Эссе на тему: "What makes good advertisement"

One of the most exciting book related to the advertisement and how to make it eye-catching and attention grabbing is the book written by D. Kot ‘Copywriting: how not to eat a dog. We create texts which sells’.
There are lots of different creative pieces of advice that are well-prepared for using them on practice by the author. For example, even at the beginning of the book D.Kot writes: ‘if you wanna be successful at the writing texts for ads you should stand at some basic principles: respect for potential customers, honesty and effectiveness in selling.
Specifics of the book is concentrated on the text and some directly connected questions, e.g. ‘how to write a good text?’, ‘how to improve it?’ and ‘how to make it clickable and eye-catching?’.
Due to this book you know what common traits has advertising text with, to say, detective genre, what is the best formula of selling text and what criteria it has, what are the most popular and common mistakes in such a special craft.
In accordance with the author’s opinion, the best formula for selling text look like that: you should combine ‘ease of presentation’ + ‘adequacy of information’ + ‘final reaction: what to do’. This combination can be named magnificient or even wonderful in advertisement and product placement. At least, there are lots of examples of successful texts and statistics on how it works.
Moreover, author declares: good text should be written in a special sublanguage, that is widely used in society just to talk about everyday life. Indeed, if you’ll write the text on some special sublanguage, that is, to say, technical and understandable only for a small group of society, most likely, such a text will not be successful one.
This book is full of some special schemes on how to write a creative and attention-grabbing texts. D.Kot differentiates them on three categories: ancient one (from the clients’ problems), widely spread (a way of ‘problem – agitation - solution) and a grateful one (from the clients’ objections).
As for me, the most interesting one is the last. This method of writing a text illustrates not only your skill in using the means of language, but also your understanding of the way how potential client thinks and your predictions in it. Using this way, you may solve practically all the questions of the client before he asks.
Also, one of the interesting ways of writing selling texts is called ‘Professional against them all’. The key thing in here is the head of the advertisement. For example, the most common phrase ‘Have a headache?’ can be replaced by more eye-catching one ‘What does the doctor do when he has a headache?’.
So, D.Kot determines if the text is successful or not analyzing the head of it. If this part (‘not less important than others’) formulated somehow usually or without any creativity and freshness, it will not catch the attention of potential customer. The conclusion here is: in the head of the text should be something really extravagant, like, to say, provocation, or intrigue, or question, or maybe even some interesting phrases as ‘Do not do as Sasha does’ and so on.
Of course, a professional should not only writes some selling texts but also analyzing them – both written by himself and by others. This could help understand the problematic of such written works.
Overall, while writing the text professional should remember that practically in all the situations potential customers use not rationality or logic to decide if the product is needed or not but emotions and feelings: ‘Emotions control people, not vice versa’. For example, people tend to use a smell and appearance of seller like criteria in order to understand whether the car is new or ‘second-hand’.
Indeed, it is strongly recommend to use the wealth and abundance of the russian (or other) language in order to make the advertisement creative and attractive. This effect could be achieved by varying different means of language, such as, for instance, metaphor, metonymy. More than that, per cents and numbers could be used in the text to make it concrete. As an example, you may use a phrase ‘The hardest fight I had to endure was the fight with my first wife’ instead of boring one ‘How to solve the spouses’ conflicts in family and save it?’.
Of course, such an exchange is new, creative and especially attractive to the people who are interested in this theme.
One more thing to have in the text is calling to imagination, as the author emphasizes. ‘Just realize that your car is able to accelerate to 100 km/h in 7 sec’. Sounds good, doesn’t it? I suppose, yes. It may draw attention of everybody, even those who are not so interested in cars. At least, you want to look on it.
Some selling texts try to hide the real price of a product. The author of the book, analyzing this tendency, suppose it’s not quite right thing to do. It’s advertising practice that is not acceptable. The main reason is – you may lose a huge group of potential customers who can imagine what the real price should be and so on. Instead of hiding the price, a professional should explain exactly why this price is good and profitable for clients.
Finally, author says that it is really important to make some final reaction at the end. I mean, what a potential customer should do in order to have this absolutely special product, maybe one of the grateful one in the whole world. Such a phrase can be short, but informative, to say: ‘Call on the phone and have a bonus!’ or ‘Write us right now and get a special price on product’.
So, pieces of advice that are written on the book are special and helpful on practice if you have a real desire to be professional in writing selling texts.