Advertising texts are a fundamental part of digital marketing. Through them, companies aim to persuade potential customers to purchase a product or service. Online advertising has become increasingly popular in recent years due to the rise of internet and mobile device usage.
These types of texts can take different forms, such as social media ads, Google search ads, website ads, and email marketing. Each of these formats has its own advantages and disadvantages, and it’s important to choose the one that best fits your business and audience.
Creating an effective advertising text requires a good marketing strategy and a deep understanding of your target audience. The text must be clear and concise, and it should present the product or service in an appealing way. It’s also important to include a call to action so the reader knows what to do after reading the ad.
What are the types of advertising texts?
Descriptive argumentative advertising texts
Ads that use a combination of arguments and descriptions can be very effective. By using both approaches, you can convince the audience that the product or service is something they need, and give them an idea of what they can expect when using it.
This technique can be employed to promote a wide variety of products and services, from household goods to financial services. When crafting ads that use both arguments and descriptions, it’s important to ensure that they are persuasive and detailed enough to convince the audience. It’s also crucial to make sure the ads are not too long or confusing.
- If the ads are too long, the audience might get lost in the mix of arguments and descriptions.
- If the ads are too confusing, the audience might not understand the message being conveyed.
Narrative advertising texts
Although advertising has been criticized for motivating people to buy unnecessary products, it’s actually an art form. Narrative advertising texts are creative pieces that tell a story and often have a happy ending. In fact, some have even become cult works.
Fictional advertising texts have been used for a long time to sell products and services.
In the 1950s, the advertiser for Camel cigarettes realized that most smokers were unaware of the ingredients used to make cigarettes. So Camel decided to educate smokers about the ingredients of their cigarettes through a series of fictional stories published in magazines.
How to create an advertising text?
Here are some important considerations to keep in mind when creating an advertising text:
- Before you start writing, determine the objective of the advertising text.
Are you trying to generate leads? Promote a new product? Inform customers about a special promotion? Increase sales of a particular product?
- Identify your target audience.
Who is the advertising text aimed at? What type of information will be relevant to them? What motivates them?
- Make the text easy to read and understand.
Write in simple and direct language, and avoid using technical terms. Use short paragraphs and concise sentences.
- Include clear and concise calls to action.
Clearly tell readers what you expect them to do. For example, “Sign up today to receive 10% off your next purchase.”
- Ensure the text is optimized for search engines.
Include relevant keywords and phrases that will help your advertising text be found by potential customers.
- Edit and review the text before publishing it.
Make sure the text is free of spelling and grammar errors. Also consider asking someone else to check it for a second opinion. Following these steps will help you create an effective advertising text that allows you to achieve your marketing goals.
Other types of advertising texts
Although all advertising texts aim to persuade the reader to take an action (buy a product, attend an event, etc.), there are different types of advertising texts used to achieve this goal. Below are the descriptions of each type.
Ads
Ads are short advertising texts typically used to announce a promotion or a new product/service. Ads are usually visually appealing and attention-grabbing, and they often include a clear and concise call to action (CTA).
Promotional Articles
Promotional articles are longer and more detailed advertising texts compared to ads. Unlike ads, promotional articles are not usually visually appealing but focus more on the content.
These texts usually include useful and/or interesting information about the product or service being promoted, and they may include customer testimonials, data, and statistics, etc.
Promotional Emails or Mailings
Promotional emails are a type of advertising text sent directly to subscribers of a mailing list. Promotional emails typically include information about promotions and/or new products/services, and may include a CTA prompting recipients to take action (buy a product, attend an event, etc.).
Sales Letters
Sales letters are very long and detailed advertising texts used to promote digital products/services (e.g., online courses, ebooks, software, etc.). These advertising texts are typically very persuasive, and they may include customer testimonials, data, statistics, special offers, etc.
