How to write a detailed promotional article about your product (let's try together) 👨💻📚💸
You have learned that Zen advertising posts create demand and attract new customers. Your business needs buyers, especially new ones. But first you need to write that very advertising publication. And it is better to several at once. Let's figure out together how to do this.
Users love content that helps them solve their problems. And they love even more products and services that make their lives better. Think about what customer need your product meets and how it can help him. For example, I have outlined several of your needs in the paragraph above:
1. Your business needs new customers
2. You need to write several advertising publications to attract these very buyers.
You can right now try to write your own version instead of my two paragraphs. Let's formulate a need or a problem in which your product will help the reader. For example, it might look like this:
An unpleasant situation has happened to everyone at least once: I really want to make an expensive purchase, but there is no money for it now. You know for sure that you will have this money. But right now they are gone. And an expensive thing is very necessary. What to do?
Or like this:
New Year's holidays are approaching and many of us will go to visit relatives and friends on the train. If the path is not short, it is worth considering in advance what to do with yourself on the road.
Happened? Excellent. Then let's move on.
Your product probably has properties and characteristics that will help the user meet his needs or solve his problems. In the case of Zen ads, it might look like this:
Zen advertising allows 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 sites clients. Significant results in Zen can be achieved even in a week of active advertising campaign.
I've described my company's unique selling proposition, now it's your turn. You don't have to do it so succinctly. The volume of the text is always individual and depends on how easy it is to explain to the user the essence of your product or service.
By the way, we already have a rather voluminous text!
To make it easier and more pleasant for the reader to get to know him, it's time to add an illustration. For example, this is how the workplace looks like, where I write this instruction:
To really engage your reader (and prospect), it is very helpful to use examples. A simple description and explanation of the principles of a product, as a rule, does not give as clear a picture as a specific example. Ideally, the reader should see someone similar to themselves in this example. For example:
MTS decided to conduct an advertising campaign in Zen for one of its thirty digital products - the MTS TV application. Thanks to the combination successful publication, the popular product and advertising mechanic of Zen, the publication was seen by over 1,300,000 people. As a result, over 12,000 people installed the app in less than two weeks. The average cost of one installation was 21.5 rubles.
Now feel free to change my example to yours. If the character or more in your example doesn't have a name, feel free to come up with one. Let it be Afanasy, the Smirnov family or the Silver Lily of the Valley group of companies.
You have already said a lot in your product, but the user can still doubt it
How to convince him? Consider what questions, doubts, or biases the reader might have. Perhaps he had them initially. Or, on the contrary, they arose already during the reading of the text. For example, what concern you might have right now:
It seems that writing advertising copy is not so easy. What if I'm wrong, even using this cheat sheet? Maybe, it is for my product that the classic techniques are inapplicable? Really, I will write the text, and it will not bring results?
While you are thinking about what question your potential buyers might have, I will immediately answer:
Indeed, advertising publications are not always perfect the first time. But what is there perfect - in general, they are not always obtained the first time. That is why Zen advertising product makes it easy and cheap to test a large number of creatives in order to identify the most effective ones.
And, in order to show as clearly as possible, I immediately support the thesis with a specific example:
The command of the installment card "Conscience" in the channel "Passionate shopaholic" I tested more than ten variants of different publications and several covers for each of them. As a result, several options showed maximum efficiency at the price of an approved application for an installment card. Then the budget was directed towards these publications in order to scale the success.
In most cases, the objection-explanation-example link works well: it even more involves the reader in advertising communication and promotes him along the sales funnel. I suggest building try the same design applied to your product.
In the meantime, you change my paragraphs to yours, one more illustration to take a break and just decorate the text.
We have sorted out many important points, but almost the most important one remains.
This is a direct appeal to your potential buyers. It should, on the one hand, be sufficiently intelligible and purposeful, and on the other, not be too harsh and ultimatum. It's also important to be honest with your prospect and not make promises that they can't get. I admit that you are already tired of examples about Zen, so I will give a few others. For example, from an installment card:
If you want to order a free installment card "Conscience" or study the list of products that you can buy using it, just click here or scroll down the page.
Or fashion house:
If you want a coat like mine, scroll below and you will be taken to the site of the fashion house of Ekaterina Smolina. Now there are attractive discounts for the winter collection
Or laconic option from wooden 3D constructors:
Order your construction set with a 20% discount using the "father20" promo code!
Special offers, promotions or promotional codes, of course, are great for engaging and motivating readers. Now you can formulate your own appeal for your potential buyers.
It seems that the main elements of the promotional article are now in place
What else needs to be thought and what should not be forgotten. Here is a small checklist for you (readers, by the way, also love checklists):
1. Reread the publication and think: did you manage to describe the key benefits of your product? Will the reader have a desire to buy it?
2. Make sure the text is well-written and without mistakes: it is interesting and useful to read it
3. Make sure the post is framed and illustrated: it's a pleasure to look at
4. Set up scroll-to-site mechanics so that the maximum number of engaged users goes to your website or app store
5. Create multiple post options with different titles and covers and combine them into one ad campaign. This will help you achieve results faster.
Well, like, that's all. Of course, this is the most basic set of techniques and recommendations. The more advertising posts you create, the better your results will be. So it's time to start. Happy creatives and many new customers!