How to write an advertisement about sales and services correctly. An example of a good advertisement for the sale of an apartment

A correctly written ad for free boards (Avito, OLX, Slando, etc.) is like a “triad” in medicine. It allows you to freely, but at the same time effectively attract buyers to sell almost any goods and services, ideally complements other advertising channels and does not require special skills in writing texts. This is for customers. And for copywriters, this is just another profitable niche with huge demand, a low barrier to entry and little competition. I know specialists who work only in it and feel great.

In a word, if you have ever wondered how to write advertising text for boards like Avito, OLX, Kufar, etc. or just want to find new orders and make money, make yourself comfortable. I'll tell you a lot of interesting things. Plus, at the end of the article you will find a video with additional examples and recommendations.

Features of writing ad texts for online boards

Despite the fact that there are dozens of different message boards, the principles in them are the same. Three free elements are available to you to solve the problem:

headline
Ad text (no formatting)
Visuals (photos)

There is another hidden secret element, ASCII codes, which can either greatly enhance your ad or ruin it completely. I'll tell you about them below.

Despite the limited availability of tools, in practice they are more than sufficient to solve the problem. At the beginning of my career, I had the opportunity to sell fuel trucks worth 2 million rubles through Avito with one client. And the applications came. At the time it seemed like something incredible to me.

Using paid amplifiers when writing

Any board, no matter Avito or OLX, is a commercial system whose main task is to make money. Therefore, in addition to free tools, you have access to paid ones: rise in search results, special placement in promotional blocks, highlighting the title in a different color, etc. All of these boosters provide more views, but none of them will make your ad more effective or persuasive. This is entirely your task.

In this article I will show you how to write an ad correctly so that they trust you and are more willing to respond to your offer to sell. And it doesn’t matter what you are selling: fuel trucks, real estate, baby diapers, animator services or grandma’s old grand piano. The principles are the same everywhere. However, there are also variables that must be taken into account. We'll talk about them now.

Important Variables When Writing an Ad

The first and main variable that you need to constantly remember is the audience and segment (B2B, B2C) you are targeting. The audience on the boards is very diverse. And before writing the text, you need to clearly understand who your buyer is. Let's use an example. You sell biofiber greenhouses. In one case wholesale, in the other - retail. In the first case, your buyers are legal entities, in the second, they are summer residents.

Despite the fact that your product is essentially the same, the ads will be completely different. Simply because the interests of the audience are different. Summer residents are interested in the beneficial effect, and wholesalers are interested in the economic benefits from resale. That’s why, before you start writing the text, answer two simple questions: who buys from you, and what interests these people in the first place.

The second important variable is competition. Your ad will have to compete with dozens or even hundreds of similar offers. This variable depends on the segment, niche, audience and region (if relevant). Look at what your competitors offer and write down their main conditions, prices and strengths. This will make it much easier for you to adjust.

Buyer motives

Message board visitors are not a random audience. These are people who are looking for specific products and services. They are looking for the best deal. They compare offers. And here it is important to understand that every detail matters. For example, look at the texts of two advertisements.

Example of ad text on Avito (sample No. 1)

An ad missing an important detail.

Example of ad text on Avito (sample No. 2)

An advertisement with an important detail.

They are identical with the only difference being that one reveals one more key detail. Now evaluate your perception. Subjectively. Which of the examples of written advertisements appeals to you more?

And one more important point. When a potential client visits your ad page and views it, a curious reaction occurs in his head. Essentially, his brain sends one of two signals: “I believe the author of the ad” or “I don’t believe.”

The term “reptile brain” is sometimes used in marketing. No, I'm not comparing people to reptiles. Reptiles simply have a heightened sense of danger. As soon as this feeling arises, the reptile runs away. For people, everything is more complicated, but the principle is the same. If a person feels there is a catch, he leaves so as not to take risks. Or chooses another seller whose ad does not trigger a red flag. Or is it written simpler and clearer.

This reaction is purely emotional, so if you ask the target audience to explain it, they will most likely say that they find it difficult to do so. They just feel that something is not right. And here we come to a simple rule.

“Don't try to deceive the buyer. People feel false. The opposite is also true: honesty is disarming and captivating.”

How to write an ad correctly for boards like Avito and OLX

Let's move on to the most interesting part and write the text of the ad. At the same time, we remember that we always write in the buyer’s language, in words that he understands. For example, if you are selling a powerful laptop to a professional programmer, there will be one language. If the audience’s home laptop is simpler, then the language will be different. Just keep this in mind at all stages of ad development.

1. Write the ad title

That's why I love copywriting, because many technologies work regardless of the media. So here, for writing headlines, the proven 4U formula that I’m talking about works ideally.

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 page that we need to guide potential buyers through. 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 short, your sales system looks like this.

Active system: You first look for potential clients - legal entities or individuals who sell something en masse. You analyze their sales ads (views, quality and informativeness of the text), call them and offer to improve the situation using your knowledge and skills. At this point they usually refuse, so you handle the objection and offer a bet (challenge). You make one ad for free, and if it works better than the current option, then the client pays for it and works with you on a permanent basis. If not, then the client loses nothing. In such a situation, even if the client disappears, you simply replenish your portfolio and turn to another client. Sometimes clients agree immediately if you manage to convince them during the conversation. Alternatively, you can strengthen the system with a commercial offer.

As you can see, both systems are quite simple, the only thing is that they both require time to implement. But they also pay off with interest. For example, if you write 10 advertisements per day for 300 rubles each, and work 20 days a month, then your income is about 3,000 rubles per day or 60,000 rubles per month, which is pretty good. Especially for a beginner copywriter. Moreover, over time, you will have samples of the most effective ads, which means their total number per day increases by 1.5-2 times. Along with it comes income.

But that's not all. As your customer base grows and business processes are fine-tuned, you increase your cost. For example, I now set a price of about 10,000 rubles for a set of 4 advertisements. And they buy. Although this is not even my main area of work.

Another thing that plays into your hands is the fact that there are a huge variety of boards, both global (such as Avito, OLX) and local, for example, local for each city. Plus, there are niche ones. And each of them has your potential clients. Your task is to negotiate cooperation with them. That's all.

Summary

Today we looked at how to correctly write ad texts for advertising boards. With examples (samples) and a detailed explanation of the mechanics of their work. The article turned out to be quite weighty, and I hope you found many useful points for yourself. We also looked at how to make money by creating ads if you are a copywriter. Everything else is up to you. Of course, if you have any questions, ask them in the comments. I'm always there and will help in any way I can.

Try it, you will succeed!

P.S. As promised, here is a video on the topic of creating an ad for Avito: it contains even more examples and recommendations.

Question from Evgeny Nikitin:

Nikolay, good afternoon. I went to yours to find articles on how to correctly write an ad and post it on Avito, but I didn’t find anything. Please provide a link if there is something similar on your site. Otherwise I want to do sales, but I don’t know how to write a sales ad correctly.

Hello, Evgeniy. I have sold hundreds of products on Avito, and in fact, a lot depends on how the ad is created.

How to write an ad for Avito and other free message boards

I tried many different ad options, but the most effective was the simplest option, which is what Avito’s “motto” says: “Be smart, buy from people.” The best effect comes from advertisements written in simple human language from the first person (a person, not a company). Why? Because, most likely, the buyer thinks that an ordinary person will have a cheaper price than a company. After all, a company, like any business, operates with the goal of making a profit, and an ordinary person may just want to sell something he doesn’t need.

Those. I write an ad in the following style: “I am selling (the product) in excellent condition, new. I’m selling because I already have the same one, but I don’t need two identical ones, etc..” Well, then there’s a detailed description and technical specifications, if it’s a piece of equipment or I’m just pointing out the advantages of the product. I give different reasons, but all are simple and human, so that the person thinks that I don’t want to make money on him, but that I’m just selling something because I don’t need it.

Attach high-quality photographs and as many as possible so that your product can be seen from all sides. And it is advisable to take photographs yourself and only photos of the real product, and not a similar one.

How to write ads for contextual advertising

My article about this will help you here. The article even contains examples of advertisements, so there is no point in duplicating them. I would just like to add that the main thing in composing advertisements for contextual advertising is to keep within a limited number of characters and write only what a person actually gets by clicking on the advertisement. Because if you write, for example: “Discounts up to 50%,” but in fact, out of the entire line of products, only 1-2 products have a discount, and the rest are at full price, then most likely the buyer will leave your site, and the money will be spent the click has already been paid.

How to approach writing any ad

This advice will be the most useful, because showing an example or template is one thing, but teaching is another. In general, you need to approach composing an ad seriously and start with potential buyers. If your product or service is designed mainly for young people, then you can get creative and write something funny. But if your potential audience is adults, then you need to give up humor and place more emphasis on a detailed description of the product, talk about some characteristics, etc. In general, experiment, try it and all the best to you!

If you have any more questions on this topic, ask in the comments.

Probably everyone has had to write an advertisement at least once in their life, be it an advertisement in a newspaper, an advertisement on the Internet, or even an advertisement in their entrance (for residents of an apartment building).

But write the ad correctly– it’s not as simple as it seems. I constantly have to deal with completely incorrect and ineffective ads. That is why I will now share with you a few rules that you should use when writing ads. So to speak, a model to follow and strive for.

The first and most important element of an ad is its headline. It is the headline that attracts attention, and it is the headline that determines whether your ad will be read.

To COMPLETE AN AD TITLE CORRECTLY , adhere to the following recommendations:

A) The main purpose of the headline is to “hit” the target audience. Interest those people who may be interested in the content of your ad. And for this, already from the first letters of the title, readers must understand what exactly is being discussed.

Example blurry (less effective) title ads:

- Looking for something to do this weekend?(it’s not clear what exactly we’re talking about here; the header response will be worse)

Example target header:

- Quad bikes for rent - cheap!(and here everything is clear and precise, if you were looking for ATVs, you will get ATVs)

B) If an ad gets lost in the “ocean” of similar ads, urgently change its title and content! Don’t write boring ads of the same type, don’t repeat after other incompetents.

Boring template option:

- Selling Audi 2002, negotiable

An unusual and memorable option:

- An old car called Audi is looking for a new owner, cheap and cheerful!

Tip #1: Narrow niche

Attention! In some cases, using advertising for each individual product model (or type of service) may be unacceptable, so sometimes use your brain and assess the situation sensibly. You have more information, use it to get the most out of your ads.

Chip #2:

Never rely on just one ad. There must be several advertisements. If the ad is in the newspaper, then at least three of them need to be placed there! Preferably with different data (from different people) - include work colleagues, relatives, friends, etc.

Chip #3:

If you plan to place an ad on the Internet (on bulletin boards, in flea markets, catalogues), be sure to expect that you will have to compose several texts that are unique in description. Otherwise, when they encounter the same text, people will simply close your ad.

Chip #4:

If you are going to advertise in Yandex.Direct, then choose exclusively low-frequency queries and write ads for them (competition will be lower, the cost of a click will also be lower, and the click-through rate “CTR”, as well as the conversion, will be many times higher)!

How to write an advertisement for the Internet?

Conventionally, all advertisements on the Internet can be divided into:

A) advertisements on various bulletin boards, in flea markets
B) contextual ads (Yandex.Direct, Google Adwords)
B) advertisements on social networks

Chip #5:

So, for example, advertising a weight loss machine on a programmers forum will be ineffective. But advertising the same simulator on a forum dedicated to a healthy lifestyle, on the contrary, will be effective. After all, this is where people gather who monitor (want to monitor) their body and their health.

Chip #6:

The ad works best not just on thematic platforms, but on popular (highly visited) thematic platforms! The more people see your ad, the faster (more) you will sell your product (service).

You can check the traffic (attendance) of the ad site using LiveInternet statistics (click on the link to find out how to use these statistics).

Correct Ads

- How to write the right ad on social networks (Vkontakte, Facebook, Odnoklassniki, etc.)?

The main rule is to write an ad in existing communities that coincide with the topic of your ad. There are two options: place your ad for free, or for a fee. In the first case, you will be able to use only those groups in which posting messages on the wall is allowed for members of this community (in every second community this function is prohibited). In the second case, you need to personally negotiate with the group administration about paid advertising (not everyone will agree, but there is an option to pin the ad at the very top of the page).

Chip #7:

A good ad can always “show off” with photographs. Moreover, their number should be from 3 pieces. Even if you are selling something as small as a book or a children's toy. Not to mention advertisements for the sale of a car or an apartment, there MUST be photographs there!

It is in your best interest to take good quality photographs. It is the photo that turns out to be the decisive factor in order for a potential client to pick up the phone and dial your number. If people can see the “product in person”, then the level of trust in you and the level of interest in your product (service) will be much higher!

A good photograph increases your chances of selling by about 30%. By posting a photo, you seem to be saying “here, look everyone, this is my product, I’m not hiding anything from you and I’m not going to deceive you.”

How to write an ad to make it work?

Be sure to include your phone number in your ad!

You can additionally offer the option of writing to you in a personal message (personal message), but you must provide a phone number. It’s even better to indicate 2 numbers (from different operators), in case one of the numbers suddenly turns out to be unavailable.

You can’t even imagine how difficult it is sometimes to get in touch with the people who write advertisements. Especially when the issue needs to be resolved right now.

Just a few days ago I needed to order a portrait in pencil from a photo, and I was running out of time (6 hours). So, in an hour I managed to find 20 advertisements on the Internet, of which only three had phone numbers. Accident? No - stupidity of the ad authors!

As a result, the order was received by a person whom I was able to reach by phone.

Paradox, isn't it? To pay someone money, I had to work hard and spend a lot of time. So why create unnecessary obstacles for your potential clients?

I hope you now understand how to write an ad correctly (both for a newspaper and for the Internet). Therefore, we take a pencil in our hand, move the keyboard closer and begin to write our ad. You can post your results in the comments!

Fashion does not stand still, bright colors are replaced by contrasts and the wardrobe needs updating. What to do with dresses and sweaters that are not worn, but simply take up space in the closet? The most profitable way is to sell used clothes via the Internet, thereby making people happy with an affordable product at an affordable price. Where to place an ad and how to make a profitable deal will be discussed in this review.

What things are usually called boo

The abbreviation BU stands for “used”. Everyone knows that a distinctive feature of new things and goods is the presence of a label on clothing models and a protective factory film on equipment. If there are none, then you can safely classify these products as used.

However, even things that people use may differ in their appearance and general condition. So, for example, a phone that was worn in a case or with protective glass may look like new, therefore, its cost will be higher than that of equipment with scratches, but lower than that of a store-bought one.

The same applies to things. If you purchased a dress, tore off the label, wore it literally once (to prom, wedding) and did not spoil it, then such an item is quite easy to sell, because its quality has not been affected. There are cases when fashionistas wear their favorite products for quite a long time, but with proper care they do not look like doormats, therefore, they can also be sold.

To summarize, I will say that used items are considered to be any product that has been used for its intended purpose even once and does not have a price tag included. Selling such things is not difficult; to do this, you need to find a place where you can place an ad and carry out the appropriate manipulations. There are quite a lot of opportunities on the Internet, I suggest you familiarize yourself with them.

Ad placements

First, you need to decide on the category of the product:

Kids' things;
dresses;
fur products, etc.

Among the famous sites, on which children's things are often placed, it is worth noting:

Yu-mama (a Russian-language resource where you can not only find used goods, but also have a great time exploring forums and reading interesting reviews of women who have become parents or are planning a pregnancy).
Children's flea market (an interesting site where you can find not only things, but also various devices, be it strollers, swimming slides and even educational literature).

However, you should not place ads only on these sites, because the basic rule of the seller is as follows: “the more people know about your product, which means they will buy it faster.” Following this principle, use the possibilities of selling used things via the Internet:

As you noticed, you can even sell used items, so when doing general cleaning, do not rush to throw the contents of your closets into the trash, but spend time sorting your clothes. Remember, this is also money, albeit small. And if there is an opportunity to increase the contents of your wallet, then why not take advantage of it?

So, you've chosen items that you won't wear for one reason or another and want to sell them, but don't know what to do? Here's a simple one algorithm of actions:

Wash the product.
Take a photograph of a clean item (the item laid out on a white background looks best).
Decide on the product category.
Look at similar products on the Internet to correctly set the price for your own item (while paying attention to the quality of the fabric, the presence of stains and service life).
Choose a suitable platform (social networks, specialized sites).
Place an ad (be sure to indicate dimensions and color, because the photo may distort the original shade).
Expect a call or message from the buyer (you indicate a convenient type of communication in the ad).
Make a deal.

It turns out that the scheme is quite simple, but very often people change the stages and cannot sell the item for quite a long time. Do you want to get rid of unnecessary things? I'll tell you secrets how to quickly make a deal:

Prepare the item (wash, remove flaws, sew up small holes). Put yourself in the buyer's shoes. Do you think he enjoys purchasing a dirty product?
Prepare your photos. Most trading platforms are equipped with a “show only with photos” function, so if you don’t post a picture, you will certainly deprive yourself of some views.

Don’t be afraid to emphasize certain elements of clothing (take photos of individual stripes, show the pattern). This will save you from unnecessary questions from buyers, which undoubtedly saves time, effort and nerves.

Here it is worth noting the fact that a photo of a new model taken from the Internet can attract Internet users, but your real picture should be located next to it. This will allow the buyer to evaluate the product and make a purchasing decision.

It turns out that selling used clothes online is quite simple. To do this, it is enough to carefully prepare the product, place an ad taking into account all the features described in the review, and conclude a deal with the buyer. Don't throw away things you no longer wear, but give them a new life, making people happy who can't afford expensive brands.

If you can add your own advice to this review, or if you don’t understand something, then leave your comments on this page. And also, do not forget to share the information received with your friends. Perhaps one of them right now wants to throw away the jacket that the baby dreams of. To do this, just click on the social network buttons located under the review. That's all, see you again.

Best regards, Elena Izotova.

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