Use this draft to write a promotional post for your Zen product or service. Fund your ad account in Zen editor, start an advertising campaign and test different versions of articles and narratives during the grace period. Good luck!