On the ways of interacting with the buyer and methods of evaluating the effectiveness - a study of the association for the support and development of interactive advertising IAB Russia.

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introduction

In an oversaturated media environment, advertisers are constantly looking for ways to break through the noise and get their audience's attention. Online audio advertising has a unique ability to overcome these challenges, making it an important format to study and apply widely in marketing.

Thanks to innovations in cars connected to the Internet and the phone of the owner, the use of smartphones on the go, voice bots and assistants that are gaining popularity, the penetration of the Internet of Things into household appliances, clothes and other wearable items, conditions are being created when the consumer is constantly online, but his gaze is far from always directed to the screen.

Under such conditions, audio communications can take a significant share of the market, and in some extended periods of time, even be the only possible tool for interacting with the audience.

The high growth rate of music and conversational broadcasting, the transition in the distribution of radio station content from FM frequencies to online have also become catalysts for increasing the level of penetration and coverage of audio advertising on the Internet.

In connection with the indicated trends, at the initiative of IAB Russia members, in 2017 a separate committee was created to work with online audio advertising. The following tasks were set:

• ​Creation of a glossary and description of the ecosystem of the audio advertising segment.
• Determination of standards for this format and approaches to assess its effectiveness.
• Work with meters to publicly reflect the audience and other important characteristics of the audio segment.
• Development of recommendations for marketers and platforms on the use of audio advertising.
• Relevant educational activities

Mikhail Ilyichev (Unisound, Zvooq) was elected chairman of the committee. Members of IAB Russia were involved in the work of the first kick-off meeting on April 24, 2017 and for the preparation of this material:

• Dmitry Belozub, Buzzoola.
• Evgeny Lesiev-Les, Happy Monday.
• Eduard Rekachinsky, Unisound.

As well as industry experts:

• Vlad Doroshenko, Group M.
• Maria Evgrafova, OMD OM Group.
• Zinaida Koltsova, Digital Box.
• Oleg Ostashevsky, Digital Audio Agency.
• Alexandra Sadovnichaya, CodeofTrade.

Audio ad format

In 2017, broadcast radio advertising remains the most common example of audio advertising. However, due to the movement of the broadcasting industry to the Internet, as well as the emergence of a significant number of independent media and services online that actively use audio tools, the volume of audio marketing communications on the network is already comparable to the advertising turnover of on-air radio.

The vast majority of inventory on the market in 2017 involves the placement of audio ads in the in-stream format. The format and media of out-stream audio advertising (for example, in navigators, casual games, fitness apps, and so on) are not considered in this material due to the desire to maintain focus, but their appearance on the market in the medium term is expected.

Venues and media

The main platforms for placing online audio ads:

• Music streaming services (Boom, VKontakte, Yandex.Music, Zvooq).
• Music aggregators.
• Podcast aggregators (Podster.fm, SoundStream, Podfm.ru).
• Online broadcast of radio stations (Dfm.ru, Nashe.ru, Radioshanson.fm).
• Services for listening and downloading audiobooks (Audioknigi.club, Asbook.co).
• Video hosting (the recording is played when the user pauses the video playback).

Segment characteristics

The total audience reach in the online environment available for marketing communications in audio format is estimated at 65 million unique visitors per month and at least 23 million per week. The average time spent by a user on sites covered by online audio advertising is about 3.5-5 hours per week. By 2017, more than 100 platforms, including VKontakte, Yandex.Music, Zvooq, Avtoradio, Russian Radio, Love Radio, have adapted the format and provide services for placing such advertising on their own or through agencies (DigitalAudio, DigitalBox, IMHO and Unisound).

More detailed characteristics of the segment will be presented in the following documents of the IAB Russia committee after joint work with meters. However, it should be noted that upon request, advertising agencies and sites provide detailed information about their audience, including behavioral data and media preferences.

The audio advertising segment is characterized by a significant share of inventory presented on the mobile platform: experts agree that this share is more than 50%. This is due to the fact that audio content is convenient for listening on the go and is not demanding on the screen.

In the future, the inventory of online audio advertising is expected to expand due to new platforms suitable for this format and gaining popularity among users. These are media systems for cars, voice assistants and bots.

Interactive audio advertising

Since the online environment contains the conditions for interactive interaction with the audience, the creators of audio advertising also take advantage of this.

The format becomes useful not only for increasing interest in products or services, but also for converting this attention into targeted actions.

Engagement is provided through interactive elements of audio advertising. The most common of them is a graphic companion banner placed on the device screen (including over the lock screen on smartphones) at the time of playing an advertising audio recording.

On some sites, the companion banner remains on the screen after the end of the audio clip to provide the user with the opportunity to interact at the most convenient time.

In addition to the companion banner, a number of sites use various kinds of interactive links placed inside the player with media content or next to it. We should expect the development of interactive audio advertising in Russia in the same direction.

Mobile and Amazon Alexa examples:

Format standards

Audio clip:

• Timekeeping up to 30 seconds.
• MP3 file (MPEG version 2) with a sampling rate of 16000 Hz and a bit rate of 48 kilobits per second.

Companion banner:

• 240 by 400 pixels and other sizes common in runet.
• "Hanging", which is often located next to the player on web pages.

• Images or banners directly on top of media content covers (for example, in place of album art), including on the smartphone lock screen.
• A text string (static or running) in place of the name of the media content inside or next to the player.

As the next advantage of the format, it should be noted that this kind of advertising is placed in audio content, for the consumption of which it is not required to interact with the device. This allows you to engage the audience in a wider range of interactive actions compared to other media formats, while maintaining the ability for the user to continue listening to audio content while performing these actions:

• Go to landing page.
• Switching to the application.
• Sending an email.
• Create an event on the calendar.
• Saving a link or detailed information in notes so that you can return to it at the most convenient moment.
• Call or send SMS.
• Adding an item to the shopping cart for later purchase.

Since in some situations screens are left without attention, and in the case of voice assistants that are gaining popularity (Google Home, Amazon Alexa, HomePod, Bixby, and so on), they simply do not exist in markets where the online audio advertising format began to develop earlier, in 2017 The technology of voice interaction is already being used, where the user can respond to audio advertisements with speech, which is suitable for more situations of contact with the audience.

Playback control

As a rule, audio ads cannot be skipped, and users are not provided with interface solutions for this. Experts agreed that at least 97% of users listen to such advertising to the end, this is another advantage of it.

Often, the interface provides the ability to pause an advertising audio clip, which increases the audience's loyalty to the format. In addition, when players switch from media content to audio ads, the volume level set by the user is saved.

Location within content

In the vast majority of cases, only one advertising audio clip is combined with a unit of media content. Thus, the absence of informational noise and "random" combinations with competitors' ads is one of the main advantages of online audio advertising.

Methods for placing online audio ads

• Audiomix- an advertising campaign built primarily on audio advertising involving several platforms and audio advertising grids at once (including a selection of audio advertising on the air radio).
• Mediamix- an advertising campaign in which audio advertising is used along with other formats in accordance with certain goals and roles.
• Branded Sponsorship- a mention of the brand in the form of an audio message that the company sponsors content combined with audio advertising or user access to this content, which is usually provided for a fee or with restrictions.

The main purchasing model in 2017 was CPT - cost per thousand audio contacts with the target audience. When buying audio ad placement, the following types of targeting are usually available:

• connection region.
• Gender and age.
• User's income level.
• Interests.

For targeting in accordance with the requirements of customers, sites and agencies use both their own and third-party data

Metrics and reports

• The number of audio contacts with the target audience for each individual commercial (only those in which the recording was played by 75% are taken into account).
• The number of events and actions associated with the corresponding interactive elements of the audio ad (impressions, clicks, transitions, and so on).

Metrics verification tools created with the support of IAB and used in Russia:

• VAST (Video Ad Serving Template) for video ad verification.
• (Digital Audio Ad Serving Template) to verify the placement of audio ads.

Both of these tools are used in the Russian market.

Sites and agencies usually include the following information in standard reporting documents on the placement of online audio advertising:

• The number of audio contacts.
• Coverage of the target audience.
• Types of devices, platforms.
• Geography by regions.
• Dynamics by day.
• Screenshots of placements of companion banners or other clickable links in online audio ads, as well as statistics on them relevant to display formats (impressions, clicks, and so on).

Basic properties of online audio advertising

At the same time, thanks to placement in an interactive environment, online audio advertising can not only create demand, but also immediately convert it into targeted actions.

• Large, rapidly growing progressive audience.
• Low contact cost.
• Effective coverage of mobile audience.
• The ability to attract the attention of the audience amid the informational noise of display formats.
• Works where display ads and most other formats don't work.
• Fully measurable.
• Safe for the brand, as in almost all cases it is combined with professional media content.
• Wide coverage by time, geography and demographics to select the target audience and the moments of contact with it, as well as the applicability of targeting.
• High level of engagement and compatibility with interactive features.

In October 2014, TNS Russia, commissioned by the Unisound agency, conducted a study of the effectiveness of audio advertising on the Internet. As a result, data were obtained on listening to music on the Internet, attitudes towards audio advertising, and an assessment of the effectiveness of advertising was given using the example of Adidas and Yota advertising campaigns. The study was conducted by an online survey of residents of Russian cities with a population of more than 100 thousand people.

The following conclusions were made:

• Approximately 52% of the users who came into contact with the audio advertisement did not cause irritation, and 30% rated it positively.
• Almost 75% of users are ready to accept audio ads under certain conditions.
• More than half of users agree to advertising if in return they get full access to content (56%) or a discount on it (57%). It is noteworthy that if advertising is appropriate, 50% of the audience are ready to listen to it for free.
• Among those who are familiar with audio advertising, 71% are willing to accept more than two ads per hour of listening to music.
• 60% of users remembered the ad, and the same number liked it (Adidas creative audio).

• Work or self-study.
• Various online activities: using social networks, reading news and other textual content, playing games, shopping, Internet surfing.
• Travel by car, public transport and on foot.
• Housework.
• Sports.

A feature of the format is the greater readiness of users who are interested in the content of an advertising message to subsequently visit the advertiser's website or page of its application, since the user does not need additional actions to continue consuming media content.

Application and evaluation of effectiveness

• Support for a specific advertising campaign or promotion.
• Increasing the level of knowledge about a brand, product or service.
• Increase audience engagement.
• Customer relationship management.
• Direct marketing.

To most accurately assess the effectiveness of this type of advertising, you can use attribution (post-listening) - a technical solution that allows you to track users who have completed a targeted online action in any given period after listening to audio advertising. For example, the user listened to the video and after a short time went to the advertiser's website on their own or through a search engine.

For an independent audit of audio ads, customers can also use a "pixel" of third-party analytics systems (Adriver, Adfox, DoubleClick), which is placed in audio ads and collects all key information, providing access to it online.

To increase the effectiveness of online audio advertising, you can use remarketing with a display or banner format. The user with whom an audio contact has been established can be shown a banner on websites and applications in the subsequent period of time that continues the communication line of the audio clip. This is a convenient tool for engaging an interested audience in interaction when users are in front of the screen and when it is convenient for them to start interacting with the brand.

To improve the effectiveness of online audio advertising in an audio mix (co-placement on the air radio), there is a technical possibility to synchronize the releases of advertising on the radio with time periods for placing online audio advertising. In this case, there is a “clean additional coverage” of the target audience: it is assumed that the same person does not listen to two sources of audio content in parallel (on FM radio and on the Internet).

Interactive advertising in the audio mix not only generates awareness and frequency of contact, but can also convert the generated interest into targeted actions. Therefore, in outreach campaigns, it makes sense to place interactive advertising in the audio mix as a “second wave” after the frequency of contacts has been set.

As with other formats, online audio ads perform best when created specifically for listening.

Also, to increase the effectiveness of online audio advertising, marketers have the opportunity to place various creative content depending on a number of criteria:

• Gender, age.
• device platform.
• Time of day, day of the week.
• Location.
• The type of media content where ads are placed: playlists, radio broadcasts, videos, games, podcasts, audio books, and so on.

Creative

When producing an online audio ad creative, marketers should consider the following factors:

• Self-sufficiency of the advertising message, its focus on audio-first communication, which involves contact and transmission of all necessary information through the sound range.
• The capabilities of the online environment and even the specific platform on which audio advertising is distributed when forming a call to a target action.
• Entertaining, catchy content.
• Difficulty in making a decision to purchase or other targeted action.
• The context of the content, which determines, in particular, the emotional state of the audience at the time of the audio contact.

Purchase of audio advertising

Audio advertising is a single advertising format (regardless of the platform and media where it is distributed). Therefore, purchasing and planning, as well as creating creatives for online audio ads and radio audio ads, should be carried out by the same team.

IAB Russia experts believe that in the medium term, radio purchasing departments should develop into audio advertising purchasing teams (including on the Internet). This assumption is also true for planning. Such actions:

• Increase the efficiency of purchasing each of the forms of audio advertising.
• They will allow you to use all the advantages of the online environment to achieve your goals.
• They will provide additional opportunities by combining audio advertising with other formats, not only in mixes, but also through other tools (in particular, retargeting).
• Centralize responsibility.
• Allow for effective and holistic evaluation of results.

Summary

• Access to a large audience at various points in time, regardless of whether the user is in front of the screen or not.
• Sufficient and manageable frequency.
• High engagement and diverse targeting methods.
• Measurability (including on mobile platforms).

Market and Ecosystem

Grade

The assessment of the online audio advertising market will be carried out according to the ACAR methodology (the volume of advertising in the means of its distribution), according to which the boundary is drawn between the seller and the buyer. This takes into account the money (excluding VAT) received by sites (Internet resources) as a result of the sale of audio advertising inventory, both directly and with the involvement of advertising networks and programmatic mechanisms. Sellers commission is included in the market evaluation.

It was decided to conduct the first assessment by polling all players providing online audio advertising placement services based on the results of 2017.

Recording audio clips is an extremely popular service in Moscow and other Russian cities. High-quality sound accompaniment is required in many cases: dubbing videos and books, writing ads and creating a base for IVR, and finally, the production of audio advertising.

Most often, audio clips are used specifically for advertising purposes. They are played on popular radio stations, in shopping malls, on transport and in many other places. Audience coverage is almost as good as the video format, thanks to which audio advertising brings fame and high income to creators.

Stages of production of audio clips

Creating an audio ad is no less difficult than shooting a video. Many experts even agree that audio production requires much more skill. This is explained by the fact that the creators lose a powerful means of influencing the audience - a video picture. That is why the highest requirements are imposed on the text and musical accompaniment of the video.

So what are the stages that an audio recording goes through before becoming an effective advertising tool?

1. Script writing. To record an effective promotional audio clip, you need a good script, which depends on the type of video:
   • informational - the necessary data is conveyed to the listener using a text ad;
   • game - several speakers (rarely one) play a situation in which a certain problem arises. Its solution lies in the advertised product or service;
   • musical - an advertising audio clip (or a certain part of it) is served in the form of a short song. Such advertising is well remembered and has the greatest potential.
2. Selection and approval of announcer voices. At this stage, the search for suitable speakers is underway. Well-chosen voices attract people's attention and make them listen to the text.
3. Recording audio ads. The final stage is the direct recording of tracks in a specially equipped studio.

Order an audio clip from professionals

Where to order audio advertising in Moscow? Contact Venus Media specialists! For 10 years of work, we have created hundreds of advertising audio and video clips for Russian and foreign companies. The high quality of our projects is evidenced by positive customer reviews, including well-known brands: Chevrolet, Oriflame, Procter & Gamble and many others.

Order an audio clip from us, and we will open for you a database with the best speakers from all over the world (more than 500 people). They will tailor your ad to any audience and make it as effective as possible! Recording of audio clips takes place in the presence of experienced sound engineers using the most modern equipment. Full automation of the process ensures high speed and lower prices.

The first thing you need to pay attention to when selling a home is not an impulsive purchase. Before buying a house or apartment, a person weighs the pros and cons for a long time. If you want to write the best selling text for a real estate agency, handle objections correctly. And the examples of advertising given in this article will help with this.

The property itself has no value. What makes it valuable is the customer. And the realtor's task is to present these very values ​​to him in a beautiful and accessible way. A sales text for a real estate agency is a litmus test for evaluating a company for the seriousness of its approach to business.

The key task for a good realtor is to drop the first word from the phrase “possible client”. Specifics and evidence - that's what interests a potential buyer. And not populism in the style of Ostap Bender and his New Vasyukov.

What to write in a text about real estate: a checklist

1. 1. • Raise a question about the client's concerns;
      • Make the presentation as specific as possible and minimize the water;
      • Back up words with facts;
      • Handle customer objections;
      • Draw a portrait of a potential client: income, professional area, age, gender, lifestyle and habits;
      • Offer some services as a gift or for free.

Selling text for a real estate agency: what does the buyer really want to read in the advertisement?

If you think that a person buys a house, then you are deeply mistaken. If you think that a person buys the area of ​​​​housing, the location of the rooms, the availability of repairs - again you are mistaken. A person buys a solution to his problems and the achievement of his innermost goals.

He needs an increase in social status, comfort, security. Live close to work, with friends and family. Feel comfortable, cozy and safe. Raise your social status, causing the envy of your friends.

Where should a poor realtor go? Let's analyze the main channels for the influx of customers for a real estate agency:

1. 1. 1. word of mouth. Don't have 100 rubles, but have 100 friends. Reputation is a hard-to-control, free, and age-old tool to attract customers at no cost. Give the client what he needs - and he will bring friends. There is only one drawback - it takes time to develop this very loyal clientele.
      2. Real estate agency advertising on internet bulletin boards. Avito and other bulletin boards are a reliable tool for finding clients, like the entire civilian fleet. But in order for the ad to be found in the search easier, it is extremely important not only to make it a premium, but also to enter keywords without losing the readability of the text on the site.
      3. Flyers, booklets and outdoor advertising. Posting ads, advertising on transport or distributing leaflets - an advertising text for a real estate agency must convince. Stations, airports and other places of high traffic are perfect for daily rent, stops, lampposts and bulletin boards are suitable for monthly rent or the sale of economy class housing.
      4. Personal site. Get yourself a personal page on the Internet and provide information in a convenient and understandable way. Outrun your competitors like a cheetah tortoise. The most difficult thing is to write yourself or order a selling text for a real estate agency from a copywriter. And an interesting blog with articles about selling a home with useful tips will bring additional traffic. Dare, and customers will flock like moths to the light!
      5. Social network. SMM is a delicate matter. The freeness of social networks generates huge competition, unlike sites with their symbolic payment for a domain and hosting. The competition is on the rise. But creating real estate agency groups on VKontakte and other social networks is definitely worth it. If you have time, energy and opportunities, you can make a video blog on YouTube.
      6. Advertising in newspapers and magazines. For one-room apartments and other secondary housing, popular newspaper ads are best suited. But for elite housing - advertising in glossy magazines, which are read more often by a wealthy audience.
      7. Real estate advertising on radio or television. Ideal for bulk sale of new build or overseas homes.
      8. Pillars. An inexpensive advertising medium will attract interested passers-by like a magnet.
      9. Business cards. No comments. Cheap and cheerful.

Conclusion: there is no universal way to advertise real estate. Each type has its own target audience, for which its own strategies are applied. For young people, bet on websites, social networks and message boards. For respectable older people, rely more on print ads, radio and television.

Criteria for a favorable description of residential, non-residential and commercial real estate with examples

A lot of sellers, both owners and realtors, like to overestimate the cost of a house, apartment or land plot by 10-20%. At the same time, forgetting to indicate the reasons why it is worth buying it for such a price. Check out this short checklist, maybe you missed something:

1. 1. 1. General description of the property. The area of ​​housing, the number of rooms, the presence of a balcony, the view from the window. (The picturesque view from the window is very often forgotten)
      2. Infrastructure. Is the metro within walking distance or is there a bus stop nearby? Amazing! 24/7 supermarket across the road? What you need! But many people forget about schools, kindergartens, hospitals, parks, alleys, cafes, quiet neighbors, convenient parking lots and sports grounds. They also ignore quiet neighbors. But in vain.
      3. Communications. Gas, electricity, water, heating, sewerage, telephone, internet. If not, tell us about the possibility of a trouble-free connection.
      4. Order with documents. The legal purity of documents implies the absence of debts, arrests, registered tenants. (Also often forgotten to mention).
      5. Address. Do not forget to indicate the approximate address in order to more accurately identify the target audience (CA).
      6. Price. The last point in order, but not in importance. If the buyer does not see the price, he is inclined to overestimate it. Therefore, be sure to indicate how much a square meter of living space or rent costs.

When renting, there are some nuances. In contrast to the sale, the client is more interested in repair, availability of furniture, Internet and cable TV, washing machine, microwave, air conditioner. And it is important to specify the rental period: daily, weekly and monthly.

If there is a need to reduce the number of phone calls, then you can indicate something like “for a married couple”, “without animals”, “you can with children”.

When buying an apartment, in 80% of cases, new settlers make repairs to their liking, there is not much point in focusing on it. But a beautiful view from the window of the sunset over the river, load-bearing walls without cracks and a dry basement, it makes sense to beat with feeling and arrangement.

Real estate agency advertising text: Handling the “self-purchase” objection

1. 1. • Confidentiality. A person has already sold / rented an apartment, and people still call his number for months and years.
      • Anxiety. Constant traveling, negotiations and search take a lot of time. Isn't it easier to entrust this to specially trained people?
      • Risk. Housing scams are commonplace. A non-lawyer buyer risks buying or renting an apartment with debts and invisible tenants. The realtor will quickly and inexpensively conduct a legal examination of documents. This is a strong argument in favor of real estate agencies.
      • Limited choice. Even if you manage to find housing without intermediaries, the choice will be limited to 1-2 options. And not the fact that they will suit specific needs.

Text for a real estate agency on the radio

An example of advertising on the radio of new buildings (timing 35 seconds)

The pleasure of change is yours - our care and responsibility. Sale of new buildings in 18 cities of Russia: St. Petersburg, Moscow, Kazan, Kaliningrad, Krasnodar, Sevastopol and other cities have become closer. Make profitable investments in eternal values. A masculine approach to business and many years of experience. "Partner-Real Estate", Arkhangelsk, st. Karl Liebknecht, 19, 4th floor, office 406. Tel. 477-994 Write down: 477-994 Come to us and live better!

An example of text for real estate advertising on the radio example No. 2 (timing 30 seconds)

June 22 and 23 - open day in the new office of the company "Absolut-Nedvizhimost". Free consultations on legal issues, selection of apartments and mortgage programs. Chelyabinsk, Brothers Kashirinykh, 151 Single reference phone - 776 27 27 Partner of Sberbank of Russia LLC. General license of the Bank of Russia No. 1481 dated August 30, 2010.

Text for advertising real estate on the radio sample No. 3 (timing 20 seconds)

Real estate agency "Global". Purchase, sale, exchange of housing in Togliatti and the entire Samara region. They work with housing certificates "Young Family" and "Maternity Capital" and discounts for their owners. Mortgage registration in our office. Guaranteed legal purity of the transaction and apartment insurance as a gift! Real Estate Agency Global 33-66-99

Text for advertising on real estate radio abroad example No. 4 (timing 20 seconds)

(Balkan motifs sound. Different announcers speak in turn) To Turkey by bicycle. To the Czech Republic by car. On a moped to Greece. On a yacht to Italy. Live in Bulgaria - travel around Europe. Apartments and houses on the Black Sea coast in Bulgaria. The average cost is 32,000 rubles per square meter. Real estate agency in Bulgaria SweetHome. Phone in Krasnoyarsk 8 800 555 60 20

An example of a real estate agency selling ad

Real estate agency "East-West". Our database contains more than 1,000 objects in Moscow.

Do you want to buy housing in a particular area? We have a spot selection of housing!

Do you want to buy with a mortgage? We will assist you in obtaining a mortgage loan!

Services for owners:

1. 1. • We help to collect the necessary package of documents and select options.
      • We check the legal purity of documents.
      • Make an advance.
      • We draw up a contract of sale and draw up a deal.

Services for buyers:

1. 1. • Departure of the agent to the object and photo session.
      • Advertising and selection of potential buyers.
      • Making an advance.
      • The conclusion of the contract.

We will arrange for you a property assessment and a photo session of the property free of charge.

Come to the address: Moscow, st. Sovnarkomovskaya 58/4, of. 305.

Call: 000-000-000

Key phrases in the text for a real estate agency

In the text for a real estate agency, search promotion is extremely important. The requests that Runet users enter in search of housing are simply amazing in their diversity. And it’s very good if these requests fall on your real estate website.

There are 2 tasks at once: briefly and emotionally describe all the advantages of housing, and at the same time imperceptibly write key phrases in the text so that people come from the search. Particular attention should be paid to the long train of key queries. Phrases like “buy a one-room apartment with a balcony in Nizhny Novgorod, st. Akademicheskaya, 6” is written once every five years, but it is precisely such phrases that will lead to your website or an ad of “warm” buyers who are ready to buy or rent a home right now.

Therefore, you must not forget about the keys in the text. I have already described this process in, so I will not dwell on this in detail.

It is precisely the exact hit in the human value system that will help to successfully complete the transaction. And the creative text "About the company" for a real estate agency is the first filter that filters out "own" and "not own" options from realtors and clients.

How to write a sales text for real estate? Tricks and life hacks

Don't use empty words like "gorgeous", "fantastic", "cozy" without supporting the facts - this will only cause distrust.

No: Recently renovated.

Yes: Cosmetic repairs were made 2 months ago. New bathroom, fresh glazing of the balcony.

No: Cozy apartment.

Yes: Apartment in a new building on the third floor in a quiet area with windows overlooking the park.

Yes: Stalinka, with high ceilings and oak floors, in the historical center of the city, overlooking the square.

Yes: The windows face the sunny side of the courtyard, so the apartment will be bright and quiet.

No: The best apartment.

Yes: The only apartment in this house with a two-story layout.

Yes: The very first row from the sea.

The success of an ad depends on how useful information the consumer receives for himself, how adequately he can process it. And the title, written according to the formula, will also increase the conversion of the text for a real estate agency.

Avoid stamps, clericalism, complex turns, incomprehensible terms. The client should see in the presentation clear benefits for himself, the selling structure. And, of course, we must not forget about the catchy headline and call to action - the alpha and omega of copywriting.

And remember that there is no perfect home. An ideal for that and an ideal that you need to strive for it!

The deadline works very well. The rule “who gets up first, that and slippers” has not yet been canceled.

Imagine the target audience. A young couple without children, or a huge family. Noisy youth or an eternally busy businessman who loves silence?

If the apartment is in a new building, after renovation - underline this in the title. An apartment without repair is an apartment from scratch. Cheap price - below the market by 20% is beneficial to investors. It is also advisable to indicate the area or street in order to more accurately determine the target audience.

Order a text for a real estate agency from a copywriter

If you are a realtor (or just want to sell your apartment), then there are 2 ways: write the material yourself or order a text for real estate from a copywriter. In the first case, the ad runs the risk of not revealing its full selling potential, plus, for many people, writing the text is another torment! The realtor will write useful information, but will miss the important selling components and keywords that drive quality traffic.

Ordering an effective text for real estate from a copywriter means unraveling the Gordian knot of successful sales.

Be a player, not a spectator in the field called "life"! May the agreements be with you!

Article update dated 02/26/2019

Friends! Too many orders began to come to me through the blog, I have to narrow down a number of my topics. I'm putting a stop to writing sales texts about real estate. There is not enough time and energy for everyone, please understand and forgive.

Therefore, if you need a selling text, I suggest contacting a trusted freelance exchange. On these exchanges, I myself began my career as a copywriter, and therefore I can recommend them with a clear conscience.

Exchange №1. On this exchange, you can not only order selling texts for a real estate agency from a copywriter, but also order the creation of a real estate website, the design of flyers and banners, setting up contextual advertising for the sale of housing, creating and promoting a group in social networks, voice acting for audio clips, creating a video on the subject of real estate and much more. Many do this in a highly specialized way, so finding a quality performer at a reasonable price is quite realistic.

You can register there in one click using your Vkontakte, Facebook or Google+ account, mastering the interface of the exchange is no more difficult than reading this article to the end :) To order text, advertising, social networks, audio, video for a realtor, click here.

Exchange No. 2. This exchange specializes only in copywriting. I recommend it if you need to get a text for selling a house, apartment, villa at the lowest price, or if you need a very large number of articles to attract traffic. There are a lot of performers here, so there will be no end to those who wish. If you doubt the quality of the artist, check the box “Select the artist manually” and choose from the responses of authors with the most readable portfolio :) To order an article for a real estate agency, click here .

Helped what he could. If you have any questions, ask them in the comments, I will answer them in detail. Break a leg!

Best wishes,

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According to studies conducted by sociologists, radio advertising is slightly inferior to television advertising in terms of memorability. The effect of a one-minute audio clip is equal to 75% of the effect of a regular half-minute TV spot. Moreover, the cost of radio advertising is five to six times less than the price of video advertising.
Research shows that it is easier to convince people with words about the benefits of a new product or service. They like the product more, and people agree to buy it more than in cases where words are accompanied by pictures. This effect is due to the physiological characteristics of perception. The ear reacts faster than the eye. The disadvantages of radio advertising are the limited elements of influence on the client and the inability to show the product and repeat what they heard.
To increase the effect of radio advertising, it is advisable to follow the following tips:
The advertising message should be as simple as possible and easily perceived by ear.
The message should be easy to remember.
The essence of the advertising message should be conveyed in 6 - 8 seconds.
It must include imagination.
The advertising idea should be short.
You need to immediately interest the listener.
With parallel advertising campaigns on radio and TV, the same melodies, call signs, texts, etc. should be used.
The duration of the announcement is no more than 30 - 40 seconds.
Radio advertising should be evaluated after listening.
It is desirable to maintain the style of the radio station on which the audio clip is placed.

The Persuasive Power of Radio Advertising

One of the main advantages of radio is its tremendous persuasive power. C. L. Bove and W. F. Ahrens in the book "Modern Advertising" talk about the bet of Martin Block, one of the first announcers of the American radio station WNEW. Considering that many women go shopping from New Jersey to New York, he bet he could persuade some of them over the radio to come back and buy a dress from his sponsor in New Jersey. And indeed, having gone on the air, he convinced several women of this.

Why does radio have such persuasive power? For several decades, scientists have found that many people remember a list of words spoken aloud better than the same list presented in printed form. In the 1980s, researchers from Northwestern University in the United States took up a deeper study of this issue. As a result, it was found that the human brain is able to perceive the spoken word in 140 milliseconds. Moreover, auditory perception lasts longer than visual perception in humans. If the visual image fades in less than 1 second, then the auditory perception lasts 45 times longer.

These features of the human brain explain the fact that it is easier to convince people of the merits of a product with words spoken aloud. In this case, they like the product more, and they are more ready to buy it than in cases where they are persuaded by printed words.

AIDA scheme

You can check the radio commercial using the AIDA scheme

AIDA is a concept that explains how the perception of the "consumer" works. It is a series of successive stages of the reaction of "consumers" to an advertising message.

Attention -> Interest -> Desire -> Action ->

Attention -> Interest -> Desire -> Action

The AIDA scheme is a "skeleton", "fish", "template" for creating radio advertisements. At the beginning of the video, you use bright sounds, voice, image - to attract attention, the next "segment" of the video should arouse the "interest" of the radio listener, the next part is designed to arouse the "desire" to use services or purchase goods, and the end of the audio clip should encourage the listener to action: get up and go for the goods, call, drink and eat :) Just remember that AIDA for radio advertising is not a dogma, as in any business you need to have a sense of proportion and taste.

AIDA is a general formula for listening to radio advertisements. Radio advertising, built according to this principle, is better absorbed by the brain of a potential consumer of services and goods, and, accordingly, you get a greater financial return from such radio advertising.

Seasonality of audio ads

According to professionals, when conducting advertising campaigns, it is necessary to take into account such a factor as seasonality. Everyone will agree that in winter the call to indulge in soft drinks sounds out of place. As a rule, the time of the year is automatically taken into account when creating advertising, however, its creators often overlook one important factor - seasonal fluctuations in the psychological state of consumers.

I must say that we feel the influence of this factor, without realizing it. How, for example, to explain the influx of all kinds of advertising before the holidays? First of all, a completely natural increase in demand. But demand is increasing not only because of the desire of people to buy gifts or goods, it is also due to the state of general euphoria before the holidays. And in this state, people allow themselves a little more than usual.

This example shows how important the psychological component is. This factor must be taken into account not only when preparing seasonal influxes of advertising, but also when creating direct advertising slogans.

So, in winter, people tend to suffer from a lack of positive emotions. Therefore, advertising in winter should be bright, colorful, sensual in order to awaken people from hibernation.

It is also necessary to take into account the time of the year, presenting various aspects of the product in a favorable light. So, watching a snowstorm outside the window, a person is more likely to listen to an advertisement for an autonomous boiler house than to a call to purchase an air conditioner. In the same way, the lack of own substation is acutely felt precisely on cold winter evenings, when there are problems with electricity, and not at all on a hot summer afternoon.

In summer, all mentions of intoxicating coolness and saving shade attract the attention of the consumer, while in winter they go unnoticed or cause irritation.

Psychologists say that any shade, sound and image remain in our memory. One advertising call can become a bright sunbeam in the middle of a gloomy autumn, while another can, on the contrary, increase the state of apathy. Of course, it is not possible to take into account seasonal changes in the psychological state of each person, but advertising creators can rely on general ideas about what people lack at different times of the year. This approach lacks individuality, but it is still effective. Perhaps, using this approach, the advertisers will at least stop colorfully describing the advantages of a high-speed elevator in the face of ongoing problems with electricity, central heating and hot water.

In conclusion, I would like to note once again that the change of seasons has a noticeable effect on the psychological state of a person. This factor must be taken into account both when preparing advertising campaigns and when creating specific advertising. In other words, what in summer or spring will push a person to buy a product, in winter can cause the opposite effect.

- Concentrate on one commercial idea (object of radio advertising). If there are more than one, prioritize.
- Achieve the desired action from the listener by influencing the stereotype associated with this action (characteristic sounds, phrases, music, voice).
- As early as possible, name the advertiser's name (company name, advertised product). Repeat it at least three times without replacing with pronouns.
- Make up the script so that the listener can understand the essence of the advertising message in less than 6-8 seconds.
- The level of comprehensibility of the scenario must be 10 points below the average IQ of the social stratum for which it is intended. The script should not require effort to memorize or understand the text.
- Maintain a conversational style. Use simple words and short sentences.
- Emphasize verbs and use them more often than adjectives.
- Stick to the present tense and active voice - it sounds livelier.
- Create visual images using expressive words, metaphors, sound effects.
- Don't be afraid to use personal pronouns. Remember that you are addressing each person personally.
- Avoid cliches.
- Match the size of the scenario with the amount of time you have at your disposal.

Vladislav Glyass, Sergey Nikolaev - "Radio "Modern", "Our Radio".

Commercials in an adult way or careless creative games

At the heart of creating a commercial is an idea. It is she (and not the performance technique) that is able to make the viewer remember the subject of advertising. Why, then, is Russian television replete with such mediocre advertising messages? The answer is simple: the idea of ​​a commercial is dictated by the advertiser. Even if the idea is provided by the agency, the final word depends on it - the person making the decision. And in most cases, the advertiser makes a mistake. In this article we will try to figure out: which one and why?

Lack of fantasy
A common occurrence. The agency represents, the production represents, but the advertiser does not. Why? Simply put, he shouldn't be. He produces dairy products (glues wallpapers, audits enterprises, assembles cars, etc.) and his imagination is limited to this particular area. Those who argue that the future lies in the rigid specialization of labor are right. There are no universal specialists, and if a person is able to engage in production technology and write advertising texts, then something is sure to turn out worse for him. Fantasy in advertising (or creative thinking) is the lot of a small number of specialists. And the opportunity to evaluate this product is the agency's ability to visualize its idea, to enable a person without imagination to understand what will be in the frame, using simple words and images accessible to a non-professional.

Developed fantasy
The opposite and more severe case. When thinking, effectively tuned in a certain direction, they try to rebuild it in a completely different direction. This is where most of the "pearls" of Russian advertising are born. The customer dictates his vision of the video. It's good when his ideas have the opportunity to be implemented. In my practice, there was a customer who provided a 30-second script on four (!!!) pages of tight 12 size. Moreover, it was an extensive description of 12 story scenes! "What is it: 2 seconds for each scene?" we asked. The customer thought and disappeared for a month (painful search for his own "I"). When he returned, he asked to adapt the script to the timing. As a result, I was disappointed that horns and legs remained from the "script". It happens that the customer writes poetry. And he dreams of creating a ditty video with his verses. True, sometimes there are gifted advertisers, but rarely, and not everyone gets them.

Lack of knowledge of market laws
If in previous cases the agency is able to direct the customer on the right path, then this is just a clinical case. Imagine - a distributor of a well-known brand of cell phones. He sincerely believes that 90% of the reasonable population of the earth is waiting for a new model for mobile communications (they excluded very old people and children under 3 years old). And he does not understand when the agency offers to clearly explain to the future buyer the advantages of the novelty. Why, because it is clear to everyone! Iron logic. Another development of the situation I would call "pseudo-scientific". This is when the advertiser has read books on marketing, is familiar with the words "brainstorming", etc. Then an initiative group gathers to form a creative concept in the company. And let's "storm" the expanses of creativity. It happens, it works. More often than not. Why? Because the majority, who have a theoretical base, are not able to "take the place of the buyer", understand his logic, the program for making a purchase. So it turns out that, after such a brainstorming session, consisting of adults, experienced uncles, we have to clean the toilets every day, and a dirty stove is generally the end of the world for every woman. Funny, gentlemen!

Desire to be closer to the leader
Everyone is screaming about how tired of "cloned" videos, but when it comes down to it ... Usually it goes like this: "I would like to make a video like that...". This is followed by the name of the leading competitor in the market segment in which the customer operates. Any weighty arguments are not able to force him to change his position. Of course, this desire is understandable. But only in terms of the emotional component. After all, there is nothing rational in this desire. Who benefits from creating a "similar" commercial? Customer? Doubtful. What are the guarantees that a potential consumer will be able to distinguish your trademark in the general flow of similar information? And is it reasonable to state what has already been done by others. Any "similar" advertising product is perceived as a fake, not a novelty. The competitor is rubbing his hands. His logic is correct: the first motive accepted by the audience is strongly associated with his trademark and it is extremely difficult to rebuild the mind of the consumer.

Not everything is gold...
"Remember, there was such a cool video, there .... I just don't remember what was advertised." Is the situation familiar? No. Then the test: remember the top five most interesting commercials for you (from the point of view of the plot), and now the same five advertised brands. Not remembered? Now answer: what will be deposited in the memory of the viewer - this young pretty half-dressed girl or a brand of tights? It's called a vampire image. When an advertising product is created, where the storyline is based on a character. At what the character is bright and memorable. It's great when your ad is remembered when it becomes the subject of discussion. It would be nice if the product to which the advertisement is dedicated was as bright as the image created in it. And if not? Give the money intended for the production and distribution of the commercial to a charitable foundation. This is where they come in handy. There is no need to amuse the audience from your own pocket, and television does an excellent job with this task.

War of the sexes
The audience of 80% of consumer goods are women. However, not everyone knows this. Although, even those who understand this have a poor idea of ​​what "female" advertising is and how it differs from "male" advertising. This is the area of ​​psychology, the issue of gender perception of advertising. But examples are all around us. Let us recall at least Adam and Eve with the notorious apple. What was she guided by when accepting the tempter's proposal, and how did he make the decision. Even in the age of emancipation, a woman remains a woman. She buys not shampoo, but beautiful hair, she buys cosmetics, but the desire to stand out. Even the majority of men's cosmetics is acquired by the weak half of humanity. Imagine the process of shaving (meaning the faces of men). What does the woman see? Irritated, inflamed, tormented by daily grater skin. What does a man feel? Only 10% care about relieving inflammation and skin irritation. For the rest, shaving is an inevitable, not very pleasant procedure. A man expects ease of use, a pleasant smell, stylish packaging, a familiar brand from cosmetics. And a woman seeks to "save" men's skin, choosing emollients that relieve irritation. A logical question arises: why are there so many half-naked women on the screen. The answer is simple: most advertising is created by men who do not take into account the female psychology of information perception.

What is good for a German is good for a Russian...
Adaptation of commercials for multinational products is a very important issue. This concerns not only discrepancies in the actors' articulation (when the actor's lips "do not fall" into the Russian text), but also the issue of the very idea entering the market. We had a case when for a national advertising campaign we filmed the main character in three degrees of "dressing", for regions with different mentalities. In general, the culture of the society to which the advertising message is directed is a key factor in choosing a creative concept. And although we have replaced sandwiches with canapes, borscht with sushi, there are things that are unconvincing for the Russian consumer. And this applies, first of all, to the motives for making a purchase decision. This is how advertising campaigns fail with adapted commercials for mini-sinks, in which a handsome young man cleans the paths of his house (“To the country house such a beauty? They’ll steal it right away!”, “I wish I could clean the paths too!”).

You will laugh!
Laughter is one of the greatest positive human emotions. Laughter can soften even the most gloomy consumer. However, humor in advertising is a delicate matter, requiring great attention and strong abilities. Few people have the talent to write to the point and funny. There are many dangers in a commercial that is funny by design. The main one is vulgarity. It is very easy to go as vulgar in a joke, because the laws of humor are based on primary innuendo, as in the case of vulgarity, which is dangerous for any advertised object. But the temptation is great. And rightly so. After all, a person, having remembered his good mood, will link it with the trademark, and later he will remember not only his complacent state, but also the product itself.

Memo to the screenwriter
So, you will try to avoid mistakes, but still try to write the script yourself. Well, then some important points won't hurt you:
Script structure. Any dramatic work (which is the commercial) is subject to certain laws. To put it simply, remember the school, the subject of literature grades 5-6. Ever since childhood, we have heard such words as "outset", "development", "climax" and, finally, "denouement". In this equation, there are several unknowns for us (the plot, development, climax) and one known in advance. This is a disconnect. In any (well, or almost in any) commercial, the denouement is the so-called Pack Short, the “grocery” finale of the video. In the Pack Short we see the range of the product, its name often accompanied by a slogan. Usually Pack Short occupies 1/6 or 1/5 of the duration of the commercial and contains the main (top) products in the assortment line (if it is extensive). It's good when the slogan in the Pack Short is functionally the final plot of the commercial. Well, for example, the slogan contains the answer to the question asked in the story or the solution to the problem shown in the video.
As for the other components, they add up to a single narrative line. Moreover, for the modern genre of advertising, any variations on the theme are possible. There are no rules. The climax may, for example, precede the opening. When at the very beginning of the video we are shown the fact that happened and only then - its background. It happens that in the video, after the plot, a powerful climax follows, so as to enhance the effect. However, the laws of perception remain and they cannot be neglected. The viewer should understand what is happening in the frame, should not feel like a fool and should not waste powerful intellectual resources on recognizing the plot of an advertisement.
Plot. The concept of "storyline" means building the elements of an advertising video into a single chain - a line, so that all elements fit perfectly and complement each other (remember the puzzle). Then the story, presented in a short period of time, will be "edible", convenient for perception and memorization. It is important to remember that the main topic of the story is the advertised product, and not this cute baby in the frame. Ideally, when the product itself plays the main role, and everyone else plays secondary roles. This is how promo heroes are born who personify the character (all sorts of moidodirs, Mr. Proppers, etc.). A promo-hero can advise, amuse, teach, help, in general, be a hero in every possible way and at the same time jump back to the label, thereby being firmly associated with the product. Promo heroes are born out of necessity rather than rich creative baggage. It must be remembered that it is advisable not to "revive" the product itself, its packaging, i.e. not to force the consumer to buy and use a living being. Well, think about it, who likes to eat sausage, which just talked to a human voice from the TV screen?!
There may be several storylines. For example, they can run in parallel. For example, separately - the morning of a man and the morning of a woman. Two storylines. Scenes change. She wakes up, he brushes his teeth, she gets dressed, he drinks coffee, she walks out the door and he leaves the apartment, and they meet. At this point, the two storylines intersect and continue to move in parallel.
In the plot, it is important to consider the chronology of events. Scenes to be edited must contain the same amount of time. For example, a woman prepares food: she cuts vegetables, puts them in water, adds seasonings. The next plan should be a plan that would happen in real time after the same period of time. For example, a bowl of ready-made soup is on the table, but not putting the children to bed (why didn’t the children eat?)
Many scenes can be skipped. To show how a person screwed in a light bulb, it is enough to put the actor on a stool to screw in the light bulb, and then him, turning on the light. It is completely optional to demonstrate how the light bulb was taken out of the package, climbed onto a chair, etc. Getting rid of "extra" scenes, we leave in the plot of the video only what is important, significant for the viewer and save expensive advertising time.
Texts. Often the text is "written" for the plot, as if additionally supporting what is happening in the frame. This is wrong, because text in a commercial and text in a print ad are two different things. And they have different functions. A television commercial combines three important components: picture, sound and dynamics. All these components are equally important and that is why the commercial is more indicative for the consumer, relative to other advertisements. The text in the commercial must comply with one main rule: the viewer must perceive the text, understanding what is being said, without looking at the TV screen. In order not to forget about people who wash dishes during commercial breaks (drink coffee, paint their nails, etc.). And there are many of them to be noted. Why lose an audience to please bad copywriters? Any text of an advertisement has several functional components. Title. Designed to grab attention and make the viewer look at the screen (or stop them from pressing a button on the TV remote). Subtitle. Prepare the viewer for the plot of the commercial, give an introductory explanation, increase interest. Main ad text. It will report what the advertiser pays money for when placing ads on the air. The main advertising text should not be neglected. It is important to remember that this is the quintessence of the company's marketing policy, squeezed into 10-15 seconds, so any storyline must imply the presence of the main advertising text. Tagline. No comments. Echo phrase. Repeats an important element of the text, creates an echo, works on the principle of "repetition is the mother of learning." Often in commercials (due to lack of time) the echo phrase and the slogan are combined.
Timing. Remembering that you only have 30 seconds left is very difficult. I'll tell you a secret that writing a movie script is easier than writing a commercial. "Nonsense!" - you say. But no, "working in timekeeping" is a serious talent of a screenwriter. At what, not to "squeeze" maximum information into the video, but to fully convey the idea to the viewer, ensuring understanding. When writing a script for compiled videos (when 30, 15 and 5 second videos are on air), the script is created for a typical movie. In other words, the most frequently broadcast. And do not try to accept the script for the greatest timing. Then the main broadcast video will be only a cut-down version of the video with a longer duration. The procedure is as follows: first, a script is created for a typical commercial, then a compiled version is created (for a commercial with a shorter duration) and an extended version (for commercials with a longer duration).
Execution technique. To create a full-fledged script for a commercial, you need to have an idea of ​​​​the possibilities for translating your idea. It often happens that the customer does not even imagine the modern possibilities of film and video production, computer graphics and animation. I will cover the specifics of advertising production in the next article.
But if you look at the problem from the outside, you can clearly see that there are people who build houses, who sell furniture, who manufacture computers, and there are people who write scripts and create commercials. So let everyone mind their own business. Good luck with your advertising campaigns, gentlemen!

Radio advertising

Recently, there has been a tendency to increase the popularity of radio advertising in Moscow and St. Petersburg. And the reason is by no means that the cost of an advertising campaign on radio is much less than on television. Sometimes it costs even more. But radio advertising has a number of advantages that make it attractive to advertisers in Moscow and St. Petersburg. For example, radio advertising works great in cases where it is necessary to reach narrow segments of the audience, which allows you not to overpay extra money for its coverage, but to place advertising audio clips, for example, on youth radio stations or radio stations for those who drive. Even the main drawback of radio - the lack of a visual range - turns into its positive quality, forcing the listener's imagination to work. Radio is especially effective for short-term advertising campaigns, such as announcements of events, various promotions, sales, and so on. The return from advertising on the radio in Saratov is felt almost immediately - the advertiser receives the bulk of the calls within about 15 minutes after the release of the audio clip in the ad block. The number of calls is directly proportional to the number of video releases in ad units. It is believed that the highest return comes from informational videos, and game videos are more suitable for image campaigns. Very high audience loyalty increases the effectiveness of radio advertising: it is believed that most people listen to 4-5 radio stations over a fairly long period of time. And if you believe the research, listeners of Radio Record do not switch the station at all and listen to the ad block to the end. Planning of advertising campaigns is carried out taking into account the daily dynamics of each radio station and the specific goals of the customer. Contact us, we make the most effective audio clips. We periodically conduct surveys and collect statistics on the effectiveness of advertising campaigns and the quality of our services in general. Call or email us, we will be happy to answer your questions. Production studio "Soundfon"

Radio advertising - briefly about the main thing

On this page we have published the necessary information for everyone who is engaged in radio advertising professionally or is just beginning to be interested in radio advertising, creating audio clips. Here, the basic rules for making effective radio advertising are described simply and clearly.

In radio advertising, the timing of audio clips is mainly used in multiples of 15 seconds. That is, 15, 30 and 45 seconds, less often a minute. A short announcement - 15 seconds (25 words), a standard radio spot - 30 seconds (45 words), a radio spot with extended abstracts - 45 seconds (up to 80 words). (Pronouns do not need to be counted). You can fit more words into the specified timing, but you get a tongue twister that the listener will not remember, will not perceive well, and such advertising will be ineffective.

The video must contain certain "image" elements - music, which is used as the main one for all subsequent audio clips, various sound effects - which can also move from video to video, the voice of the "main" announcer - which is used in this radio advertisement is always the same, slogan, singing a slogan or company name.

All this is necessary to increase brand awareness and increase the effect of radio advertising. The "image" component of radio advertising should not constantly and radically change, because in this case the radio listener will have to "get acquainted" with the advertised object being promoted each time.

The tasks of radio advertising

1. Positioning (a special case - informing) with the help of radio advertising.
Functions:
make an unknown advertised object known;
make it understandable, “one’s own” emotionally;
Form an assessment about RO;
draw attention to the RO;
remember RO.

2. Detachment from competitors with the help of radio advertising.
Functions:
· get the effect of novelty, if the RO is known;
switch the attention of listeners from similar objects to RO;
· distinguish RO from others similar to it.

Vladislav Glyass, Sergey Nikolaev - "Radio "Modern", "Our Radio".

Audio clip as an effective advertising tool

An effective type of advertising that has the most effective return on potential customers is gaming, music, and necessarily dynamic audio spots. That is why the creation of audio clips is so in demand.

The issue of making audio advertising must be approached with all responsibility. This process is quite painstaking, requiring great attention, concentration and creative solutions. To create an audio clip, you need to go through several steps. The first of them is the thematic development of the project. This is followed by the work of screenwriters, directors, announcers. After the script is written, the actors are selected and the equipment is set up, the recording begins. The final stage is the acoustic processing of the finished product.

As a result, a finished commercial appears, designed to inform potential customers about a particular product or various services. And it does not matter at all what its duration is. Often, a few seconds of sound are enough for all the necessary information to be conveyed to the end user of the advertising product. It is not uncommon for an audio clip to include radio jingles specially recorded by professional singers. In this case, an incredibly powerful advertising tool appears.

Be that as it may, the creation of audio advertising has certain goals. Priority effective advertising, which should outline the circle of consumers. It must be bright and memorable, but unobtrusive at the same time. Various methods are used to achieve the result, for example, the inclusion of additional audio effects. That is why the process of working on a video is so complicated, it is necessary to fit as much information as possible into a narrow framework and present it unobtrusively and gently, but in such a way that it not only reaches the addressee, but has the desired effect.

With the help of the Soundfon production studio, you will receive a high-quality audio clip that will be not just advertising, but truly effective. Our experts will perform the entire range of work on the production of the video, write an interesting script, choose the most optimal style, and record the voices of the announcers. The studio practices remote collaboration, no need to come to the office, all approvals are made online, and the finished result of the work is sent by e-mail.

audio clip

audio clips or radio commercials are small independent audio fragments used for broadcasting on radio, TV, supermarkets, Internet sites, etc.
In an audio clip, the most important thing is the script and the work of a professional announcer. Before you start creating an audio clip, it is very important to have a high-quality text or script for an audio clip; a well-prepared script is the key to the success of an advertising campaign. As a result, high-quality audio clips desired by the customer are produced.
Advertising audio clips are characterized by the saturation of information in a relatively short period of time. Sometimes it comes to the point of absurdity, the voice of the announcer is artificially accelerated in order to convey advertising information with a minimum timing of the video. Making audio clips is not only the process of combining well-read text with music. This is an intonation highlighting the main thing, emphasizing important information.
Listen to audio clips, there are different styles: image audio clips, informational, game and song videos are not very relevant now. You can hear examples of advertising audio clips. The texts of audio clips turn into the most interesting radio clips if the ratio of the image part and the information part is chosen correctly. One and the same text can be recited, processed and edited in infinitely different ways.
If you want to get a really high-quality video? contact a professional copywriter. Which will prepare for you a high-quality script for an audio clip.
Audio clips - advertising your products and services. We prepare and record audio clips for broadcast as advertising using professional production libraries, starting with qualified sound engineers with many years of experience and ending with uncompromising solutions in software and hardware. The creation of audio clips takes place on impeccable high-class technology, since the playback time is very short and it is important to scroll through the information as efficiently as possible. The production of audio clips begins with the recording of announcers, actors in the studio.
Audio clips on the radio often sound like clones. This is due to the fact that everything is put on the assembly line - the same script templates, announcers, pre-prepared sound engineer projects, etc. are used. Many try to avoid this, but not everyone succeeds. Yes, a possible consequence of this is increased production time and the final cost of the product. But as a result, you get a quality product and most importantly! advertising campaign revenue.
Separately, apart from all other types and types of audio clips, there are social audio clips. Make an audio clip of a social nature, prepare the text accordingly, select the necessary and suitable speaker. Many recording studios will be happy to record an audio clip of a social nature. By the way, the best audio clips are often social audio clips.
In advertising, the informational audio clip is the most used form and has the lowest cost in relation to the return of an advertising campaign.
Game audio clips are used less often, depending on the advertised goods and services, the budget and personal preferences of customers, they are more successful in the regions of Russia.
Vocal audio clips fade into the background and are popular in regions with a small number of people and low cost of advertising time.
After making an audio clip, ask for a passport of the audio clip, it is an official guarantee of the legitimacy of using music in its production. Radio stations do not always require a video passport. But at the first request or upon prior notification of its need even before the start of production.

What do you think is the key to the effectiveness of audio advertising? It is clear that you will be able to easily identify several ways how you can create an ad correctly. It is worth noting that the 5-7 examples you have given of how to make the text effective are not the only ones that advertisers should be guided by when compiling an advertising message for consumers. Now we will analyze everything in more detail together with you.

First of all, the buyer is attracted not by the content of the advertisement itself, but by the way it is presented to the viewer. Bold and, of course, unique text in the "header" of advertising - this is exactly what you have to start with. As you know, your customer needs up-to-date information. By predicting his aspirations or needs, it will be easier for you to show the advertised product so that it attracts the attention of even a complete skeptic.

It is best to make radio advertising creative. Ordinary people are attracted to unusual, interesting audio clips. Pay due attention to the rest of the details of the advertising message. By doing this, you will design the advertisement as it will be heard. We also advise you to work with an emphasis on the most important part of advertising for the viewer (bonuses, gifts to customers from your company). If there is a celebrity in the advertising company or if the text of the advertisement contains familiar phrases from your favorite films - write 5 points to yourself as a developer of high-quality advertising. Never, even if you really want to, do not write an advertisement for an unrealistic, fantastic company. The more paragraphs a person reads, the less he remembers. The main rule is that the slogan should be quickly and freely remembered by people. And advertising information should always be created honestly, without falsehood - this is in your own interests.

Let's tell you one more basic condition: use words with the particle "not" less often in the ad block, move away from sentences with negation! An excellent option that allows you to attract the target audience to advertising is to put the question in the title of the advertising text. Advertising theorists recommend not using such words and appeals directly to the buyer, such as "Lovely", "Gentlemen", "Tasty", "Cheap", "Reliable", "Profitable", "Guaranteed", "Try", they are almost are not perceived at all. Remove these extra words from the text, the customer will not lose extra money, but the income from it will be much higher. Reassure everyone that the purchase of a product that you have produced is necessary. And not even because of the favorable markdown of the goods.

Insert more often in the advertising text such words as: we announce, we give you, we advise you, we recommend you, improvement, quickly, swiftly, easily, immediately, mysterious, visible effect and other similar phrases and words. It is better to write important words in the text of the advertisement at least a couple of times - at the beginning of the advertisement and in the description of the specific usefulness of the product or service to the general public. Never compare yourself to a competitive company. Such actions anger the audience and do not comply with Article 7 of the Federal Law of the Law on Advertising. Also write about your organization at the end of the advertisement. Coordinates, phone, fax - that's what you need to tell the future buyer at the end of the advertising text.

Audio advertising. We do it right!

Like any manipulation of consciousness, the creation of scripts for radio advertising is precisely the manipulation of human consciousness. Such work requires not only a creative start, but also an understanding of the whole mechanics of the process.

Do you know why dozens of copywriters create completely mediocre texts for radio advertising? Yes, because they simply do not understand the fundamental principles, naively believing that they just need a beautiful text with a certain timing. Alas, it doesn't work.

You need to understand that a script that looks more or less on paper will simply be lost on the air. It will be nothing: no zest, no meaning, no spark. Dummy.

In order for you to understand what we are talking about, we have prepared a small example with explanations.

Have you dreamed of changing windows in your country house for a long time? Right now! For 17 years, the Okna Trakt Window Factory has been delighting its customers with the lowest prices in the city! Promotion until the end of summer: Window to the cottage only 3500 rubles! Hurry up! After all, Okna Trakt is the best quality directly from the manufacturer and the lowest prices in St. Petersburg Call …

What is the main problem of this "masterpiece"? That's right, it's empty. Purely informational video without any clues. And all these cliches, like “it's time”, “the lowest prices” (twice as much), “hurry up” are not noticed by the listener at all, since they have long lost all emotional coloring. A ghost video, after which nothing will remain in the head.

Trakt windows are excellent, a fact! Why is that so? 3500 window to the cottage - just pure luck! And for the house, too, we will help you choose any solutions. So what about the quality of the work? No worries at all: they will stand for many years until you get bored. Trakt windows are the best. Fact.

The second example of a radio commercial script:

Tract windows are able to do this: 3500 a window to the dacha, at such a price - good luck! The quality is wonderful, the models are countless. Where else is there such an offer? We have been working for 17 years - there are no complaints, no complaints. Trakt windows are the best. Fact!

These script texts are not only more advantageous in terms of perception (rhymes are simple and easy to remember), they also have one important feature: the repetition of the phrase “ Trakt windows are the best. Fact".

Why is this needed? The fact is that the listener usually remembers the last phrases. In our case, this is the statement that “Tract Windows are the best. Fact".

And even if the listener didn’t buy anything from us today, the grain is still planted: the next time he meets the mention of “Windows Trakt”, a helpful subconscious mind will tell him that .... That's right, they are the BEST. FACT. So we have created a very clear reaction to a particular brand.

If from time to time to remind the listener about this with your advertising, then at least you can build brand loyalty. As a maximum, a person will believe his own reaction to the brand and will purchase our windows. Hooray, hooray, champagne to all!

Principles of creating texts for radio advertising

Remember, we said that writing scripts for audio commercials is possible only with a clear understanding of the whole mechanics of the process? It really is. Of course, with an infinite budget, listeners can be forced to remember any complex and incoherent rubbish, but this is rather out of desperation.

Good texts should be memorized “on the fly”, so that after a few listenings the information is firmly stuck in the subcortex. How to achieve this? To begin with, learn to follow the principles of creating texts for advertising on the radio.

No complicated words and comparisons. The best radio commercial is the one you don't have to think about. Moreover, it is worth taking into account not your level (maybe you read Nietzsche in the original), but the most ordinary layman who is generally too lazy to think. Clear, small phrases. Familiar words. Specific facts and figures. Strong verbs.

Most of all, rhyming videos are preferable, since rhyme (especially unpretentious ones) is easier to remember.

Well-chosen time frames. The exception is jingles, short radio clips, usually consisting of one capacious phrase with musical accompaniment. For other texts for videos (informational, game, image) - from 10 to 40 seconds.

Optimally 20-35 seconds: during this time, the advertising audio clip will not have time to get bored, but it will be able to convey all the necessary information to the radio listener. You can see the approximate duration of the future video using the Chronomer service. Normal speech rate for radium format is 1.5 - 2 words per second.

No stamps. As mentioned earlier, stamped phrases are not perceived by the listener in any way. It seems to the customer of the commercial for the radio that by using as many faceless phrases as possible, such as “flexible system of discounts”, “ideal conditions”, “the highest level of service”, he will definitely convey to the listener all the charm of his offer. Will not deliver. Checked. Man has already heard such phrases a billion times, he has learned not to notice them at all.

Original submission. It is the unusualness of the text of the commercial - one of your main trump cards. Once upon a time, there was a well-known text, or rather, even one phrase, which we still consider to be the standard of radio advertising. This marvelous pearl sounded like this - "When you see a traffic light, remember the Termofor stove."

Even though the phrase is stupid, it works great. And it doesn’t matter that it doesn’t make sense, it’s important that the brand’s memorability just rolls over.

It is in the unusual and memorable presentation that the success of radio advertising lies. So often the question of how to create a good script for advertising on the radio rests on the usual absurdity. Far from always sober logic and a balanced approach are the only possible ways.

Hook Phrases. It is important that the text of the script for a radio commercial contains a repetition of the main idea, brand name or service. If the text is small, a couple of catch phrases are enough, but if the video is long (from 35-40 seconds), then there should be at least three mentions.

This is our main weapon, all other words, music and other attributes are just a retinue, which is designed to accompany and exalt true aristocrats - catch phrases.

This concludes our story about what a good video for advertising on the radio should be like. We hope these simple tips will help you at least a little to understand the principles of creating radio commercials and see the difficulties that you may encounter in the process.

P.S. And now there is a separate and, again, ready-made options already in the recording!

Good for you!